Understanding Buyer's Behavior

This article explores the buyer's behavior in the context of the imate20 mobile phone, including market segmentation, target market, positioning, and the decision-making process. It also discusses the internal and external influences on consumers and provides recommendations for competitors.

UNDERSTANDING BUYER’S BEHAVIOR
Contents
Introduction: imate20 Mobile Phone..................................................................................3
imate20 Mobile Phone: Segmentation, Target Market and Positioning............................3
Market Segmentation.....................................................................................................3
Target Market.................................................................................................................3
Positioning......................................................................................................................4
imate20 Satisfying the Customer Needs...........................................................................4
Decision-Making Process of Mobile Phone Purchase......................................................5
Reorganization of the Need...........................................................................................5
Searching About the Information...................................................................................5
Alternatives Get Evaluated............................................................................................5
Purchase Decision.........................................................................................................5
Post Purchase Decision.................................................................................................5
Huawei Mate20’s Internal and External Influence on Consumers....................................5
Internal Influence on Consumers...................................................................................6
External Influence on Consumers..................................................................................6
Conclusion and Recommendations for Competitors.........................................................6
Summary............................................................................................................................7
Bibliography.......................................................................................................................8
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UNDERSTANDING BUYER’S BEHAVIOR
Introduction: imate20 Mobile Phone
One of the rapidly growing markets of the economy is the technology market. It is
growing worldwide rapidly even will be growing faster in the come future. There is not a
single area left that is not have been touched by the wide arms of technology (Ardito &
Messeni, 2019). From this rapid technology revolution, there is one component that is
giving it a big push to go forward. That is the market for mobile phones.
Increasing urbanization gives rise to the demand for mobile phones worldwide. The
market for cell phones is growing with a very fast pace with innovative technologies.
This industry of mobile phones is termed as highly concentrated, which is consisting of
featured phones and smartphones (Kang, 2015). Year by year the market share of the
mobile phone industry is increasing and expected to be increasing in the future also.
This project is going to look into the market performance of a mobile phone named
Huawei Mate20 (Godinho & Ferreira, 2013). The aim of this report is to analyze the
elements of the mobile phone from the perspective of the market and the consumer. For
this purpose, different type of buyers, concepts are discussed and analyzed. After
proper analysis of various perspectives of marketers and consumers, some
recommendations are also made at the end of the report.
imate20 Mobile Phone: Segmentation, Target Market and Positioning
In modern marketing management, the terms like segmentation, positioning and target
market are considered the familiar approach. This set of steps connects with one
another in order to provide a solid foundation for the sale of a product. These marketing
strategies together are considered even more important them other marketing activities
for a product (Grandori, 2010). For newly launched iMate20 mobile phone, its market
segmentation, target market and then positioning their products in them are analyzed in
this section.
Market Segmentation
It means the distribution of the very big market of consumers into various small
segments based on their homogeneity. Due to proper segmentation, it gets easy for an
organization to cater to a particular range of customers. Segmentation of the market can
be based on different demographics like gender, age, income, education, marital status,
etc. it can also be done on the basis of psychographics, it refers to the behavior of
individuals (JOO et al., 2016).
The parent company of iMate20 mobile phone is Huawei and situated in China. It has
segmented whole markets in small groups or segments based on various geographies,
demographics, and psychographics.
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UNDERSTANDING BUYER’S BEHAVIOR
Target Market
When the companies divide, the market into small segments then there comes target
marketing. After the segments of the market get to build, companies focus on choosing
the right type of customer for its product. In the segmented market, also there are
bunches of customers, which may or may not be favorable for the product of the
company. Hence, the company needs to identify its target customers. Huawei
Smartphone Company has used the targeting strategy of differentiating. In this, it
targeted many segments by slightly changing the specification of the iMate20 mobile
phone.
Positioning
When market segmentation and target market of the product is decided by the
company, next comes is the positioning of the respective product in the market.
Similarly, in the case of Huawei Smartphone Company, after deciding its target
segments and customers it identified the positioning strategy in the market (Petti, 2012).
Its strategies of positioning are value based for the customers and the company and
beneficiary for the user.
imate20 Satisfying the Customer Needs
Huawei Smartphone Company recently manufactured a Smartphone named iMate20. It
is gaining its pace of success day by day (PERKS et al., 2010). The aim of the company
is to connect the world in a better way and its vision is to make the future society,
technology enabled. With the help of imate20, the company is aiming at satisfying the
needs and wants of its customers (Kenny, 2011). In order to analyze the pattern of
Huawei Company to satisfy the needs and wants of its consumers by providing them
iMate20 Smartphone, it is going to be analyzed as follows:
The company tries to satisfy the needs and wants of its consumers. it is important first
to identify the customers that the company has already have done in target marketing,
then it focuses on satisfying their needs after that provide such services that help the
company to retain its customers for a longer time (Hastie & Dawes, 2010).
 Identify the Customers: in the target market segment, the Huawei Company
have selected its target market for the iMate20 Smartphone. It targeted its market
by understanding the needs and wants of its customers.
 Satisfy the Customers: In order to satisfy the needs and wants of its consumers
the Huawei company manufactured iMate20 mobile phone for the respective
customers and at the right place and time. It also provides the facility of
exchange on phone with the new phone, hence can reduce the price of new
phones to some extent (Pawlicki, 2017).
 Retain the Customers: with a motive of satisfying the customers, the Huawei
Company also aims at retaining them for a longer time. With iMate20 mobile
phones and its features, the company has given such features that encourage its
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consumers to come back to the company. The company continuously engaged in
finding new opportunities in the market to entertain its customers.
