Product Placement in Games and how it is influencing Purchase Intention

Submitted in partial fulfilment of the requirements for the award of the

Degree of Bachelor of Business Administration
Of CHRIST (Deemed to be University)
By

Veeresh Sadarangani

 Reg. No. 1920630

Under the guidance of

Prof. Tijo Thomas

Professor, School of Business and Management

SCHOOL OF BUSINESS AND MANAGEMENT

CHRIST (Deemed to be University)
BANGALORE
2022

1
 Certificate
This is to certify that the project report, titled “product placement in games and how it is
influencing purchase intention” submitted to Christ University, in partial fulfillment of the
requirements for the award of the Degree of Bachelor of Business Administration, is a record
of original research work done by Veeresh, during the period of 2022-2023 in the School of
Business and Management at Christ University, Bangalore, under my supervision and
guidance. The project report has not formed the basics for the award of any Degree / Diploma
/ Associate ship / Fellowship or other similar title of recognition to any candidate of any
University.

Place: Bangalore Prof. Tijo Thomas

Date:

2
 Declaration
I, Veeresh Sadarangani, hereby declare that the project, titled “product placement in games
and how it is influencing purchase intention” submitted to Christ University, in partial
fulfillment of the requirements for the award of the Degree of Bachelor of Business
Administration is a record of original and independent research work done by me during
2022-2023 under the supervision and guidance of Prof. Tijo Thomas, School of Business and
Management and it has not formed the basics for the award of any Degree / Diploma /
Associate ship / Fellowship or other similar title of recognition to any candidate of any
university.

Place: Bangalore Prof. Tijo Thomas

Date:

3
 Acknowledgement
I, Veeresh Sadarangani would like to express my profound gratitude to all those who have
been instrumental in the preparation of this Research Project Report. I wish to place on
records, our deep gratitude to my project guide, Prof. Tijo Thomas, for guiding me through
this project with valuable and timely advice. I would like to thank Dr. (Fr). Abraham V M,
Vice Chancellor, Dr. Jain Mathew, Dean  and Dr. Amalanathan S, HOD, School of Business
and Management for their encouragement. 

Last but not the least; I would like to thank my parents and friends for their constant help and
support.                                                                                                                 

Veeresh Sadarangani

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CHAPTER - 1

5
INTRODUCTION -

The Topic of the research Project is Product Placement in games and how it is
influencing Purchase Intention. Product Placement is a method through which makers of
goods or service providers get awareness for their products by paying to have them featured
in films and television shows. The study is focused on the wide topic of purchase intention
although the main area of study is focused on the game FIFA and the product placement in
the game. FIFA is a game played on the PS3, PS4, PS5, XBOX, XBOX1 and other consoles.
It is a Football game and it consists of Teams and Players from all across the world. These
players are animated and coded into the game of FIFA and we are made to control the players
and we can play with our friends either offline or even with strangers online. The game
supports various modes and has various types of playing styles and the entire product
placement is around the Jersey of the players and the ball used to play the game and also the
banners in the background of the game. The project focuses on understanding the consumers’
purchase intention of the brands and the products of the brands after seeing them in the game.
A consumer's propensity to acquire a product or service is referred to as purchase intention.
The Research is around the understanding of the brands and their usage in the games
specifically in the game FIFA and how consumers react to their usage in the game.

The research solves questions relating to brand recall, product placement in games
and purchase intention of gamers and usual respondents' who have been made to play the
game or have already played it in the past. When prompted with a product or service, or any
other relationship with it, a consumer's likelihood of recalling the name of a brand is
measured. Simply said, brand recall is a qualitative assessment of a consumer's ability to
recall a brand's name. Questions related to brand recall are also solved as respondents recall
brands without being assisted or without any options given to them. This is the method of
brand recall used in the project and it’s a method without any assistance involved. The
respondents are not given any options before being asked to recall the brand. They were also
asked questions related to what they think about the brand they recalled and also what was
the reason they recalled the brand. The entire product placement in the game questions the
purchase intention it creates in the minds of the consumers and whether the brands used are
Prominent or Inconspicuous. The brands which are prominent are usually immediately

6
noticeable and the brands which are inconspicuous are not immediately noticeable to the
naked eye. The research also helps to differentiate how these brands are viewed in the eyes of
the customer.

