Buyer Behaviour assignment on Huawei Mate 20
Purpose:
Teams of approximate 4 students will work together to analyse a new mobile phone from the perspective of a consumer and marketer. The Huawei Mate20 has been making some good gains in the market since its launch. You will be required analyse various buyer behaviour concepts (see required structure) in relation to the iMate 20 and then consider recommendations to competitors of the iMate 20. Students can refer to the following article for details of the iMate 20: https://www.techradar.com/au/reviews/huawei-mate-20.
Introduction
The purpose of the report is to understand the buyer behaviors with the impact of external and
internal influences of the consumers of Huawei iMate 20. The report starts with providing a
detailed view of the segmentation, targeting and the positioning of the iMate 20 for better
understanding the customers of iMate 20. The report then follows the feature of the iMate 20
that contributes towards the achievement of satisfaction of customers. This is an important part
to understand the behavior of the consumers for the product. The complete decision-making
process of a general customer is provided for the purpose of making a decision for buying a
phone. This a general process but not specific to the iMate 20. This decision-making process has
massive contrition towards understanding buyer behavior as it will highlight the factors given
high importance by the customer. There are certain external and internal factors that create an
impact on the buying decision of the customer. These factors are provided for the customer of
iMate 20 for deep understating of the behavior. In the end, the recommendation is provided to
competitors by keeping in view the analysis of iMate 20 for the purpose of competing in a better
way.
Segmentation, targeting, and position of iMate 20
Segmentation
It is important to understand the segmentation, targeting, and positioning of Huawei I Mate 20 by
the company. The Huawei I Mate 20 actually segmented the market in two ways to attract the
potential customers and serve them best. The first segment of the Huawei iMate 20 is the
millennial that are born in between 1980 to 1996 that currently fall in the age bracket of the 23-
38. The company focuses on this segment as this age group uses the phone mostly and the large
proportion of mobile phone holders belong to this group. Another specialty of this group is that
the people in this group are mostly independent and can make the decision of buying the phone
independently. The other segment is the people with high income as the price of the Huawei
iMate 20 belong into the category of premium products. The company actually targeted the
customers of iPhone, and Samsung galaxy for the purpose of taking the share in the market from
the high-end customers that pay extremely well (Orlowski, 2018).
Targeting.
The company targeted both identified segments in order to take the maximum portion of the
market share for the purpose of making a stable and diverse customer base along with low price
products. The segments are marketed directly by providing relevant features and conducting
specific advertising activities (Orlowski, 2018).
Positioning.
The company aims to position the mobile phone as the premium brand that serves the highest
quality features along with status to the users of iMate 20. Along with the best features, the
company focuses on premium pricing as the pricing does have an impact on the product for
making it into the premium category. The advertising is also done for positioning the product as
a premium product that serves a status symbol as well (Orlowski, 2018).
Needs and wants of consumers and Huawei iMate 20
According to Kang (2015), the company completely understood the importance of advertising
along with positioning the mobile as a premium product if it wants to succeed in the premium
mobile phone market. It is important to look at the perception and wants of the high-end target
market. the high-end target market does not only seek the features as many companies can
provide the features because there is no issue of the pricing for the high-end target market., the
attachment of state and the positioning of the product are some of the most important factors that
need to be attached with the product. The company exactly did that and positioned the iMate 20
as a premium brand so that the emotional need of carrying a high-status phone of the customers
can be fulfilled. The positioning of the mobile phone along with high-quality features and
intelligently identifying the market are some of the important factors contributing towards the
strategy of Huawei for iMate 20. One of the major trends of the camera is also understood
exceptionally well by the company and the company believed that it is the modern era of the
selfie. The company introduced the triple 40 MP camera that serves as a competitive edge to the
company in terms of camera performance. This unique camera feature is completely aligned with
the requirements of the millennials as the trend of taking the photos is highly appraised in this
age group people.
