University Report: In-depth Analysis of iMate 20 Buyer Behavior

This report provides a comprehensive analysis of buyer behavior concerning the Huawei iMate 20 smartphone. It examines product differentiation, highlighting the phone's unique design and features, such as its distinct camera arrangement and color options, which are key differentiators in a competitive market. The report delves into market segmentation, identifying key customer groups, including business-oriented users, value-conscious consumers, entertainment enthusiasts, and social media users, and how Huawei targets each segment. It further explores the targeting and positioning strategies of the iMate 20, focusing on its appeal to the low-income demographic and its strong market position. The report also analyzes how Huawei satisfies customer demands through screen size and design. The report also details the decision-making process of consumers when purchasing mobile phones and identifies both internal and external influences affecting these decisions, providing valuable insights for competitors of the iMate 20.

Running Head: BUYER BEHAVIOR
Buyer Behavior
Student’s Name
University Name
Author’s note

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Table of Contents
Introduction......................................................................................................................................3
2. Discussion....................................................................................................................................3
2.1 Product Differentiation..........................................................................................................3
2.2 Market Segmentation.............................................................................................................4
Targeting and Positioning of iMate 20........................................................................................6
Targeting..................................................................................................................................6
Positioning...............................................................................................................................6
How Huawei satisfies the customer demands.................................................................................7
Steps of decision making process in the purchase of mobile phone................................................7
Influences on the consumers to buy iMate 20.................................................................................9
Recommendations..........................................................................................................................10
Summary........................................................................................................................................12
Reference List................................................................................................................................13

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Introduction
The market mobility of the Huawei iMate20 has been evaluated here from the
perceptions of a customer or a marketer pertaining to other mobile phone brands. The market
gain of iMate20 has been quite high since it has been launched in the market. The behavioral
aspects of the buyers of iMate20 have been analyzed here from the perception of the third party
vendors who are the rival agencies to this series of mobile phone. In order to assess the current
market presence of the organisation and the series of the iMate20, detailed analysis and
reflection of the current market segmentation, target as well as positioning of the mobile phone
series of iMate20 has been considered. In the next part, the report lays out the details of how the
organisation entices the customers to sell the product. In this context, the unique point of sales of
the brand and the mobile phone series has also been discussed. In this context, the next part of
the report incorporates an analysis of the external as well as the internal influences acting on the
buyers who have decided to purchase the handsets pertaining to the iMate20 series. Lastly, the
report will also make a detailed recommendation from the perspectives of the competitors of
iMate20, considering how they can compete with such a strong market presence of the iMate20.
2. Discussion
2.1 Product Differentiation
Huawei launched the iMatw20 series by the end of the year 2018. The Mate 20 series of
Huawei is a representation of the latest hardware as well as the sturdy as well as beautiful
designs of the smart phones. The organisation planned and launched the Smartphone at the
advent of the Chinese New Year. The product was available in the two colors of Fragrant Red as
well as Comet Blue. The launch of the phone with these two new colors was supposed to entice

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the Chinese as well as the major target segments of the Huawei group around the globe.
However, the parent company of iMate 20 had not targeted the phone to be sold in the US./ this
implies that their target market is secluded from that of the iPhone or Google Pixel customer
base. The solid aluminum frames and the curvy glass look of the phone as well as its notch cut
display crated a unique appeal for the phone. The makers of the phone had attempted to develop
the phone as a unique display of the features like the 2x2 box at the back that bears the lenses as
well as its flash. As per the ideas of Gjoreski et al. (2018), in this world of growing popularity of
flagship mobile phones with the propensity to look startlingly similar, this unique design of the
smart phone makes it stand out from the crowd.
2.2 Market Segmentation
It is evident that not all the market segments of Huawei will turn out to be equally
favorable for the iMate20 series. Considering the average price of general flagship phones
especially after Xiaomi entered the market, it can be emphasized that Huawei has marked the
price of this range of smart phones about 2 to 3% higher than the stipulated price of the industry
(Kong et al. 2019). Huawei have always determined the price of their products to be slightly
higher and the strategy of “one size fits all” have been implemented by the organisation while
launching all of their Smartphone series. The primary customer segments that have targeted for
this range of smart phone include the likes of the following:
 Business oriented: uses the devices for business objectives, mainly, which is why they
will be seeking product features like strong network quality which needs a strong built of
server, good speaker quality along with easy customer care support in their local areas.

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 Value chasing customers: This segment is the most common segment that is targeted by
Huawei for almost all of their smart phone ranges. This group incorporates personnel
who spend begrudgingly on smart phone purchases and that are why they demand first
class service from their customers at economic prices.
 Entertainer: they are generally heavy internet as well as internet applications users who
mostly use high data consuming applications and are generally looking out for new and
adoptable mobile applications. In order to attract this group of customers, it is essential
that the mobile phone makers include an octa-core processor with heat resistant
technology (Yuan et al. 2017).
 Socializer: they use their mobile phones for gaining access to the social media websites
only. However, this category of people does not need high processer or strengthened
network access. They only need durable handsets so that their phones can resist being
overheated and battery capacities of at least 4000 mAH.
The business strategy of iMate 20 ensures that there is scope for inclusion of all these categories
of customers, with special emphasis on the business faceted customers as well as heavy users and
social media enthusiasts.

