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CONSUMER BEHAVIOR ANALYSIS FOR PRODUCT

BRAND
THE ELDER SCROLLS V: SKYRIM

BY
M. ICHSAN.F
134010470

FACULTY OF ECONOMICS
PASUNDAN UNIVERSITY

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Since the handouts given was written mostly in English
this papers was done in the same manner

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TABLE OF CONTENTS

Table
of
Contents
..3
Product
Description
.4
Market
Segmentation
of
The
Elder
Skyrim..5
Consumer
Decision
Making
Process
on
Skyrim.6

The

Scrolls

Elder

V:

Scrolls

V:

Consumer Involvement in Purchase Decision Making Process on The Elder Scrolls

V: Skyrim.6
Consumer
Learning
Process
on
The
Skyrim..7

Elder

Scrolls

V:

Promotions
..8
Form
of
Promotions
8
Promotion
Media
.9
Promotion
Broadcast
Time9
The
Best
Kind
of
The
Media
Promotion9

Used

as

Promotion
Theme
and
Endorser9
Relevance
of
Products
Brand
Lifestyle10

With

Relevance
of
Products
Brand
Personality.10

With

Relevance
of
Products
Brand
With
Refference.10

Group

Refferences
..11

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1.

Product Description

The Elder Scrolls V: Skyrim is an action

role-playing video game developed by
Bethesda Game Studios and published by
Bethesda Softworks. It is the fifth 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 releasedDawnguard,
Hearthfire, and Dragonbornwhich were
repackaged into The Elder Scrolls V: Skyrim
Legendary Edition, which released on June 4,
2013.
The game takes place in the fictional
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 indefinitely.
The game was developed using the in-house Creation Engine, built
specifically for the game. The Elder Scrolls V: Skyrim was released to critical
acclaim, with reviewers particularly responding well to the refined character
development and setting. The game shipped over seven million copies to
retailers within the first week of its release, and sold over 20 million copies
across all three platforms.

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2. Market Segmentation of The Elder Scrolls V: Skyrim

Based on historical demographic data of gamers population by genre, the
core target audince for The Elder Scrolls V: Skyrim, which is an Action RolePlaying Game (in short: Action RPG) should be primarily gamers, males (about
65% of the population), females (about 35% of the population), with average age
ranges from 20-25 years old, living in a country of which the distribution and
sales of the product is legal and possible (Such as United States and most of
Europe countries), having access to retail stores for physical purchase or a
sufficient internet connectivity for digital purchase.

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Albeit what the statistical data said, there have been cases of people in
their 30s registered in the game forums 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 significant 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: Skyrims purchase decision making is highly influenced
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

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knowledge and pretty clear picture of what experience they might get from the
product.
For first-time buyer, though, the decision making process will mostly be the
same as of 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 was 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 theyve had in the past with the previous edition.
For first time buyer, as of any high involvement product they will first
recognize wheter they want the game or not, then they will seek relevant
information, evaluate another option(another product which released at the
same time), make the purchase decision, and give feedback based on their postpurchase experience.

5. Consumer Learning Process on The Elder Scrolls V:

Skyrim
Consumers gain and seek knowledge about the said product mostly from
word to mouth and gaming websites such as IGN, Hotgames, Gamefaqs, etc; and

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make comparison based on game critic websites such as metacritics and from
people who purchased the product before through the said products section
inside
a
gaming
online
forums
and
sometimes
through
their
friends/colleague/family and also from gaming magazines. But most of the time
the primary resource of gathering information is from the internet, since theres a
strong relation its starting to become a trend that gaming = computer =
internet, this is proven to be true because video games nowadays often requires
an active internet connection in order to save ones progress, making purchases
of additional contents, and playing in multiplayer mode(when a player connects
with another through the game server in order to play the game together).

That being said, the primary stimulus of a consumers learning process for
this product usually came from the reputation 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
activities to do is playing video games.

6. Promotions

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a. Form of Promotions
The best kind of promotion that suits this product since it is an already
well known product is word of mouth between gamers, social media issues,
advertising, whether it was informative, persuasive, or reminder advertising on
the right media, because the market segment usually is limited on talking about
such products in their everyday life and will look on specific place and asking
specific 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.

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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, its 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 influence the consumers highly.

c. Promotion Broadcast Time

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 finished 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 dont 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
specifically 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

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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 its massive database
of mods. A mod is a feature that allows modification, 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 customizability
allows for best replayability(post-usage experience) in addition of the already
great contents inside.

8. Relevance of Products Brand With Lifestyle

The product itself is a video game, and playing games has been one of the
most popular activity nowadays, people spent a lot of money and time for video
games as leisure time hence gaming is a lifestyle, the brand Elder Scrolls
appeals to people with gaming lifestyle who specifically like role playing games
in a medieval theme.

9. Relevance of Products Brand With Personality

The products 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 reflects independence. At
the extreme level this products 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 Products Brand With Group

Refference

Consumers might get influenced 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.

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REFFERENCE

http://blog.apptopia.com/game-demographics-that-every-developershould-know/
www.theesa.com

http://en.wikipedia.org/wiki/The_Elder_Scrolls_V:_Skyrim
http://www.statista.com/