Holmes Institute HK2011 Buyer Behavior Report: Huawei Mate20

This report provides a comprehensive analysis of buyer behavior concerning the Huawei Mate20. It begins with an introduction to the dynamic customer journey and the importance of understanding consumer behavior. The report then delves into the segmentation, targeting, and positioning strategies employed by Huawei for the Mate20, examining demographic, psychographic, and behavioral segmentation. It explores how the Mate20 satisfies consumer needs and wants through its unique features, attractive design, and premium pricing. The decision-making process of consumers is analyzed, including need identification, information search, alternative evaluation, purchase, and post-purchase behavior. The report also examines both internal (attitude, personal motive) and external (culture) influences on consumer purchasing decisions. Finally, it offers recommendations for competitors of the iMate 20, emphasizing the need to understand customer needs, conduct market research, utilize innovative technologies, and consider external and internal factors affecting consumer behavior. The report concludes by summarizing the key findings and emphasizing the changing nature of customer purchasing behavior.

Buyer Behavior
5/23/2019
Huawei Mate20

Marketing 1
Contents
Introduction......................................................................................................................................2
Segmentation, targeting and positioning.........................................................................................3
Market segmentation for iMate 20..............................................................................................3
Targeting for iMate 20.................................................................................................................4
Positioning for iMate 20..............................................................................................................4
iMate 20 satisfies the needs and wants of consumers......................................................................4
Unique and innovative features...................................................................................................4
Attractive design..........................................................................................................................5
Premium prices............................................................................................................................5
Decision-making process.................................................................................................................5
The consumer may be influenced to buy the Huawei Mate20........................................................6
Internal influence.........................................................................................................................7
External influence........................................................................................................................8
Recommendation for competitors of the iMate 20..........................................................................9
Summary........................................................................................................................................10
References......................................................................................................................................11

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Introduction
In the dynamic environment, a customer goes through the different stages before making the
purchase of the products and services for his end use. The customers go through the process
when they make the purchase of any product in the market. It is essential to understand buyer
behaviour towards the product and services. The purpose of the report is to evaluate a new
mobile phone from the perspective of the different consumer and marketer. Huawei Mate20 has
been making good gains in the market from the launch of the product. The concepts of buyer
behaviour have been analysed for iMate 20. Based on the analysis of the buyer behaviour
suggestion to the rivals of the product has been provided. The marketing strategies of the
products have been evaluated which include the analysis related the segmentation, targeting as
well as positioning of the brand. Further, it also includes how the product iMate 20 can meet the
needs as well as wants of the customers. The analysis of the factors has been done that influence
the consumer of iMate 20 and the related recommendations for the competitors of the company.

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Segmentation, targeting and positioning
Market segmentation for iMate 20
Market segmentation is the process through which the potential customers are divided into a
group of customers (Baker, 2014). Huawei Mate20 customers are based on the different groups
that are discussed below –
Demographic segmentation: - The customers are segmented on the bases of different
characteristics that include age, income and many others (Chernev, 2018). For iMate 20, the
company segment the customers based on age in which they include people with 15-25 years,
25-45 years with the high-income group people that include teenagers and adults (Phys Org,
2016).
Psychographic segmentation: - Huawei iMate 20 segment the customers based on the lifestyle
of the people, their activities, interest as well opinion. This has been found that youth of the
company maintain the lifestyle due to which they purchase the product. The youth of the
company generally maintain the attitude as well as the interest in purchasing the iMate 20 that is
one of the innovative and classy products.
Behavioural segmentation: - The company segment the customers based on usage frequency
benefit sought and brand loyalty (Chernev, 2018). This has been found that behaviour of the
customer change for the mobile phones and the trend to purchase the innovative product,
equipped with features like battery, life, display, camera quality and many others.

