HK2011 Buyer Behaviour: Huawei I Mate 20 Analysis & Recommendations

This report provides a comprehensive analysis of consumer behavior concerning the Huawei I Mate 20 smartphone in the Australian market. It examines the current segmentation, targeting, and positioning strategies employed by Huawei for this model, focusing on demographic, psychographic, behavioral, and geographic factors. The report explores how the Huawei I Mate 20 caters to consumer needs and requirements, detailing the decision-making process consumers undergo when purchasing a mobile phone, and identifies both external (advertising, social media) and internal (personal needs, brand loyalty) influences that drive consumer choices. Finally, the report offers strategic recommendations for competitors aiming to challenge the Huawei I Mate 20's market position, emphasizing the importance of superior battery life and cost-effective protective features.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................2
1. Current Segmentation, Targeting and Positioning of the Huawei I Mate 20...........................2
1.1. Segmentation.....................................................................................................................2
1.2. Targeting...........................................................................................................................4
1.3. Positioning........................................................................................................................4
2. Understanding How Huawei I Mate 20 Caters to the Needs and Requirements of Consumers
4
3. Decision Making Process for Consumers when Buying a Mobile Phone................................5
4. External and Internal Influences for Consumers to Buy Huawei I Mate 20............................6
4.1. External Influences...........................................................................................................6
4.2. Internal Influences.............................................................................................................6
5. Recommendations for Competitors..........................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The Huawei I Mate 2 is a new smart phone that has been creating waves in the Australian
market, ever since its launch and which is being widely favored by mobile users of every age,
because of the fantastic features that it is characterized by. To capture the attention and the
interest of smart phone users and to retain this interest over a long period of time is not an easy
thing to do (Zhang and Beyonceuf 2015). This report aims to analyze the current segmentation,
targeting as well as positioning of the Huawei I Mate 2. The report goes onto discuss the various
ways by which the Huawei I Mate 2 caters to the needs and requirements of customers, mentions
why a buyer may be convinced to buy a phone product like the Huawei I Mate 2 and also
mentions the external and internal factors that customers are likely to be influenced by, when
setting out to buy a smart phone. The report concludes with a number of crucial
recommendations that ought to be taken into consideration by the rivals and competitors of the
Huawei I Mate 2 in the market, that will help them to take away some of the phone’s market
presence and give it stiff opposition in the both the short and the long term.
1. Current Segmentation, Targeting and Positioning of the Huawei I Mate
20
1.1. Segmentation
Demographics – The Huawei I Mate 2 is a phone that caters to the interest of diverse
sections of the Australian population, both men and women, boys and girls, young people as
well as old people. Any person who is in the age group between sixteen to eighty is a person
for whom the Huawei I Mate 2 is perfect for, given that it provides a person with a wide

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variety of entertainment options to choose from, and which makes the professional life of a
person so much easier and smoother than what it would otherwise be. Consequently, the
Huawei I Mate 2 is a product that caters to both those who are employed and those who are
unemployed, such as students, retired people and people who are in very old age (Zhang et
al., 2018).
Psychographics – The many different features of the Huawei I Mate 2, including its front
and rear view cameras, it’s easy to navigate user interface and its strong battery life make it
perfect for use by people who are avid mobile phone users, and who find it difficult to stay
away from their phones for a long period of time. As such this is a phone that is ideal for use
by customers who are in their teens, or customers who like to spend their spare time at home,
browsing through their mobile phones. This is also a phone that is ideal for customers who
lead a busy lifestyle as it provides them with many different work related apps that can be
used to make professional life quick and easy (Zhang et al., 2018).
Behavioral – The quiet and the introverted as well as the robust and the exuberant among
consumers are certain to be able to find an interest in a phone product like the Huawei I Mate
2. This is a phone that is packed with all the entertainment apps that are needed for people of
various types of behavior and personalities to keep themselves engaged or occupied with, and
that too for significantly long hours in the day (Zhang et al., 2018).
Geography – The Huawei I Mate 2 is available for sale in all prominent cities and towns in
Australia. It is seen to be widely used by customers situated in both rural and urban areas,
including in the wide Australian outback where access to mobile connectivity is difficult and
unreliable (Zhang et al. 2018).

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1.2. Targeting
The target audience for the Huawei I Mate 2 is as mentioned, people of all ages between
sixteen and eighty. Any person who is old enough and fit enough to use a smart phone will be
able to take great delight in the Huawei I Mate 2, which gives consumers the option of taking
high quality pictures and videos with ease, which has strong battery life and which is of a
convenient size and design as well, making it easy for consumers to take it around with them
from one place to another. It can be said that the people in the age group of sixteen to eighty will
also be in a position to have the purchasing power or the financial means that is necessary in
order to procure a fancy phone like the Huawei I Mate 2 (Arenas-Gaitin et al. 2019).
1.3. Positioning
The Huawei I Mate 2 is a phone product that is well positioned to stand out in the mobile
phone market, both in Australia as well as in other parts of the world. This is a phone that comes
with a loud speaker and stereo speakers at that, and there are active noise cancellation facilities
that customers can also avail when using this particular phone. This is also one of the most well
protected of smart phones in the market as it is made using the Corning Gorilla Cover Glass, that
makes the surface of the Huawei I Mate 2 free from damage or wear and tear, even if it is rough
handled (Ben-Akiva et al. 2019).
2. Understanding How Huawei I Mate 20 Caters to the Needs and
Requirements of Consumers
There are a number of ways by which a phone like the Huawei I Mate 20 caters to the needs
and requirements of smart phone users in Australia. For one, it provides consumers with a phone
that they can use for long hours at a stretch. The battery life of the Huawei I Mate 2 is quite

