Consumer Behaviour

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EXC2112
CONSUMER BEHAVIOUR
Case: Wii´s Success

CASE ONE: NINTENDO WII'S SUCCESS

Q1: What consumer needs are driving the success of the market adoption of Nintendo Wii? Consider the innate and acquired needs. Innate needs are 'biogenic' or 'physiological needs' which refer to needs such as air, food water, shelter, clothing etc. While acquired needs are those we learn from our culture and surroundings, also known as 'psychological' or 'psychogenic needs' i.e. affection, power, learning, prestige and self-esteem. Nintendo Wii is a home video game console, which competes its way with Microsoft's XBox360 and Sony's PlayStation 3. Nintendo aim is to target a broader demographic than the other two. Nintendo took the craze of playing video games to a whole different level, that by introducing wireless controller and Wii remote which can be used as a handheld pointing device detecting movements in three dimensions. Moreover, allowing more than two people to play a time receive messages and update over the internet while in stand by mood makes the product user friendly. 'Wii' the name itself sounds like the word 'we', which emphasizes that the console is for everyone. People around the world can easily remember Wii; no matter what language they speak. No confusion (http://en.wikipedia.org/wiki/Wii). Having said a little bit about the product, it's not the quality and features of a product that leads to its success. There are other factors involved as well such as the marketing of the product, pricing and placing strategies and type of market targeted. As said by the president of Nintendo Wii that it's all about the Nintendo's customer driven marketing strategy which has lead to success of the product. Nintendo simply is a product created for the customer keeping their preferences in mind. The company runs the business through the eyes of their customers and not for competing or having any other motive behind their mind. Nintendo is a reflection and response of a picture in its customers mind. This itself is a motivation for its customers to buy Nintendo's products. It is a law of Nature that when a human being gets his or her innate emotional needs met in balanced ways he or she cannot suffer mental illness. Those whose needs are not fulfilled, or whose innate resources are damaged in some way, are the ones who suffer considerable distress and may develop, as a means of coping, mental illness or antisocial behaviours that are a burden to others. Microsoft and Sony target mostly the younger generation. But Nintendo took its targeting into a whole different level by not only targeting the younger but all age groups. That made possible by the product design itself that enables the user to move and exercise while playing games with family and friends. A customer’s innate need could be health issues as well. Being able to exercise while playing games would not only be healthy for the kids but for the elder generations as well. Doctors use Wii games for rehab therapy for patients recovering from strokes, broken bones, surgery and even combat injuries. They believe that stretching and lifting exercises could be a lot painful and boring for the patients. Wii allows to patients to exercise in a much fun way, as the body moments required to play Wii games are just as similar to traditional therapy exercises. Wii games are considered to be 'active' computer games as they encourage the youngsters to play the latest games by helping them keep themselves trim and active. Researchers show that the physical effort to play Wii games is similar to playing sports but only at home. Helping children to lose 150 calories a day in 35 minutes. Therefore, it is not only fun to have as a kid but a fair bargain for their parents as well. Hence, Nintendo Wii is as encouragement in itself that attract the customers of all age groups and culture to treat themselves to the product. Furthermore, needs are shaped over time. Acquired needs theory is known...
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