HK2011: Huawei Mate 20 Buyer Behaviour Report and Analysis, T1 2019

This report provides a comprehensive analysis of the buyer behavior related to the Huawei Mate 20 smartphone. It begins with an introduction to consumer buying behavior and the company Huawei. The main body of the report analyzes the current market segmentation, including demographic, geographic, behavioral, and psychographic segmentation. It then focuses on the targeting and positioning strategies for the iMate 20. The report further explores the needs and wants of consumers, consumer purchasing power, and the factors that influence purchasing decisions, such as price, social factors, durability, brand name, and product features. The analysis includes internal and external influences on consumer behavior, such as motivation, perception, social norms, cultural values, and advertising. The report concludes with recommendations for the company, including pricing strategies, offers, brand loyalty, innovative ideas, and customer feedback. The report also includes a detailed bibliography.

Running Head: MARKETING 0
Huawei Mate20
Report on Buyer Behaviour
iMate 20
Student Details

MARKETING 1
Introduction
Buying behaviour
The consumer buying behaviour is the summation of the preference, decision and
intention of the consumer. This decision is related to the consumers, who are
purchasing the product and services in the market place. The wants of the
individuals are limited and the resources, available are unlimited, so to cope up with
this, the consumer by their product with rational thinking. The customers are very
much concern about the products and services, which they are buying so they cross
check and compare their product with the other same kind of product.
Huawei
The Huawei is one of the leading global companies, which provides the product and
services related to communications and information’s technology and smart devices.
This company has four kinds’ key domains such as IT, smart devices, telecom
networks, and cloud services (Huawei, 2019). Huawei has three business groups
and in this report, the product of Huawei Consumer business group will be discussed
named as Huawei mate 20.
Huawei Mate20
Huawei Mate 20 is an android smart phone launched and produced by Huawei. It is
a part of Huawei Mate series. This phone was launched on 16th October 2018
(Huawei , 2019). The iMate 20 model is similar to iMate 20 pro. It shares the same
kind of design and has metal frame, with glass backing. Its pattern is “Hyper Optical”,
available with three colour options. In addition, it designed with the improved grip
from the preceding ones. (Gsmarena, 2019). The iMate 20 has a special feature of
dual NPUs along with 6GB Ram, 128GB built in storage. It has IPS LCD capacitive
touchscreen. In addition it has one year manufacturing warranty for device from the
date of purchase for the customer.
Main Body
Analyse on the current segmentation for iMate 20Demographic Segmentation
The demographic segmentation is defined as the segmentation done on the basis of
demography which depends on various variables (Marketing 91, 2019). These
variables are as follows:
a. Age: Age is the first variable of this segmentation as the needs and wants of
the customers change with the change in the age of the customers.
b. Gender: This segment is depends upon the male and the female preferences,
as there is difference between the choice of male and female.
c. Income: This segment is depending upon the income of the people
(Techradar, 2019). The people having higher income will prefer the upgraded
quality and extra feature in smart phones

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d. Religious race and nationalities: The preferences of the people will change
according to this segment as the people of different nationalities, race and
religion have different mindset also.Geographic Segmentation
The geographic segmentation is defined as the segmentation done on the basis of
geography which depends on the units of geography such as location, language and
the other elements which separates the geography.Behavioural Segmentation
It is the process of dividing the total market in the parts such as smaller
homogeneous based on customer purchasing power. It is done in the organisation
based on benefits needed, usage frequency, brand loyalty and so no (Mbaskool,
2019).Psychographics Segmentation
The behavioural segmentation is defined as the segmentation done by dividing the
market into divisions such as interest, lifestyles, attitudes, values and personality
traits (Directivegroup, 2019).
Analyse on the targeting for iMate 20
This is the next step of segmentation. After the complete segmentation of the
market, the company has to target these segments as per the product released by
the company. In the case of iMate 20 the company focus in on youngster, which is
the part of age segmentation (Marketing91, 2019).
Analyse on the positioning for iMate 20
It helps in finding the position of the product (CFI, 2019). It is divided into various
factors such as:
 Product characteristics: In this, the company consider the products various
characteristics, which are used, in the positioning process by the company.
 Price and quality: In this case, company has to decide the prize in accordance
with the quality (Gadgets 360, 2019).
 Competitors: the competitor targeted as if they secured a good position it
means the company secured a good position in the market can also decide
the position of the company.
The needs and wants of consumers of iMate 20
The iMate 20 satisfied the needs and wants of the customer with the help of
following points:
i. It has multiple features such as multi touch and corning gorilla glass with
proper screen protection
ii. It presents DCI-P3, having high pixel density and resolution which has clear
and bright display (Gsmarena, 2019).