The industry chosen for the Research Project is the Marketing Industry. The
Marketing industry has tremendous chance for growth and can make huge changes in the
lives of individuals. The entire marketing industry has great developmental scope and it is the
future of the country’s employment prospects. Without marketing there is no use of even
production of a product because if there is production and no sale there won’t be turnover and
the company would go in loss. Marketing is as important or infact more important than other
industries in today’s day and age.

Advertising, selling, and delivering things to consumers or other businesses are all examples
of marketing. Affiliates perform some marketing on behalf of a company. Professionals in a
company’s marketing and promotion departments use advertising to attract the attention of
key potential audiences. The marketing industry’s goal is to get the word out to consumers,
clients, and the general public about what companies have to offer. Marketers serve as the
link between businesses and their clients. Place, pricing, product, and promotion are the four
Ps of marketing. Companies can ensure they have a visible, in-demand product or service that
is competitively priced and advertised to their customers by carefully integrating all of these
marketing methods into a marketing mix.

The current research is done on product placement in games on purchase intention

and the focused area is product placement in the gaming industry. The gaming industry has
tremendous potential for growth and the product placement in these games and their purchase
intention plays a major role in the sales of a company and the growth of any company and the
entire sector. Purchase Intention is infect a more vast topic than whether to purchase a
product or not to purchase a product. It also induces positive or negative word of mouth
based on the purchase intention and a lot of added perks or issues follow based on the
consumer.

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 Access to new products and services, as well as capital and people, is being expanded.
Increased business productivity. Customer experience has changed, and customer service has
improved. New markets for the company’s products or services are created. These are a few
growth opportunities available in the field of marketing. There is various growth potential in
every field of marketing whether it comes to digital marketing or advertising or personal
selling or any of the areas even when it comes to focusing on one particular area of this vast
field.

The Objective of the research project is to find out how brand Recall and product
placement affects the purchase intention of customers and what it does when a sample size is
chosen at random. It is to discuss and find whether product placement in games actually lead
to positive purchase intention or negative purchase intention. It is also do discuss whether
product placement in games are preferred by consumers as banners in the background or by
making it more obvious. Another objective is to figure out if product placement in games
actually plays a major role in improving the sales of a company. Understanding how
conspicuous brands are recalled better compared to inconspicuous brands is also necessary
and is an important part of the research.

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CHAPTER - 2

9
Article Review

1. Product Placement in Video Games: The Effect of Brand Familiarity and

Repetition on Consumers’ Memory

Product placement in video games is becoming increasingly popular as a way to contact

consumers in a more indirect and engaging way. A two-factor factorial design (high repetition
versus low repetition) and a two-factor factorial design (high repetition vs low repetition) are
used to study the impact of repetition and brand familiarity on consumers' memory for
companies included in video games (high brand familiarity vs low brand familiarity).
According to the research, consumers recall known brands incorporated in the video game
better than new brands. In a brand awareness test, well-known brands outperformed
lesser-known companies. Because there is no interaction impact of repetition, the recurrence
effect will benefit both familiar and new brands equally. Managerial implications, limits, and
future research are also highlighted.

2. The effect of product placement in computer games on brand attitude and

recall

The fragmentation and abundance of media, along with the declining efficacy of television
advertising, has prompted interest in new and more effective ways to reach customers,
particularly non-users of a brand. This study looks at the impact of active product placement
in computer games on brand attitude (A brand) and memory. According to the research,
buyers with a negative pre-existing attitude toward a brand can benefit from exposure to that
brand in a computer game. Product placement in computer games is a great strategy for
improving spontaneous brand recall and even persuading customers who are unfavourable to
a brand, according to our findings (analogous to non-users).

