Factors Influencing Customer Choice: PS4 vs. Xbox One Analysis

This report examines the competitive landscape of the gaming console market, specifically focusing on customer preferences between the Sony PlayStation 4 (PS4) and the Microsoft Xbox One. The study investigates the factors influencing consumer choices, including product capabilities, design, price, quality, and the appeal of game selections. Through a combination of primary and secondary data collection methods, including questionnaires and analysis of market reports, the report identifies key drivers behind consumer decisions. The findings reveal that factors such as product quality, the appeal of the game library, and online gaming features significantly influence customer purchasing behavior. The report highlights the importance of technological innovation, brand reputation, and competitive strategies in attracting and retaining customers. The analysis provides valuable insights for businesses seeking to understand consumer preferences and develop effective marketing strategies in the highly competitive gaming industry.

Competitive
Strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Aim and objectives......................................................................................................................3
Importance of the study...............................................................................................................3
BACKGROUND.............................................................................................................................4
DATA AND METHODS................................................................................................................5
FINDINGS.......................................................................................................................................7

INTRODUCTION
The competitive edge of the business is created by focusing on its product range and
attracting more buyers by offering them a good quality of products and services. The present
report is based on the specific product as PS4 and XBOX which are offered by Sony and
Microsoft respectively. The customer preferences towards each product have been compared
with the help of detail discussion. However, the main aim and objectives of the study is
explained as follows-
Aim and objectives
The aim and objectives of the current study have been explained as follows which assists
the researcher to carry out entire study in accordance with agreed format and draw the valid
outcome in an effectual manner.
Aim
What influences customers to buy and choose the Sony ps4 over Xbox the one?
Objectives
 To understand the preferences of customers towards PS4 and XBOX
 To identify factors affecting customers to buy the Sony ps4 over the Xbox one
Importance of the study
In the modern era, technological development has been come more important due to
continuous innovation and creativity in the same sector. At the same time, expectations of a large
number of people have also be increased which enable them to access the good quality of
products and services by companies (Christ, 2014). However, currently, different companies are
inventing mobile phones and video game etc in accordance with changing need of buyers. At this
juncture, both consoles are almost similar on the ground of slim design, the addition of big
games and new features. However, PS4 is unique its design due to double down user-friendly
interface along with neat sharing features. However, both gadgets are almost similar but users get
confused to purchase the one. Owing to this, the current study is being conducted to assess the
effectiveness of one particular PS4 along with different factors influencing buyers to purchase
the same.

BACKGROUND
The innovation in the technological world is important for businesses to create their
competitive edge in the marketplace. A number of customers are using their varied kind of tools
and technologies in order to grab the attention of buyers and make them able to access varied
products and services. The investigation is being done on PS4 which has been designed by Sony
Interactive Entertainment; a multinational video game developer. This corporation is handling
venture of Sony into video game development for offering the unique experience to users. The
organization also deals in production, sales as well as research and development (Coleman and
et.al., 2013). Furthermore, the product range of Sony Interactive Entertainment consists of
PlayStation Vita, PlayStation Portable and Dual Analog Controller along with DualShock.
The competitors of Sony Interactive Entertainment competes with several corporations such
as;
 PlayStation Network
 Sony Corporation
 Plantronics
 Bigben Interactive
 Microsoft
These above-mentioned organizations create competition for the business by introducing
several kinds of products and services in the marketplace. These firms are meeting expectations
of buyers by discovering several kinds of gadgets in accordance with their requirements.
However, Sony Interactive Entertainment updates its products at rapid speed in order to create
the competitive edge in the marketplace. It can be critically evaluated according to the main
research question of the study, “What influences customers to buy and choose the Sony ps4 over
the Xbox one?” Microsoft is the main competitors (Finley, 2014).
There are several factors which make the nation more attractive and competitive in the
marketplace. For example, Sony has built its brand in the nation and it was considered as the
Asia's most valued brand in accordance with the survey conducted in 2011. Here, technological
excellence and expertise of business enable to secure a strong position in the marketplace with
the increased rate of return. Furthermore, Sony Interactive Entertainment has opportunities to
expand in the marketplace into a particular segment such as movie and music. It would be

