Consumer Behavior in the French Android Gaming Market

Rouen Business School
Master Grand Ecole Marketing in French Excellence Program

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Mémoire
CONSUMER BEHAVIOR IN THE FRENCH ANDROID GAMING MARKET

CHRISTOPHER LLOYD HONOUR SANTANDER

SUPERVISOR: JOONAS ROKKA

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Non-confidential Thesis
Rouen, France
Sunday, 17th of June, 2012

Table of Contents
SUMMARY
CHAPTER I - INTRODUCTION
i. Project Description………………………...……………………………... ii. Importance y Limitations of the Project………………………..………. iii. Methodology and Hypothesis………………………………………….. iv. Results…………………………………………………………….……...
1.1 Topical Area ……………………………….…………………………...
1.2 Target Phenomenon……………………………………………………
1.3 Research Problem……………….……………………………………..
1.4 Research Perspective…………………...……………………………..
CHAPTER II - THEORETICAL BACKGROUND
2.1 Mobile Phones………………..…………………………………………
2.1.1 Definition………………………………………………….……………
2.1.2 Current Situation……………………………………………………...
2.2 Android Market………………………………………………………….
2.2.1 Definition……………………………………………………………….
2.2.2 Current Situation……………………………………………………...
2.3 Mobile Gaming…………………………………………………………..
2.3.1 Definition……………………………………………………………….
2.3.2 Current Situation……………………………………………………...
2.3.3 Mobile Game User Profile…………………………………………...
2.3.4 Contextual Use of Gaming Applications.………….……...…….....
2.4 Consumer Behavior Applied to Mobile Gaming …………………….
2.4.1 Applied Definitions ………………….………………………………..
2.5 Intrinsic Key Motivators in Game Application Downloads………….
2.5.1 Game Usability………………………………………………………..
2.5.2 Mobility…………………………………………………………………
2.5.3 Gameplay……………………………………………………………...
2.6 Extrinsic Key Motivators in Game Application Downloads…………
2.6.1 Social Environment…..…………………..…………………………..
2.6.2 Emotional Component……………………………………………….
2.6.3 Effects of Gratuity and Price………………………………………...
2.7 Theoretic Framework……...……………………………………………
CHAPTER III – INTERVIEWS & RESULTS

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