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 3. Effects of Product Placement in On-Line Games on Brand Memory: A
Perspective of the Limited-Capacity Model of Attention

This study analyses the conditions under which product placement in an online game will be
recognised and remembered using the limited-capacity model of attention. According to the
findings, brand memory is impacted by the proximity of brand messaging in the game, game
participation, and past game-playing experience. Although experienced players recognise
focal brands better than peripheral brands in the moderate-involvement condition, the
recognition superiority of the focal brands over the peripheral brands reduces when
experienced players' involvement is high. The association between closeness and game
participation does not appear to exist for untrained players.

4. The science of product placements – and why some work better than
others

Product placement is helpful in certain circumstances but not in others because it allows the
audience to have a greater connection with the brand in a more natural way rather than being
directly sold to. When a brand appears in a film, television programme, or other performance,
it is almost always because an advertiser paid for the right to do so.

5. Product Placement in Mass Media: A Review and Bibliometric Analysis

This article presents a comprehensive and systematic assessment of the product placement
literature in order to chart the thematic evolution of product placement research, assist
researchers in understanding the current research state, and recommend future study topics.
The Web of Science, Scopus, EBSCOhost, and Google Scholar databases yielded a total of
874 papers on product placement in the media. To gather information about developing
challenges and chart the growth of product placement research, bibliometric and network
analysis were utilised to identify the major journals, academics, and publications.

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 6. Get in the Game: The Effects of Game-Product Congruity and Product
Placement Proximity on Game Players’ Processing of Brands Embedded
in Advergames

The impacts of game-product congruency and product placement proximity on advergame

players' brand memory, brand attitude, game enjoyment, and future intention to play were
investigated in this study. The researchers utilised a 2 (congruity) 2 (proximity)
repeated-measures experiment. Players' implicit memory increased exclusively for congruent
games, according to the findings. In the congruent/central game condition, explicit memory
tests also revealed hints of improvement for brands. Surprisingly, the incongruent/peripheral
game condition appears to have delivered the greatest overall outcomes, with the least
amount of negative attitude change, the gamest enjoyment, and the highest desire to play
again in the future.

7. The Effectiveness of Product Placement in Video Games

According to previous research, the way an advertising is presented has a significant impact
on how well the message is received by consumers. Many factors combine to make video
games effective advertising platforms. Participants in this study played a video game
including branded items before taking an implicit associations test to see if they had more
positive views toward the game's brands than a group of similarly rated brands. The evidence
supports all three ideas. Participants classify in-game brands as "good" far more quickly than
they classify them as "negative." In addition, participants rate in-game brands as good
substantially faster than they rate out-of-game goods.

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 8. The effect of product placement in computer games on brand attitude and
recall

The fragmentation and abundance of media, along with the falling effectiveness of television
advertising, has sparked interest in finding new ways to reach customers, particularly
non-users of a brand. The influence of active product placement in computer games on brand
attitude (Abrand) and recall is investigated in this study. According to the findings, exposing
a brand in a computer game can boost Abrand among customers who have a poor
pre-existing attitude toward the brand in issue. We find that product placement in computer
games is a powerful tool for increasing spontaneous brand memory and even influencing
consumers who are less favourable to a brand (analogous to non-users). These findings have
promising management implications for companies aiming to increase client acquisition and
conversion rates.

9. Effects of Product Placement in On-Line Games on Brand Memory: A

Perspective of the Limited-Capacity Model of Attention

From the standpoint of the limited-capacity model of attention, this study investigates the
circumstances under which product placement in an online game will be recognised and
remembered. The closeness of brand messaging in the game, game participation, and past
game-playing experience all interact to impact brand recall, according to the findings.
Although experienced players recognise focal brands better than peripheral brands in the
moderate-involvement condition, when experienced players' involvement is strong, the
recognition advantage of focal brands over peripheral brands vanishes. Inexperienced players,
on the other hand, do not see the relationship between closeness and game engagement.