effective to grab the attention of particular segment and retain them for longer time span. At this
juncture, the firm can get a chance to expand its business into unique branch and aids to diversify
entire risk. This risk diversification strategy proves to be effective for growth and development
of business along with creating a competitive edge in the marketplace (Özerdem and Bowd,
2016).
In addition to this, corporation shed light on technological innovation on the basis of
feedback provided by customers. This is the main reason behind its consistent expansion and
higher linking among a number of buyers. It can be understood with the help of PS4 V/S XBOX
where the former one has more space along with minor CPU improvements. This makes a
product much better than other and customers willing to purchase the same. In addition to this,
online gaming services of business is being more popular because customers are getting rich
experience. It can be critically evaluated that, Xbox One has modest upgrade in term of its
predecessor. Not only this but comparatively memory space of PS4 has 8GB GDDR5+1GB data
along with storage capacity of 1TB Hard Drive (Sony p4, 2016). On the other hand, if hardware
is taken as the major element for comparison then PS4 is considered as the most effective aspect
due to its clear, slimmer as well as lighter design. Not only this but PS4 is more travel friendly
and enable user to keep the entertainment center alive during their journey.
In this manner, selected corporation has introduced different innovation with changing
span of time and accordingly support virtual reality in an effectual manner. This facilitates to
support all related stakeholders and ensure competitive edge of the business in the marketplace.
At the same time, corporation can easily address all issues which are being faced by users.
However, at the same time, firm need to consider taking feedback of users on right time. Such
kind different strategies make the PS4 more successful and preferred by buyers.
However, reviews of PS4 also depicts that its hit games makes it possible to play on a
console in comparison to Xbox (Xbox, 2016). At the same time, it quite more feature-rich
controller that provide good experience to all its users and enable them to purchase this particular
product on frequent basis by serving as reference group.
DATA AND METHODS
Methodology part is very important in any file as it support researcher to explain all
related methodologies effectively in order to produce valid outcome. The current study on

factors affecting customers to buy and choose the Sony ps4 over Xbox the one, both primary and
secondary data will be collected. Here, varied methods can be used for collection of primary data
such as interview, questionnaire and observation. However, selection of the suitable method is
based on requirement of study. On the other hand, secondary data are collected from sources like
market reports, journals articles and online data for developing deep understanding about the
study (Zhang, 2013). This enable scholar to collect valid information and draw outcome
accordingly. This shows that current report is completed with completion of both primary and
secondary data in order to reach the aim and objectives of the study in an effectual manner.
Moreover, questionnaire method will be applied for collection of primary data. It consists of
close ended questions into the series of questionnaire where each question will be supported by
options. The language of questionnaire will be kept simple and easily understood. The main
reason behind selecting the questionnaire method is to save the time and implementing the cost
effective data collection procedure for the study. In this manner, desired respondents will provide
necessary information and similarly, factors influencing buyers to buy PS4 over Xbox One can
be assessed or identified.
The selection of analytical method is also important through which researcher analyze all
collected information in order to produce valid outcome. This approach proves to be effective to
find the valid outcome or propose the suggestions for selected corporation to increase its sales
turnover and meet expectations of all related buyers. Basically two types of analytical methods
are applied by researchers such as qualitative and quantitative where the former one help in in-
depth analysis. On the other hand, quantitative type of investigation effective to assess the impact
of one factor on another with application of statistical tools like correlation, regression etc. This
requires the use of SPSS under which at first coding is done and then collected data are analyzed
in the light of research aim and objectives. However, current study needs descriptive data
analysis, owing to this qualitative technique has been applied. At this juncture, thematic analysis
has been applied wherein themes are constructed in accordance with questionnaire (Finley,
2014). This would be effective for readers to get detail knowledge about the study and
accordingly accomplish aim and objectives effectively. In this manner, data are collected
effectively and valid outcome is drawn for the purpose of suggesting Sony Interactive
Entertainment. It facilitates to utilize limited resources effective and ensure successful operation