Decision-making process of the consumer for mobile phone
The decision-making process for mobile phone purchase starts with the need for recognition. The
individual recognized as a need for the mobile phone for the purpose of calling and using
different features (Holmes, 2013). This recognition of the need is the first step that leads towards
the information search. The individual then starts to search for the different information and
options available in the market. it is important to understand that the individual collects the
relevant information for mobile phone keeping in priority in mind. For example, if a customer
gives high value to the camera quality, the individual will be seeking information for mobile
phones with best camera quality. According to Alfred (2013), this information search will
provide several options to the individual and then the third step will be started which is to
evaluate the different alternative solutions. On the basis of set criteria by the individual, the
individual will evaluate the different alternative options to find out the best option as per the
needs and the wants of the individuals for the mobile phone (Wolny & Charoensuksai, 2014).
This evaluation leads to the decision to purchase for a mobile that best meets the requirements
set by the individual. After the purchase, the customer either show positive or negative behavior
or word of mouth towards the mobile phone which is the last step know as post-purchase (Van
Weelden, 2016).
Consumer influence for Huawei iMate 20
Internal influences
There are several internal factors that influence the purchase behavior of the consumer for the
mobile phone and specifically of the Huawei iMate 20. It is important to know that the internal
factors such as the requirements of the consumer form the basis of the information search for
different phones.
Personal requirements
The personal requirements of the individual have a direct impact on the purchase behavior
towards the phone (Yang & Kim, 2012). The case with the Huawei iMate 20 is not different and
the individual compares the personal preference for features with the feature of the iMate 20.
Purchase power.
According to Park et al (2013), the second internal influence factor is the purchasing power of
the customer for a specific phone. The customer identifies if the phone like Huawei iMate 20 is
affordable for the customer or not. In the case of affordability, the decision is based on the value
of the phone but not just on the basis of affordability. The personal perception of the value of the
phone in terms of benefits versus the cost of the phone is a highly contributing factor towards the
purchase decision.
Brand loyalty.
Moving forward, the brand loyalty towards a specific brand is one of the strongest and
significant internal factor that affects consumer behavior towards any phone. If the brand loyalty
of the customer is towards Huawei iMate 20, the customer is most likely to buy the phone
irrespective of less value offered by the phone against the cost. The loyal customer does not
worry about the market perception but the customer has loyalty towards bran and the satisfaction
is achieved through it (Park et al, 2013). In case of high loyalty towards other phone bran such as
the iPhone, it is highly unlikely that the customer is going to buy Huawei iMate 20 irrespective
of the value provided by the phone. This brand loyalty behavior of the customer is highly
influential internal factors towards the purchase of any phone like Huawei iMate 20.
Personal perception.
The internal factor of personal perception regarding the brand itself rather than a specific phone
is another factor (Yang, 2012). If the customer has a positive perception regarding the Huawei
iMate 20 without having the brand loyalty, the decision will most likely be in the favor of
Huawei iMate 20.
External influences
Like internal influences, there are several external influences that affect the purchase decision of
the customer specifically in case of Huawei iMate 20.
Competition
According to Alfred (2013), the external competition in the mobile phone market is one of the
significant factors that contribute towards the consumer behavior., the customer compares the
mobile phone Huawei iMate 20 with other mobile phones in the market and then make a decision
that offers the highest value. The increasing and intensifying competition makes it difficult for
the customer to make a decision in favor of a particular product as there are multiple options to
choose one. The increasing competition is a negative sign for the Huawei I Mate20 as it
negatively influences the purchase behavior of the customer towards Huawei iMate 20.
Market availability
The access and ease of buying the product is another external factor that creates an impact on the
purchase decision of the person (Das, 2012). The easy access to the Huawei iMate 20 contributes
positively towards the consumer purchase behavior of iMate 20. In case of difficult access and
efforts to buy the phone, it is going to negatively affect the purchase decision. The behavior of
the customer in case of non0loyal products massively affected by the external factor of market
availability of the product. For a loyal brand, the customer would be willing to import the phone
or travel a distance but this would not be the case if the customer is not loyal but just praises of
the product.
