Analyse consumer behaviour for specific international markets
Assessment No. 1
Confirm target market
Diploma of Marketing
Bhupinder pal Singh
Student ID No.
Date of Submission
Table of Contents
Market segment for the product
The company is targeting on the following two market segments:
Mobile Game Users
There are two types of users: the one who provides the money for game purchases and the other one who don’t. These two demographic segments of mobile gamers are teens (including pre-teens) and young adults (18 and above).
Free mobile games:
The company offer trimmed back versions of the games for free so that users can enjoy the full game without paying anything.
Some features of free versions are disabled and advertising is displayed in some strategic locations within the game so that are not distracted by the ads.
Paid mobile games:
Company’s paid mobile games contain more features. The price range is very low and ranges between $1.99 and $4.99.
Paid games are also monetized via clickable ad sponsorships embedded within the games.
Organizations That Want to Reach Users
There is another type of Customer who purchases custom mobile game development services: VP of Marketing or Chief Marketing Officer. They promote their brand and products with the help of these mobile games.
Impact of culture on product:
Culture has an impact on people right from when they are born all the way into adulthood, which gives it a highly persuasive quality. In many countries, cultural traits will prevent a person from doing something that is common in another culture or encourage behaviour that is uncommon elsewhere.
So, it is important that international marketers pay particularly close attention to the persuasive nature of culture. There are a number of key cultural elements that international marketers need to take into consideration when designing products, developing promotions and implementing distribution systems in foreign markets. Following are some of the cultural elements:
Religion, tradition and local customs are also important considerations. Religion can impact on an individual consumer’s decision making on anything from the food they eat, to the clothes they wear. One needs to make oneself aware of the local culture to ensure that you don't accidently or carelessly offend people. It is important that you remain sensitive and tolerant to different points of view and ensure that your brand doesn't contain any symbolism that could be offensive in the local culture. Something is prohibited in some culture. But in our business games are popular among all the youngsters wheatear they belongs to any culture.
Values and attitudes vary between nations, and even vary within nations. So before planning to take a product or service overseas one should make to have a good grasp the locality before entering the market. This could mean altering promotional material or subtle branding messages. There may also be an issue when managing local employees. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of weeks’ vacation in an entire year.
Decision making of customer is also an important factor to be taken into consideration. Household decision behaviour has primarily focused upon three critical issues:
(1) Which family member makes the decision?
(2) Out-comes of household decision behaviour.
(3) Factors that determine which family member makes the decision.
The commonly accepted role structure of family purchase decision-making is
(1) husband-dominated decisions
(2) wife-dominated decisions
(3) Autonomic decisions (in which either the husband or wife is the primary or sole
Decision maker, but not