13
 10. Product Placement in Video Games: The Effect of Brand Familiarity and
Repetition on Consumers' Memory

Product placement in video games is gaining traction as a technique to reach consumers in a

more indirect and engaging manner. The effects of repetition and brand familiarity on
consumers' memory for brands put in video games are investigated using a two-factor
factorial design (high repetition versus low repetition) and a two-factor factorial design (high
brand familiarity vs low brand familiarity). Consumers recall recognised brands included in
the video game better than new brands, according to the findings. In a brand identification
test, recognised brands fared better than new brands. Because no interaction effect of
repetition was discovered, the effect of recurrence will help both familiar and unfamiliar
brands equally. The consequences for managers, constraints, and future research are also
discussed.

11. Children playing branded video games: The impact of interactivity on

product placement effectiveness

This study adds to the body of knowledge on product placement by examining the effects of
interactivity on product placement efficacy. The findings show that perceptual fluency is the
underlying process that leads to good emotion in youngsters who are unable to interact with
the locations in video games. As a result, the effects are only visible when the same stimulus
is used as a cue in a stimulus-based decision. When youngsters engage with the placements in
video games, however, they may be impacted by their conceptual fluency. As a result, even
when no stimulus is presented as a cue, placements are still successful in a memory-based
decision.

14
 12. How Consumers View Game Shows and the Products Placed in Them

Advertisers and consumers share a media landscape that includes game shows and the items
that are given away as prizes. However, due to a lack of study in this area, this paper focuses
on two interpretative investigations of game show viewers to learn how people understand
the objects used as contest-puzzle topics and/or rewards in these shows. Three interacting
areas of manufactured meaning emerged: (1) customers, (2) game shows, and (3) items
placed, each with its own evolving themes. There are implications that apply not only to
game shows and the items shown on them, but also to promotional mediascape meanings in
general.

13. Advertainment or Adcreep Game Players’ Attitudes toward Advertising

and Product Placements in Computer Games

We investigate how electronic game players evaluate business behaviours using netnography
and surveys. An examination of 805 Slashdot comments from 2002 to 2004 found lively
debates and insights about gamers' perceptions of the success and acceptability of marketers'
strategies, as well as the effects on self. When reality was brought to games, players were
more favourable towards brands. People who were critical of product placements were
equally critical of advertising. While some players said that product placements had no effect
on them, others stated that they had learned about and then purchased new companies as a
result of product placements. A poll of gamers put the findings of the netnography to the test.

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 14. Product Placement in Social Games: Qualitative Research Insights

The consumer meanings of product placements incorporated in social games in various

cultural contexts were investigated in this chapter. The study's theoretical standpoint is
phenomenology, and data was collected through an essay assignment and in-depth interviews.

15. Collegeaged young consumers' interpretations of product placement in

social games

The study's goal is to learn more about how college students perceive and interpret
commercial placement in social games. The study's theoretical standpoint is phenomenology,
and data was collected through an essay assignment and in-depth interviews.

16.Factors Influencing Online Shopping Behavior: The Mediating Role of

Purchase Intention

Nowadays, internet purchasing is a rapidly developing phenomenon. A look at the

industry’s leading firms’ exponential development shows that e-commerce still has a lot
of room to grow. The convenience of online buying has made it a growing trend among
customers, particularly among Generation Y. The popularity of internet purchasing has
prompted retailers to concentrate their efforts in this sector. As a result, the goal of this
research was to see if there was a link between subjective norm, perceived utility, and
online buying behaviour, all of which were mediated by purchase intention.

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 17.Enhancing Consumer Online Purchase Intention Through Gamification in
China: Perspective of Cognitive Evaluation Theory

The use of gamification aspects in online buying is piqueing the interest of scholars and
practitioners. However, it is currently unknown how gamification influences and enhances
customer purchase intent on online shopping platforms, leaving a knowledge gap. This paper
has developed a theoretical model to close this theoretical gap. The impact of gamification
components on customer purchase intention is explained using cognitive evaluation theory in
this model.

18. Purchase intention and purchase behavior online: A cross-cultural

approach

This article aims to investigate the key factors influencing e-commerce adoption using
social psychology elements such as attitude, subjective norms, perceived behavioural
control, ease of use, and perceived usefulness, as well as non-traditional elements such as
buying impulse, compatibility, and self-efficacy in online stores, while contrasting
relationships in a cross-cultural environment. Quantitative study with a sample of 584
internet users in Colombia and Spain is used to test the suggested paradigm. With EQS
6.3 software, the following statistical analyses were performed: CFA, structural equations,
measuring instrument invariance, and multi-group analysis. Self-efficacy in online stores
is a major component in the adoption of electronic commerce throughout the cultures
analysed, according to the study.

