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Mind Games

how Sony and Microsoft play the Dutch gamers

Rechten: Alle rechten voorbehouden

Mind Games

how Sony and Microsoft play the Dutch gamers

Rechten: Alle rechten voorbehouden

Samenvatting

The research of this report revolves around the question: ‘due to what reasons do Dutch consumers buy a PlayStation 4 or Xbox One, and how is this decision affected by strategies used by Sony and Microsoft?’ This research was conducted to find out how these two companies defend their positions in the gaming industry, which is continuously developing. This research is based on two theoretical areas. The first area is consumer behaviour, which revolves around everything that drives consumers to buy certain products. The second area involves marketing strategies used by companies to affect and shape this behaviour. Consumer behaviour is generally formed by internal factors (psychological and personal factors) and external factors (cultural and sociological factors). This research focused its attention on the internal factors of consumer behaviour, including personality, lifestyle, knowledge, perception, attitude and motivation. In terms of marketing strategies, the research analyses the marketing stimuli that companies use to influence the internal factors. These stimuli correspond with the standard marketing mix, including price, product, promotion and place (distribution).
Several research techniques were used to gain the necessary information for this report. This includes desk research to acquire information about consumer behaviour, and field research in the form of interviews and a survey to gather information about the strategies of Sony and Microsoft. Looking at the strategies, Sony has been more active in the Netherlands than Microsoft. The PlayStation 4 secured its place through aggressive promotion, while Microsoft entered the Dutch market a year later without any promotional tools other than the sales advertisements by retailers. Additionally, the PlayStation 4 was lower in price than the Xbox One. Based on the answers given by respondents of the survey, it became clear that most of them were motivated to buy a new console because they wanted to replace their old ones. The price of the consoles has also influenced motivation, especially the price of the PlayStation 4. Moreover, the product and price strategies also influenced consumer attitudes, while promotion influenced attitudes of Dutch gamers to a lesser extent. Although the Xbox One did not use heavy promotion, respondents still claimed to have received information through commercials, most likely online.
Sony claimed a strong position in the Dutch market, but should not get overconfident. Microsoft has integrated their console with various sport organisations and offers a larger variety of applications on their machine. Sony should attempt to expand the applications on their console as well. If Microsoft wishes to gain more success, they should start focusing on advertising their console various target groups instead of only core gamers, for example families. Both companies should keep in mind that the competition in the market is increasing due to mobile gaming, and that tech trends such as virtual reality should not be their main concern. Instead, Sony and Microsoft should be focusing on keeping up with the latest consumer behaviour trends.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingMO Europese Studies / European Studies
Jaar2015
TypeBachelor
TaalEngels

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