Energizing the PlayStation Experience: A Synergy of Brand Character and Status

The gaming console market is highly valuable and competitive, with the brand that consumers buy being strongly influenced by both mental and advertising factors as well as customer surroundings. Marketing activities related to gaming consoles play a vital role in gaining consumer attention and influencing purchase decisions.

Gaming
Console
September 14
2017

Consumer Behaviour 2
Table of Contents
Introduction to game console industries...............................................................................................3
Purpose.................................................................................................................................................3
Situation of purchasing..........................................................................................................................4
Target markets......................................................................................................................................4
Factor that affects the decision making of costumer............................................................................6
The life cycle of the product include the four variant stages.................................................................8
The factor influencing the decision making process of the consumer is the inputs related to the
marketing controls..............................................................................................................................10
Recommendation:...............................................................................................................................13
Summary:............................................................................................................................................13
References...........................................................................................................................................14

Consumer Behaviour 3
Introduction to game console industries
Game console industry has a prominent place in the market. This market is very impulsive as
nobody knows what will be new for the gamers. There are no of companies which are very
lovable for the game lovers. Microsoft which makes Xbox, Sony’s product play station and
Nintendo’s Wii are the famous examples. Company’s main focus is on the buyers which seek
for the technological media and entertainment (Voida & Greenberg, 2011). The personal
computers makers are being completed by the Xbox industries and other multimedia
producers.
Purpose
Game console industries have created its own technical world which is a matter of attraction
for the gaming costumers. As the population is growing day by day, more and more people
are in the society who seeks for the entertainment; people do have free time which they find
quite boring (Voida & Greenberg, 2011).
The technology industry is almost un limited because one can't even imagine that what is the
next in the industries and also when it comes to the gaming industries it is really adorable we
are not any having such technologies which are virtual but also it a love for the persons who
spend more time with gaming consoles (Sarabia-Sanchez, 2005). The speed power and
memory are continuously changing in every 18 months with a constant price. The meaning of
this is that in every 18 months the gaming console market changes its products.
It has been predicted that the gaming console industry will face a sharp decline by 13%; it
was predicted by the Technavio’s research analyst. Since the gaming industries are facing
different challenges, shifting of the gaming experience from the console based games to the

Consumer Behaviour 4
two online gaming, mobile gaming, and other gaming platforms. This shift is due to the
fitting of the video games into personal computers and popularity of smart phones (Sarabia-
Sanchez, 2005).With experience in developing the new gaming products with ability to create
gaming good gaming experience, advance technology, and low-cost effect the gaming
console markets most, good markets provide the way best chance for teamwork and
expansion for this industries (Voida & Greenberg, 2011)
Situation of purchasing
High technology is used in the console with there high specification nad use of new
technology, so it considerd as the masterpiece of technology. Wherever the Playstation 3 is
available in two modules one is it has 20 GB hard disk drive (HDD), second is primium with
60 GB HDD. The common thing in both the version is 60 GB HDD.Blu-Ray Disc for High
Definition movies, the Cell chip, Giga-bit Ethernet for high speed Internet-connection, and an
HDMI connection for optimum output on HDT (Voida & Greenberg, 2011). Premium edition
ahs some more features such as memory storage devices (Memory stick, SD) and Wireless
connectivity. Despite all the challenges in the industries the gaming console industries is
continuously trying to increase the features in its gaming console (Sarabia-Sanchez, 2005).
Target markets
The video entainment market is incresing day by day, it had grown 4 percent whithin the
period of two years. All of them are facing very tough comptition in the market many
subsitutes for the console have been grown (Sarabia-Sanchez, 2005). The market in early
times for games was in the shopping arcade, which there increases the games and those
games could be played in public places by a paying small fee. Considering the huge demands

Consumer Behaviour 5
of the gaming market, many companies started to push the effort to get better products and to
grasp the largest portions of the market such as Play Station, X Box which are the products of
some of the great companies like Microsoft and sony. The costumers are divided into
different segments they are the main source for the entertainment industries which are 36%
(Sarabia-Sanchez, 2005). The companies, mainly focus on the group which seeks the consol
gaming only way for the entertainment. And this happened because organizers of the
manufacturing industries unstated about the needs and demands that people that what they
require which is most suitable for them. They not only accomplish them, but also they create
a product that helps to create a need for the costumers (Carrigan & Attalla, 2001). The
Cultural distinction, the demand of the people the company has to satisfy the Customer in any
way possible. The game establishment has slowed down during the year passed due to the
recession. This may for the time being slow down the growth of the industry as costumers are
worried about their spending. Although there may be no good funding available, a set of
games is still being created because development a game is not as much difficult as we think
(Carrigan & Attalla, 2001). A prominent company Apple has created a scheme so that
anybody can develop a game and he or she can upload his developed game into to the apple
app store and can earn money from it. This encourages many of self-governing game
developers to create new games every time when they start to the development of the game.
Astonishingly, these autonomous game developers are giving up a tough competition for big
companies such as Nintendo, Because Apple releases irresistible product of game more
than more than 9,000 at this summit and since each of these game price significantly less
than those which are produced by Nintendo, furthered more the Sony is concentrated on the
costumer loyally (Yap & Yazdanifard, 2014). The internet is the solution for these "gamers”
& “makers” achievement in the novel age of gaming industries as most consoles now bear
online trait to allocate video games from side to side on the internet that is open to free

Consumer Behaviour 6
creators (Heng, 2009). P23 involves the consumers who required the new high technology.
The gaming industry is a boom as an increase in the number of users for the games are
involved in the different mobile, video console, and online internet games (Heng, 2009).
Today the online games are located to the preferred canal for gamers who play as online
gamers which enable players to play anywhere and anytime with whom they like to play
with. Customer check is always a minor alarm for studios because the continued development
of the field, plan, and the start of a game are the one pouring up the numbers of the games in
the market (Heng, 2009). As an outcome, in conditions of customer hold, gamers are
regularly disappointed by some issues. Their elevated prospect is not met as makers are the
unmoving view of the cast list of the product even though the required always for customer
sustain and gamers don’t have the endurance to stay when a matter comes (Yap &
Yazdanifard, 2014).
Factor that affects the decision making of costumer
Consumer’s behaviour is a physiological procedure and is related to the emotions of the
consumer. In this process the consumer starts with whether the need product or not, and then
find a method or a medium of solving these needs, makes purchase decisions like preparation,
whether he would buy product or not buy a certain product, and then confirm the
Information, notes down a preparation and then outfit the plan of making the pay for certain
products. It has become more and more difficult for game makers to produce and maintain
product faithfulness; client support is the chance investment in the possible level that’s
making up in the gaming business (Li, 2016). Moving the completion of customer support is
necessary. In gaming business equation it should not be forgotten that satisfaction is
connected to revenue giving behaviors of the industry, including the chance of the player to
buy a game online or offline. A rising player base requires pleased players who are probable

Consumer Behaviour 7
to advocate the game to other future players (Li, 2016). Customer support will give you more
concurrent connections with players which are another conduit for getting precious and
opportune and feedback on your product. Shown that you really get your viewers and value
their purchaser experience which preferably will relocate into brand devotion uphill of
millions of subscribers were paying less fee a month to play the online game (Li, 2016).
Group Influence
Group Influence can also affect the plan or decision made by the costumer, groups are family
members, age group, immediate relatives and the minor influential group consisting of
neighbours and associates are seen have a better influence on the purchasing decisions of a
buyer. And since the gaming world has established itself teeter at the border of a financial
precipice. In the first eight months of this year, retail sales of video games plummet 20
percent in throughout the world. That followed a dreary presentation in past years when sales
fell 20 percent (Grewal, Cline & Davies, 2003). An analysis of the condition of the markets
this year said it was likely that it would be the most horrible year for trade game console
software and hardware sale (Grewal, Cline & Davies, 2003). The stressed economy has
surely been an issue in the turn down, particularly bearing in mind that young men long a
centre spectators for games were it strike so rigid throughout the recession. Another growth
will sound recognizable to anybody who once had a pleasing evidence collection the
democrats, troublesome effect of less costly digital downloads has distorted the commerce
replica (Li, 2016).
Purchasing power:
Consumer behaviour is influenced by the Purchasing power of any consumer. The consumers
firstly see the purchasing ability on them before making a decision to buy any products or
services v. The product can or can’t be excellent, but if it fails to meet the buyers buying

Consumer Behaviour 8
ability, it will have a towering impact on it its sales. Segmenting customers on their retail
capability would help in formative eligible customers to attain the better result.
Marketing Campaigns
The commercial plays a better role in affecting the purchasing decisions by customers. They
are believed to bring about a huge shift in marketplace shares of the spirited industry by
affecting the purchasing decisions of customers (O'Brien & Ahmed, 2015).
Economic Conditions
Customer expenditure decisions are to be very much affected by the financial situation
customary in the marketplace (O'Brien & Ahmed, 2015). This holds accuracy, particularly for
purchases houses and different family appliances.
Culture
Culture is a very important and multifaceted faith of human behaviour which includes the
different aspects of human society, the deeds of the culture, its values in society and ethnicity
(O'Brien & Ahmed, 2015). Culture is examined as it is a very important factor that effect of
the buyer’s conduct.
The life cycle of the product include the four variant stages
The customer is known to the ultimate user of the product and the services which are being
available in the marketplace. Purchasing decision of the end user and the customer behaviour
largely impacts the market strategies according to the consumer needs (O'Brien & Ahmed,
2015). The decision making of the consumer depends on certain factors which are the product
requirement, decision regarding the product purchasing, valuation of the substitutes for the

Consumer Behaviour 9
merchandise, research related to information, recognition of the issue, evaluation and
purchase associated properly before the purchase (Gamson, 2013).
In the first stage, there is a slow increase in the growth of the product sale as the introduction
of the product in the market. In certain countries game console, PS 3 is located already in the
central point of the stage, for the reason that several game-console fans and lovers ordered the
game PS 3 in progress for becoming the primary consumer for the game (Gamson, 2013).
The second stage of the product life cycle is the growth stage; during this period, the
acceptance of the product in the market is recognizable and the quantity of the units related to
the sales increases (Bhander et. al, 2003). Primary user account about the merchandise
positively and other customers are fetching inquisitive.
The third stage is the maturity stage, as in this stage the growth of the sales slowdown as the
product achieves the acceptance by nearly everyone buyers (Bhander et. al, 2003).
In the fourth stage of decline, the majority of the probable buyers already have the product
and therewith a number of sale decreases (Bhander et. al, 2003).
Diverse promotion strategies are essential for every stage of the product life-cycle.
At the time of the purchase of the product with the availability of certain different choices,
many decisions are also to be taken related to the purchasing of the product. Such huge
selections of the products and the given exceptional character of the product which may or
may not be at variance with additional products, this lead the decision of the consumer to be
planned out carefully (Bhander et. al, 2003). And such a concept of the decision making in
the purchase of the product is known as the Consumer Decision-Making process

Consumer Behaviour 10
The factor influencing the decision making process of the consumer is the
inputs related to the marketing controls.
The youngsters encompass the huge market of the products related to the gaming console of
the different consumer brands. Accordingly, the enormous budgets related to the marketing
are targeted for the group (Mihart, 2012). This was also evidenced in one of the USA facts
where it is noticed that the expenditure of the advertisement for the targeted teenager's
category has resulted in growth US$2 billion in 2000 from the US$100 million in 1990
(Mihart, 2012).
Product - The gaming console appeal is majorly focused and also seen majorly in the male
teenager market (Mihart, 2012). Consequently, the feature of games 'shoot 'em up' and
soaring action such as in ‘God of War' and 'Crisis Zone', that fulfils the customer's
motivational needs (Mihart, 2012). Company Sony has in recent times rationalized the 'fun'
factor of the gaming console product with the addition of the motion sensor controllers.
Additionally the gaming console offers the consumers with the highly developed audio and
visuals as compared to the other console game (Mihart, 2012).
Price – Price strategy of the company is also to constantly adopt an antagonistic strategy of
the price discounting on the gaming console product. The adolescent market, which is
targeted by the gaming console is been actively seen to seek the value related to the money
(Huang & Kuo, 2012).
Place – Nowadays the youngsters as a result of the increased e- commerce strategies, research
and purchase the products online. Online searching gives them the easy accessibility of the
products at their finger tips (Kanagal, 2016). Teenagers are now becoming customers at the
earlier stages as compared to the older generations and are concerned to get the best worth for
wealth for any precise purchase that was attaining the best transaction or worth with respect

