Marketing Principles and Consumer Behavior: Oculus VR Headset Analysis

This report provides a detailed analysis of the marketing principles applied to the Oculus VR headset, focusing on the consumer decision-making process. It begins by identifying the need generation for the product, followed by an examination of internal and external information searches conducted by potential consumers. The report then explores the consumer's product assessment procedure, including the evoked, inert, and inept sets of products. It further delves into the attributes of the VR headset, available purchase methods, and post-purchase behavior, including strategies to minimize cognitive dissonance. The report concludes by highlighting the key takeaways and the effectiveness of the Oculus VR headset in meeting consumer needs, differentiating it from competitors like Google Glass and mobile phones. The report utilizes various theories and concepts to recognize and explain consumer behavior at every stage of the decision-making process.

Running head: MARKETING PRINCIPLES
OCULus
Marketing Principles
8/10/2018

MARKETING PRINCIPLES 1
Table of Contents
Introduction................................................................................................................................2
Identification and Analysis of the need generation................................................................2
Internal and External Information Search..............................................................................2
Evoked, Inert, and Inept Sets of Customers Products Assessment Procedure.......................3
Evoked Set.........................................................................................................................3
Inert Set..............................................................................................................................3
Inept Set.............................................................................................................................4
Attributes of Virtual Reality Headset.....................................................................................4
Available Purchase Method...................................................................................................4
Post Purchase Behaviour........................................................................................................4
Minimizing Cognitive Dissonance.....................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

MARKETING PRINCIPLES 2
Introduction
The report is being presented to create the understanding of the consumer decision-making
process and its importance to the marketers. It will make use of various theories and concepts
to recognize and briefly explain the behaviour at every stage of the consumer decision-
making process. The product that has been selected to discuss the decision-making process is
the Virtual reality headset of Oculus Company.
Identification and Analysis of the need generation
A VR Headset or Virtual Reality Headset is popularly known as the head-mounted device
that offers wearer the virtual reality. VR headsets are broadly utilized with computer games,
however; they are also used in other various applications, comprising trainers and simulators
(Wondershare, 2018).
Before I got familiar with the VR Headset or Virtual Reality Headset, I used to play games on
my mobile phone or Television. However, after using this device I was amazed and had an
excellent experience. The need for a VR headset arises when I saw them with one of my
friend who lives in America. One fine day he visited my home and brought this device for his
entertainment. He offered me that device to have an experience and then only I realized its
need and decided to purchase it and play games on VR headset in place of mobile games and
Television.
Internal and External Information Search
Before purchasing Virtual Reality Headset, a research is conducted to identify different
alternatives. The information search is done on two bases i.e. internal search and External
search.

MARKETING PRINCIPLES 3
Internal search means when a person himself thinks and try to identify a similar product
he/she have seen before as per his/her experience.
External search is performed when an individual does not have any knowledge about the
product looks for information from the public and/or personal sources.
From this research, the facility, services, and functions of the products can be understood
such as:
The VR Headset products purchased from the good brand determines itself as the excellent
and real player in the market. It permits a full imitation of the controllers comprising USB
mouse input devices, non-game controls, Xbox, and PlayStation. This headset supports a
diverse range of 3D engines including, Havoc vision, Unity, Cry engine, and Unreal.
Moreover, while purchasing a specific VR headset it should be ensured that it is compatible
with the different platforms including Windows, PlayStation, Mac, Linux systems, the Xbox
One.
Evoked, Inert, and Inept Sets of Customers Products Assessment Procedure
Evoked Set
The assessment of substitutes is known as the evoked set. The ranges of products or services
that are considered as desirable for purchase lie under the evoked set. The evoked set
involves those products that make a good impression on the customer during the research
process (Kanev, 2016).
The product that can be listed under the evoked set while researching about the virtual reality
headset is Google Glass. Google Glass is the smart glasses brand and a visual head mounted
display created in the form of eyeglasses (Wordstream, 2018).

MARKETING PRINCIPLES 4
Inert Set
There are also some brands and services that are not included in the evoked set, yet
considered while making a purchasing decision (Kanev, 2016).
The product that can be considered in the Inert Set is Play Station Move, which is a controller
of motion game, created by Sony Computer Entertainment.
Inept Set
The last options of the products come under the inept set. In this, the products that are
considered by the customers as a definite outsider are included. Services or products that will
not be considered by the customer for purchasing are included in this set (Kanev, 2016).
The product that can be considered in the Inert Set is Mobile Phone.
Attributes of Virtual Reality Headset
Quality of Lens- Virtual Reality headset is successful in the market due to its lens. If there
will be no lens it will be of no use. Therefore, before purchasing a Virtual Reality headset the
lens quality must be the chief priority.
The weight of the Headset- After lens, weight is another aspect that is looked while
purchasing Virtual reality headset (Gaurav, 2017).
Available Purchase Method
Virtual Reality Headset could be purchased online through Amazon. Online purchase is the
type of electronic commerce, which permits customers to directly purchase services or goods
from a vendor over the Internet by making use of a web browser. Customers identify a
product on the internet with the help of website of the dealer directly or by examining among
substitute sellers by using a search engine of shopping, which shows similar availability of
the product and pricing at diverse e-retailers.

MARKETING PRINCIPLES 5
Post Purchase Behaviour
Post-purchase behaviour is the last stage of the customer decision-making procedure when
the consumers' measures whether he/she is pleased or displeased with a purchase. After
purchasing the Virtual Reality headset, the customer will definitely be excited and will enjoy
getting entertained through the device. The device will offer the best experience and services
that will make the customer happy and satisfied. The Virtual Reality Headset will be
purchased from Oculus Company, which is based in America and deal in designing VR
devices for customers. This company makes sure that their customer gets the best services
and products, hence, it can be said that the customer will not get dissatisfied.
Minimizing Cognitive Dissonance
Cognitive dissonance is another form of customer’s remorse, which is general at this stage. In
the arena of psychology, it is said to be a mental distress practiced by a person who
concurrently holds more than two inconsistent values, ideas, or belief (Wicklund and Brehm,
2013).
Oculus Company can minimize Cognitive dissonance by convincing customers regularly that
the product fulfils their need and thus ensures repurchase of the similar brand in the coming
future. Besides this, Company can take follow-up or emails along with the surveys to know
whether the consumer is enjoying the services or facing any issue.
Conclusion
From the above analysis, it could be concluded that Virtual Reality Headset helps in meeting
the need of the consumer or playing games and getting entertained with excellent lens
quality. The product is the best combination of technology and entertainment that cannot be

MARKETING PRINCIPLES 6
matched by any of its substitutes such as Google Glass, mobile phones, and Play Station
Move.

MARKETING PRINCIPLES 7
References
Gaurav (2017) Characteristics of an ideal VR Box or Headset [online]. Available from
http://www.indiastudychannel.com/resources/172330-Characteristics-of-an-ideal-VR-Box-or-
Headset.aspx [accessed 10 August 2018]
Kanev, T. (2016) Evoked, Inert and Inept Sets of Consumers Products Evaluation Process
[online]. Available from http://thenovicemarketeer.com/evoked-inert-inept-sets/ [accessed 10
August 2018]
Wicklund, R.A., and Brehm, J.W. (2013) Perspectives on Cognitive Dissonance 2nd ed. U.S:
Psychology Press.
Wondershare (2018) What is Virtual Reality Headset? [online]. Available from
https://filmora.wondershare.com/virtual-reality/what-is-vr-headset.html [accessed 10 August
2018]
Wordstream (2018) Google Glass [online]. Available from
https://www.wordstream.com/google-glass [accessed 10 August 2018]