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extensive and it is a fast charging battery as well. Consumers who are fond of taking photographs
and videos with their smart phones will be in for a treat when they buy the Huawei I Mate 20
because of the high quality front view and rear view cameras that this phone comes with (Zhang
et al. 2018). The capacitative touch screen that the Huawei I Mate 2 is characterized by makes it
easy and convenient for mobile phone users to navigate through the various applications that are
contained in this smart phone while the fact that the cover glass of this phone is made of Corning
Gorilla glass makes it one of the most durable of mobile phone products in the market. While the
Huawei I Mate 2 is a phone that is accompanied by an insurance scheme and a warranty at the
time of purchase, the fact that it is made of Corning Protective Gorilla Glass implies that it can
handle a considerable amount of rough handling without showing signs of any wear and tear.
This is all the more reason why every mobile phone user would want to own the Huawei I Mate
2. Finally, this is a phone that is serviced by an android operating system, which makes it easy
for phone users to utilize Google apps in the phone in addition to other android based apps, in a
smooth and efficient manner, and which get automatically updated as well, provided the phone is
connected to the internet (Zhang et al. 2018).
3. Decision Making Process for Consumers when Buying a Mobile Phone
Some of the decision making factors that will influence the decision that is ultimately made
by consumers with regard to the purchase of a smart phone include the shelf life and battery life
of the phone, the storage capacity of the phone, and the ability to access a wide range of apps in
the phone without the phone slowing down. These are the few things that every smart phone user
in the world today wants to see in a smart phone. The Huawei I Mate 2 which provides
consumers with just about everything that they desire in a good smart phone, be it an android

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operating system, an extensive shelf life, many different apps to choose from, high storage
capacity and excellent battery life, is therefore one of the most popular and more favored of
smart phones in the market (Boccia et al. 2019).
4. External and Internal Influences for Consumers to Buy Huawei I Mate
20
4.1. External Influences
Some of the external influences that are likely to be exercised on consumer behavior
when it comes to a product like the Huawei I Mate 2, are the influence of advertising campaigns,
the influence of word of mouth and of course the influence of social media campaigns.
Advertisements, both print advertisements as well as the advertisements that are shown on
television can capture the interest and the attention of consumers, when it comes to a product like
the Huawei I Mate 2. The advertisements of the Huawei I Mate 2 in both print as well as on
television are characterized by vibrant visual images that will be certain to pique the interest of
customers and make them want to know about this brand new smart phone in the market. Social
media also has a very active role to play in influencing consumer behavior today (Fetscherin
2019). Posts on social media platforms such as Facebook, Instagram and Twitter that contain raw
reviews of the Huawei I Mate 2 will also have a strong influence on buyer behavior, given the
massive number of people who are seen to use social media today (Hamilton et al. 2019).
4.2. Internal Influences
The need to own a quality smart phone that one can show off to friends and family is one
of the internal influences that can work on consumers in order to get them to buy a smart phone
like the Huawei I Mate 20. This is not only one of the most well performing of smart phones but

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it is also quite trendy in terms of style and appearance. Phone users who wish to own something
fancy and nice in terms of a smart phone but who are also interested in the utility value of phones
will find every reason to get their hands on the Huawei I Mate 20. Existing users of Huawei
phones will also be driven by the internal curiosity of wanting to know about what the latest
Huawei I Mate 20 in the market is life and what it entails (Kim et al. 2019).
5. Recommendations for Competitors
Competitors of the Huawei I Mate 2 need to keep the following recommendations in mind, in
order to be able to compete successfully with this new smart phone –
 Competitors need to come up with phones that have a battery system that is more
powerful than the Huawei I Mate 2. Consumers are always known to favor phones that
have a powerful battery life, and will certainly be more interested in competitor phones if
the battery life of such phones is more long lasting and more powerful than the Huawei I
Mate 2 (Safarzadeh and Rasti Barzoki 2019).
 Competitors need to create smart phones that have protective glass covering but which do
not cost as much as the phones that come with the Corning Gorilla Glass cover, as the
Huawei I Mate 20 does. Phone consumers always want to own products which they can
use extensively without incurring wear and tear, which is why a strong, sturdy and
durable phone which is less expensive than the Huawei I Mate 2 will immediately capture
the attention and the interest of the existing target audience of Huawei I Mate 2 (Zhang et
al. 2018).
 Competitors must keep their phone prices cost effective while offering features that are
similar to those contained in the Huawei I Mate 2. While this may be difficult to do, such

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a strategy will help competitors to draw the interest away for the target audience of
Huawei I Mate 20 from the Huawei I Mate 2 to that of the rival phones (Zhang et al.
2018).
Conclusion
Thus, there are a number of important factors and trends that influence consumer
behavior, especially when it comes to the purchase of electronic products like smart phones, a
good example being the Huawei I Mate 2. Consumers are influenced deeply to purchase phones
or products that have a long shelf life, which gives them value for the money that they spend on
the product and which provides them with the recreational and other facilities that make work
and personal life smoother and easier.

9CONSUMER BEHAVIOR
References
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