Report on Buyer Behaviour for Huawei Mate20

Running Head: MARKETING 0
Huawei Mate20
Report on Buyer Behaviour
iMate 20
Student Details

MARKETING 1
Introduction
Buying behaviour
The consumer buying behaviour is the summation of the preference, decision and
intention of the consumer. This decision is related to the consumers, who are
purchasing the product and services in the market place. The wants of the
individuals are limited and the resources, available are unlimited, so to cope up with
this, the consumer by their product with rational thinking. The customers are very
much concern about the products and services, which they are buying so they cross
check and compare their product with the other same kind of product.
Huawei
The Huawei is one of the leading global companies, which provides the product and
services related to communications and information’s technology and smart devices.
This company has four kinds’ key domains such as IT, smart devices, telecom
networks, and cloud services (Huawei, 2019). Huawei has three business groups
and in this report, the product of Huawei Consumer business group will be discussed
named as Huawei mate 20.
Huawei Mate20
Huawei Mate 20 is an android smart phone launched and produced by Huawei. It is
a part of Huawei Mate series. This phone was launched on 16th October 2018
(Huawei , 2019). The iMate 20 model is similar to iMate 20 pro. It shares the same
kind of design and has metal frame, with glass backing. Its pattern is “Hyper Optical”,
available with three colour options. In addition, it designed with the improved grip
from the preceding ones. (Gsmarena, 2019). The iMate 20 has a special feature of
dual NPUs along with 6GB Ram, 128GB built in storage. It has IPS LCD capacitive
touchscreen. In addition it has one year manufacturing warranty for device from the
date of purchase for the customer.
Main Body
Analyse on the current segmentation for iMate 20
Demographic Segmentation
The demographic segmentation is defined as the segmentation done on the basis of
demography which depends on various variables (Marketing 91, 2019). These
variables are as follows:
a. Age: Age is the first variable of this segmentation as the needs and wants of
the customers change with the change in the age of the customers.
b. Gender: This segment is depends upon the male and the female preferences,
as there is difference between the choice of male and female.
c. Income: This segment is depending upon the income of the people
(Techradar, 2019). The people having higher income will prefer the upgraded
quality and extra feature in smart phones

MARKETING 2
d. Religious race and nationalities: The preferences of the people will change
according to this segment as the people of different nationalities, race and
religion have different mindset also.
Geographic Segmentation
The geographic segmentation is defined as the segmentation done on the basis of
geography which depends on the units of geography such as location, language and
the other elements which separates the geography.
Behavioural Segmentation
It is the process of dividing the total market in the parts such as smaller
homogeneous based on customer purchasing power. It is done in the organisation
based on benefits needed, usage frequency, brand loyalty and so no (Mbaskool,
2019).
Psychographics Segmentation
The behavioural segmentation is defined as the segmentation done by dividing the
market into divisions such as interest, lifestyles, attitudes, values and personality
traits (Directivegroup, 2019).
Analyse on the targeting for iMate 20
This is the next step of segmentation. After the complete segmentation of the
market, the company has to target these segments as per the product released by
the company. In the case of iMate 20 the company focus in on youngster, which is
the part of age segmentation (Marketing91, 2019).
Analyse on the positioning for iMate 20
It helps in finding the position of the product (CFI, 2019). It is divided into various
factors such as:
 Product characteristics: In this, the company consider the products various
characteristics, which are used, in the positioning process by the company.
 Price and quality: In this case, company has to decide the prize in
accordance with the quality (Gadgets 360, 2019).
 Competitors: the competitor targeted as if they secured a good position it
means the company secured a good position in the market can also decide
the position of the company.
The needs and wants of consumers of iMate 20
The iMate 20 satisfied the needs and wants of the customer with the help of
following points:
i. It has multiple features such as multi touch and corning gorilla glass with
proper screen protection
ii. It presents DCI-P3, having high pixel density and resolution which has clear
and bright display (Gsmarena, 2019).