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 19. Consumer Purchasing Intentions and Marketing Segmentation of
Remanufactured New-Energy Auto Parts in China

The key elements impacting consumers' intent to purchase and the marketing strategy of
remanufactured new-energy automotive components in China are tested and verified in this
study. The updated Theory of Reasoned Action model is used to investigate the elements that
influence consumers' buying intent. Through correlation analysis of characteristics such as
subjective norms, attitudes, face consciousness, brand extension, and perceived risk, the
primary determinants impacting customer purchase intention of remanufactured new-energy
automotive parts in China are discovered. Consumers in China are split into three groups
based on market segmentation: passive-accepted, brand-driven, and green-consuming;
marketing strategies are devised appropriately. This research presents a theoretical and
decision-making foundation for the market for remanufactured new-energy automotive parts.

20.Battling for Consumer's Positive Purchase Intention: A Comparative

Study Between Two Psychological Techniques to Achieve Success and
Sustainability for Digital Entrepreneurships

This study focuses on Pakistani students' online purchase intentions for various products
available for sale on a variety of e-commerce websites. The major goal of this research is to
figure out which methodology is best for increasing client online buy intent. It also tries to
figure out ways to boost the perceived benefits of any available internet product while
lowering the perceived dangers of entrepreneurship. With bootstrap methodology, AMOS 24
was utilised to cope with mediation in research design. Using a basic random sample
technique, the study was done on 250 students from various educational institutes in Pakistan.

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CHAPTER - 3

19
General Methodology

An online survey was run via video game forum and Reddit site (network of communities
with common interests). The purpose of this survey was to evaluate the internal coherence of
our self-report tool (Pleasure and/or Happiness and VG) relative to two validated
questionnaires (on Hedonic tone and Happiness). Thus, the survey consisted in filling the
three questionnaires. Participants completed anonymously and voluntarily the questionnaires
through their online gamers' groups.

Methodology Used –

Phone calls were made to the respondents and audios were recorded of the respondents to
collect the information provided by them to the questions asked. The initial question
contained a brand Recall method and the questions that followed were around the brand
recalled by the respondent initially. The respondents chosen were not gamers they are just
individuals asked to play the particular game for the whole purpose of answering the research
questions.

Abstract -

The topic Product Placement in games and how it is influencing Purchase Intention. This
topic is about Product Placement in Games and how it is influencing Purchase intention
among users who play Games on a daily basis. Product placement is a form of advertising in
which a company pays a content creator to place its product on the set of a movie, TV shows
or music videos. The methodology used involved making around 50 individuals play the
game FIFA on their PS4, XBOX, XBOX-1 etc. The second step was calling the individuals
and asking them a set of questions and recording all the calls. Then we listened to the calls
again and made an account of every reply to every question asked in an excel sheet Based on
the findings of the entire process. Expected results involve getting the number of recalls by
every individual after acquiring the gender and also finding out the purchase intention for the
recalled brand.

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Problem Statement -

The research solves problems and queries relating to brand recall, product placement in
games and purchase intention of gamers.

Objectives of study –

The main objectives of the study are to understand the idea of brand recall and how
respondents recall the brands without being prompted or assisted and this is done through
good product placement in games specifically in the game FIFA and how this product
placement affected the purchase intention of individuals.

The goal of this study is to see how brand recall and product placement effect customer
purchase intent, as well as what happens when a sample size is chosen at random. Its purpose
is to debate and determine if product placement in games leads to positive or negative buying
intent. It’s also worth debating whether consumers prefer commercial placement in games as
background banners or by making it more evident. Another goal is to determine whether
product placement in games has a significant impact on a company’s sales.

The objectives include understanding Conspicuous brand preference and brand Recall over
inconspicuous brand preference and brand Recall. The main aim is to find out how many
people choose conspicuous brands over inconspicuous brands or vice versa.