Market trend
There are many customers that go with the trend of buying the phone to be the part of a
particular group (Osaman et al, 2012). The market trend towards Huawei iMate 20 would be
positively affecting the purchase behavior of the customer while in case of no trend, it is highly
unlikely that the customer would decide in the favor of the product.
Status symbol
According to Lay-Yee et al (2013), there are some products and mobile phones that serve as a
status symbol in a particular society like iPhone. The status value of the phone influence the
person to buy the product to belong from a particular group and maintain the status. The Huawei
I Mate 20 is a high-end phone targeting the high-income group that tried to provide a high status.
it is on the perception of people if the people take it as a status or not.
Recommendations for competitors of iMate 20
On the basis of the above analysis and consumer behaviors towards mobile phone in general as
well as specifically towards the inmate 20, a set of recommendations is prepared for the
competitors so that they can take advantage of the analysis and come up with strategies that
would challenge the iMate 20.
The first recommendation is to come up with a unique feature like the iMate 20 came up
with a triple camera. The competitors need to avoid to copy this feature as the first mover
advantage to the Huawei cannot be taken away and this would create a negative impact
on the image of the company that has copied the feature. It is fine to have the same
feature but do not sell the mobile on the basis of a triple camera feature as this would not
become the unique selling point for the company. The company needs to come up with a
unique feature and present that feature as a competitive advantage that differentiates the
product with iMate 20.
Another recommendation is the proper and focused advertising to create an impact on
consumer behavior through external influence. It has seen that the external perception
regarding a product has an impact on the purchase behavior of the consumer. The well-
directed adverting for the purpose of communicating the status symbol attached to the
product, the premium quality, the unique selling point, and the overall value it offers
would portray the positive image in the minds of potential customers.
It is also recommended to the competitors that keep the pricing of the product premium
as the pricing category does have an impact on the perception of the customers regarding
the product. If the product falls into the low pricing category, it is not possible to attain
the image of a status symbol for the premium target market. the pricing does play an
important role in setting the perception of the customer as the high pricing leads to a
positive status symbol. The low pricing would not attract the people towards a product
that need to have a product with high and positive status attached to it (Nagle & Muller,
2017).
Summary.
Huawei iMate 20 is a product introduced by Huawei to target the high-end market for the
purpose of competing with the iPhone and Samsung Galaxy. The millennial and high-income
group are the two identified segments from the market for the iMate 20. The company targets
both of the segments and the positioning is set for the iMate as a premium brand that serves the
status to the users as well. The company was able to satisfy and fulfill the needs and wants of the
target market by offering to outclass feature, triple camera innovative option as a competitive
edge, and the status attached to it. The premium pricing of the product helps to develop the
premium product perception for inmate 20. The decision-making process of consumers for
mobile phone has five steps that include need recognition, information search, evaluation of
alternative, purchase decision, and post-purchase. There are several internal and external
influence that create an impact on the purchase behavior such as competing in the market,
perception regarding product, affordability, personal requirements and brand loyalty. It is
recommended to the competitors to come up with a different USP for attracting the customers
along with setting premium pricing for getting a premium perception of the product.
References
Alfred, O. (2013). Influences of price and quality on consumer purchase of mobile phone
in the kumasi metropolis In Ghana a comparative study. European Journal of Business
and Management, 5(1), 179-198.
Das, D. (2012). An empirical study of factors influencing the buying behavior of youth
consumers towards mobile handsets: A case study in coastal districts of Odisha. Asian
Journal of Research in Business Economics and Management, 2(4), 68-82.
Harmon, M. J., Karl, D. H., & Ribeiro, C. S. (2014). U.S. Patent Application No.
29/446,332.
