HK2011 Buyer Behaviour: iMate20 Smartphone Consumer Analysis Report

This report provides a comprehensive analysis of consumer behavior related to the Huawei iMate20 smartphone. It begins with an introduction to the technology market and the significance of mobile phones, specifically focusing on the iMate20. The report explores market segmentation, target market identification, and product positioning strategies. It then delves into how the iMate20 satisfies customer needs, examining the process of identifying, satisfying, and retaining customers. The core of the report examines the decision-making process of consumers when purchasing the iMate20, outlining the steps from need recognition to post-purchase evaluation. Furthermore, the report analyzes the internal and external influences affecting consumer behavior, including personal motives, cultural factors, and competitor products. The report concludes with recommendations for Huawei, suggesting improvements in marketing techniques and market targeting to enhance the iMate20's market performance. The report also includes a detailed bibliography.

Understanding Buyer’s
Behavior
A study on iMate20 Smartphone
Student Detail
5/18/2019

Introduction: imate20 Mobile Phone
 The one of the rapidly growing markets of economy is technology
market. 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 market of mobile phones.
 This project is going to look into the market performance of a mobile
phone named Huawei Mate20 (Godinho & Ferreira, 2013).
 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 familiar approach.
 This set of steps connects with one another in order to
provide a solid foundation to the sale of a product.
 These marketing strategies in 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 is analyzed in this section.

Market Segmentation
It means distribution the very big market of
consumers into various small segments based on
their homogeneity.
Segmentation of the market can be based on
different demographics like gender, age, income,
education, marital status, etc.(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.

Target Market
 When the companies divide, the market into small segments then
there comes target marketing.
 In 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 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.
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
 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:

 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 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 providing them
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 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
The purchase decision making of imate20 mobile phone by its customers involves series
of steps (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 utility of the phone.
Consumers do it by being effected 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 search the market on various
grounds and find some alternative those can satisfy their wants.

Alternatives Get Evaluated
When the consumers select some alternatives of mobile phones, then 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 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 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 future go for it again. It includes the servicing
quality of the company also.

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 as follows: