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Gaming the Gamers

Essay by   •  September 20, 2016  •  Study Guide  •  2,346 Words (10 Pages)  •  1,174 Views

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DAM Assignment 2 – Group 3

Gaming the Gamers

Vishal Dodiya – PGP31023 | K Stalin - PGP31031

N Divya – PGP31096 | Vignesh K – PGP21121

Central phenomenon:

The purpose of the Grounded Theory study is to understand how consumer consider, purchase, and use games to generate recommendation for new product WebTel.

Solitary, Escapist Gamer

Key Motivators Given in Exhibit 4

  • Price Conscious
  • Not overly tech- Oriented
  • Likes games with characters she is familiar with
  • Sees gaming as an entertainment investment
  • Doesn’t have lots of time to invest in gaming
  • May rent to reduce risk
  • Prefers to purchase in person
  • Plays with her kids
  • Reads reviews on occasion
  • Has concerns about online security
  • Lises websites from well-known offline stores
  • Most of her friends are not gamers
  • Plays to relax
  • Plays 2-3 days/week
  • Doesn’t own latest consoles
  • Waits until price drops to purchase new systems
  • Likes easy learning curve

Open Coding

Statements

Categories

I love anything with Mario

Familiarization with character

I grew up playing

Familiarity

Emotional attachment

I just like to play mindless games on the computer

Not Tech Oriented

My daughter tells me about new games

Plays with kids, Decision to purchase

I was with my kids in the video game section and noticed this game… put it in the back of my head for when I had a few bucks

Plays with kids, Price conscious

I get this newsletter in my email. It’s from some of those gaming sites and has news about games that I look at

Reads Reviews

If something catches my interest, I’ll look at it

Familiarity, Decision to purchase

I don’t like having to press four buttons at once to do things

Decision to choose of purchase

I don’t want to feel stupid playing it

Plays for relaxation

I don’t have a lot of time to play

Not much time invested

Gaming is an investment

Importance to games

I’ll wait a year or two before I buy a new system until the price change

Price conscious

Sometimes you buy something. It’s like 50 and 60 bucks and you are just under the limit for free shipping… then I drive to the store

Price conscious

I usually go to Target or Best Buy or Walmart Online

Mode of purchase, Decision to purchase

When you buy online at eBay or Amazon… what they put on there you don’t always get

Decision to choose

I’ll probably got to Target anyway because I always go there anyway

Decision to choose mode of purchase

I’m concerned about using the internet to buy stuff

Decision to choose mode of purchase

I’ll usually play 3 or 4 games at once. Games are my entertainment

Entertainment, Plays for relaxation

I play to relax

Plays for relaxation

Displaced aggression is a big thing in my life

Emotional attachment

I don’t play games with my friends. They are not really into games

Playing environment

I’ll play different genres with my kids or my husband than alone

Playing environment Decision to choose

I wish there were more family games where the three of us could sit down and play something really enjoyable and not play a fighting game

Emotional attachment, Plays for relaxation, Entertainment, Decision to choose

A lot of the other gamers in that forum are mean.. and they are not interested in the games we are interested in

Playing environment

I like forums really segregated so I don’t have to waste my time reading a bunch of fluff

Time conscious

Games are not important to my friends. I don’t talk about games with them

Playing environment

Sometimes I hear about games through friends.  My coworkers are not really into video games

Playing Environment

I’ll go to forums if I get stuck. But I don’t add anything.

Decision to choose, Reads reviews

I’ll put on there what kind of game I might want to have and see if people know anything

Decision to choose

Sometimes I just want to know how to do something better

Complexity of games

Identified Categories

  • Price Conscious
  • Not tech oriented
  • Familiarity with character or games
  • Time conscious
  • Playing environment
  • Emotional attachments
  • Decision to choose or purchase
  • Mode of purchase
  • Complexity of games
  • Plays for relaxation and entertainment
  • Reads reviews

Axial Coding

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