Buyer Behavior Report: Huawei iMate 20 Phone Launch - HK2011, T1 2019

This report examines the buyer behavior and key influencing factors impacting customer purchasing decisions for the Huawei iMate 20 phone launch. It explores the customer's decision-making process, from recognizing a need to post-purchase behavior, and identifies both internal and external influences. Internal factors include personal needs, motives, and attitudes, while external factors encompass social influences (family, reference groups), phone features, and economic considerations. The report recommends differentiation strategies, dust and water resistance, and higher screen resolution for competitors. Huawei will target the Australian market with easy accessibility through offline and online modes, employing functional positioning for the iMate 20.

Introduction
The purpose of the report is to assess the buyer behaviors and key influencing factors that will
affect the purchasing decision of the customers for a new phone launch by Huawei that is IMate
20. Huawei technologies are one of the multinational telecommunications founded and based in
China.
Decision making process
For the purchase decision of the customer for mobile phones the key stages would initiate from
recognizing the need or desire of the customer. Another stage includes a search of information
regarding the product and other alternatives available in the market. In this stage, the availability
strategy of the company would affect the purchasing decision. The third stage would include
evaluation of the alternatives searched in the previous stage. Forth stage includes, purchase
decision that is the customer makes a purchase decision. Lastly, the post purchase behavior of
the customer, for instance receiving an update of the delivery of the product.
Influences
Internal influences are the factors of the customer or their personal internal factor that would
influence the purchase of iMate 20. These would include two major categories
 Personal motives and needs - These are the needs or purpose of the customer that would
affect the purchase like current phone is not in proper working mode, or a customer is
willing to update phone model. The motives could be different for all customers like

those that some would be buying a phone for entertainment purpose, interested in
clicking pictures, or purchasing for business related purpose.
 Attitudes - This would include the way a customer perceives the phone and include the
buying pattern of the customer. For instance, some customer is purchasing the phones at a
rapid rate, and some customers change their phones only in the case of any damage or
loss.
External influences will include following factors
 Social factors - Social factors that will influence the purchase of iMate 20 include family
of the customer, reference groups, status and role of influencer. For instance, the design,
features observed by children would influence the purchase of iMate 20 phones for their
parents. Moreover, reference group whose perception would also influence the purchase
of iMate 20.
 Phones features and qualities - The key feature of iMate 20 includes versatile video
camera, extra-long battery life and quality, and price worth’s phone. This would majorly
influence the decision of the customers.
 Economic factors - The key economic factors include the income level of the customers
and purchasing power too.
Recommendations
Key recommendations for competitors of the iMate 20 include differentiation strategy, dust and
water resistance, and higher screen resolution
Summary

The report included key influencing factors that affected the purchasing decision of the
customers for a new phone launch by Huawei that is iMate 20. For iMate 20, the company will
target a wide market area in Australia and easy accessibility of product and services to the
customers by offline and online mode. For iMate 20, the most appropriate kind of positioning
would include functional positioning.