Holmes Institute T1 2019: HK2011 Buyer Behaviour Group Report

This report, prepared by a student, analyzes consumer behavior, specifically focusing on the internal and external influences that shape purchasing decisions. The assignment begins by examining internal factors such as personal motives, needs, and attitudes, illustrating these concepts with the example of the Huawei Mate 20 smartphone. It highlights how features like quick charging, storage capacity, and aesthetic design appeal to consumer needs and attitudes. The report then delves into external influences, including culture, social class, and reference groups, demonstrating how these factors impact buying behavior. The analysis of Huawei Mate 20 continues, showing how the brand targets different social classes and leverages cultural values and reference groups to influence consumer choices. The report concludes by referencing relevant academic sources to support the analysis.

Running head: BUYER BEHAVIOUR
BUYER BEHAVIOUR
Name of the Student
Name of the University
Author Note

1BUYER BEHAVIOUR
Response to Question 5: Consumer Behaviour
a. Internal influences-
 Personal motives and need: Personal motives and needs is considered to be
the most crucial factor influencing purchase decision. The need can be termed
as the difference of actual and desired state and motives signifies the drive
which motivates a person to achieve his/her need (East et al. 2016). One of the
need of an individual may be concentrated on the feature of having a versatile
phone which can be charged very quickly. The supercharge feature of the
phone allows the brand to charge fast, 70% battery can be charged under 30
minutes duration (Consumer.huawei.com 2019). The motive or drive for the
encouragement can be the price of the phone. The phone is going to be
available in Australia and Europe and the Australians will be enjoying a slight
lower price than Europe. Price and availability can be considered as the
motive for fulfilling the need of a smart phone. The price of Huawei Mate 20
in Australia is 1099 Australian dollars. Storage can be another need for the
consumers. It has 980 Kirin processor along with 64 gigabytes of internal
storage (Consumer.huawei.com 2019). The 128 Gigabytes storage can be
expanded up to 256 GB with Huawei Nano memory card
(Consumer.huawei.com 2019).
 Attitude- Attitude is another internal influence which affects the buying
behaviour of consumers by targeting their attitude. Attitude is what consumers
thinks or feel about something (Ertz, Karakas and Sarigöllü 2016). The
aesthetic looks of the smart phone may be targeted for responding to the
positive attitude of consumer towards the looks of a smart phone. Another
negative attitude of the consumer of ‘getting a phone ruined by water’ was
addressed by the splash resistant feature. The attitude of preferring a smart

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phone, which acts as a mini version of laptop or desktop. The 6.53 inches
screen size enables the customers to have an extravagant experience for
watching a video and for gaming purposes. The experience will present a feel
of a desktop but with the association of convenience and flexibility.
b. External Influences-
 Culture- The values, beliefs and attitude are the shaping elements of the
culture, which constructs the attitude regarding purchasing services or
products. Culture is known for stimulating emotional needs, which leads to the
behaviour of protecting the own culture through the features and offerings of
the product. Mate 20 Pro and Mate 20 have various similar features but have a
price difference of around 500 Australian dollars. The belief and attitude
towards getting an almost similar smart phone under lower price range will
influence the buying behaviour of the consumers. In 500 AUD less the
consumers can experience a range of features and benefits, giant display,
sensational battery and quality camera. The attitude of using smart phones for
the purpose of gaming is responded by the brand by including features like
128 GB of internal storage, more accessible as compared to Razer phone 2 and
120 Hz display.
 Social Class- This means the orderly arrangements of the society into several
levels as per the income groups that helps in understanding the social status of
the consumers. The consumption patterns, activities, life styles, interests,
media patterns and attitude of the people vary in each social class and are
important factors of determining the consumer behaviour (Lantos 2015). The
Huawei Mate 20 comes at a price range of around $1099 and hence belongs to
the higher social class. People tend to believe that higher the price, higher is

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the quality and the price of this product attracts the higher classes of people
(Sawitri, Hadiyanto and Hadi 2015). The aesthetic designs and the high end
features offered by the product by co-engineering with Leica provide a classy
look. The unique craftsmanship creates a smooth and warm contrast to the
glass back that the higher class would prefer to comfortably hold in their
hands. It is a symphony on the hand.
 Reference Groups- There are certain group of people who tends to change the
attitudes and behaviours of the other people by influencing or manipulating
them in several ways (Ramya and Mohamed Ali 2016). The brand
communication of the brand Huawei depicted the aspect of aesthetically
pleasant looking, which can be used by the consumers for flaunting their
possession among their groups.

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References:
Consumer.huawei.com 2019. HUAWEI Mate 20, Ultra-Wide Angle 2.5 cm Macro Leica
consumer.huawei.com 2019. Camera, Big Battery | HUAWEI Global. [Online] Available at:
https://consumer.huawei.com/en/phones/mate20/
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications
in marketing. Sage.
Ertz, M., Karakas, F. and Sarigöllü, E., 2016. Exploring pro-environmental behaviors of
consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business
Research, 69(10), pp.3971-3980.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Ramya, N. and Mohamed Ali, S.A., 2016. Factors affecting consumer buying behavior.
International journal of applied research, 2(10), pp.76-80.
Sawitri, D.R., Hadiyanto, H. and Hadi, S.P., 2015. Pro-environmental behavior from a
socialcognitive theory perspective. Procedia Environmental Sciences, 23, pp.27-33.