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CONSUMER BEHAVIOR ANALYSIS FOR PRODUCT
BRAND
THE ELDER SCROLLS V: SKYRIM
BY
M. ICHSAN.F
134010470
FACULTY OF ECONOMICS
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Market Segmentation of The Elder Scrolls V: Skyrim……….….5
Consumer Decision Making Process on The Elder Scrolls V: Skyrim……….…6
Consumer Involvement in Purchase Decision Making Process on The Elder Scrolls V: Skyrim………….6 The Best Kind of The Media Used as Promotion………9
Relevance of Product’s Brand With Group Refference……….10
P Bethesda Softworks. It is the ffth installment in The Elder Scrolls action role-playing video game series, following The Elder Scrolls IV: Oblivion.
Skyrim was released on November 11, 2011, for Microsoft Windows, PlayStation 3, and Xbox 360. Three downloadable content (DLC) add-ons were released—Dawnguard, Hearthfre, and Dragonborn—which were repackaged into The Elder Scrolls V: Skyrim Legendary Edition, which released on June 4, 2013.
The game takes place in the fctional province of Skyrim. Over the course of the game, the player completes quests and develops their character by improving their
skills. Skyrim continues the open world tradition of its predecessors by allowing the player to travel anywhere in the game world at any time, and to ignore or postpone the main storyline indefnitely.
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2. Market Segmentation of The Elder Scrolls V: Skyrim
P sufficient internet connectivity for digital purchase.
Albeit what the statistical data said, there have been cases of people in their 30’s registered in the game forum’s database playing The Elder Scrolls V: Skyrim, this might be due to the said person used to be in the Action RPG category and having grown up still having the same game preference. Also, according to Entertainment Software Association/ESA (www.theesa.com), there has been a signifcant growth of female gamer. As of 2015, the comparison between male and female game player is 56:44. This further expand the possible target audience of the product.
3. Consumer Decision Making Process on The Elder
Scrolls V: Skyrim
The Elder Scrolls V: Skyrim’s purchase decision making is highly infuenced by whether the potential consumer has been playing the previous installment of The Elder Scrolls game or not. For example as a person who plays at least one previous installment(or in this case, the previous edition of the product), there is high chance that the decision making process would be short with minimum effort spent to gather information because that person already has high knowledge and pretty clear picture of what experience they will get from the product.
For frst-time buyer, though, the decision making process will mostly be the same as for high involvement products because video games are costly in term of price and the risk of bad purchase experience is high(not to mention that they had to pay for it while some people freely pirate the said product, it would leave them depressed while feeling stupid and “guilty” for doing what supposed to be the right thing).
4. Consumer Involvement in Purchase Decision Making
Process on The Elder Scrolls V: Skyrim
For people who purchased the previous edition of said product and have a good experience from it, they will most likely make the purchase decision right away. But bad post-purchase behaviour might be more severe in case of this type of consumer because they had higher expectation of the product based of the experience they’ve had in the past with the previous edition.
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same time), make the purchase decision, and give feedback based on their post-purchase experience.
5. Consumer Learning Process on The Elder Scrolls V:
Skyrim
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connects with another through the game server in order to play the game together).
That being said, the primary stimulus of a consumer’s learning process for this product usually came from the reputiation of it being the biggest open-world kind of role playing game with limitless customization and deep storytelling. From cognitive learning perspective, the main factor that drives consumer to expose themselves to the said stimulus is boredom and an urge of doing their hobby and sometimes situational like on summer holidays one of the many things to do is playing video games.
6. Promotions
a. Form of Promotions
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specifc people when they want some information about the product. Publishing through the game reviewers/critics is also an effective way in building positive image of the product because consumers usually make an evaluation of the product based on their reviews/scores.
b. Promotion Media
It should primarily be word of mouth, which triggered via internet advertising. As mentioned before, there are strong relationships between gaming and internet, add that to the fact that digital download is getting more and more favourable to the consumers than physical copy. As for the reviewers, it’s better to do a direct presentation to them and shows the quality of the products or even give a sample for them to test the product themselves because their judgement would infuence the consumers highly.
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The best time to do it is as soon as when the product launch if the beta test goes well, and wait after the competitors fnished their launch of the product if the beta test result are somewhat lacking, this mitigates the risk of consumers evaluating the product with another one that could be better, and ended up purchasing the other one instead. If possible, time the promotion so that consumers don’t have to evaluate the product for too long.
d. The Best Kind of The Media Used as Promotion
The best kind of the media used as promotion, in this case besides word of mouth, internet advertising should be on gaming websites, a micro-website built specifcally for the product, a gaming forum, an official page on social media, and media sharing sites such as youtube.
e. Promotion Theme and Endorser
The theme should expose strong points of the product, such as the premise of adventuring in a vast world with beautiful graphic following deep storyline with immersive game mechanics. It should be endorse by the reviewers and the gaming websites.
7. Attribute That Distinguish The Product From Other
Brands
The most distinguishable attribute of the product is it’s massive database of mods. A mod is a feature that allows modifcation, addition, and replacement of the contents inside the game, in The Elder Scrolls V: Skyrim the mod feature is so rich that one can even add a whole new game inside it. This customazibility allows for best replayability(post-usage experience) in addition of the already great contents inside.
8. Relevance of Product’s Brand With Lifestyle
The product itself is is a video game, and playing games has been one of the most popular activity nowadays, people spent a lot of money and times for video games as leisure time hence gaming is a lifestyle, the brand “Elder Scrolls” appeals to people with gaming lifestyle who specifcally like role playing games in a medieval theme.
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The product’s brand usually has relevance with somewhat detached personality, because it was a single-player game, that means people play it alone. And the adventure in a fantasy world doing whatever you want in the game, adding whatever you want to the game strongly refect independence. At the extreme level this product’s brand is relevance to a secluded, introverted lifestyle because there are cases that people play this game for weeks without going out from their house even once.
10.
Relevance of Product’s Brand With Group
Refference
Consumers might get infuenced by some refference group in the purchase decision, one notable group that act as comparative refference group are the game reviewers/critics, another one being consumer action groups are people in a particular community that already had experience with the products.
REFFERENCE
http://blog.apptopia.com/game-demographics-that-every-developer-should-know/
www.theesa.com
