Buyer Behavior

This article explores the factors influencing consumer buying behavior and market segmentation using the case of Huawei imate 20. It discusses how imate 20 satisfies consumer needs and the decision-making process. It also examines the internal and external factors that influence consumer behavior.

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Buyer Behavior
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BUYER BEHAVIOR
Introduction
Consumer behavior refers to the study of how groups of people, consumers, and
organizations select their wants and needs. Moreover, it refers to how consumers act in
the market and the underlying motives behind their actions. The marketers have an
understanding of what their consumers look for in their products. Consumers are
influenced by various factors. The fast marketing factor that influences consumer buying
behavior is the market design. The marketing factors include design, promotion, price,
positioning, packaging, and distribution. This factor influences the decision of the
consumer either to buy or not. There are many companies that have ensured that they
meet the needs of consumers by shaping their products to suit the ever-changing needs
of consumers. Huawei is one of the companies that have struggled to remain relevant in
the market. The company launched Huawei imate 20 in October 2018 and the pre-order
started the same day because of its magnificent feature that attracted the consumers.
Market segmentation
Huawei Company designs the imate 20 into three consumer marketing
segments. The first segment is demographic segmentation. This refers to segmenting a
product according to age, income, gender, and income. Huawei imate 20 was designed
to differently to suit the gender needs of its consumers. The phone comes in different
colors such as emerald green, black, pink gold, midnight blue, and twilight. Most
females like bright and attractive colors (Hassan and Craft, 2012, pp.350). Therefore,
imate 20 was designed to suit those who like attractive colors. On the other hand, males
like cool colors such as black. The company made sure that it satisfies the needs of
both genders. The phone was segmented according to the behaviors of the consumers
(Anderson and Xie, 2014, pp.264). The phone has a high-resolution camera and it is
designed to suits individuals who like taking pictures with its 40mp lens and the 8mp
front camera which focuses distant images. Another type of segmentation for Huawei
imate 20 is psychographic segmentation (Macharia, Collins and Sun, 2013, pp.1313).
The phone was designed to suit the middle and high-level people because of its
relatively high price. The lower income earners cannot afford the phone. Moreover, the
phone is designed to help people like students keep all their documents because of the
phones 128 GB internal memory.
Imate 20 targets the youths because of its flowing design which endows the
devices with a drag coefficient and its curved chassis on all the eight sides. It also has a
unique camera matrix that takes the iconic four-point design. The phone has a long
battery life and most of the youths use their phones for a long time hence saving them
the stress of carrying a power bank everywhere they go. The phone also targets
business people because of its internal memory of 128 GB and external memory up to
256 GB. Moreover, the phone has 6bg ram which enhances its speed.
Due to its iconic features, the phone has a high competitive advantage over
Samsung S9. The body builds, weight, dimension, battery life, memory, display, sound,

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and the high-resolution camera have made the phone to be one of the best in the
market.
How imate 20 satisfies consumer needs.
Most of the youths like making video clips and posting them on YouTube,
Instagram, and Facebook. Some of them make videos as a source of income such as
the tutorial video, comedy, and commercial advertisements. Imate 20 has made their
dream possible through its video editing ability. They no longer have to go to the studios
(Paul and Rana, 2012, pp.412). The phone has Al zoom camera feature which enables
the consumers to focus on the icon. The phone has also a device that can be used to
scan the real world to use as augmented reality with its 3D camera. The phone has
fingerprint sense and a face identification camera. This has increased the privacy of the
users since people cannot easily unlock each other phones. The fingerprint sensor also
saves time unlike the pattern and use of a PIN number (Jahn and Kunz, 2012, pp.344).
Another way that the phone has satisfied the consumers’ needs is through its rear
camera senses (Griskevicius and Kenrick, 2013, pp.372). On the other, speed is also
another considered aspect. Imate20 is as the world’s fastest mobile phone with its
1.4gbps LTE which supports a wife download of up to 1733 Mbps. This assists the
users to enjoy rapid speed when downloading movies and seamless connectivity
anywhere anytime.
Consumer decision making for imate 20
The first stage of the consumer decision making prices is need recognition. At
this stage the consumers’ determine what they need in a certain product. They may feel
that they are missing out on something hence developing the need to feel the gap..
Therefore, their search will focus on the need that they have recognized. The next step
is the information search (Prasad and Jha, 2014, pp.335). After the consumers’ have
identified their needs as a phone with enough storage and high camera resolution, they
start to search for information on the internet or using any other resourceful material to
acquire the needed information. The next step that the consumer takes is evaluation of
the alternative. At this stage, the consumer evaluates different alternatives that are
available in the market. Once the consumer determines the type of phone that can
satisfy their needs, they begin searching for alternatives that suit them best (Gensler,
Verhoef and Böhm, 2012, pp.987). The consumer then makes a purchase decision. At
this stage, the consumer has evaluated every aspect and has come to an ultimate
solution based on influential factors. The consumer will then make a post-purchase
behavior. This where the consumers will evaluate if the imate 20 has satisfied their
needs and matches their expectations.
Internal influence of a consumer
Lifestyle is one of the internal factors affecting the consumers from purchasing
the Huawei imate 20. The lifestyle of people refers to how groups of consumers spend
their money and time. The consumer will look into various choices and develop beliefs
about choice. Example, persons who come from high-level family may purchase imate