Consumer Behaviour 11
to a precise buy (Kirriemuir, 2000). For some young people, this was expenditure the least
total of money for a buy. Adolescent customers are always kept looking for various online
sources of news/information before they buy anything (Kanagal, 2016). Still, if they buy
nothing from the segment of online, they more often than not gather information from the
internet segment of online before going to shop anything in from the substantial stores. Sony
sells its famous and well known PlayStation software and hardware online from its individual
website plus from the specialist online shops like the Play.com and Amazon (Kanagal, 2016).
However, the uppermost quantity of their sales at a halt come from vend shops such as Tesco,
Comet, and Game.
Promotion - The advertising mix, mainly, promotion, has a thoughtful effect on customer
behaviour. The lesser aged/younger customers in Sony PlayStation's objective addressees
have full-grown up in the 'digital age' plus their use of advertising messages has grown-up
with the amplified assortment of the media accessible to them at all times (Grewal, Cline &
Davies, 2003).
the study has revealed that this collection, by and large, finds conventional media such as
radio and newspapers to be mainly irrelevant. It, in addition, finds that, though they watch a
too much of the TV this is lessening due to the accessibility of more discriminating ways of
considering their preferred shows like watching them online (Kirriemuir, 2000). Young
persons are distant more probable to be prejudiced in their purchase behaviour from first to
last what they are open to the elements of online. Though, they do not like disturbing
publicity aimed at them during these advertising media (Heng, 2009).
In their study newspaper 'Theories of the Attitude Change' (1992) Unnava, Petty and
Strathman, consider that publicity does certainly influence client behaviour (Chatzidakis &
Mitussis, 2007). It achieves this by altering the way that the present customer beliefs are

Consumer Behaviour 12
evaluated. The similar authors have formed an ELM which stands for the Elaboration
Likelihood Model of influence which suggests that, if their attitude is transformed by
publicity these change in is probable to persist going presumptuous (Chatzidakis & Mitussis,
2007). Hence, publicity clearly has a main role to participate in altering and to consolidate the
previously held attitude to manufactured goods such as Play station and also perhaps
generating faithfulness to the Sony product in the longer expression (Apisitwasana,et.al,
2017). The similar investigation also proposes clients who find publicity messages 'relevant'
will squander longer dispensation that communication that, in turn, can ground change in
approach and actions (Chatzidakis & Mitussis, 2007).
PlayStation publicity typically emphasises the technological merits of a depress. The
commercials exhibit scenes from sports competitions which show the advanced merits and
are extremely pertinent to the adolescent buyer of the PlayStation. The well organised and
worldwide known company Sony also has definitely established its clutch of the require for
notice in its marketing performance (Grewal, Cline & Davies, 2003). Its publicity for the
PlayStation has commonly featured arresting imagery which has over and over again sparked
an argument. In adding up to this, Sony now use the online technique as the forefront of the
PlayStation promotional scheme
Brand character and status - Young persons are bombarded with advertising communications
about the significance of brand and representation, to a greater extent, here it has strongly
prejudiced their purchasing actions and also has the way in which they meet people with the
adults and with their aristocracy, refer the child psychologist Allen Kanner in the year 2004
(Wilson, 2017). PlayStation and Sony both have a sturdy brand name in the open trade
marketplace

Consumer Behaviour 13
Recommendation:
Each and every contact aim between the product and the customer, from publicity to point of
acquiring, when performing synergistically, has the possible to set up a common sense of a
belong to the customer. This may outcome in reiterate buy and the enterprise of an
association between the maker and the customer. Gaming console to focus on the better
consumer environment which may create the positive area of sales as the youngsters love to
conform such things to their references and exert a lot of involvement in the decision making
process related to such areas of purchasing such as a game console.
Summary:
Hence, the gaming console market is extremely precious and spirited. The console brand that
costume buys is powerfully prejudiced by both mental and advertising factor and also by the
customer surroundings. The marketing activities related to the gaming console play a vital
role on the certain physiological needs of the consumer for gaining the consumer attention
and influencing the decision of purchase.

Consumer Behaviour 14
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Consumer Behaviour 15
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Consumer Behaviour 16
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