Holmes, A., Byrne, A., & Rowley, J. (2013). Mobile shopping behavior: insights into
attitudes, shopping process involvement, and location. International Journal of Retail &
Distribution Management, 42(1), 25-39.
Kang, B. (2015). The innovation process of Huawei and ZTE: Patent data analysis. China
Economic Review, 36, 378-393.
Lay-Yee, K. L., Kok-Siew, H., & Yin-Fah, B. C. (2013). Factors affecting smartphone
purchase decision among Malaysian generation Y. International Journal of Asian Social
Science, 3(12), 2426-2440.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to
growing more profitably. Routledge.
Osman, M. A., Talib, A. Z., Sanusi, Z. A., Shiang-Yen, T., & Alwi, A. S. (2012). A
Study of the Trend of Smartphone and its Usage Behavior in Malaysia. International
Journal of New Computer Architectures and their Applications (IJNCAA), 2(1), 274-285.
Orlowski, A. (2018). Huawei Mate 20 Lite: A business mobile aimed at millennials? Er,
OK then. Available at: https://www.theregister.co.uk/2018/09/04/huawei_mate_20_lite/
Park, J., Han, S. H., Kim, H. K., Cho, Y., & Park, W. (2013). Developing elements of
user experience for mobile phones and services: survey, interview, and observation
approaches. Human Factors and Ergonomics in Manufacturing & Service
Industries, 23(4), 279-293.
Van Weelden, E., Mugge, R., & Bakker, C. (2016). Paving the way towards circular
consumption: exploring consumer acceptance of refurbished mobile phones in the Dutch
market. Journal of Cleaner Production, 113, 743-754.
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel
decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317-
326.
Yang, K., & Kim, H. Y. (2012). Mobile shopping motivation: an application of multiple
discriminant analysis. International Journal of Retail & Distribution
Management, 40(10), 778-789.
Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption:
An application of the extended theory of planned behavior. Journal of Retailing and
Consumer Services, 19(5), 484-491. Print this post
Teams of approximate 4 students will work together to analyse a new mobile phone from the perspective of a consumer and marketer. The Huawei Mate20 has been making some good gains in the market since its launch. You will be required analyse various buyer behaviour concepts (see required structure) in relation to the iMate 20 and then consider recommendations to competitors of the iMate 20. Students can refer to the following article for details of the iMate 20: https://www.techradar.com/au/reviews/huawei-mate-20.
Introduction
The purpose of the report is to understand the buyer behaviors with the impact of external and
internal influences of the consumers of Huawei iMate 20. The report starts with providing a
detailed view of the segmentation, targeting and the positioning of the iMate 20 for better
understanding the customers of iMate 20. The report then follows the feature of the iMate 20
that contributes towards the achievement of satisfaction of customers. This is an important part
to understand the behavior of the consumers for the product. The complete decision-making
process of a general customer is provided for the purpose of making a decision for buying a
phone. This a general process but not specific to the iMate 20. This decision-making process has
massive contrition towards understanding buyer behavior as it will highlight the factors given
high importance by the customer. There are certain external and internal factors that create an
impact on the buying decision of the customer. These factors are provided for the customer of
iMate 20 for deep understating of the behavior. In the end, the recommendation is provided to
competitors by keeping in view the analysis of iMate 20 for the purpose of competing in a better
way.
Segmentation, targeting, and position of iMate 20
Segmentation
It is important to understand the segmentation, targeting, and positioning of Huawei I Mate 20 by
the company. The Huawei I Mate 20 actually segmented the market in two ways to attract the
potential customers and serve them best. The first segment of the Huawei iMate 20 is the
millennial that are born in between 1980 to 1996 that currently fall in the age bracket of the 23-
38. The company focuses on this segment as this age group uses the phone mostly and the large
proportion of mobile phone holders belong to this group. Another specialty of this group is that
the people in this group are mostly independent and can make the decision of buying the phone
independently. The other segment is the people with high income as the price of the Huawei
iMate 20 belong into the category of premium products. The company actually targeted the
customers of iPhone, and Samsung galaxy for the purpose of taking the share in the market from
the high-end customers that pay extremely well (Orlowski, 2018).