Scope of the study –

The population type chosen are a group of individuals ranging from the age group of 19-22.
The group of individuals include gamers and non-gamers although they’re all made to play
the game before being asked the questions.

This particular research has a lot of scope even for the future researchers when it comes to
brand Recall and product placement. These on their own are very vast topics to research on
and have a lot of scope.

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Hypothesis -

H0 – Product Placement in games don’t usually promote the purchase of a product.

H1 – Product Placement in games promote the purchase of a product.

H0 – Product Placement in games are not preferred by consumers as banners in the

background.

H1 – Product Placement in games are preferred by consumers as banners in the background.

H0 – Product Placement in games do not increase the sales of a company.

H1 – Product Placement in games increase the sales of a company.

Method of data collection –

Method of collection used are phone call recordings and in real life recordings.

Primary Data Collection –

Survey Method

Limitations of the study –

The improved sales of the company are not spoken about in the research study. It stops at
how the product placement affects the purchase intention and that positive purchase intention
leads to resale of the brand in the future.

The percentage of improved sales of the companies can be studied more in advance and can
be understood on the basis of product placement and how it affects consumer decision
making. The future researchers can use a larger sample data so get more specific results and
they can use a different method of data collection which is more efficient and effective.

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CHAPTER - 4

23
Data Analysis

Expert Analysis –

Brands Prominent Inconspicuous

Nike 1

Adidas 1

Puma 1

Reebok 1

Redbull 1

This is the expert analysis received from the teachers on what brand is prominent and which
brands are prominent and which brands are inconspicuous. Prominent brands are the brands
which are visible right in front when someone plays the game and which is obvious.
Inconspicuous brands are the brands which are in the background and not that obviously
visible although they are present. The product placement of the prominent brands are done
better than the placement of the inconspicuous brands. The chosen prominent brands are
Nike, Adidas, Puma and the brands which are inconspicuous are Reebok and Redbull. These
analyses do not affect the responses and are a separate element in which brands are prominent
or not.

Even inconspicuous brands have a chance of getting chosen if the brand is already known to
the respondents and if the respondents have bought products from the particular company in
the past. The more the brands have been bought the more chances of them being recalled,

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Brands Recalled by Respondents –

Percentage –
Nike – 30.9%
Adidas – 27.3%
Puma – 23.6%
Reebok – 9.1%
Redbull – 9.1%

From this data we can conclude that the prominent brands are chosen over the
inconspicuous brands. The prominent brands i.e. Nike, Adidas and Puma have been chosen
among a total of 81.8% of the respondents. The inconspicuous brands i.e Redbull and
Reebok are chosen among the remaining 18.2% of the respondents. This shows that the
prominent brands have a higher chance of being recalled compared to inconspicuous
brands.

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Interpretation –

The initial analysis brings out the fact that there are more male respondents than female
respondents. This is because the topic of the research is focused on a particular game namely
FIFA which is a game exposed and played by more boys between the age 16-23 compared to
girls of the same age. This game is a football game and is played on consoles like PS3, PS4,
XBOX, XBOX-1 etc.

The initial question began with asking the individuals’ name and age which was asked before
starting the recording. These questions were followed by asking if the individual has played
FIFA before. All the individuals choose the “YES” option as they had been instructed to play
the game by me before.

YES NO
55 0

The next question is the brand they recollected when they thought about the game FIFA. The
brands’ chosen included Nike, Adidas, Puma, Reebok, Redbull. These brands were picked
without any options given to the respondents. These are the immediate brands recollected by
the respondents as they think of the game FIFA either because they’ve seen the players in the
game wear the Jersey with the brands in them or they’ve seen these brands in the banners in
the background. This recollected data was un- assisted and raw and the questions that
followed were also based on this question. The respondents got to choose the brand they
could recollect. A few respondents even chose two brands as their initial response. Majority
of the responses who have chosen prominent brands and inconspicuous brands are due to
various other reasons like word of mouth, past use of products, other advertisements etc.

