HK2011 Buyer Behaviour: Consumer Analysis of Huawei I Mate 2

This report analyzes the segmentation, targeting, and positioning of the Huawei I Mate 2 smartphone in the Australian market, examining factors influencing consumer decisions, including shelf life, storage capacity, and app accessibility. It explores external influences like advertising and social media, as well as internal motivations such as the desire for a trendy and high-performing phone. The report also provides recommendations for competitors, such as developing phones with superior battery life, cost-effective protective features, and competitive pricing, to challenge Huawei's market presence. Concluding that understanding these influences is crucial for marketing electronic products effectively, it emphasizes the importance of long shelf life and value for money in consumer purchasing decisions. Desklib provides a platform for students to access similar solved assignments and past papers.

Consumer Behavior – The
Case of Huawei I Mate 2
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Author Note

Introduction
The Huawei I Mate 2 is a new smart phone that has been creating waves in the
Australian market, ever since its launch and which is being widely favored by
mobile users of every age, because of the fantastic features that it is
characterized by.
To capture the attention and the interest of smart phone users and to retain this
interest over a long period of time is not an easy thing to do (Zhang and
Beyonceuf 2015).
This report aims to analyze the current segmentation, targeting as well as
positioning of the Huawei I Mate 2.
The report goes onto discuss the various ways by which the Huawei I Mate 2
caters to the needs and requirements of customers, mentions why a buyer may
be convinced to buy a phone product like the Huawei I Mate 2 and also
mentions the external and internal factors that customers are likely to be
influenced by, when setting out to buy a smart phone.
The report concludes with a number of crucial recommendations that ought to
be taken into consideration by the rivals and competitors of the Huawei I Mate
2 in the market, that will help them to take away some of the phone’s market
presence and give it stiff opposition in the both the short and the long term.

Decision Making Factors for Phone Users
Some of the decision making factors that will influence the
decision that is ultimately made by consumers with regard to
the purchase of a smart phone include the shelf life and
battery life of the phone, the storage capacity of the phone,
and the ability to access a wide range of apps in the phone
without the phone slowing down.
The Huawei I Mate 2 which provides consumers with just
about everything that they desire in a good smart phone, be
it an android operating system, an extensive shelf life, many
different apps to choose from, high storage capacity and
excellent battery life, is therefore one of the most popular
and more favored of smart phones in the market (Boccia et
al. 2019).

External Influences that affect Consumer
Behavior for I Mate 2
Some of the external influences that are likely to be exercised on consumer
behavior when it comes to a product like the Huawei I Mate 2, are the
influence of advertising campaigns, the influence of word of mouth and of
course the influence of social media campaigns.
Advertisements, both print advertisements as well as the advertisements that
are shown on television can capture the interest and the attention of
consumers, when it comes to a product like the Huawei I Mate 2.
The advertisements of the Huawei I Mate 2 in both print as well as on
television are characterized by vibrant visual images that will be certain to
pique the interest of customers and make them want to know about this
brand new smart phone in the market.
Social media also has a very active role to play in influencing consumer
behavior today (Fetscherin 2019).
Posts on social media platforms such as Facebook, Instagram and Twitter that
contain raw reviews of the Huawei I Mate 2 will also have a strong influence
on buyer behavior, given the massive number of people who are seen to use
social media today (Hamilton et al. 2019).

Internal Influences that affect Consumer
Behavior towards I Mate 2
The need to own a quality smart phone that one can show off to
friends and family is one of the internal influences that can work
on consumers in order to get them to buy a smart phone like the
Huawei I Mate 20.
This is not only one of the most well performing of smart phones
but it is also quite trendy in terms of style and appearance.
Phone users who wish to own something fancy and nice in terms
of a smart phone but who are also interested in the utility value
of phones will find every reason to get their hands on the
Huawei I Mate 20.
Existing users of Huawei phones will also be driven by the
internal curiosity of wanting to know about what the latest
Huawei I Mate 20 in the market is life and what it entails (Kim
et al. 2019).

Recommendations for Competitors
Competitors of the Huawei I Mate 2 need to keep the following recommendations in
mind, in order to be able to compete successfully with this new smart phone –
Competitors need to come up with phones that have a battery system that is more
powerful than the Huawei I Mate 2. Consumers are always known to favor phones that
have a powerful battery life, and will certainly be more interested in competitor
phones if the battery life of such phones is more long lasting and more powerful than
the Huawei I Mate 2 (Safarzadeh and Rasti Barzoki 2019).
Competitors need to create smart phones that have protective glass covering but
which do not cost as much as the phones that come with the Corning Gorilla Glass
cover, as the Huawei I Mate 20 does. Phone consumers always want to own products
which they can use extensively without incurring wear and tear, which is why a strong,
sturdy and durable phone which is less expensive than the Huawei I Mate 2 will
immediately capture the attention and the interest of the existing target audience of
Huawei I Mate 2 (Zhang et al. 2018).
Competitors must keep their phone prices cost effective while offering features that
are similar to those contained in the Huawei I Mate 2. While this may be difficult to do,
such a strategy will help competitors to draw the interest away for the target audience
of Huawei I Mate 20 from the Huawei I Mate 2 to that of the rival phones (Zhang et al.
2018).

Conclusion
Thus, there are a number of important factors and
trends that influence consumer behavior, especially
when it comes to the purchase of electronic products
like smart phones, a good example being the Huawei I
Mate 2.
Consumers are influenced deeply to purchase phones or
products that have a long shelf life, which gives them
value for the money that they spend on the product and
which provides them with the recreational and other
facilities that make work and personal life smoother and
easier.


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