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iii. It has the latest Android 9.0, operating system. Hence it has a superb
performance because it is updated with the latest technology.
iv. It has the feature of dual sim with 2G, 3G and 4G technology.
v. It has a feature of 4k video recording and offers HDR with superb quality.
The above points are the unique features of this smartphones. Hence it satisfied the
needs and wants of customer (Marketingweek, 2019).
Consumer purchasing power while buying the mobile phone
Price
The most important factor that affects the purchasing decision of the customer is
price as the customer is rational and he or she wants its product should be according
to the value of money means it should be worth full for the consumer..
Social Factor
It includes the attitude, personality and lifestyle of the customer means the consumer
will buy that type of mobile phone, which suits its personality, attitude and lifestyle
(MSG, 2019).
Durability
The durability of the mobile phone should be more than only the customer will
purchase the mobile phone (Ijsrm, 2019). It directly changes the customer buying
behaviour as the customer needs it mobile phone should be durable.
Brand Name
It is the significant factor as the sales of mobile phone is depends on the brand
name, if the company secures a good brand name than the customer will buy that
companies mobile phone with trusting it (MSG, 2019).
Product Features
The customer of mobile phone mostly have a specified preference depend upon its
features which means if the customer is getting all the features which is required, he
or she will buy that phone. Hence, it will influence the purchasing power of the
customer.
Analysis: Consumer influenced to buy the Huawei Mate20
Internal Influences
This includes the factors, which are also known as personal factor. It represents the
ability of customer which directly influenced by the iMate 20. The person is motivated
to purchase the product is the part of internal factor from which the customer
influenced. In addition, the internal factor is depending upon the desire of the person
to purchase the product or not (Marketing Teacher, 2019). Another internal factor is
perception, consumer behavior greatly evaluate with this type of factor, as the
consumers allowed justifying their perception with the help of their actions based on
the outcome after usage. This can be done with the help of feedback given by the
previous customer, accordingly the perception is analyzed.

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With the use of perception and motivation, a customer can be as simple as shown in
the market and the people who are attracted towards iMate 20 are already happy
with features of this mobile phone. Hence, both motivation and perception are the
internal influences.
External Influences
This includes the social norms, which are the external influencing for the customer
buying behavior. This involves the brand name of the product as by the factor the
customer can easily attract towards the iMate and would purchase it. In addition, the
customer also attracts towards the trendy things which changes its purchasing
power. Another factor which influences the customer buying power is cultural value
of the product as mostly consumer is depends on this factor. In addition, to impress
and convince the customer company conducted the advertisement campaign, which
influence the customer and if the customer likes, it he or she will definitely buy the
product. In the case of iMate, advertisement influenced the customer a lot and
company had great benefits of it later on (BBC, 2019).
With the use of social and cultural value, the customer can easily be attracted
towards iMate 20 are already happy with features of this mobile phone. Hence both
social and cultural values are the external influences.
Recommendations
a. Prizes: The mobile phone prizes should be cheaper and as per the target
customer preference. These prizes attract the customers easily, which will
increase the sale of product. Customers switch its preference as per the prize
of the mobile phone, so it is an important aspect.
b. Offers: The company must offer the customer ample number of opportunities.
The customer will attract towards these offers. The company should generate
offers according to the target market.
c. Brand: The Company should maintain the loyalty on the brand name. These
will increase the sales of product in the market and maintain a healthier
relationship with the customer, which is important factor for longer
sustainability in the market.
d. Innovative ideas: The Company should generate the innovative ideas to
increase the sales of the mobile phone in the market as in this innovative era
people attracted towards the innovative ideas.
e. Customer Feedback: The customer feedback is the important aspect to
increase the sale of mobile phone in the market, as the customer prefers the
mobile phone companies who offer after sale services free of cost and
considered the customer feedback.
Summary
In the above report, there is the summary of the buying behaviour of the customer
towards the iMate 20. There is the explanation of the customer buying behaviour
with the help of theoretical and practical knowledge. The analysis of buying

