HK2011 Buyer Behaviour Assignment Sample
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Introduction
For most people, cell phones are turning into a solitary purpose of contact for the world encompassing them covering a wide scope of utilities like messaging, excitement, and banking. An ever increasing number of individuals are paying special mind to something other than talk time on their mobiles. This is creating a great deal of energy for portable organizations. Buyer behaviour of the consumers in today’s context mainly depends in context to the influences by the social media (Oke et al. 2016). This study analyses the buyer behaviour in context to the Huawei mate 20. It has been quite popular after its launch and consumers are susceptible to buy it. This study will analyse the current segmentation of the consumers, positioning of the Mate 20 and its target market. It further entails how the mobile phone goes on to satisfy the wants and the needs of the consumers. Decision making process plays a major role in context to buying of mo0bile phones, this study will cater how consumers entail in decision making process to buy the Mate 20. The internal and external influences are studies un details in this regard. A prior recommendation is provided at the end so that the competitors can evaluate how the Mate 20 is procuring success.
Current segmentation, targeting and positioning for the Mate 20
Segmentation
segmentation imparts the needs and the wants of the consumers, it segregates the what kinds of consumers in context to different needs exist. For example, in mobile market, consumers may demand high performance, effective battery backup. To study the individuals and their needs in a similar fluctuation is called as segmentation. It can be also referred as grouping. For example, males can be a part of different segmentation while females can be a part of different segmentation. Huawei analysed the market and segmented it as per the needs and wants of the consumers (Oke et al. 2016).
Targeting
Targeting the consumers form a very integral part. The organizations are required to analyse the market with prior understanding. Targeting the market is done through advertisements and promotions. The main aim of the Huawei was to target the young generation as they are more keen towards buying mobile phones. The young population is keen to buy a phone which will all the facilities and will be cost effective. The Mate 20 has 40mp camera with a curved body. The company tries to target the middle income strata (Wu et al. 2016).
Positioning
After segmentation and targeting the consumers, it is very important for the organizations to position the product. Positioning of the product can only be entailed when it has deciphered impact in context to the consumers. It can be done through advertising in regard to traditional and non-traditional media. In this global era, everything happens through the social media channels. The organizations advertise their products in context to the social media channels to decipher impact in the heads of the consumers. Celebrity endorsements are very common to attract the consumer’s attraction. PR promotions have been a new popular concept where in the social media influencers are paid to promote the products (Wu et al. 2016).
How the Mate 20 satisfies the needs and wants of consumers
the Mate 20 will satisfy the needs and wants of the consumers in several ways. The phone has been made prior tom the needs and wants of the consumers. It mainly targets the middle class consumers. The phone has been designed in an effective manner keeping in mind the latest technological trends. The phone provides cutting edge screen with 40mp camera. The camera lovers and enthusiasts will be driving in context to the product due to its special features (Wu et al. 2016). In addition to it, it has a headphone jack, sleek body, high battery and other features. The young population is drawn towards this phone as it has excellent battery life, amazing still and video photo capabilities and is cost effective (Wu et al. 2016).
The Mate 20 is controlled by the leader Kirin 980 processor, which is collaborated with either 4GB RAM and 64GB inside capacity or 6GB RAM and 128GB stockpiling; the capacity can be extended by up to 256GB utilizing Huawei’s new Nano Memory card group. There’s a 4,000mAh battery, and Huawei’s SuperCharge tech, presented on a year ago’s Mate 10 arrangement, is locally available, and can get you from 0% to 80% in 45 minutes. While the Mate 20 Pro form has IP68 water and residue opposition, the ordinary Mate 20 is IP53-appraised, so is just sprinkle safe. Like the Pro it’s ensured by Gorilla Glass and has a pre-fitted screen defender just as a delicate plastic case in the case (Wu et al. 2016).
How a consumer may go through the decision-making process in a purchase of a mobile phone
The consumer decision-making process comprises of five stages which are: need acknowledgment, data look, assessments of choices, buy and post buy conduct. Consumers don’t generally move in the accurate request through the procedure; it can rely upon the kind of item, money related status, advanced gadgets they have, and so forth. Consumer decision making process is significant for advertisers since they need to comprehend these means so as to plan their showcasing blend appropriately. The consumer decision-making process ranges from easy to complex, and is impacted by an assortment of variables (Wu et al. 2016). It starts with the acknowledgment of a need. It is trailed by a data seek where a consumer begins to look for data from inside and outer assets. When a consumer discovers data and choices, he/she begins to assess them in elective assessment step. After the assessment of choices, a consumer settles on decisions in regards to which item/administration to buy. After the buy the consumer has an encounter utilizing item/administration that is bought by him/her. Nowadays, social media also influences the decision making of the consumers (Bhattacharya et al. 2015).
Analyse how a consumer may be influenced to by the Huawei Mate20:
- Internal influences
The most critical internal impact that influences buyers buy assurance is his own personal demand s and motivations. The interest of a purchaser can be characterized as an insufficiency of something or the contrast between his desired and existent region. Motive is a man ‘s inside area that urges him to satisfy his particular interest. This could other than be comprehended with an outline like a man might be ravenous or parched that is his existent area and he other than wants to be great bolstered that is his pined for territory. Personal demands are those that cannot be influenced if the consumers are dedicated ad determined (Bhattacharya et al. 2015). For example, if the consumer had made his or her mind to get Mate 20 than no one can influence him or her. Motivation is a major attribute that can entail a consumer to stick to product that they wish to buy (Igarashi et al. 2017).