26
Recalled Brands -

Brands Respondents

Nike 17

Addidas 15

Puma 13

Reebok 5

Redbull 5

Brands Male Respondents Female respondents

Nike 15 2

Adidas 13 2

Puma 11 2

Reebok 5 0

Redbull 5 0

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The next question was “why did you recall the brand” The usual response to this question
was either they recalled the brand due to the banners in the background or due to the players
wearing the jersey of the brand. All the players of the game wear the Jersey of their team and
wear football boots. The Jersey’s have the brand sponsors of each particular team on them
and the respondents were reminded of the brand either from seeing the brand on the Jersey or
seeing the brand in the banner in the background. The banners in the background are the
brands that sponsor the game FIFA on a whole.

The next question is what the respondent thinks about the quality of the brand he/she has
chosen and what the respondent thinks about the price of the brand. Usually the respondents
support the brand they have recalled by positive statements on the quality. The response talks
about the quality of the brand recalled, usually to be premium. The competitor brands are also
compared and the respondents provide feedback in terms of how the competitor brands are
also of premium quality and how the brands are usually bought interchangeably and are very
strong competitors.

The next question is what the respondent thinks about the price of the brand
they recalled in comparison to the other brands. Usually the respondents feel that the price of
the brand they recalled is moderately priced and the products of the brand are usually worth
the price charged for it. The common consensus is that the price of the brand is usually
premium as the quality is also premium but it is worth every penny paid for. The price of the
products of the brand chosen are usually similar to the prices of the products of the other
brands as all the brands are close competitors and are mostly premium brands.

The last question asked is “will you be interested in purchasing products of the recalled brand
in the future” The response to this is always a “yes” followed by again talking about the
quality of the brand they recalled being premium quality and always worth the price they paid
for it. The response is always a positive response talking about how the respondents would
definitely purchase products of the brand recalled in the future especially when new products
come out and when there are usual discounts and newer versions of the current products. The

28
brands always have a positive feedback when it comes to whoever recalled the brand due to
reasons like positive word of mouth etc.

Individuals decide towards positive purchase intentions

as they feel the products of the brands they recalled are well priced and reasonable and are
also worth their quality. This particular question goes hand in hand with the previous two
questions about what the respondents feel about the price and quality of the brands they have
chosen when compared to the competitor brands.

29
CHAPTER - 5

30
Findings -

The findings of the research project are Product Placement in games and

basically what their entire effect is on purchase intention. From the above data,

it is clear that almost all the customers who recall a brand because they have

seen it in the game are supportive towards the brand and would purchase

products of the brand again in the future. This means that making the product

more visible is very necessary in the eyes of the companies planning on growth

and expansion. Working towards the needs of the customers and making their

products more evident is the key to improved marketing and improved sales

and turnover of a company. The findings also show that the price of the

products doesn’t really matter as long as the quality is premium and people are

willing to buy expensive brands and products of a brand as long as it has the

right quality.

The findings also include the understanding of conspicuous and inconspicuous

brands and how much more conspicuous brands are chosen and recalled over

inconspicuous brands. The findings from the research show that the recalls from

the conspicuous brands i.e. Nike, Adidas and Puma have been chosen among a

total of 81.8% of the respondents. The inconspicuous brands i.e Redbull and

Reebok are chosen among the remaining 18.2% of the respondents.

31
CHAPTER - 6

32
Conclusion & Recommendations -

The entire result and findings of the research project can be used in practical

situations when it comes to increasing the sales of a business when it comes to

their product placement in games. Future scope of the study is that researchers

can go beyond the same city and use multiple methods of collecting data for the

analysis. The other methods of collecting data can be more advanced and can

lead to better findings leading to more positives in the entire study. There are

various other situations to put to use the information when it comes to Product

Placements and how to make the products more obvious when placed in video

games to improve the visibility which inturn increases the purchase among

customers or potential customers which lead to profits of the company and

expansion and growth of the entire industry as a whole. Statistical tools like

Mean, Median, Standard Deviation are used to find and differentiate the findings

although there is scope for further tools to be used and the entire study to

become all the more advanced.

References -
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