Buyer Behaviour
Buyer Behaviour
TM5002
Terry Smith
Explain how the application of Buyer Behaviour theory has been applied and used in the marketing and purchase of a specific consumer brand
BO8383
Word Count 3,152
This assignment will attempt to discuss the thought process and interaction between a consumer brand and its market. Relevant theory and models will be used in order to underpin arguments put forward; research will be conducted from the perspective of both a consumer and organisational perspective. The brand that will be researched in this assignment will be Nintendo.
The Nintendo organisation is one of the most recognised brands in the video games industry. Established in 1889 the Nintendo organisation was originally set up to produce playing cards, the Nintendo brand evolved and differentiated and is now recognised as one of the leading names in games console manufacturing. Products such as Super Nintendo Entertainment System, Gameboy, Nintendo 64, and most recently the Nintendo Wii and Nintendo DS have been spawned by the Nintendo organisation. The Nintendo Wii is the product that will be primarily discussed during this assignment.
[pic]
The Wii console was launched in 2006, and offers a unique gaming experience with a wireless controller and a remote control that detects movement with a sensor. Features of the Nintendo Wii include Wii Sports where consumers are can test their levels of fitness and keep on top of their fitness levels through training. Nintendo provides its industry with something it has never seen before, combining a gaming experience with a fitness workout. Due to the exclusivity of the product, extensive marketing has to be applied in order to understand the thought process of the consumer and meet the consumer’s needs.
The Decision Making Process developed by Engel Blackwell and Miniard (1990) is used in order to understand thoughts of consumers when buying products.
Problem Recognition
A problem is identified
TM5002
Terry Smith
Explain how the application of Buyer Behaviour theory has been applied and used in the marketing and purchase of a specific consumer brand
BO8383
Word Count 3,152
This assignment will attempt to discuss the thought process and interaction between a consumer brand and its market. Relevant theory and models will be used in order to underpin arguments put forward; research will be conducted from the perspective of both a consumer and organisational perspective. The brand that will be researched in this assignment will be Nintendo.
The Nintendo organisation is one of the most recognised brands in the video games industry. Established in 1889 the Nintendo organisation was originally set up to produce playing cards, the Nintendo brand evolved and differentiated and is now recognised as one of the leading names in games console manufacturing. Products such as Super Nintendo Entertainment System, Gameboy, Nintendo 64, and most recently the Nintendo Wii and Nintendo DS have been spawned by the Nintendo organisation. The Nintendo Wii is the product that will be primarily discussed during this assignment.
[pic]
The Wii console was launched in 2006, and offers a unique gaming experience with a wireless controller and a remote control that detects movement with a sensor. Features of the Nintendo Wii include Wii Sports where consumers are can test their levels of fitness and keep on top of their fitness levels through training. Nintendo provides its industry with something it has never seen before, combining a gaming experience with a fitness workout. Due to the exclusivity of the product, extensive marketing has to be applied in order to understand the thought process of the consumer and meet the consumer’s needs.
The Decision Making Process developed by Engel Blackwell and Miniard (1990) is used in order to understand thoughts of consumers when buying products.
Problem Recognition
A problem is identified