Targeting.
The company targeted both identified segments in order to take the maximum portion of the
market share for the purpose of making a stable and diverse customer base along with low price
products. The segments are marketed directly by providing relevant features and conducting
specific advertising activities (Orlowski, 2018).
Positioning.
The company aims to position the mobile phone as the premium brand that serves the highest
quality features along with status to the users of iMate 20. Along with the best features, the
company focuses on premium pricing as the pricing does have an impact on the product for
making it into the premium category. The advertising is also done for positioning the product as
a premium product that serves a status symbol as well (Orlowski, 2018).
Needs and wants of consumers and Huawei iMate 20
According to Kang (2015), the company completely understood the importance of advertising
along with positioning the mobile as a premium product if it wants to succeed in the premium
mobile phone market. It is important to look at the perception and wants of the high-end target
market. the high-end target market does not only seek the features as many companies can
provide the features because there is no issue of the pricing for the high-end target market., the
attachment of state and the positioning of the product are some of the most important factors that
need to be attached with the product. The company exactly did that and positioned the iMate 20
as a premium brand so that the emotional need of carrying a high-status phone of the customers
can be fulfilled. The positioning of the mobile phone along with high-quality features and
intelligently identifying the market are some of the important factors contributing towards the
strategy of Huawei for iMate 20. One of the major trends of the camera is also understood
exceptionally well by the company and the company believed that it is the modern era of the
selfie. The company introduced the triple 40 MP camera that serves as a competitive edge to the
company in terms of camera performance. This unique camera feature is completely aligned with
the requirements of the millennials as the trend of taking the photos is highly appraised in this
age group people.
Decision-making process of the consumer for mobile phone
The decision-making process for mobile phone purchase starts with the need for recognition. The
individual recognized as a need for the mobile phone for the purpose of calling and using
different features (Holmes, 2013). This recognition of the need is the first step that leads towards
the information search. The individual then starts to search for the different information and
options available in the market. it is important to understand that the individual collects the
relevant information for mobile phone keeping in priority in mind. For example, if a customer
gives high value to the camera quality, the individual will be seeking information for mobile
phones with best camera quality. According to Alfred (2013), this information search will
provide several options to the individual and then the third step will be started which is to
evaluate the different alternative solutions. On the basis of set criteria by the individual, the
individual will evaluate the different alternative options to find out the best option as per the
needs and the wants of the individuals for the mobile phone (Wolny & Charoensuksai, 2014).
This evaluation leads to the decision to purchase for a mobile that best meets the requirements
set by the individual. After the purchase, the customer either show positive or negative behavior
or word of mouth towards the mobile phone which is the last step know as post-purchase (Van
Weelden, 2016).
Consumer influence for Huawei iMate 20
Internal influences
There are several internal factors that influence the purchase behavior of the consumer for the
mobile phone and specifically of the Huawei iMate 20. It is important to know that the internal
factors such as the requirements of the consumer form the basis of the information search for
different phones.
Personal requirements
The personal requirements of the individual have a direct impact on the purchase behavior
towards the phone (Yang & Kim, 2012). The case with the Huawei iMate 20 is not different and
the individual compares the personal preference for features with the feature of the iMate 20.
Purchase power.
According to Park et al (2013), the second internal influence factor is the purchasing power of
the customer for a specific phone. The customer identifies if the phone like Huawei iMate 20 is
affordable for the customer or not. In the case of affordability, the decision is based on the value
of the phone but not just on the basis of affordability. The personal perception of the value of the
phone in terms of benefits versus the cost of the phone is a highly contributing factor towards the
purchase decision.
Brand loyalty.