The accompanying critical internal impact that influences buyers purchasing conduct is their demeanour. Frame of mind relates to what a solitary feels or thinks about something. It is ever reflected in people ‘Demonstrations of the Apostles each piece great as in their purchasing frames. When an individual demeanour is shaped it is extremely hard to all. In the event that a buyer has a type of negative demeanour towards a particular product or issue, it will not be anything but difficult to modify that conviction. It is strong general rating of shoppers about a product, administration or organization. Attitude often adheres from how the seller had impacted the consumer. If the seller has positive effect than the consumer will be entailing a positive effect (Baye et al. 2017).
- External influences
There are several external i8nfluences that cover us in context to buying g a cell phone. Sime external influences are as follows:
Social media influencers
Social media is one of the main attribute that influences a consumer. Social media influencers often influence the consumers by promoting the product and telling its advantages and qualities to the viewers.
Advertisements in social media
In this digitized era, advertising in context to social media has become very common for the companies. The companies advertise and promote their products in context to the social media to grab the attention of the audience. The advertisements are often made in various social media channels like Facebook, Instagram, twitter and YouTube.
Culture
An individual ‘s values, attitudes, convictions and slants are formed with his human advancement. This in curve other than structure individuals frame of mind towards purchasing explicit stocks or administrations. Culture of an individual other than satisfies his few passionate requests and because of this they attempt to ensure their social values and convictions (Sheu, 2016). This human progress assurance is reflected in people ‘conduct as customers. Culture can build up a buyer request and each piece great as can other than effect the fulfilment of that request.
Target market
The target market in context to the companies forms an integral part. If the consumers target the consumers in an effective way, then they have already catered a positive influence to the consumers, Consumers are often keen to buy products which are effective and efficient.
Make a recommendation for competitors of the Mate 20, considering your analysis.
The recommendations in context to the competitors of the Huawei Mate 20 are:
Cost effective
Since, the Huawei Mate 20 is cost effective. The competitors are needed to make their products cost effective as well. Cost is a major factor and the consumers are often keen enough to look at products which are cost effective.
Effective quality
Huawei Mate 20 is made in context to high quality so the other competitors like Samsung, LG can up their game. Mobile phones are needed to be catered with high quality so that consumers are driven towards it.
Target market
The target market of the company is an important attribute. if the competitors cannot identify the target market properly then their products and services will not be entailed in an effective manner. Young population cates 70 percent of the population and it is very important to build a product that can suffice the needs of the consumers.
Advertising and promotion
Promoting and advertising the product is very important to entail. If the company does not promote and advertised the products and services in an effective and efficient manner than it will be very difficult for the company., the companies can cater advertisements in context to the social media channels. Advertising through social media is often cost effective. Si the competitors can easily procure it. They can also advertise their products through non-traditional media to cater to a larger decree of consumers. However, by adhering to social media advertisements the companies can reach out to global consumers which is an added advantage (Sheu, 2016).
PR Promotions
The competitors can indulge in promoting their products through PR. It is a very popular way of advertising nowadays. They help to promote the product of the company globally and cater to a large number consumer.
Summary
As per the above discussion it is evident that buyer behaviour is often influenced by several factors. The factors have been evaluated and wrought out in this study. The segmentation, positioning and targeting have been studied in context to the Hawaii Mate 20. There were several recommendations made in context to the competitors of the company. Understanding the market is very important when the company is about to bring out a new product. The consumer decision making is often influenced by the social media attributes. The internal and external influences are catered in this study in context to motivation, attitude, culture, advertisement and social media. Decision making process of a consumer is often achieved by following several steps. The steps are wrought out in this subjected study in details. Evaluating the needs of the consumers are very necessity by the companies to expand their business across the globe (Trinh et al. 2016).
References
Baye, I., von Schlippenbach, V. and Wey, C., 2017. One-stop shopping behavior, buyer power, and upstream merger incentives (No. 27). DICE discussion paper.
Bhattacharya, A., Singh, P.J. and Nand, A.A., 2015. Antecedents of buyer opportunistic behavior in outsourcing relationships. International Journal of Production Economics, 166, pp.258-268.
Igarashi, M., Boer, L.D. and Pfuhl, G., 2017. Analyzing buyer behavior when selecting green criteria in public procurement. Journal of Public Procurement, 17(2), pp.141-186.
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, M.A. and Olujobi, O.J., 2016. Consumer behavior towards decision making and loyalty to particular brands. International Review of Management and Marketing, 6(4S), pp.43-52.
Sheu, J.B., 2016. Buyer behavior in quality‐dominated multi‐sourcing recyclable‐material procurement of green supply chains. Production and Operations Management, 25(3), pp.477-497.
Wu, L.Y., Chen, P.Y. and Chen, K.Y., 2015. Why does loyalty–cooperation behavior vary over buyer–seller relationship?. Journal of business research, 68(11), pp.2322-2329.
Wu, T.J., Tsai, H.T. and Tai, Y.N., 2016. Would corporate social responsibility affect consumers’ attitudes towards brand and purchase behavior? Buyer-seller guanxi as the moderator. Revista de Cercetare si Interventie Sociala, 53, pp.272-287.
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