Discuss about the Branded video games as a Marketing Strategy.
Currently, research show that branded video games (advergames) leads in the brand choice and brand evaluation. Customer behavior studies the process that customer follows to procure the product or services. Advertisers and marketers have various methods to deliver the information to the children. The adult purchasing decision primarily depends on the kid’s choice.
Perception and motivation are factors that influence the psychological consumer buying process. Perception comprises the five sense of the brain such as sight, smell, hear, touch and taste. Motivation will arise from recognition, hunger or esteem.
Social factors also affect the consumer buying process: references groups, roles, and family. The influences come from the individual evaluation of the characteristics and attitudes. For instances, the attitudinal, behavioral effects of the video games on children
According to the research, young children have a large impact on the buying behavior of their parents (Alvy & Calvert, 2008). Because child spends more time in the online, therefore they tend to acquire know about the existing and current type of the product; the advertisement of the food and drugs in the video games.
References groups comprise of the peoples with same values, behaviors, and attitudes. Roles and status dictate how the customers buy the product or services. Therefore, the positions held by a user in the society will determine the buying process. The culture depends on the learning process from childhood (Lazell, 2016). Learning process determines the set value behaviors of the preferences, patterns, and perception.
Economic factors such as savings, personal and family influence the consumer behavior. Someone with significant income will buy products which will go along with his class (Çeltek, 2010). Tastes and preferences depend on the lifestyle, age occupation, and income which influence the buying process.
Consumers should get products with sufficient information before purchasing the products. The organization should provide the customers with what they pay for, and hence the product should get a safe product free from harm.
Since the children are unable to conceptualize the information on the advert, therefore marketers should prevent coercive and deceptive information. Therefore, marketers should balance the safety of the product and the complaint of the consumer. Additionally, producers should avoid manipulative and uninformative advertisement (Cauberghe & De Pelsmacker, 2010). The markets should provide fair prices to the consumer.
Due to the changing consumer trends, researchers, theories and research about the consumer behavior is growing tremendously. Thus, the markets include the economics, sociology and psychology factors. Corporate social responsibility ensures there is relation between the company and the external environment. The organization should have loyal customers in the existing market. Moral behavior is important when delivering products and services to the consumers
It’s important for the managers to use honest information when advertising their products. They should avoid deceptive and coercive trading with their loyal customersUsing branded video games as a marketing strategy is helpful since it increases the sales and raises return on investment
Due to changes in technology globally, it is vital for an organization to be creative and innovation. Managers should provide good and services that go along with customer taste and preferences.
Marketers and advertiser should advertise clear and relevant information to the consumers. Users tend to buy products that have a clear description.
Creation of the business innovation model: it is important for the managers to provide valid model so as to help in the analyzing current and future state of the organization.
Advertising and delivering the right products to the customers in the target segment enables creation of the new clients and establishes the loyalty between the firm and customers.
The paper shows the importance of the brand image; customers tend to associate the business with the products it offers to the society. Therefore, if consumers perceive the product is of high quality, then they associate that product with company.
The study helps managers to know the importance of the market segmentation. Market segmentation helps managers analyze the need for each segment and how to provide the product to the consumers.
Moral obligation is necessary for the managers to consider. For the business to succeed, then legal and ethical should be in place.
Managers when looking at the long-term objective of the company, it should associate the product with the young generation. Teenagers spend most of the time in the online, and they have vast of knowledge regarding the new product in the market.
Managers should participate in the corporate social responsibility. It enables good relationship with the loyal user and creates a significant market share.
The managers should balance between the consumers’ attitudes towards the purchasing of the product.
There is need to moderate the role of the children’s age on the branded video games. Children are unable to conceptualize the advert on online.
The study also shows that marketers target the children with the product which adult prefers. Children have an influence on the adult buying behaviors.
Managers using the branded video games will increase brand choice and brand evaluation. Creating the awareness through the video games, it will contribute to more sales.
Alvy, L., & Calvert, S. (2008). Food marketing on popular children’s web sites: A content analysis. Journal of the American Dietetic Association, 108(4), 709-714.
Cauberghe, V., & De Pelsmacker, P. (2010). Advergames. Journal of advertising, 39(1), 5-20. .
Çeltek, E. (2010). Mobile advergames in tourism marketing. Journal of Vacation Marketing, 16(4), 265-282.
Lazell, J. (2016). Consumer food waste behaviour in universities: Sharing as a means of prevention. Journal of Consumer Behaviour, 15(5), 430-439. doi:10.1002/cb.1581.