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behaviour is also mentioned in the above paragraphs. The detailed explanation of
internal and external influences supports the analysis.
Huawei, the marketing segmentation is divided into three parts demographics,
geographic, behavioural and psychographic segments. These segments are
explained is the above paragraphs. The report shows the importance of
segmentation, targeting and positioning strategy helps in boosting and evaluating the
company. In addition, there is the explanation of the of the factor influence the
buying behaviour. The internal and external factors influence the customer
purchasing power. This is the reason it is important for the company to study these
influences. This report has a detailed explanation of these factors. At the end of the
report, recommendations were also mentioned which helps the companies for the
competitions.

MARKETING 6
Bibliography
BBC, 2019.
External influences. [Online] Available at:
https://www.bbc.com/bitesize/guides/zwdpw6f/revision/1 [Accessed 15 May 2019].
CFI, 2019.
What is Market Positioning? [Online] Available at:
https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-
positioning/ [Accessed 15 May 2019].
Directivegroup, 2019.
Psychographic Market Segmentation. [Online] Available at:
https://www.directivegroup.com/digital-marketing/strategy/market-segmentation/
psychographic [Accessed 15 May 2019].
Gadgets 360, 2019.
Huawei Mate 20. [Online] Available at:
https://gadgets.ndtv.com/huawei-mate-20-5676 [Accessed 15 May 2019].
Gsmarena, 2019.
Huawei Mate 20. [Online] Available at:
https://www.gsmarena.com/huawei_mate_20-9367.php [Accessed 15 May 2019].
Huawei , 2019.
For Business. [Online] Available at: https://www.huawei.com/en/
[Accessed 15 May 2019].
Huawei, 2019.
Home. [Online] Available at:
https://consumer.huawei.com/in/phones/mate20-pro/ [Accessed 15 May 2019].
Ijsrm, 2019.
Durability. [Online] Available at:
https://ijsrm.in/index.php/ijsrm/article/view/1264 [Accessed 15 May 2019].
Marketing 91, 2019.
Demographic Segmentation – Segmenting by Demography.
[Online] Available at: https://www.marketing91.com/demographic-segmentation/
[Accessed 15 May 2019].
Marketing Teacher, 2019.
Internal Influences. [Online] Available at:
https://www.marketingteacher.com/internal-influences-personality/ [Accessed 15
May 2019].
Marketing91, 2019.
How to make a targeting strategy? [Online] Available at:
https://www.marketing91.com/how-to-make-a-targeting-strategy/ [Accessed 15 May
2019].
Marketingweek, 2019.
Huawei has the products, now it needs the brand to match.
[Online] Available at: https://www.marketingweek.com/2018/10/17/huawei-mate-20-
smartphone/ [Accessed 15 May 2019].
Mbaskool, 2019.
Behavioral Segmentation. [Online] Available at:
https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2542-
behavioral-segmentation.html [Accessed 15 May 2019].
MSG, 2019.
MSG. [Online] Available at:
https://www.managementstudyguide.com/brand-name.htm [Accessed 15 May 2019].

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MSG, 2019.
Social Factors affecting Consumer Behaviour. [Online] Available at:
https://www.managementstudyguide.com/social-factors-affecting-consumer-
behaviour.htm [Accessed 15 May 2019].
Techradar, 2019.
Huawei Mate 20 review. [Online] Available at:
https://www.techradar.com/au/reviews/huawei-mate-20 [Accessed 15 May 2019].