Game of Clones : The Dark Side of Consumer Behaviour
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Added on 2020-07-22
Game of Clones : The Dark Side of Consumer Behaviour
Added on 2020-07-22
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CONSUMERBEHAVIOUR
Table of ContentsINTRODUCTION...........................................................................................................................1Literature Review & Framework ....................................................................................................1Over-viewing of literature on topic.............................................................................................1Theory for investigating problem................................................................................................2Marketing strategies.........................................................................................................................3Recommendations & Conclusions...................................................................................................5REFERENCES................................................................................................................................6
TOPIC : “Game of Clones : The Dark Side of Consumer Behaviour”INTRODUCTIONThe study of the behaviour of consumers assists in the improvement of marketing-strategies. However, the consumer behaviour has been investigated to purposefully choose thebehaviour for optimization of customer-utility, a darker side is also accounted in the customer-behaviour (Baker and Procter, 2013). This is in context with the compulsive as well as impulsivebehaviours of consumer.The increase in the pirating behaviour from the side of consumers is affecting the onlineservice-providers. So basically the chosen target market for the current report will be consumerswithin entertainment industry who are indulged in the pirating of digital-entertainment content.Furthermore, the focus of the report has been the increase of pirating in the entertainmentindustry. Consumers in an illegal manner often download the films even before the release. Thishugely impact the producers as well as the online-service providers. This dark side of consumer-behaviour has enabled them to be fearless from the threats of jail and penalty.Literature Review & Framework Overviewing of literature on topicAccording to the opinions given by Shi and Liao, (2017), there are some common set ofelements present between the consumption's compulsive-aspect as well as the impulsive-impact.The compulsive-behaviour takes in consideration the abnormal behavioural realm. In the worldof digital entertainment, the consumer behaviour has been experiencing abnormal changes.These days, consumers have started to illegally download pirated shows and films which isadversely affecting the profits of producers since people rather to save their money and watchshows and films at home as argued by Sparks, Perkins and Buckley, (2013). Piracy of a film and TV shows have hugely caused an economic drain on the filmindustry. Moreover, the decision involved in engaging within the music or film piracy as well asprograms of television is hugely affected by the factors of decision-making. These have aninclusion of the economic, legal, ethical and consumer-behavioural aspects. As per the opiniongiven by Spiller and Belogolova, (2016), numerous amount of Australians have shifted towardsthe illegal sites for downloading for the motive of saving money regarding the music, film orany other TV show. In addition, pirated copies of games are also available to which children areeasily attracted. As stated by Vitell, (2015), more than 15 % losses have been observed by the1
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