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Targeting and Positioning of iMate 20
Targeting
Considering the demographic cleavage, Huawei have primarily targeted the low income
section of the customers for promoting the iMate 20 series of smart phones. More than 60% of
the smart phones of the iMate 20 series were purchased by people who had a household income
lesser than $35 (Fang et al. 2019). That is why; the pricing strategy that was selected for this
series of Smartphone had been that of aggressive lower end pricing. In order to achieve that, the
organisation has kept in mind that the production cost also needs to be kept lower than the
traditional trade name of smart phones. The low profile development of the organisation helps in
satisfying the demand of cheaper smart phones which have a premium feel about them. The
pricing as well as the product development of the smart phone have been developed keeping in
mind the economic sciences of China (Dedrick and Kraemer 2017). In case if they are able to
gain market supremacy in the Chinese market using these strategies, provides the surety that they
can attract target customers from any part of the Asia or Asia-Pacific.
Positioning
The organisation have been able to maintain their market strong-hold and that they are
globally only in the third place in terms of unit sales over market area. the launch of the iMate 20
series and the iMate 20 Pro series of smart phones have accounted for the highest sales taking
proportion of the self-brand based on per unit sales comparison with their biggest grossing smart
phones range so far before the introduction of iMate 20, that is Honor (Zhu 2019). The strong
market position of the iMate 20 series is mostly based up on the low monetary value of the
product as well its product features that ensure safety over personal use and entertaining features.

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For evidence there is an in-built app-vault that can secretly store files as well as applications like
banking and insurance apps. There is an in-built speaker that offers high bass and surround-
sound. The organisation; however have strong rivals in this section of the market also.
How Huawei satisfies the customer demands
The iMate 20 series has its unique display based on which, the customers are attracted. In order
to ensure customer satisfaction, all the smart phones belonging to this series has been provided
the biggest of the regular 6.5 inches screen. The sleek design with perfect square edges with high
aspect ratio and resolution is also necessary in order to satisfy the customer demands. In order to
satisfy the customer demands, the screen is placed on the outside of the phone, because of which
weigh the advantages of this smart phone, it can be highlighted that the users gets a naturally
split-screen experience. There is really any other smart phone that offers edge to edge real view
complemented by a FHD resolution. This unique point of sales is achieved in this series of
smartphone. The expectation of the customers was particularly high with the Honor series of
smartphone (Win 2015). However, the organisation was not able to compensate the customer
demands through that range of Smartphones. Majority of the smartphones which prominent basic
features and strongly build processor were priced over $211 USD (Yan, Wang and Xiong 2017)..
Nevertheless, this series of smartphone was more of a surprise to the customers loyal to Huawei.
Steps of decision making process in the purchase of mobile phone
The first step in this context is the identification of the decision. in this context, it requires
mention that the customer segments that have been specified in the initial for the report will
naturally be attracted towards the iMate 20 range of Smartphones. The opportunities that can
lead to the Purchase Decision is strong affinity towards typical smartphone features like high-

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performance, supporting of big data mobile applications without lagging, strong camera as well
as strong exterior build of the smart phone. In this context researchers like Lin (2017), identifies
that under this price range, it will be difficult to get hold of a better smart phone with better
features. Another Chinese brand, Xiaomi offers budget flagship Smartphones with great product
features as well as front and rear camera more than 12 megapixels. Nevertheless, the biggest
disadvantage to other organisations developing flagship smart phones is that in order to conduct
price cutting, they offer exterior plastic body of Smartphones which makes them heat up faster.
Nevertheless, the last bus exterior of this phone is also built with plastic; however there is an
inner aluminum Framework lining because of which there is not directly transferred to the
exterior body thereby enhancing the longevity of the phone.
The next stage is identification of alternatives. Considering the other flagship Smartphones
available to the customers of the target market segments of Huawei in a similar price range, the
customers might consider options like oppo, Samsung, ZTE, Lenovo and so on. Nevertheless,
because of the above discussed factors, the range of options that will be provided by the
smartphone brands, specified above, are not adequate in computing in terms of product features
with the iMate 20 (Xia and Gan 2017).
Next stage is choosing among alternatives. Considering this, customers might be confused
between Oppo, Xiaomi, Lenovo and Huawei. The Note series of Xiaomi or the F series of Oppo
have been able to get sufficient market exposure.
The next step from the end of the customers is to take action for making purchase. In this
context, most of the low income and customers generally Lookout for easy EMI options for
purchasing electronic products like smartphones. In some of the specific market of Asian

