Shanbhog, Krishna, M. (2007) A STUDY OF HEDONIC CONSUMPTION AND EXPERIENTIAL MARKETING IN THE PC/VIDEO GAMING INDUSTRY. [Dissertation (University of Nottingham only)] (Unpublished)

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Traditional consumer research mostly focussed on the utilitarian benefits of goods and viewed the consumer as a rational decision maker who purchased and consumed products that offered practical utility, thereby ignoring important aspects of consumption phenomena that occurred in the form of experiential enjoyment. However from the early 80's there has been considerable attention given to the ��experiential view of consumer behaviour and consumption experiences. Ever since, there have been many studies that brought out the theoretical concepts of hedonic consumption, and also there were many empirical investigations in order to clarify these previously laid down concepts. Besides consumer behaviour, in the field of marketing, Experiential Marketing has started gaining a lot of pace since the mid 90's with quite a few theoretical concepts coming up.

However, from the above theoretical concepts mentioned, there have been no significant empirical studies of these concepts in relevance of the PC/Video gaming industry, which currently is a multi billion dollars industry. An empirical investigation that studies these theoretical concepts in relevance of this industry will bring out significant implications for academics, marketers and game developers.

This study involves a comprehensive literature review on the experiential view of consumer behaviour, hedonic consumption, hedonic vs. utilitarian consumption and experiential marketing. This study then attempts to enquire the hedonic aspects of PC/Video gaming and also seeks the utilitarian benefits provided by video games. Furthermore, this study aims to gain the perspectives of the consumer on the use of experiential marketing in this industry. All the findings and discussions are derived out of the transcribed versions of the in-depth qualitative interviews conducted. The results show that PC/Video gaming exhibit a number of hedonic aspects which are laid down by theory, these aspects range from exhibiting different types of hedonic behaviour to emotional arousal. There were many utilitarian benefits identified by the participants and the views of the participants with regard to Experiential Marketing hinted at given more attention towards increasing awareness amongst the consumers. It is concluded that many possible directions of research could sprout from this, where a study with female gamers or more varied ethnic audience could lead to wide range of findings and implications.

Item Type: Dissertation (University of Nottingham only)
Keywords: PC/Video Gaming, Hedonism, Experiential Marketing.
Depositing User: EP, Services
Date Deposited: 07 Mar 2008
Last Modified: 12 Oct 2017 12:14
URI: https://eprints.nottingham.ac.uk/id/eprint/21104

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