Consumer Buying Behavior Analysis of the Huawei Mate 20 Smartphone

This presentation analyzes the buying behavior of consumers regarding the Huawei Mate 20 smartphone. It begins by outlining the decision-making process, including need recognition, information search, evaluation of alternatives, and the final purchase. The presentation then explores internal influences, such as perceptions, learning, and attitudes, and how these factors affect consumer choices. External influences, including culture, family roles, and peer groups, are also examined. The analysis highlights the importance of brand value and identity in the smartphone market, particularly within the premium segment. The presentation concludes with recommendations for competitors, emphasizing the need for value-for-money propositions and increased virtual presence to compete effectively with Huawei's Mate 20. Overall, the presentation provides a comprehensive overview of the factors shaping consumer buying behavior in the smartphone market, with a specific focus on the Huawei Mate 20.

Buyer behavior

Introduction
• The purpose of this presentation
is to discuss about the buying
behavior pattern of the Huawei
Mate 20
• The decision making process of
the customers in buying mobile
phones will also be discussed.
• External and internal influences
will be identified.

Decision making process
• The first step in the buying decision process of the
customers is need recognition
• This involves need for buying a new mobile phone
• The next step is the search for information, which
involves external search in the forms internet and
other mediums.

Cont.
• The next step is evaluation of the alternatives
• This step involves the analysis of the identified
alternatives
• The last step is the buying process, which involves the
purchasing the selected alternatives
• In the case of purchasing a smartphone brand, the
brand value and identity plays an important role

Internal influences
• The major internal influences are perceptions,
learning, attitude and financial capability
• Perceptions towards a certain brand will determine
the buying preferences of the customers
• If the particular customer is having wrong or
negative perception towards the Chinese brands,
then they will less likely to buy for Mate 20

Cont.
• Learning is another form of internal influence for
the customers
• If the customers learn that Huawei Mate 20 is not
quality product and is not durable, then it will
affect the buying decision of them
• Attitude also influences the buying decision of
Mate 20
• If the customers are having the preferences
towards the big brands of smartphones such as
Apple, then they will not prefer Huawei

External influences
• External influences of the buying decision of the
customers in buying Mate 20 are cultures, family
roles and groups
• Cultures plays an important role because if
buying a premium smartphone is well acceptable
in the society, then the customers will consider
Mate 20
• Family roles also play an important role in
influencing the buying pattern of the customers
• If the motivation from the family is present in
buying a premium smartphone, then the
customers likely to consider Mate 20

Cont.
• Groups are also having the similar sets of
influences as much as the family
• Group includes the friends and relatives and the
reviews and opinions from the can influence the
buying behavior of the customers
• Huawei devices used by the any of the group
members will increase the preference pattern of
the customers towards Mate 20

Recommendations
• Competitors of Mate 20 should have the value for
money approach for their flagship devices
• Competition in the flagship segment is intense
with the presence of different brands
• It is important for the major competitors of Mate
20 to increase their feature lists in their devices in
order to stay competitive.
• Major competitors of Mate 20 should have
extensive virtual presence in order to increase
the pull factors among the customers

Summary
• Market focus strategy is being initiated by Huawei
for their Mate 20 smartphone
• However, Mate 20 is trailing behind its major
competitors in terms of the brand value and identity
• Due to the entry of Mate 20 in the premium
segment, it is important for the other competitors to
offer more value for money propositions in the
same price points