as well as expansion of the business. Therefore, descriptive analysis method has been applied for
in-depth analysis of the collected information and accordingly meet the framed research
questions of objectives in an effectual manner.
FINDINGS
Name:
Age:
1.) Which feature of Sony Ps4 influence you to buy over Xbox one?
 Capabilities 13
 Size 4
 Advanced features 3
2.)Which factor influence you to buy product of Sony Ps 4?
 Price 4
 Quality 10
 Employee behavior 6
3.) Which is main feature of Sony Ps 4 which influence your buying decision?
 The look of console 7
 The feel of controller 5
 Appeal of games list 8
4.) which is the biggest reason for buying play Sony ps4 play station?
 Better resolution 4
 graphics 6
 Microsoft 10
5.) Promotional activity of Sony Ps 4 influence your buying behavior?
 Yes 15
 No 5
6.) Sony Ps4 online free play game feature affect your buying decision over Xbox one?
 Yes 18
 no 2
7.) Are you satisfied with Sony ps 4 product?
 Highly satisfied
 satisfied
 neutral
 highly dissatisfied
 dissatisfied
1.)Capabilities of Sony Ps4 influence to buy over Xbox one

Interpretation:
From the above chart it can be interpreted that there are 13 responded who like to buy
Sony Ps4 because of it capabilities. On the other hand there are 4 participant who given
preference to Sony Ps 4 over Xbox one due to its size. While there are 3 customer who are ready
to buy Sony Ps 4 because of its advances features. Hence it is clear that capability of storing
game of Sony Ps 4 is high as compare to Xbox one. If product storage capability is high then
customer can download more game for playing purpose.
2.) Quality is factor which influence to customer to buy Sony Ps 4 product and services.
Capabilities Size Advanced features
0
2
4
6
8
10
12
14 13
4
3
Column C
4
10
6
Price
Quality
Employee behavior 6

Interpretation:
Aforementioned chart interpreted that there are 10 customers out of 20 who buy sony Ps
4 because of its quality. While, there are 4 respondents who prefer to buy product Sony Ps 4 due
to its price. They think it its price is affordable as compare to Xbox One. On the other hand there
are 6 participants who are ready to buy product Sony ps 4 because of employee buying behavior.
Hence it shows that quality of Sony Sp 4 is best as compare to other product. Its quality grab the
attention of customer and influence them to buy it over Xbox one. Quality is the biggest reason
which attract more customer if price of product is high or not.
3.) Appeal of game list on Sony Ps4 influences the buying decision.
Interpretation; From the above chart it can be stated that there are 8 respondents who attract
toward the game list of Sony Ps 4 while there are 5 participant who are agree with that feel of
controller of Sony Ps 4 is good as compare to Xbox one product. On the other hand it can be
stated that there are 7 responded out of 20 who's attention is toward the controller. Hence it can
The look of console
The feel of controller
Appeal of games list
0 1 2 3 4 5 6 7 8 9
7
5
8
Column C

be suggested that list of game on Sony ps 4 is more as compare to Xbox one. Due to this reason
people prefer to buy Sony Ps 4. as customer get bore with game every time they want new game
so if there are more game list then customer will prefer to buy SonyPs 4 product as compare to
Xbox one product because there is less list of game
4. Reasons behind greater productivity of Sony ps4 play station
Interpretation: By conducting survey, comparison between Sony ps4 and Xbox is
determined. Thus, it is resulted that video games of Sony play station has greater quantity than
Xbox. As per deep analyses, various causes are obtained behind its larger number of production.
In addition to this, different factors are recognized for its greater quantity. For instance; out of 20
respondents, 10 views that its quality regarding Microsoft is more effective than Xbox. It is
identified that customers get attracted towards games quality because of this feature. Including
this, 6 responded that Sony p4 graphics fascinate them a lot therefore large number of demand is
obtained for purchasing play station and increases its production at large scale. Apart from this,
remaining 4 out of 20 respondents consider that Sony p4 has great resolution quality that attract
Better resolution graphics Microsoft
0
2
4
6
8
10
12
4
6
10
Column C