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20 to recognize themselves with others in their level. On the other hand, a person who
comes from a middle class and low level class may consider going for other cheaper
Huawei phones to avoid spending more money because of their fixed budget (Sata,
2013, pp.103). Another internal factor is the attitude of the consumer. This refers to the
internal evolution of a person. The consumer’s attitude may be classified into effect,
behavior, and cognition (Kim, et al., 2012, pp.374). The consumers who follow the
hierarchy of belief, affect then the behavior will have a high involvement purchase.
However, those who follow the hierarchy of belief, behavior then effect have low
involvement in purchasing imate 20. Motivation is another internal influence on
consumers. Motivation refers to the consumer's desires to achieve a certain outcome.
The motivation behind the consumer’s purchase decision of imate 20 may be affected
by the financial status of a person. A person who has enough money to spend may
decide to purchase imate 20 whereas a person who has limited money to spend may
opt to go for other cheaper brand (Furaiji, Łatuszyńska and Wawrzyniak, 2012, pp.86).
The marketing implication can also affect the motivation of the consumer to buy the
imate 20. Highly motivate customer will want to be physically and mentally involved in
the imate 20 purchase process (Badgaiyan and Verma, 2014, pp.537). The position that
individuals hold among a group of people may affect their buying behavior.
External factors
External factors also play a big role in influencing the buying behavior of
consumers. The first external factor is culture. Culture refers to taboos, traditions, basic
attitudes, and values of the society in which the consumer lives (Teck and Cyril, 2013,
pp.101). Culture influences the attitudes and consumption pattern of individuals. The
attitude towards future propensity and security may influence a consumer to save.
Therefore, a consumer may prefer to buy a less expensive phone with quality feature
instead of buying the imate 20 which is expensive and save the rest of the money for
future security. Reference groups have been one of the most influential factors (Haws,
Bearden and Nenkov, 2012, pp.695). This refers to groups of people that are able to
influence the behavior and attitudes of consumers. The reference groups may comprise
of peers. Most consumer buying behaviors are influenced by peers since they want to
suit in a certain group of people. The consumer may be influenced to purchase imate 20
due to the opinions given concerning the product by the reference group. Example, the
youth may not be attracted to the kind of phones that older adults use (Fall, et al., 2013,
pp.422). Therefore, due to their age, they want phones with extra features. This may
influence a consumer to go for imate 20 because of its amazing features. Another
feature is the notion that a certain gender is attracted to attractive colors. The imate 20
have been designed with different colors that relate suit both genders.
Social class is another external factor that influences consumers buying
behavior. Social class influences the lifestyle, consumption patterns, media pattern, and
interest of the consumers. The consumer’s level of income may influence their ability to
purchase imate 20. Example, a low-income consumer may not be able to purchase the
phone while high-income earners may decide to purchase imate 20 since buying of the
phone may not have a big impact on their incomes (Son, Jin and George, 2013,
pp.434). Moreover, people who use media frequently may be influenced by the

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marketing strategies of imate 20. However, those who do not use the media often may
not be a way that imate 20 even exist. Therefore, social class may be a discriminating
factor on consumer buying behavior as well as a promoting factor.
Recommendations for competitors of imate 20
According to then analysis, the imate 20 competitors like Samsung s9 should
improve their camera features in order to maintain the stiff competition from imate 20.
Imate 20 have triple rear camera whereas Samsung galaxy S9 still have many perks.
Samsung S9 has a single rear camera and Huawei offers more megapixels than
Samsung. The Samsung Company should improve its camera megapixels to maintain
their sales. People currently like phones with a thin body. Huawei imate 20 is portable
and has a thin body. Therefore, competitors should shape their design to suit the
consumer’s needs. On the other hand, the competitors of imate 20 such as Microsoft
should increase their camera resolution. Moreover, imate 20 has amazed people
because of irs high storage capacity of 125GB internal storage. This has attracted the
consumers since they do not need external storage for their picture and documents.
Another amazing feature of the imate 20 is its ram. The phone has a Ram of GB which
means that it operates faster than other laptops. Samsung S9 is nowhere closer to this.
The company should improve the storage internal storage of Samsung S9 and
increased processing speed.
Summary
Consumer behavior plays a big role in influencing buying decisions. There are
several factors that may affect consumer purchasing behavior. However, imate 20 is
one of the phones that is trending in the market today. Imate 20 meets several market
segments. The first market segment is demographic. The model has covered the age,
income, and gender needs of the users. Another type of segmentation for Huawei imate
20 is psychographic segmentation. The phone was designed to suit the middle and
high-level people because of its relatively high price. Besides, there are several internal
factors that have affected the consumers’ behavior which include the level of motivation,
the attitude of the buyer, and the role of the consumer, and peer influence. Imate 20
satisfies its consumers’ needs through its magnificent features. Imate 20 has a long
lasting battery, high camera resolution, high storage capacity, and comes in different
colors such as emerald, midnight blue, pink, and black. Nonetheless, there are several
steps which the consumer of imate 20 undergoes before making a decision to buy. The
steps include recognition of the need, evaluation of alternatives, making the purchase
decisions, and post-purchase decision. More so, there are in internal factors which
influence the buying decision. They include the consumers’ attitude, motivation, and
peer influence. Additionally, there are several external factors which may influence the
consumer purchasing behavior of imate 20 such culture and social class.

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