Buyer Behavior Proposal

Buyer Behavior Proposal  Essay example
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Marketing
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Buyer Behaviour Proposal Name Date Table of Contents Page Number Part A Abstract ……………………………………………………………………. 1 Introduction ………………………………………………………………… 1 Methodology …………………………………………………………………

Introduction

11 Part A: Buyer Behaviour Analysis Abstract The purpose of this study was to examine the purchase motives of game console consumers. Motives to buy were grounded on the various motivation theories such as the Maslow Hierarchy of Needs, McGuire’s Psychological Motives, Endowed Progress Effect, Expectancy Theory and Drive Theory. The result of the research study revealed that most men students preferred PlayStation and X-Box over Wii and information was acquired through advertising and their friends. Further, they purchase for their free time which used mainly for playing sport, strategy, and role-play games. The participants were enjoying the games either they play it in solo, online and/ group playing and categorized from avid gamer to regular gamer. The price was not also a big deal for the consumer when buying as long as they really wanted the game console. Introduction In the past several years, video games have exploded in popularity and become prevalent pastime amongst young and old. Base on Fly Research, 48.2% from 500 respondents aged 5-16 admitted that playing games on a computer or console is their main pastime (See Figure 1) and 93% of them were spending several hours a week to play the computer games (Ward, 2010, p.9). ...
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