PERILAKU KONSUMEN SKYRIM

CONSUMER BEHAVIOR ANALYSIS FOR PRODUCT
BRAND
THE ELDER SCROLLS V: SKYRIM

BY
M. ICHSAN.F

PASUNDAN UNIVERSITY

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FACULTY OF ECONOMICS

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134010470

“Since the handouts given was written mostly in English

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this papers was done in the same manner”

TABLE OF CONTENTS

Table
of
Contents………………………………………………………………………………………………
………………………..……3
Product
Description……………………………………………………………………………………………
……………………….……4
Market
Segmentation
of
The
Elder
Skyrim…………………………………………………………………….….5
Consumer

Decision
Making
Process
on
Skyrim……………………………………………….…6

The

Scrolls

Elder

V:

Scrolls

V:

Consumer Involvement in Purchase Decision Making Process on The Elder Scrolls
V: Skyrim………….6

Consumer
Learning
Process
on
The
Skyrim……………………………………………………………..7

Elder

Scrolls

V:

Promotions……………………………………………………………………………………………
………………………………………..8
Form
of
Promotions……………………………………………………………………………………………
………………8
Promotion

Media……………………………………………………………………………………………………
………….9
Promotion
Broadcast
Time…………………………………………………………………………………………………9
The
Best
Kind
of
The
Media
Promotion…………………………………………………………………9

Used

as

Promotion
Theme
and

Endorser…………………………………………………………………………………………9
Relevance
of
Product’s
Brand
Lifestyle……………………………………………………………………………………10

With

Relevance
of
Product’s
Brand
Personality……………………………………………………………………………….10

With

Refferences……………………………………………………………………………………………
………………………………………..11

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Group
Page

Relevance
of
Product’s
Brand
With
Refference…………………………………………………………………….10

1.

Product Description

The Elder Scrolls V: Skyrim is an action
role-playing video game developed by
Bethesda Game Studios and published by
Bethesda Softworks. It is the ffth installment

in The Elder Scrolls action role-playing video
game series, following The Elder Scrolls IV:
Oblivion.
Skyrim was released on November 11,
2011, for Microsoft Windows, PlayStation 3,
and Xbox 360. Three downloadable content
(DLC) add-ons were released—Dawnguard,
Hearthfre, and Dragonborn—which were
repackaged into The Elder Scrolls V: Skyrim
Legendary Edition, which released on June 4,
2013.

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The game was developed using the in-house Creation Engine, built
specifcally for the game. The Elder Scrolls V: Skyrim was released to critical
acclaim, with reviewers particularly responding well to the refned character
development and setting. The game shipped over seven million copies to
retailers within the frst week of its release, and sold over 20 million copies
across all three platforms.

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The game takes place in the fctional
province of Skyrim. Over the course of the
game, the player completes quests and
develops their character by improving their
skills. Skyrim continues the open world tradition of its predecessors by allowing
the player to travel anywhere in the game world at any time, and to ignore or
postpone the main storyline indefnitely.

2. Market Segmentation of The Elder Scrolls V: Skyrim

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Based on historical demographic data of gamers population by genre, the
core target audince for The Elder Scrolls V: Skyrim, which is an “Action RolePlaying Game” (in short: Action RPG) should be primarily gamers, males (about
65% of the population), females (about 35% of the population), with average age

ranges from 20-25 years old, living in a country of which the distribution and
sales of the product is legal and possible (Such as United States and most of

Europe countries), having access to retail stores for physical purchase or a
sufficient internet connectivity for digital purchase.

Albeit what the statistical data said, there have been cases of people in
their 30’s registered in the game forum’s database playing The Elder Scrolls V:
Skyrim, this might be due to the said person used to be in the Action RPG
category and having grown up still having the same game preference. Also,
according to Entertainment Software Association/ESA ( www.theesa.com), there has
been a signifcant growth of female gamer. As of 2015, the comparison between
male and female game player is 56:44. This further expand the possible target
audience of the product.

3. Consumer Decision Making Process on The Elder
Scrolls V: Skyrim
The Elder Scrolls V: Skyrim’s purchase decision making is highly infuenced
by whether the potential consumer has been playing the previous installment of
The Elder Scrolls game or not. For example as a person who plays at least one

previous installment(or in this case, the previous edition of the product), there is
high chance that the decision making process would be short with minimum
effort spent to gather information because that person already has high
knowledge and pretty clear picture of what experience they will get from the
product.
For frst-time buyer, though, the decision making process will mostly be the
same as for high involvement products because video games are costly in term
of price and the risk of bad purchase experience is high(not to mention that they
had to pay for it while some people freely pirate the said product, it would leave
them depressed while feeling stupid and “guilty” for doing what supposed to be
the right thing).

