This paper aims to examine the extent of teenagers' influence on family purchase decision of the video game console.
The paper analyzes the significant impact of teenagers' gender and product importance toward their family purchase decision of the video game console. Altogether, 150 respondents (comprising school‐aged teenagers) participated in this survey. Various marketing strategies are suggested to market the video game console to the specific market segment, thus fulfilling these teenagers' wants toward the video game console.
This research discovers some significant differences between the teenagers' gender and product importance toward their family purchase decision of the video game console. Therefore, there is a need for marketers and managers to understand what these teenagers want. Only then can these marketers be able to direct their marketing strategies to fulfill this teenager segment.
Results are limited to practitioners involved in the electronic games and education industries only.
Managerial implication suggests several strategies to market the game console to these teenagers, with a great emphasis on the impact of technological means toward this particular market.
New approaches are proposed as a means to market electronic games to the teenager segment. A majority of the studies on the game console as one of a number of electronic games have focused on the USA, UK and Japanese markets; thus, there is a lack of studies that focus on the game console in the Malaysian market, which may be due to an underestimation of this young consumer sector.
Fikry, A. and Reeza Bustami, M. (2012), "The impact of teenagers' gender and product importance on family decisions to purchase game consoles in Malaysia", Business Strategy Series, Vol. 13 No. 2, pp. 89-95. https://doi.org/10.1108/17515631211205497Download as .RIS
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