Understanding consumer behavior in mini arcade game Italian industry: perceptual map and brand positioning

Abstract

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.