Holmes Institute T1 2019: Buyer Behaviour and Consumer Decision Report

This report examines the consumer decision-making process related to the Huawei iMate 20, focusing on internal and external influences. It explores how personal needs, attitudes, reference groups, and cultural aspects impact consumer choices. The report analyzes the factors that influence consumer behavior and suggests marketing strategies for Huawei and its competitors. Recommendations include addressing product attributes and expanding distribution channels. The report concludes that with effective marketing strategies, Huawei can successfully position the iMate 20 in the market. The analysis covers key aspects of buyer behavior and provides actionable insights for marketing professionals. The report also discusses the importance of understanding consumer needs and adapting marketing approaches to drive sales and ensure long-term sustainability.

CONSUMER
BEHAVIOUR

Introduction
■ This presentation outline about consumer decision process
of the new phone IMate 20 launched by Huawei and
various factors that may influence consumers to purchase
this new phone.
■ It also includes various external and internal factors
influence the consumer decision making process.
■ In last, several recommendations are being suggested for
the competitor of iMate 20.

Decision-making process
Need Recognition
Information Search
Evaluation
Purchase
Post-Purchase Evaluation

Consumer behaviour and
influences
■ There are various factors that influence consumer in their
decision making process. It needs to be effectively
undertaken by the marketers and organisation in order to
complete the decision making process positively.
■ The two sorts of influences include –
1. Internal influence
2. External influence

Consumer behaviour and
influences
■ Internal influences
1. Personal needs and motives – It differ from person to person. For
example, one consumer may purchase this phone for playing game
and seek for clicking of good picture. It is important for the marketers
of Huawei to identify different needs of the consumers and drive on
that needs to make them convert into the sales.
2. Attitudes - Huawei iMate 20 can influence the consumer attitude with
their advertisement and promotion mix tactics

Consumer behaviour and
influences■ External influences
1. Reference Group – These are the groups of individual that may
impact consumer behaviour or attitude while purchasing of Huawei
iMate 20. It includes family and close friends known to be a primary
reference group
2. Cultural aspects - It is considered as a combination of knowledge,
belief, customs, traditions, and any other sort of habit that influence
the member of society while taking out a purchase decision

Recommendations
■ In terms of attributes, the competitors can come up with an
upgraded version of the model leaving lacking attributes of
iMate 20 behind such as clucky fingerprint reader, water and
dust resistance, and quadrant camera style.
■ The competitor can also come up with pushing their product
through more number of channels other than Optus and
Vodafone as this will increase accessibility of their product and
thus number of customers can effectively able to purchase
their products

Recommendations
■ Other than this, Huawei iMate 20 come into limited variants
and colours and this will give opportunity to the competitor. For
instance, competitors may launch three or four variants of the
phone such as 4 GB plus 64 GB, 6 GB plus 128 GB and 8 GB
plus 256 GB. Hence, this will offer more choices to the
customers and will result in positive feedback.

Summary
■ Huawei iMate 20 is the perfect example of game changing
smartphone act as a genuine contender in the smartphone space.
It delivers on design, innovations, performance and battery life.
■ The consumer decision may be hampered by both internal and
external factors such as attitude, personal needs and motives,
culture, social aspects and so on.
■ However, with the successful efforts of the marketers, the
company can effectively make this product a blast in the market
and ensure long-term sustainability.

THANK
YOU