Holmes Institute: Buyer Behaviour Analysis of Huawei Mate 20, HK2011

This report provides an in-depth analysis of consumer buyer behavior concerning the Huawei Mate 20 smartphone. It begins by defining consumer buyer behavior and its significance in the marketplace, then highlights the decision-making process that customers undergo when purchasing a mobile phone, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. The report then examines both internal factors like lifestyle, personal needs, and personality, as well as external factors such as socio-cultural influences, peer group influence, and personal situations that affect purchasing decisions. Furthermore, it offers strategic recommendations for competitors like Xiaomi Mi 9, Samsung Note 9, Samsung S9, and iPhone XS, based on a comprehensive assessment of consumer buyer behavior to improve marketing strategies and target customer segments effectively. The report concludes with a summary of key findings, emphasizing the importance of understanding consumer behavior for driving positive buying patterns and influencing purchasing decisions.

BUYER BEHAVIOUR
AN ANALYSIS OF HUAWEI MATE 20

INTRODUCTION
• Consumer buyer behaviour is an assessment of the consumer’s attitude , perception,
intention and decision making regarding a product in the marketplace. (Ammi, 2013).
• Huawei is a Chinese multinational firm dealing in smartphones The firm recently
launched its high end smartphone Huawei Mate 20 its high end smart phone(Huawei,
2019).
• The purpose of the report is to assess the consumer buyer behaviour and decision
making Huawei Mate 20
• This analysis contains details of the decision making process which a customer goes
through while purchasing a mobile phone.
• This analysis provides recommendations to competitors of Huawei Mate 20 based on
consumer buyer behaviour assessment.

CONSUMER DECISION MAKING PROCESS FOR
A MOBILE PHONE
• Need recognition- Need is felt to buy a new product
• Information search- Consumer searches information about the
product.(Hoyer, 2012)
• Evaluation of alternatives- at this stage the consumer may find
various products from different brands which may suit his needs.
• Purchase- In this stage the consumer would purchase
• Post purchase behaviour- In this stage consumer would find out if the
product matches what the company promised. (East & Wright, 2013

INTERNAL INFLUENCERS WHICH MAY AFFECT
THE PURCHASE OF HUAWEI MATE 20
• Various influencing factors impact the purchase decision of a consumer.
• Some of these internal factors are-
• Lifestyle- The kind of life style a person has, may affect his purchase decision
• Personal needs and wants- personal needs greatly affects the purchase decision
of a consumer.
• A consumer may opt to purchase a Huawei smartphone because he may feel the
need for gaming and entertainment features with a high powered device.
• Personality- People buy those products which suit their innate nature and
personality..

EXTERNAL FACTORS WHICH MAY INFLUENCE
THE PURCHASE DECISION OF HUAWEI MATE
20
• A few external factors which may affect the purchase decision of Huawei
Mate 20 are-
• Socio-cultural factors- people are influenced by what the entire society
does.
• People may buy a smartphone because the entire society purchases it
• Similar sentiments may be shown towards Mate 20
• Social couture may affect the judgement, information search and final
purchase of any product.

EXTERNAL FACTORS WHICH MAY INFLUENCE
THE PURCHASE DECISION OF HUAWEI MATE
• Peer group influence- people live in groups like family, professional peer groups,
student peer groups etc
• These peer groups have a major influence on purchase decisions
• Professionals may be influenced to buy a high end smartphone like Huawei Mate 20
because other in their circle suggest it.
• Personal situation- personal situation like budget, income and availability also
influences the purchase of a smartphone like Huawei Mate 20.
• If the smartphone is not available in the market place, a customer cannot buy it even if he
wants to . Similarly budget constraints can affect purchase of Huawei Mate 20 (East &
Wright, 2013

RECOMMENDATIONS FOR THE COMPETITORS
• Firms need to assess consumer buyer behaviour so that they can create strategies to
target the desired customer segments.
• Major competitors of Huawei Mate 20 in the high end segment are Xiaomi Mi 9, Samsung
Note 9, Samsung S9 and iPhone XS
• Following are some recommendations to these competitors based on this report
• Companies in the smartphone segment must make an attempt to understand customer
needs and wants.
• As smartphone is a growing sector , customer needs are changing. An accurate
assessment of customer needs will help these companies in coming up with better
marketing strategies

RECOMMENDATIONS FOR THE COMPETITORS ON
MATE 20 BASED ON THE CONSUMER BYER
BEHAVIOUR ASSESSMENT
• Companies should make an attempt to understand the consumer decision making
process.
• These companies must make strategies after assessment of entire decision making
process for smartphones
• Competing brands should also assess internal and external influencers which may affect
the purchase of their brands.
• These companies must understand what kind of life style patterns, personality types ,
social status and social cultural aspects are relevant to their brands
• After such an assessment these competing brands can create strategies to boost their
sales.

SUMMARY
• An assessment of consumer buyer behaviours can help a firm in ascertaining
the buying process and buying patterns of the consumer.
• The decision making process for a mobile phone like Huawei Mate 20 goes
through five stages.
• If a mobile phone company can scrutinise all these stages they can come up
with strategies to cause a positive buying behaviour
• There are various external and internal influencers like life style, personality,
peer groups and personal situation that affect the buyer behaviour
• If companies undertake consumer buyer behaviour assessment they can
make gains by influencing the consumer buying behaviour.

REFERENCES
• Ammi, C., 2013. Global Consumer Behaviour. New Jersey: John Wiley & Sons
• East, R. & Wright, M., 2013. Consumer Behaviour: Applications in Marketing. London:
SAGE.
• Hoyer, W. D., 2012. Consumer Behaviour. New York: Cengage Learning.
• Huawei, 2019. Hauwei. [Online]
Available at: https://www.huawei.com/en/
[Accessed 13 May 2019].
• Kronfli, B., 2018. Huawei Mate 20 review. [Online]
Available at: https://www.techradar.com/au/reviews/huawei-mate-20
[Accessed 13 May 2019