Consumer Behavior in the French Android Gaming Market

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Rouen Business School
Master Grand Ecole Marketing in French Excellence Program

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Mémoire
CONSUMER BEHAVIOR IN THE FRENCH ANDROID GAMING MARKET

CHRISTOPHER LLOYD HONOUR SANTANDER

SUPERVISOR: JOONAS ROKKA

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Non-confidential Thesis
Rouen, France
Sunday, 17th of June, 2012

Table of Contents
SUMMARY
CHAPTER I - INTRODUCTION
i. Project Description………………………...……………………………... ii. Importance y Limitations of the Project………………………..………. iii. Methodology and Hypothesis………………………………………….. iv. Results…………………………………………………………….……... 1.1 Topical Area ……………………………….…………………………... 1.2 Target Phenomenon…………………………………………………… 1.3 Research Problem……………….…………………………………….. 1.4 Research Perspective…………………...…………………………….. CHAPTER II - THEORETICAL BACKGROUND

2.1 Mobile Phones………………..………………………………………… 2.1.1 Definition………………………………………………….…………… 2.1.2 Current Situation……………………………………………………... 2.2 Android Market…………………………………………………………. 2.2.1 Definition………………………………………………………………. 2.2.2 Current Situation……………………………………………………... 2.3 Mobile Gaming………………………………………………………….. 2.3.1 Definition………………………………………………………………. 2.3.2 Current Situation……………………………………………………... 2.3.3 Mobile Game User Profile…………………………………………... 2.3.4 Contextual Use of Gaming Applications.………….……...……..... 2.4 Consumer Behavior Applied to Mobile Gaming ……………………. 2.4.1 Applied Definitions ………………….……………………………….. 2.5 Intrinsic Key Motivators in Game Application Downloads…………. 2.5.1 Game Usability……………………………………………………….. 2.5.2 Mobility………………………………………………………………… 2.5.3 Gameplay……………………………………………………………... 2.6 Extrinsic Key Motivators in Game Application Downloads………… 2.6.1 Social Environment…..…………………..………………………….. 2.6.2 Emotional Component………………………………………………. 2.6.3 Effects of Gratuity and Price………………………………………... 2.7 Theoretic Framework……...…………………………………………… CHAPTER III – INTERVIEWS & RESULTS

3.1 Interviews…... ………………………………………………………….. 3.1.1 Results & Interpretation …………………………………………….. CONCLUSIONS
REFERENCES
APPENDIX
Interview Transcripts……………………………………………………….. Mobile Phones History……………………………………………………... Mobile Marketplaces History………………………………………………. Mobile Gaming History……………………………………………………...

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Figures & Tables Index

Chart 1: Nielsen. (2011). App Consumer Behaviour Patterns.
Chart 2: MobiThinking. (2012). Global mobile statistics 2012: all quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage, trends. Chart 3: Mpulse. (2011). 5 good reasons to sell your content in France.subscribers, ad revenue, usage, trends. Chart 4: Nielsen. (2011). App Consumer Behaviour Patterns.

Chart 5: Karla. J.& Bröker. H. (2011). Emergence of the App-Economy : What drives the Mobile Business Industry in Germany. Chart 6: Lookout (2011, February). App Genome Report.
Chart 7: Lookout (2011, February). App Genome Report.
Chart 8: Lookout (2011, February). App Genome Report.
Chart 9: Lookout (2011, February). App Genome Report.
Chart 10: Brownlow. M. (2012, April). Smartphone statistics and market share. Chart 11: XyoLogic. (2012, April). App Downloads Reports: France April 2012. Chart 12: Kindel. R. (2012, March 27). Google Play could be competition for Apple. Chart 13: Nielsen. (2011). App Consumer Behaviour Patterns. Chart 14: Nielsen. (2011). App Consumer Behaviour Patterns. Chart 15: Nielsen. (2011). App Consumer Behaviour Patterns. Chart 16: Mpulse. (2011). 5 good reasons to sell your content in France. Chart 17: Nielsen. (2011). App Consumer Behaviour Patterns. Chart 18: Nielsen. (2011). App Consumer Behaviour Patterns. Chart 19: Schiffman. L. Kanuk. L. (2010). Consumer Behavior. 10th Edition, Prentice-Hall, Essex. Chart 19: Schiffman. L. Kanuk. L. (2010). Consumer...
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