Case study

Sony Aibo ERS-7c: Grandma’s best friend?

Group work

1) How might personal factors affect the purchase of an Aibo?

Personal Factors might affect the purchase of an Aibo. For example: The economic situation is really
important due to the fact that the Aibo is very expensive, so not everybody can afford it. Another personal
factor could be age. Elderly people could be motivated to buy this kind of product in order not to feel so
lonely. Nevertheless, young people could also be induced to buy this product for their children.

2) What cultural and social-class factors might affect the decision to buy an Aibo?
Cultural factors should be study deeply by marketers because cultures vary from country to country.
American's are more likely to buy this product because they tend to have pets. On the other hand,
developing economies would prefer a real dog instead of the robot. Social class also could also affect the
decision of buying an Aibo because each class in determine by its income. For example people with low
income would never buy an Aibo.

3) How might reference groups affect a consumer’s interest in robot pets or robots in general?
Reference group expose a person to new behaviors and lifestyles, influence the person's attitudes and self-
concept, and create pressures to conform that may affect the person product and brand choices.
4) What motives or needs is an individual likely to be satisfying in purchasing a pet robot?
To many animal lovers Abido is a sad imitation of the real thing. We think that an individual is likely to
satisfy his/her Esteem needs when purchasing an Aibo. Also making people more comfortable with the
idea of interacting with humanoid-like machines can be one aspect to satisfy.
5) Why, do you think, did Sony choose to sell Aibos only over the Internet? How might this affect a
consumer’s buying decision process? Was this a wise decision?
We believe that Sony choose the net to sell its products because this is the more widespread mean of
information. Therefore, they do not need store, salespersons and many intermediaries to sell the product.
Internet is the easiest way to promote a product.
It was a wise decision and we don't think that could influence the consumer's buying decision process.

6) How could Internet-only selling affect the rate of diffusion of Aibos? In creating its new industry, what
could Sony do to speed the diffusion of entertainment robots?
Through internet store you can easily buy and search for the dog you like, so this can help to improve the
rate of diffusion of Aibos. With regard to diffusion of new products consumers respond at different rates,
depending on the consumers' characteristics and the product's characteristics. It's a good idea to continue
spreading toys through the online stores. Also in creating new segment Sony should carefully choose its
target market, including demographics and geographical position. And one thing to add is that price of the
toy should be affordable for targeting market.

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