For frst time buyer, as of any high involvement product they will frst
recognize wheter they want the game or not, then they will seek relevant
information, evaluate another option(another product which released at the

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For people who purchased the previous edition of said product and have a
good experience from it, they will most likely make the purchase decision right

away. But bad post-purchase behaviour might be more severe in case of this
type of consumer because they had higher expectation of the product based of
the experience they’ve had in the past with the previous edition.

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4. Consumer Involvement in Purchase Decision Making
Process on The Elder Scrolls V: Skyrim

same time), make the purchase decision, and give feedback based on their postpurchase experience.

5. Consumer Learning Process on The Elder Scrolls V:
Skyrim

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Consumers gain and seek knowledge about the said product mostly from
word to mouth and gaming websites such as IGN, Hotgames, Gamefaqs, etc; and
make comparison based on game critic websites such as metacritics and from
people who purchased the product before through the said product’s section
inside
a
gaming
online
forums
and
sometimes
through
their
friends/colleague/family and also from gaming magazines. But most of the time
the primary resource of gathering information is from the internet, since there’s
a strong relation it’s starting to become a trend that “gaming = computer =
internet”, this is proven to be true because video games nowadays often
requires an active internet connection in order to save one’s progress, making
purchases of additional contents, and playing in multiplayer mode(when a player

connects with another through the game server in order to play the game
together).

That being said, the primary stimulus of a consumer’s learning process for
this product usually came from the reputiation of it being the biggest open-world
kind of role playing game with limitless customization and deep storytelling.
From cognitive learning perspective, the main factor that drives consumer to
expose themselves to the said stimulus is boredom and an urge of doing their
hobby and sometimes situational like on summer holidays one of the many
things to do is playing video games.

6. Promotions

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The best kind of promotion that suits this product since it is an already
well known product is word of mouth between gamers, social media issues,
advertising, whether it was informative, persuasive, or reminder advertising on
the right media, because the market segment usually is limited on talking about
such products in their everyday life and will look on specifc place and asking

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a. Form of Promotions

specifc people when they want some information about the product. Publishing
through the game reviewers/critics is also an effective way in building positive
image of the product because consumers usually make an evaluation of the
product based on their reviews/scores.

b. Promotion Media

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c. Promotion Broadcast Time

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It should primarily be word of mouth, which triggered via internet
advertising. As mentioned before, there are strong relationships between gaming
and internet, add that to the fact that digital download is getting more and more
favourable to the consumers than physical copy. As for the reviewers, it’s better
to do a direct presentation to them and shows the quality of the products or even
give a sample for them to test the product themselves because their judgement
would infuence the consumers highly.

The best time to do it is as soon as when the product launch if the beta
test goes well, and wait after the competitors fnished their launch of the product
if the beta test result are somewhat lacking, this mitigates the risk of consumers
evaluating the product with another one that could be better, and ended up
purchasing the other one instead. If possible, time the promotion so that
consumers don’t have to evaluate the product for too long.

d. The Best Kind of The Media Used as Promotion
The best kind of the media used as promotion, in this case besides word of
mouth, internet advertising should be on gaming websites, a micro-website built
specifcally for the product, a gaming forum, an official page on social media, and
media sharing sites such as youtube.

e. Promotion Theme and Endorser
The theme should expose strong points of the product, such as the
premise of adventuring in a vast world with beautiful graphic following deep
storyline with immersive game mechanics. It should be endorse by the reviewers
and the gaming websites.

7. Attribute That Distinguish The Product From Other
Brands
The most distinguishable attribute of the product is it’s massive database
of mods. A mod is a feature that allows modifcation, addition, and replacement
of the contents inside the game, in The Elder Scrolls V: Skyrim the mod feature is
so rich that one can even add a whole new game inside it. This customazibility
allows for best replayability(post-usage experience) in addition of the already
great contents inside.

8. Relevance of Product’s Brand With Lifestyle

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9. Relevance of Product’s Brand With Personality

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The product itself is is a video game, and playing games has been one of
the most popular activity nowadays, people spent a lot of money and times for
video games as leisure time hence gaming is a lifestyle, the brand “Elder Scrolls”
appeals to people with gaming lifestyle who specifcally like role playing games
in a medieval theme.

The product’s brand usually has relevance with somewhat detached
personality, because it was a single-player game, that means people play it
alone. And the adventure in a fantasy world doing whatever you want in the
game, adding whatever you want to the game strongly refect independence. At
the extreme level this product’s brand is relevance to a secluded, introverted
lifestyle because there are cases that people play this game for weeks without
going out from their house even once.

10.

Relevance of Product’s Brand With Group
Refference

Consumers might get infuenced by some refference group in the
purchase decision, one notable group that act as comparative refference group
are the game reviewers/critics, another one being consumer action groups are
people in a particular community that already had experience with the products.

REFFERENCE

http://blog.apptopia.com/game-demographics-that-every-developershould-know/
www.theesa.com

http://en.wikipedia.org/wiki/The_Elder_Scrolls_V:_Skyrim

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http://www.statista.com/