[To what extent do Sony (Playstation) and Microsoft (Xbox 360) use advertising and promotion to influence university student's decision making process in purchasing their products?]

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

This paper is based on the topic of “To what extent do Sony (Playstation) and Microsoft (Xbox 360) use advertising and promotion to influence university student's decision making process in purchasing their products?” The first chapter provides an introduction to the topic. The second chapter is based on literature review. It also covers the marketing concepts and strategies of Sony and Microsoft for their respective branded video games. The third chapter covers the methodology section, followed by the analysis of findings and discussion of factors influencing the perception of University-going students in Britain. The fifth chapter concludes the dissertation, providing implications for the research.

Table of Contents

ABSTRACT4

1. INTRODUCTION7

Background7

Aims of the Study8

Problem Statement9

Research Question9

Significance of the Study9

Structure of the Paper10

2. LITERATURE REVIEW12

Marketing of Sony PlayStation12

Microsoft XBOX 360 Marketing13

Attitude towards Advertising and Product Placement15

Internet Business22

Elements Of Influence for University Students' Behaviour24

Graphic Design26

Design and Usability27

Design and Accessibility29

3. METHODOLOGY31

Research Method31

Sampling32

Research Design32

Online Games33

Microsoft's Xbox 36033

Sony's PlayStation33

4. FINDINGS, DISCUSSION, AND ANALYSIS35

Online Consumer Segmentation35

Segment 1: Young demanding and concerned about the reliability.36

Segment 2: Young buyers concerned about privacy online looking for a quick and easy navigation39

Segment 3: Adult Internet users dissatisfied with the shopping experience.40

Positioning for Online Buyers43

Map positioning of segments thereof.46

5. CONCLUSION48

Summary48

Implications49

Conclusion50

REFERENCES54

APPENDIX62

To what extent do Sony (Playstation) and Microsoft (Xbox 360) use advertising and promotion to influence university student's decision making process in purchasing their products?

1. Introduction

Background

The video games industry has become the new advertising medium for major brands. According to a study by Nielsen, ad spending related to video games has already exceeded U.K. £823 million and according to research firm Yankee Group, marketers spent £56 million in advertising and product placement last year, a figure that will reach £ 730 million in 2004 (Chow, Chen, Chang, 2004, 16).

Currently, video games are one of the most profitable markets and innovative today, and it is because you have changed a trend: video games are not just for teenagers (especially men) who stayed at home playing all day but these, the first generation that's used (the first video game was created in 1972-Pong-and became widespread in the late 80) have grown and continue to play (Doyle, 1990, 20). In the U.K., where over 47% of the population consumes video games, the average age of users over 30 years. Only been 37 years since Pong, but the games or online games are now a constant in our lives, whether or not we ...