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Consumer Behaviour : Sony Playstation3

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Consumer Behaviour : Sony Playstation3
Consumer Behaviour Assignment -2012-13

PlayStation 3
Sony

Rahul Pandit
M.A. Advertisement & Marketing
200735024

CONTENT No. | Particulars | Pg.No. | 1. | Company Introduction. | | 2. | Product Introduction. | | 3. | The Perceptual Process. | | 4. | Attitude; The Functional Theory Of Attitudes. | | 5. | Need & Behaviour; Need Recognition Process. | | 6. | Conclusion. | |

Company Introduction

Sony Corporation is a Japanese multinational conglomerate, with its headquarters in Tokyo, Japan. It's one of the biggest multinationals in the world, which is raked 87 in the Fortune Global 500 latest 2012 list (Sony, 2012).
It manufactures, develops, designs and sells a wide range of products and services for professionals, general consumers and industries including video games, software and consoles. The major segments of the company are : Pictures, Music, Sony mobile communications, consumer products and services, finance services, etc. The company is also listed in the New York and Tokyo stock exchanges.
Moreover, Sony has won a great number of awards for their innovation, design, packaging, etc. A few of them are : Japan Package Design Award, National Commendation for invention, Japan manual Awards, Design for Asia Award, etc (Sony 2012).

Financial Performance of Sony 2011-2012 Year ended 31 March | 2011 $m | 2012 $m | % change 2011-2012 | Net Sales | 86,172 | 77.916 | -9.6 | Net sales by segment:– Consumer Products & Services– Operating profit | 46,2002400 | 37,644-804 | -18.5- | Operating profit by segment:– Consumer Products & Services– Pre-tax profit | 1322,460 | -2,760-996 | -- |
Source : Company Annual Reports/Mintel 2012

Product Information
A ‘gaming console’ is defined as any device specifically built to facilitate the playing of games (Mintel, 2012). Gaming consoles are the most sought after electronics. 16% of the people who own a gaming console spend approximately 6-8 hours/week
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