Moving forward, the brand loyalty towards a specific brand is one of the strongest and
significant internal factor that affects consumer behavior towards any phone. If the brand loyalty
of the customer is towards Huawei iMate 20, the customer is most likely to buy the phone
irrespective of less value offered by the phone against the cost. The loyal customer does not
worry about the market perception but the customer has loyalty towards bran and the satisfaction
is achieved through it (Park et al, 2013). In case of high loyalty towards other phone bran such as
the iPhone, it is highly unlikely that the customer is going to buy Huawei iMate 20 irrespective
of the value provided by the phone. This brand loyalty behavior of the customer is highly
influential internal factors towards the purchase of any phone like Huawei iMate 20.
Personal perception.
The internal factor of personal perception regarding the brand itself rather than a specific phone
is another factor (Yang, 2012). If the customer has a positive perception regarding the Huawei
iMate 20 without having the brand loyalty, the decision will most likely be in the favor of
Huawei iMate 20.
External influences
Like internal influences, there are several external influences that affect the purchase decision of
the customer specifically in case of Huawei iMate 20.
Competition
According to Alfred (2013), the external competition in the mobile phone market is one of the
significant factors that contribute towards the consumer behavior., the customer compares the
mobile phone Huawei iMate 20 with other mobile phones in the market and then make a decision
that offers the highest value. The increasing and intensifying competition makes it difficult for
the customer to make a decision in favor of a particular product as there are multiple options to
choose one. The increasing competition is a negative sign for the Huawei I Mate20 as it
negatively influences the purchase behavior of the customer towards Huawei iMate 20.
Market availability
The access and ease of buying the product is another external factor that creates an impact on the
purchase decision of the person (Das, 2012). The easy access to the Huawei iMate 20 contributes
positively towards the consumer purchase behavior of iMate 20. In case of difficult access and
efforts to buy the phone, it is going to negatively affect the purchase decision. The behavior of
the customer in case of non0loyal products massively affected by the external factor of market
availability of the product. For a loyal brand, the customer would be willing to import the phone
or travel a distance but this would not be the case if the customer is not loyal but just praises of
the product.
Market trend
There are many customers that go with the trend of buying the phone to be the part of a
particular group (Osaman et al, 2012). The market trend towards Huawei iMate 20 would be
positively affecting the purchase behavior of the customer while in case of no trend, it is highly
unlikely that the customer would decide in the favor of the product.
Status symbol
According to Lay-Yee et al (2013), there are some products and mobile phones that serve as a
status symbol in a particular society like iPhone. The status value of the phone influence the
person to buy the product to belong from a particular group and maintain the status. The Huawei
I Mate 20 is a high-end phone targeting the high-income group that tried to provide a high status.
it is on the perception of people if the people take it as a status or not.
Recommendations for competitors of iMate 20
On the basis of the above analysis and consumer behaviors towards mobile phone in general as
well as specifically towards the inmate 20, a set of recommendations is prepared for the
competitors so that they can take advantage of the analysis and come up with strategies that
would challenge the iMate 20.
The first recommendation is to come up with a unique feature like the iMate 20 came up
with a triple camera. The competitors need to avoid to copy this feature as the first mover
advantage to the Huawei cannot be taken away and this would create a negative impact
on the image of the company that has copied the feature. It is fine to have the same
feature but do not sell the mobile on the basis of a triple camera feature as this would not
become the unique selling point for the company. The company needs to come up with a
unique feature and present that feature as a competitive advantage that differentiates the
product with iMate 20.
Another recommendation is the proper and focused advertising to create an impact on
consumer behavior through external influence. It has seen that the external perception
regarding a product has an impact on the purchase behavior of the consumer. The well-
directed adverting for the purpose of communicating the status symbol attached to the
product, the premium quality, the unique selling point, and the overall value it offers
would portray the positive image in the minds of potential customers.
