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Understanding consumer behavior in Mini Arcade game Italian industry: conjoint analysis and attributes choices analysis
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Resumo(s)
In the following research, from the point of view of a consulting marketing firm, we will analyze
the Italian market of mini-arcade games, to understand what the consumer preferences are and how
a retailer chain could take advantage of them. To reach our objective, two marketing research
methods have been implemented: perceptual map and conjoint analysis. Following that, different
scenarios simulation has been run. The results were fundamental to implementing the marketing
strategy to suggest to the retailer the right actions for different sales channels.
After carefully analyzing the Italian competitors' landscape and conducting two interviews with
industry experts, a perceptual map has been implemented to understand customer perception on
four selected mini-arcade brands. Following that, a brand-specific conjoint analysis has been
conducted to examine the importance of the selected product attributes to consumers. Furthermore,
various scenario simulations were run to understand preference shares and price sensitivity.
Eventually, a marketing strategy has been developed to support the retailer's action in optimizing
their sales.
Descrição
Palavras-chave
Conjoint analysis Attributes Choices Price Screen dimension Number of games Mini arcade games Gaming Consumer behavior Brand Market research Italy Italian market