Women as Video Game Consumers
Kiviranta, Hanna (2017)
Kiviranta, Hanna
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060512301
https://urn.fi/URN:NBN:fi:amk-2017060512301
Tiivistelmä
The purpose of this Thesis is to study women as video game consumers through the games that they play. This was done by case studies on the content of five video games from genres that statistically are popular amongst women.
To introduce the topic and to build the theoretical framework, the key terms and the video game industry are introduced. The reader is acquainted with theories on consumer behaviour, buying processes and factors that influence our consuming habits. These aspects are tied together by discussing women as consumers of technology, and the video game marketing specifically targeted for women. Lastly, the theoretical framework is finalised with important statistics and earlier data on video game consumers, as well as the specific genres they prefer.
The case study research is conducted with the research problem in mind: what video games do women play, and are there common characteristics amongst these games which could give us more insight why they prefer these games and their genres? All the games are analysed through a defined set of questions and criteria, as well as compared to their respective genres and each other. Finally, the results are analysed in relation to the theories on consumer behaviour and past data on women as video game players.
The purpose of this Thesis is to give insight on women as a video game consumer group, and to work as a possible base for future research on this topic. This study was conducted as an independent research, and was not commissioned by any outside party.
To introduce the topic and to build the theoretical framework, the key terms and the video game industry are introduced. The reader is acquainted with theories on consumer behaviour, buying processes and factors that influence our consuming habits. These aspects are tied together by discussing women as consumers of technology, and the video game marketing specifically targeted for women. Lastly, the theoretical framework is finalised with important statistics and earlier data on video game consumers, as well as the specific genres they prefer.
The case study research is conducted with the research problem in mind: what video games do women play, and are there common characteristics amongst these games which could give us more insight why they prefer these games and their genres? All the games are analysed through a defined set of questions and criteria, as well as compared to their respective genres and each other. Finally, the results are analysed in relation to the theories on consumer behaviour and past data on women as video game players.
The purpose of this Thesis is to give insight on women as a video game consumer group, and to work as a possible base for future research on this topic. This study was conducted as an independent research, and was not commissioned by any outside party.