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countries like China, Taiwan, India and others the phone has been launched with an associated
EMI policy applicable on specific banks as well as non-banking Financial Services. this is an
advantage which will attract customers directly to purchase this Smartphone as they are getting
easily available EMI options. easy EMI options as well as online availability of the smartphone
in almost all of the leading E-Commerce websites will further aggravate the chances of purchase
of this Smartphone.
The last stage is review of decision. After making the Purchase Decision, this stage is going to
have the most impact on the purchase procedure. In most cases, this is going to be an Irreversible
process.
Influences on the consumers to buy iMate 20
 Internal influences
The most important internal influences acting on the customers for making this purchase
decisions are the personal needs and motives. In this context, the basic need is the lack of
smartphone. The Everest that the uses of Smartphones are becoming part of day to day life
prompting the mobile phone users who do not have a smartphone to get hold of one smartphone
that is within their price range and includes almost all features that are available in the higher
priced smartphones. Nevertheless, the motivation is to purchase a smartphone that has most
unique features and durability. Alongside, the consumer sections for this Smartphone will also
want that all these features should be encompass is smartphone that comes in the most
competitive price range also (Drahokoupil et al. 2017). Considering the two aspects of Maslow's
hierarchy of needs, it can be regarded that the section of customers who are purchasing
smartphone for their basic needs like Business purposes, regular internet users and so on, as well

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as the consumers who want to get the phone for fun and entertainment will be equally enticed to
purchase it. The second motivated in this context is the personal attitude of the consumer.
Customers, in general have definite attitude towards prospective smartphone brands and it is not
easy to change their perception. Nevertheless, the organisation have a policy of not participating
in mainstream advertising over television and emphasize on developing product qualities and
social media videos for earning popularity. One unique example is is that instead of promoting
the product through television advertisements before the launch, the organisation promoted the
product by sharing the video of the launch event of the smartphone on various social media
platforms and displaying specific clips of the video over social media advertisements in
platforms like Facebook.
 External influences
Understanding the external influences is very important to manipulate the purchasing decision of
the customers. In this context, the most important extrinsic factor is the individual culture. The
cultural demands decide whether they will purchase products pertaining to specific brand,
produced in specific Geographic area and generating specific value towards a community (Kong
et al. 2019).
Other factors like trade rights also take up a serious role in determining the purchasing decision.
Because of the ongoing trade conflicts between USA and China, this range of smartphone has
not been licensed for sales in the USA market.
Recommendations

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The most unique point of sales of this Smartphone range have to be e achieved by other
smartphone brands in order to give considerable challenge to the steady market growth of the
organisation.
Firstly, it is to be considered that organisations like Samsung or Xiaomi only have the market
potential to to deliver products having equal potential like that of this Smartphone range of
Huawei. Nevertheless, the price competitive strategies of other companies are different from that
of this one. Considering the online and offline reviews of the flagship smartphones, it has been
revealed that majority of the Budget smartphones lack durability and strong battery output. The
use of plastic in the development of exterior body is a part of cost cutting strategy of majority of
the smartphone brands. In this context, in order to challenge the success of this Smartphone
range, alternatives companies has to come up with Smartphone range with it’s exterior body
made from aluminum or any other light alloy. However, other organisations to keep in mind that
they should not fluctuate the price range offered by Huawei.
The unique marketing strategies like social media marketing for making product launch on
specific national or International occasions can also be considered. Challenge can also be offered
to the iMate 20by releasing smartphone with equal market price, available in more color choices
and with equal benefits of split screen and curved display screen encompassing the entire body
(Yuan et al. 2017).
Lastly, it can be advised that the marketing team of Huawei has been operating in specific
location which is considered as high sales target market for the company. Nevertheless, there are
other demographic and Geographic groups which are open. For evidence, the expanse of the
Smartphone range in the markets of Asian region like Indian, Australian as well as other Pan

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Pacific markets is reasonably low. Other organisations can target the customers belonging to
these markets. Can also develop better smart phone features by means of including the high and
moderate income range customers also by providing them performance, durability as well as
longevity under the same price (Zhu 2019).
Summary
In the first place, it can be highlighted that the target customer segment chosen for promotion of
this Smartphone range was the low income range customers who prefer to purchase budget
flagship phones. The targeting of specific customer sections is also based on some unique point
of sales, which represent those technological advancement innovative features included in this
Smartphone range. Nevertheless, with the utility of Smartphone in everyday life, the positioning
of this range of Smartphones is based on the self brand development strategy which has given the
organisation higher unit sales parity in comparison to other smart phones brands.
The specific value propositions of this Smartphone series like high battery life, innovative design
as well as sharp camera along with other product features described in this report are the major
factors, which created value for their customers. While describing the stages of decision making
process, this report also justified that it is very difficult for other companies to reach the sales
point of iMate 20.