It is also recommended to the competitors that keep the pricing of the product premium
as the pricing category does have an impact on the perception of the customers regarding
the product. If the product falls into the low pricing category, it is not possible to attain
the image of a status symbol for the premium target market. the pricing does play an
important role in setting the perception of the customer as the high pricing leads to a
positive status symbol. The low pricing would not attract the people towards a product
that need to have a product with high and positive status attached to it (Nagle & Muller,
2017).
Summary.
Huawei iMate 20 is a product introduced by Huawei to target the high-end market for the
purpose of competing with the iPhone and Samsung Galaxy. The millennial and high-income
group are the two identified segments from the market for the iMate 20. The company targets
both of the segments and the positioning is set for the iMate as a premium brand that serves the
status to the users as well. The company was able to satisfy and fulfill the needs and wants of the
target market by offering to outclass feature, triple camera innovative option as a competitive
edge, and the status attached to it. The premium pricing of the product helps to develop the
premium product perception for inmate 20. The decision-making process of consumers for
mobile phone has five steps that include need recognition, information search, evaluation of
alternative, purchase decision, and post-purchase. There are several internal and external
influence that create an impact on the purchase behavior such as competing in the market,
perception regarding product, affordability, personal requirements and brand loyalty. It is
recommended to the competitors to come up with a different USP for attracting the customers
along with setting premium pricing for getting a premium perception of the product.
References
Alfred, O. (2013). Influences of price and quality on consumer purchase of mobile phone
in the kumasi metropolis In Ghana a comparative study. European Journal of Business
and Management, 5(1), 179-198.
Das, D. (2012). An empirical study of factors influencing the buying behavior of youth
consumers towards mobile handsets: A case study in coastal districts of Odisha. Asian
Journal of Research in Business Economics and Management, 2(4), 68-82.
Harmon, M. J., Karl, D. H., & Ribeiro, C. S. (2014). U.S. Patent Application No.
29/446,332.
Holmes, A., Byrne, A., & Rowley, J. (2013). Mobile shopping behavior: insights into
attitudes, shopping process involvement, and location. International Journal of Retail &
Distribution Management, 42(1), 25-39.
Kang, B. (2015). The innovation process of Huawei and ZTE: Patent data analysis. China
Economic Review, 36, 378-393.
Lay-Yee, K. L., Kok-Siew, H., & Yin-Fah, B. C. (2013). Factors affecting smartphone
purchase decision among Malaysian generation Y. International Journal of Asian Social
Science, 3(12), 2426-2440.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to
growing more profitably. Routledge.
Osman, M. A., Talib, A. Z., Sanusi, Z. A., Shiang-Yen, T., & Alwi, A. S. (2012). A
Study of the Trend of Smartphone and its Usage Behavior in Malaysia. International
Journal of New Computer Architectures and their Applications (IJNCAA), 2(1), 274-285.
Orlowski, A. (2018). Huawei Mate 20 Lite: A business mobile aimed at millennials? Er,
OK then. Available at: https://www.theregister.co.uk/2018/09/04/huawei_mate_20_lite/
Park, J., Han, S. H., Kim, H. K., Cho, Y., & Park, W. (2013). Developing elements of
user experience for mobile phones and services: survey, interview, and observation
approaches. Human Factors and Ergonomics in Manufacturing & Service
Industries, 23(4), 279-293.
Van Weelden, E., Mugge, R., & Bakker, C. (2016). Paving the way towards circular
consumption: exploring consumer acceptance of refurbished mobile phones in the Dutch
market. Journal of Cleaner Production, 113, 743-754.
Wolny, J., & Charoensuksai, N. (2014). Mapping customer journeys in multichannel
decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317-
326.
Yang, K., & Kim, H. Y. (2012). Mobile shopping motivation: an application of multiple
discriminant analysis. International Journal of Retail & Distribution
Management, 40(10), 778-789.
Yang, K. (2012). Consumer technology traits in determining mobile shopping adoption:
An application of the extended theory of planned behavior. Journal of Retailing and
Consumer Services, 19(5), 484-491. Print this post
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