Understanding Buyer's Behavior

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
2

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.
3