Playstation 4 Marketing – Consumer Decision Making Process – Research Paper – dx123z
Search
Essays
Sign up
Sign in
Contact us
Tweet
Index
/Business
Playstation 4 Marketing – Consumer Decision Making Process
CONSUMER DECISION MAKING PROCESSSony Playstation 4 Console[pic 1]TABLE OF CONTENTSINTRODUCTION 3STAGE 1: NEED RECOGNITION 4STAGE 2: INFORMATION SEARCH 5STAGE 3: ALTERNATIVE EVALUATION 6STAGE 4: PURCHASE DECISION 7STAGE 5: POST- PURCHASE EVALUATION 8CONCLUSION 9REFERENCE LIST 10INTRODUCTIONSony playstation is a popular well known brand in the gaming industry. Unlike its competitors, the playstation 4 offers a blue-ray player and a multitude of games released exclusively for this console. It plays games purchased for previous playstation console versions. Due to these unique features, it is imperative for Sony to understand the thought processes for consumers to purchase this product over other consoles in the market. Playstation 4 has now sold 23 million consoles worldwide since 2014 (Rivington & Broughall 2015). This report will guide Sony through the five stages of the consumer decision making process conducted to decide to purchase a playstation 4 in order to continue the products success.
STAGE 1: NEED RECOGNITIONThe decision making process begins when a consumer identifies a want or need. A want occurs when someone has an unmet need and has decided that a product will meet it. Consumers can also identify unmet wants if they observe a product whose attributes appear better than the one they currently possess (Lamb 2013). In the case of the playstation 4 (PS4), the primary decision to purchase the console may come when a person is exposed to external stimuli such as a TV advertisement or it is mentioned by a friend (Lamb 2013).According to Malone (1980) and Draper (1999), a video game console must contain key components in order to give a consumer motivation to play. These key motivators are ‘challenge’, ‘fantasy’, ‘fun’ and ‘curiosity’ (UK Essays 2013). Therefore, while the purchase of the PS4 may be triggered by external stimuli, motivation also plays a role in the decision.The main marketing of the PS4 was focused on gaming and gamers (Irving 2013). This focuses on people who have a lack of entertainment at home and are looking to stifle their boredom with a PS4 console. Another factor influencing need recognition is the increasing amount of time spent online creating a reduced amount of time spent socialising. A PS4 meets this need by allowing consumers to play multiplayer games together competitively or cooperatively from separate locations (Rivington & Broughall 2015). STAGE 2: INFORMATION SEARCHAfter recognising the need for a gaming console, the consumer begins to look for the best product. The information search is an important component of this consumer decision making process. The initial information search occurs internally where a consumer assesses information in their memory from previous experiences with a product (Lamb 2013). If the consumer has previously owned or played a playstation console they will consider here the advantages and disadvantages of that experience and this will assist them in their decision.The consumer then looks into external information sources such as friend referrals, going out and trying a console in a retail store and looking online for product reviews and features. This also includes product advertising as an information source (Lamb 2013). From January to May 2014, Sony spent $59 million in TV advertising. Their online advertisement received 7.4 million digital actions (Usher 2014). This is significant because it shows the availability of information to the consumer.It is likely the PS4 will not be the only console that the consumer is considering. Some of the specific considerations of the consumer will possibly be:
Continue for 8 more pages »
Read full document
Download as (for upgraded members)
Citation Generator
MLA 7
CHICAGO
(2016, 01). Playstation 4 Marketing – Consumer Decision Making Process. EssaysForStudent.com. Retrieved 01, 2016, from
“Playstation 4 Marketing – Consumer Decision Making Process” EssaysForStudent.com. 01 2016. 2016. 01 2016 <
"Playstation 4 Marketing - Consumer Decision Making Process." EssaysForStudent.com. EssaysForStudent.com, 01 2016. Web. 01 2016. <
"Playstation 4 Marketing - Consumer Decision Making Process." EssaysForStudent.com. 01, 2016. Accessed 01, 2016.
Essay Preview
By: dx123z
Submitted: January 14, 2016
Essay Length: 2,071 Words / 9 Pages
Paper type: Research Paper Views: 747
Report this essay
Tweet
Related Essays
The Role of Perception in the Decision-Making Process
The Role of Perception in the Decision-Making Process Hannah M, Haggins Axia College MGT 245 Organizational Theory and Behavior Profesor Robert Peart December 30, 2007
1,091 Words | 5 Pages
Decision Making Process
As citizens of Canada we have a very deep seeded understanding that we, as the people, have the ultimate decision making power in this
938 Words | 4 Pages
Decision Making Process Wrt Consumer Behavior
Management Theory & Practices Question 1.Explain Decision making process and various types of decision with examples? Ans: Decision making can be regarded as the
970 Words | 4 Pages
Royal Enfield Consumer Decision Making Process
Consumer decision making process Who are the consumers of Royal Enfield? Through our earlier project, we had identified the following 3 target segments for Royal
1,063 Words | 5 Pages
Similar Topics
Decision Making Process
Military Decision Making Process
Get Access to 89,000+ Essays and Term Papers
Join 209,000+ Other Students
High Quality Essays and Documents
Sign up
© 2008–2020 EssaysForStudent.comFree Essays, Book Reports, Term Papers and Research Papers
Essays
Sign up
Sign in
Contact us
Site Map
Privacy Policy
Terms of Service
Facebook
Twitter