Decision-Making Process of Mobile Phone Purchase
Decision-making process always involves complex and critical thinking. It differs from
person to person based on their conscience. The purchase decision making of imate20
mobile phone by its customers involves a series of steps that in together facilities a
customer to buy a particular phone (Hawes & Chew, 2011). The brief description of
those steps is as follows:
Reorganization of the Need
In purchase decision making of iMate20 mobile phone, the first step taken by
consumers is to recognize their need or want related to the utility of the phone.
Consumers do it by being affected by their surroundings.
Searching About the Information
After getting to know the particular need and want of purchase of the Smartphone by
the consumers, the next step comes is to search the market for the particular product
that can satisfy their needs. For this purpose, consumer searches the market on various
grounds and find some alternative that can satisfy their wants.
Alternatives Get Evaluated
When consumers select some alternatives to mobile phones, the next step is to
evaluate those alternatives. In order to find out this suit they best with its quality,
features, and price. After that, choosing the best option among them to purchase. In this
case, the consumer select iMate20 mobile their ultimate option then they will go for it.
Purchase Decision
When the consumers decide on purchasing an iMate20 mobile phone from the various
alternatives of Smartphone, then its next step is to go for the purchase of this mobile
phone. While taking the purchase decision the customer again look for the various
features of the selected mobile phone and compare it with others then purchase it finally
(Sheth, 2018).
Post Purchase Decision
When the customers purchase the selected mobile phone that is iMate20, after that with
its purchase there comes some post-purchase decisions. These decisions help
consumers to recommend the product to others and in the future go for it again. It
includes the servicing quality of the company also.
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UNDERSTANDING BUYER’S BEHAVIOR
Huawei Mate20’s Internal and External Influence on Consumers
Huawei is the Smartphone Company that delivers its products to a wide range of
consumers worldwide. It goes with its product iMate20 also, with the mobile phone the
company is aiming at a large group of people by satisfying their needs and wants, on
the other hand, affecting their buying decision also (Jara et al., 2012). iMate20 mobile
phone with its features and pricing have influenced the customers internally and
externally in many ways. These ways are described briefly below:
Internal Influence on Consumers
These influences come from inside of an individual’s mind and heart. It based on its way
of thinking and lifestyle (Lumen, 2019). It differs among various consumers based on
differences in their thoughts, attitudes, lifestyles, etc. broadly for an iMate20 mobile
phone these internal influences are divided into two categories that are:
 Personal Motives and Needs: a consumer is mostly affected by its needs and
motives. Not every need of the consumer is that possible to fulfill, however, the
company can use its potential to fullest in order to fulfill that need to the
maximum extent.
 Behavior or Attitude of Consumers: This internal influence comes from the
attitude of the consumer. His way of thinking, point of view towards different
things. The perceptions about various products build the attitude of a person
towards a particular product.
External Influence on Consumers
imate20 mobile influences its consumers externally also. These external influence
factors based on external elements like culture, society, backgrounds, etc. these factors
are also called as social and cultural influences and affect a consumer socially (Davis,
2018). imate20 influence its customers externally in the following ways:
 Culture: The sale and purchase of iMate20 mobile phones in the market are
affecting the consumers affected highly. This is influencing their cultural values
and point of view. It is also forming new beliefs, attitudes, values, and opinions
about the happenings of life and society.
 Competitors’ product: the product manufactured by the competitors of iMate20
mobile phone also act as external influential factors. The purchase of imate20
mobile phone by consumers is affected by the exciting offers and products
launched by the company’s competitors.
Conclusion and Recommendations for Competitors
The Huawei Company is considered the largest telecommunication industry all around
the world. With its headquarter in China the company is serving in almost 170 countries
worldwide and supplying its products and services to millions of consumers at a
demanding price. In this assignment important market, related information on the
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UNDERSTANDING BUYER’S BEHAVIOR
iMate20 mobile phone is identified and analyzed. There effect on consumers, internally
and externally have discussed.
The report concluded that the imate20 mobile phone that is launched by Huawei
Company is going good in the market. It is recently launched in the market and is
targeted to a wide range of customers, however using smart targeting and positioning
techniques. However, this product still not available in a few countries, on the other
hand, the marketing strategies of the company is also not that advanced. Due to these
reasons, the company is not making as many profits as it can. In order to overcome
these issues, it is recommended for the company to go for even isolated markets, where
they can serve a highly new and eager market and they can also avoid completion there
in starting. The company also needs to upgrade its marketing technique as it is using
traditional ways of marketing (Chong et al., 2016).
Summary
As technology is growing at a rapid pace and in order to grow with it, the companies are
aiming at making their products as effective and productive as possible. This
assignment mainly focused on understanding and analyzing the marketing of a new
product launched by Huawei telecommunication Company that is iMate20 mobile
phone. In this project, the segmentation of the iMate20 mobile market and the targeting
of it have analyzed. With this analysis, the positioning of the mobile phone in the
selected market is also identified. This project tried to understand the consumer’s
iMate20 purse decision process with the help of a well-designed process. The impact of
iMate20 mobile phone on internal and external elements of a consumer is also
discussed briefly. The company has adopted a good marketing strategy however still
there are some drawbacks in this strategy. It is recommended that the company need to
upgrade its traditional marketing technique into a modern one. It is also suggested that
in order to become the market leader the company can choose the isolated area as
their next target market for the consumers that cannot connect with the outer world
easily.
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