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Targeting for iMate 20
The targeting is referred to as the customers to whom the company like to offer their products.
The primary target market of the company include the young people who are trends as well as
irrational in some of the cases. These customers take interest in iMate 20 and fall under the age
group of 15-25 years mainly.
Positioning for iMate 20
The market position is awareness among the customers about the iMate 20 company. The
company position the customers include students majorly with the age group of 15-25 years.
Further, the products of the company are in the upper-income group who love to consume mobile
phones with all the new and innovative features.
iMate 20 satisfies the needs and wants of consumers
Presently, the customers have wide needs and want that they want to fulfil while purchasing any
product in the market.
Unique and innovative features
iMate 20 product meet the needs as well as the wants of the customers present in the market by
offering them unique and innovative features. It has been found that youth demand for different
types of specifications in the updated mobile phone. As per the present trend, they want to see
something new in the product. The Mate 20 is powership by the flagship kirin 980 processor that
is teamed with 4GB RAM and 64 GM internal storage or it can be 64 GB RAM and 128 GB
storage (Kronfli, 2018). Huawei’s SuperCharge tech helps the company to support the 4000 mAh
battery in the product that helps in meeting the need of customers long the long lasting battery.

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Attractive design
Most of the customers demand the attractive design that is completed by this phone in which
Huawei is offering the small notch at the top of its 6.53-inch screen with the housing of 24-
megapixel selfie camera (Sim, 2018). In addition to this, this product is lighter than other
products due to which customers like to purchase the product (Mr Phone, 2019).
Premium prices
The customers with high-income group demand for products at a worthy price that is fulfilled by
Mate 20. In Europe, 64GB of storage and 4GB of RAM costs €799 RRP (£705 / $915) while the
price for superior one that is 128GB and 6GB of RAM costs €849 (£750 / $975). This has been
found that in Australia only 128GB Mate 20 is available and its costs are approx. AU$1099
outright (Financial Express, 2019).
Decision-making process
In the decision-making process, the customers have to go through the process in which they
determine the needs, fetch for the information, evaluate the details and then make the purchase to
avail the after purchase services.

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 Need identification: - In the mobile phone, firstly the customers identify their needs so
that they can meet the same. This will include the different features that they want on the
mobile phone that they are willing to purchase (Wroblewski, 2018).
 Information search: - Then, according to their requirements the customers search for the
brands in which they can get all the features to meet their needs for the products. This
search can be conducted by customers with the help of social media, online sources, and
many others.
 Alternative evaluation: - This is the point where they make the final decision for the
mobile phone. Once the entire information has been collected by the mobile phone they
select the one that can easily meet their needs (Murphy and Dweck, 2016). Thus, this
means that from entire options available they select the one brand product that they like
to purchase.
 Purchase: - After evaluating all the alternative brand of the mobile phone, the consumer
makes the final decision for purchasing the product that is decided by them so that they
can meet their needs.
 Post-purchase: - Once the product is purchased by the customer then they expect the
satisfaction from the mobile phone. In mobile phones, the customers get the updates for
the purchase of the mobile phone, customer support, benefits of mobile, and many others
(Zhang and Benyoucef, 2016).
The consumer may be influenced to buy the Huawei Mate20
The consumer who purchases Huawei Mate20 might deal with internal as well as the external
influence that is discussed below -

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Internal influence
The internal influence majorly includes the consumer lifestyle, the way of thinking, their
thoughts, attitudes, motivation and many other. The internal factors that have influenced the
customers to purchase Huawei Mate20 include –
Attitude
The attitude of the customers shows the feeling of the person as well as their buying pattern for
the Huawei Mate20. Most of the youth and adults buying patterns show that they look for the
innovative and features equipped phone that can be purchased by them to meet their needs.
Huawei new Mate 20 offers such an amazing design, build, a specification that it makes the
persons believe strong to purchase the product (Oke, Kamolshotiros, Popoola, Ajagbe, and
Olujobi, 2016). Some of the features, which changed the buying pattern of customers, include
6.53-inch IPS 18.7:9 screen sports a teardrop notch and an 88% screen to bezel ratio, Mate 20
Pro version have IP68 water and dust resistance and many others (Financial Express, 2019).
Personal motive
In the present world, every customer has some or the other motive which is clear in their
purchasing decision towards the product as well as service. The personal motive of customers
towards the iMate 20 is able to meet the needs of the customers with its attractive features,
Attitude Personal
motive
Internal
influence