them for buying this play station. Thus, it is comprised that Sony p4 is more effective than Xbox
through different factors' recognition as well attracts consumer at high level for purchasing video
game and increasing its efficiency at large scale to maintain its good reputation in market for
long term sustainability. Hence, different innovative ideas and opinions are generated to make
products more effective for developing strategies in further business activities.
5.) Attracting features and techniques that influences buyers at high level
Interpretation: Under this analyses, influences of advertising technologies are obtained.
In this regard, various promotional activities are presented by Sony p4 including TV, radio,
social media, newspaper, magazine etc. As per analyses of information collected from market, it
is obtained that 15 respondents out of 20 are highly satisfied with promotional activities of Sony
p4. Mostly respondents are highly attracted to its advertisement techniques such as graphical
representation, online marketing including email, using social media sites and presentation of
products in market. However, on behalf of these tools and positive factors, large number of
buyers get attracted as well demand for Sony p4 play station at high level. Moreover, these are
15
5
Yes
No 5

factors that influences effective market position of video games. Therefore, its product value
remains sustainable in competitive market. However, even surviving in cut throat competition,
Sony p4 uses different methodologies to develop product value in market effectively. Hence, by
conducting research and determining gathered data it can be determined that Sony uses unique
methods to maintain attraction of customers towards video games and its quality features. It
impacts on productivity and profitability of organization in wide range.
6.) Attraction towards online free play game features that affect buying decision
Interpretation: Sony p4 provides facility regarding taking taste for online free play games. In this
process, million people take sample taste of gaming and get attracted. In this regard, analyst
determines reasons for effective attraction of consumers related to video games quality features.
Hence, in comparison to Xbox, it is determined that Sony p4 play station quality is far better. It
is key component of online advertising that impact on production and distribution system of
games. Including this, it also presents product value in market that in how much quantity demand
for games can be obtained. In addition to this, as per research analysis, it is recognized that by
taking trial through online free play game increases its efficiency for effective buying decision.
In this regard, it can be identified that customers demand for products at high level. It is also
considers as key factor to improve quality services and effectiveness of Sony p4 in wide range.
Along with it influences buyer decisions over Xbox games quality features. However, various
features and efficiencies are added in making services more effective. 18 respondents out of 20
favors for online free play games features over competitive entity. Moreover, it increases
demand and effective market position of Sony is determined in market. It increases strength of
Sony to face competition that affects launching, advertising and sustaining its market value for
long term period. However, effective support and demand for effective video games quality
features impact on effectiveness of Sony p4. Thus, according to recent market position, it can be
foretasted that there will be maximum level of demand for Sony products including effective
market position would be presented. This factor interrelates with profit earning capacity of
organization. Hence, it can be analyzed that increasing in productivity influences strength to earn

more. However, varieties of latest technologies can be adopted to make goods and services more
attractive. It considers as tool to sustain valuable goodwill in competitive market.
7) There are many responded who are highly satisfied with Sony Ps 4 product
Yes
no
0 2 4 6 8 10 12 14 16 18 20
18
2
Column C

Interpretation : From the above chart it can be interpreted that there are more 9 respondents
who are highly satisfied with the Sony Ps4 product while there are 4 respondent who are only
satisfied with product. On the other hand, there are 1 out of 20 who is neither satisfied or
dissatisfied. Apart from this there are 3 respondent out of 20 who are highly satisfied with the
product sony Ps 4. while there are 2 who are only dissatisfied. Hence it can be stated that, there
are more customer who are highly satisfied, they think are satisfied with quality, price and
feature of product. Its innovative feature grab the attention of large customer and product graphic
is of high quality
CONCLUSION
From the above report it can be concluded that there are different type of product which
include the buying behavior of customer. The quality of product help in increasing the demand of
product. There are many customer who prefer to buy product of Sony ps 4 are compare to other
prodcut such as Xbox one.
9
4
1
3
2
Highly satisfied
satisfied
neutral
highly dissatisfied
dissatisfied

REFERENCE
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pp.90-99.
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Online
Sony p4. 2016. [Online]. Available through: <https://www.playstation.com/en-in/explore/ps4/>.
[Accessed on 20th February 2017].
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February 2017].