Question

400 words

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You've been hired to conduct primary research for a video game company. They want to know whether consumers are still purchasing games, what games they purchase, and whether consumers would be interested in a new gaming system priced well below the major systems (like Xbox and Playstation).

Choose three (3) of the steps in the primary research process and explain what important decisions would need to be made during those steps. Be detailed and provide solutions.

Note: If you know nothing about the video game industry, feel free to make up information.

Answer 1

Buying decision process of games

• Awareness - Recommended by friends, advertisements, internet videos, and, screenshots
• Evaluation - Personal Criteria (Genre, Theme, Game Series, Price, Developer, Graphics, Publisher, etc.
• Precursive buying decision
• Purchase

The continuum of buying decision behaviour

• Routine response behaviour
• Limited Problem Solving
• Extensive Problem Solving

Routine response behaviour

• Low-cost products
• Frequent purchasing
• Low consumer involvement
• Familiar product brands, and, class
• Limited thought, search, or, time given to purchase

Extensive problem solving

• Infrequent purchasing
• More expensive products
• Unfamiliar product class, and, brands
• High consumer involvement
• Extensive thought, time given to purchase

Buying Behaviour

• Significant differences between brands, and, high involvement - Complex buying behaviour
• Significant differences between brands, and, low involvement - Variety seeking behaviour
• Few differences between brands, and, high involvement - Dissonance reducing buying behaviour
• Few differences between brands, and, low involvement - Habitual buying behaviour

Decision-making sets

• Total set
• Awareness set
• Consideration set
• Choice set
• Decision

Consumer buying process

• Problem recognition
• Information Search
• Evaluation of alternatives
• Purchase decision
• Post-purchase decision

Primary research

• Assessing consumer buying behaviour
• Collecting data on routine response behaviour
• Collecting data on criteria for evaluation