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specification, looks with OLED screen technology. Thus, when the customers find that the
innovative features of the iMate 20 mobile phone can accomplish their needs and wants when
they purchase the product rather than they search for any other phone (Grewal, Ahlbom,
Beitelspacher, Noble, and Nordfält, 2018). Further, some of the people who like to save the cost
due to which might get negatively influence the product.
External influence
The purchasing decision of the customers might be influenced by some of the external factors
that generally include culture, subculture, groups, and others. In addition, this is majorly known
for the socio-cultural influences that grow from the individuals formal as well as the informal
relationship with the family, friends, and many other individuals. The internal factor that has
influenced the customers to purchase Huawei Mate20 include -
Culture
The culture includes the individual values, belief, and opinion that can influence in purchasing
the product like iMate 20. In Europe, the customer finds that the price range of the mobile phone
is good and even better than the other phones available in the market with the same features then
they make the purchase of the products. The culture of the market says that people opinion is to
avail the best thing always (Al-Zu’bi, 2016). The people or society shared their views in the
market that might have changed the perception of the other person that shows that the culture of
the company influence. Further, this can also be understood with the example; one of the friends
purchased new iMate 20 then after seeing the product and listening to the opinion after the use of
product then another person will purchase the product with the same sort of belief and attitude.
Mate 20 is one of the excellent phones into something different such as offers more screen and

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has a headphone jack, cutting-edge bells and whistles the Pro packs, battery life and many others
that change the values and belief towards the product and lead to the purchase of product by the
customers (Al-Salamin, and Al-Hassan, 2016).
Recommendation for competitors of the iMate 20
The major competitors of the iMate 20 include Oppo Reno 5G, Vivo X27 pro, Google pixel 3a
and many others. Considering the analysis related to the iMate 20 the below given are some of
the recommendations to the competitors: -
 The competitors of the company should understand the needs and demand of the
customers with the change in the pattern of customers towards the purchase of the
product. It is essential to conduct market research through which they can easily
understand the all-new features, innovation, design, patterns, specification, and others.
This will help them to bring these features in their products and will grab the attention of
the customers present in the market.
 Also, the competitors of the iMate 20 should consider the drawbacks of the products so
that they will not make the same mistake while manufacturing the product in competition
to the iMate 20.
 The competitors should make use of the innovative and advance technology through
which they can provide excellent services and can add more features that are not
available in iMate 20. These technologies might include the effective use of IOT, virtual
reality, sensors, face unlock recognition technology and many others.
 The competitors should also consider the external as well as internal factors that can
influence the purchase of the customers towards the product in the current market.

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Summary
At the end of the report, this can be said that customer purchasing behaviour change for every
product as it depends on different factors. The report includes the customers who are majorly
targeted and the positioning of the product in the market. It has been found that targeted
customers include premium class people with the age of 15-25 that majorly include teenagers or
people who want to use new innovative products. Further, it can be said that the company has
brought Huawei with exclusive features due to which they can easily meet the needs of the
customers. The decision-making process of the products is analysed and understood for the
mobile phone. It has been found that internal and external influence might affect the customers to
purchase iMate 20. At the end of the report, some of the recommendations are given to the
competitors so that they can compete with Huawei iMate 20.

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References
Al-Salamin, H. and Al-Hassan, E. (2016) The impact of pricing on consumer buying behavior in
Saudi Arabia: Al-Hassa case study. European Journal Business and Management, 8(12).
Al-Zu’bi, A. (2016) The direct and indirect influences of locus of control on Jordanian parents’
communication patterns: Consumer socialization and cultural perspectives. Journal of Islamic
Marketing, 7(2), pp.167-186.
Baker, M. J. (2014) Marketing strategy and management. London: Palgrave Macmillan.
Chernev, A. (2018) Strategic marketing management. Chicago:Cerebellum Press.
David, F.R. (2011) Strategic management: Concepts and cases. India: Pearson/Prentice Hall.
Financial express (2019) Huawei Mate 20 Pro, Mate 20 with triple cameras launch set for
October 16: Expected price, specifications [Online]. Available from:
https://www.financialexpress.com/industry/technology/huawei-mate-20-pro-mate-20-with-triple-
cameras-launch-set-for-october-16-expected-price-specifications/1350259/ [Accessed on 23rd
May 2019]
Financial express (2019) Huawei Mate 20 Pro: This phone’s got the wow factor [Online].
Available from: https://www.financialexpress.com/industry/technology/huawei-mate-20-pro-
this-phones-got-the-wow-factor/1431978/ [Accessed on 23rd May 2019]
Grewal, D., Ahlbom, C.P., Beitelspacher, L., Noble, S.M. and Nordfält, J. (2018) In-store mobile
phone use and customer shopping behavior: evidence from the field. Journal of
Marketing, 82(4), pp.102-126.