HK2011 Buyer Behaviour: Huawei Mate 20 Analysis Report

This report provides a comprehensive analysis of buyer behavior concerning the Huawei Mate 20, a smartphone developed by the Chinese multinational technology company, Huawei Technologies. It examines how the Mate 20 satisfies consumer needs and wants by targeting various customer segments with features similar to the higher-end Mate 20 Pro, but at a more accessible price point. The analysis delves into both internal influences, such as consumer lifestyle and psychological factors, and external influences, including cultural and social relationships, that impact purchasing decisions. Furthermore, the report offers recommendations for competitors, emphasizing the importance of understanding consumer demands and product differentiation to establish strong market positions. The report concludes that the Huawei Mate 20 has significantly contributed to expanding Huawei's customer base in the smartphone industry.

Buyer behaviour analysis

Introduction the purpose and
the content of the presentation
Huawei Technologies is multinational technology based organization of
Chinese origin that mainly provides consumer electronics and
telecommunications based equipment that smartphones as well. The
headquarter of the organization is located Shenzhen. Guangdong,
China. The product of Huawei that will be considered for analysis in the
report is Huawei Mate 20. The decision making process of the
consumers based on the chosen product of Huawei will also be an
important part of the discussion that will be made in the presentation
(Huawei.com. 2019).

Considering the ways by which the Mate 20 satisfies
the needs and wants of consumers
The Huawei Mate 20 is mainly targeted towards different groups of customers
who belong to various levels. The products of Huawei are mainly targeted
towards the premium customers who mainly purchase the products based on
levels of quality rather than the price. However, Huawei Mate 20 has been
developed with the features of Mate 20 Pro at lower prices The product is
however not considered to be inferior in comparison to the Mate 20 Pro
(Calder, Malthouse & Maslowska, 2016). The plain Jane Mate 20 is considered
to be a product that can develop a unique position of Huawei in consumer
electronics industry. Although the product is not able to provide different
cutting edge features like the other products Mate 20 Pro, the Mate 20 has
been able to fulfil the different needs of the organization (Atwal & Williams,
2017).

Analysis of how a consumer may be
influenced to by the Huawei Mate 20
a. Internal influences
The lifestyle of consumers and the process of thinking can have an impact on the
purchase based decision that is taken by the customers. The personal thoughts of the
consumers are considered to be an important factor that can have an impact on decisions
that are made by them based on purchase of Mate 20. The psychological aspects of the
consumers also have a major impact on the ways by which they are able to make the
decisions based on purchase of the products (East et al., 2016).
b. External influences
The culture and the household structure and the groups are considered to be an
important part of the external influences that can affect the decisions. The relationships
developed by the consumers with their friends have a major impact on the purchase of
Mate 20. The external factors are able to affect the ways by which the consumers can
decide to purchase the product (Calder, Malthouse & Maslowska, 2016).

Recommendations for competitors of
the Mate 20, considering the analysis
• The competitors need to develop the products based on proper
analysis of the demands and needs of the consumers.
• The development of a proper differentiation based on the products is
also an important factor that can have an impact on the development
of positions of the organizations.

Summary
The report can be concluded by stating that the organization named
Huawei that has been taken into consideration for the analysis has
already developed a major position in the industry. The product named
Mate 20 that has been offered by the organization has been able to
play a major role in the ways by which Huawei can improve the
customer base in the smartphone industry.

References
• Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience
is everything!. In Advances in luxury brand management (pp. 43-57).
Palgrave Macmillan, Cham.
• Calder, B. J., Malthouse, E. C., & Maslowska, E. (2016). Brand marketing,
big data and social innovation as future research directions for
engagement. Journal of Marketing Management, 32(5-6), 579-585.
• East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer
behaviour: Applications in marketing. Sage.
• Huawei.com. (2019). Huawei - Building a Fully Connected, Intelligent
World. Retrieved from https://www.huawei.com/en/