Buyer Behavior Analysis of Huawei Mate20

Buyer Behavior
5/23/2019
Huawei Mate20

Marketing 1
Contents
Introduction......................................................................................................................................2
Segmentation, targeting and positioning.........................................................................................3
Market segmentation for iMate 20..............................................................................................3
Targeting for iMate 20.................................................................................................................4
Positioning for iMate 20..............................................................................................................4
iMate 20 satisfies the needs and wants of consumers......................................................................4
Unique and innovative features...................................................................................................4
Attractive design..........................................................................................................................5
Premium prices............................................................................................................................5
Decision-making process.................................................................................................................5
The consumer may be influenced to buy the Huawei Mate20........................................................6
Internal influence.........................................................................................................................7
External influence........................................................................................................................8
Recommendation for competitors of the iMate 20..........................................................................9
Summary........................................................................................................................................10
References......................................................................................................................................11

Marketing 2
Introduction
In the dynamic environment, a customer goes through the different stages before making the
purchase of the products and services for his end use. The customers go through the process
when they make the purchase of any product in the market. It is essential to understand buyer
behaviour towards the product and services. The purpose of the report is to evaluate a new
mobile phone from the perspective of the different consumer and marketer. Huawei Mate20 has
been making good gains in the market from the launch of the product. The concepts of buyer
behaviour have been analysed for iMate 20. Based on the analysis of the buyer behaviour
suggestion to the rivals of the product has been provided. The marketing strategies of the
products have been evaluated which include the analysis related the segmentation, targeting as
well as positioning of the brand. Further, it also includes how the product iMate 20 can meet the
needs as well as wants of the customers. The analysis of the factors has been done that influence
the consumer of iMate 20 and the related recommendations for the competitors of the company.

Marketing 3
Segmentation, targeting and positioning
Market segmentation for iMate 20
Market segmentation is the process through which the potential customers are divided into a
group of customers (Baker, 2014). Huawei Mate20 customers are based on the different groups
that are discussed below –
Demographic segmentation: - The customers are segmented on the bases of different
characteristics that include age, income and many others (Chernev, 2018). For iMate 20, the
company segment the customers based on age in which they include people with 15-25 years,
25-45 years with the high-income group people that include teenagers and adults (Phys Org,
2016).
Psychographic segmentation: - Huawei iMate 20 segment the customers based on the lifestyle
of the people, their activities, interest as well opinion. This has been found that youth of the
company maintain the lifestyle due to which they purchase the product. The youth of the
company generally maintain the attitude as well as the interest in purchasing the iMate 20 that is
one of the innovative and classy products.
Behavioural segmentation: - The company segment the customers based on usage frequency
benefit sought and brand loyalty (Chernev, 2018). This has been found that behaviour of the
customer change for the mobile phones and the trend to purchase the innovative product,
equipped with features like battery, life, display, camera quality and many others.