Consumer Profile Analysis

By Brendan Pfaller

The Elder Scrolls V: Skyrim (Legendary Edition)

The Elder Scrolls V: Skyrim, just Skyrim for short, is the original game, which I have played extensively. It is an open-world Role Play Game (RPG)

The Legendary Edition includes the original Skyrim, and has three new Downloadable Contents (DLCs). Which are: Dawnguard, Hearthfire, and Dragonborn.

Dawnguard and Dragonborn are new maps and story lines, and Hearthfire is a new add-on feature that allows for building a home and a family

My pre-shopping attitudes: Why do I want it?

I have the normal edition (just, The Elder Scrolls V: Skyrim) and I had only heard about the DLCs. I first learned of its existence when I was Black Friday shopping

at GameStop and saw it on the shelf for $30

I have always been into video games, and Skyrim, in my opinion, is one of the best video games of all-time. I probably have 4 full days of gameplay

The original game was so immersive, that getting the DLCs would make it even more enjoyable and allow me to really delve into the game.

Plus, I lost my original disc and now I have an excuse to buy another copy

Pre-shopping (cont.): What did I know about the Legendary Edition?

I knew it came with the original game and the three DLCs in one convenient bundle I knew very little about the DLCs themselves,

except that you can become a vampire in one of them

Pre-shopping (cont.): Game plan for research?

I first learned of its existence at GameStop during Black Friday, so I figured I would see what kind of offers I could find online

I thought I should go to Bethesda Game Studios’ website (the developers of the game), thinking they would have the best deals.

Game Plan continued

I do not purchase items online. Ever. I have trust issues with online shopping Except iTunes when I can’t find a CD in a store.

I occasionally check prices and see if items have been released yet

Following through on the game plan

Bethesda didn’t sell it on their website.

They referred me to other retailers.

As I figured, they were: Amazon, GameStop, Best Buy, and Walmart.

So I went to their sites (by simply typing their name in the search bar and clicking on the first link) and navigated around their sites for prices. I knew of each of their existence, and I figured one

of these places would have the best deal.

Amazon’s price= $40 (rounded up)

Amazon is the most popular online shopping website. They have become famous because they have

anything and everything anybody could ever want, and they can have it delivered to you very quickly. I have never ordered anything from Amazon (or eBay,

Craiglist, etc), but it is in the news often and always has ads on other websites.

It was very easy to get there because when I searched it on Google, it is the top result.

GameStop’s and Best Buy’s price = $40 (rounded up)

GameStop and Best Buy were the same exact price as Amazon Both of which are highly recognizable stores for

video games

Walmart’s price = $60 (rounded up)

Walmart, the place I expected the cheapest price (and quality), was the most expensive of the four retailers

The online shopping experiences

Amazon: I was immediately asked if I’d like to create an account and sign-up for Prime (they also offered a free trial). These both popped up without any clicking on my part, so I was

basically forced to look. I felt like Amazon is really trying to gain your membership, and really

counts on its users becoming dependent solely on Amazon as their means of all shopping.

GameStop: I saw deals for the new Xbox One, new video games, deals to pre-order upcoming games, recommended video games for me. These ads were very large, colorful, and had large bold font. I felt

like I was at home being on GameStop’s website; not because it was homey, but because I love video games. Almost everything I saw interested me in some way or another

Online shopping experience (cont.)

Best Buy: “Presidents’ Day sale”, pre-order Game Of Thrones season 3, “Save $100 on a laptop!” These ads were very large, colorful, and had large

bold font.

Walmart: “We’re investing in American jobs.”, Presidents’ Day online specials. These ads were also very large, colorful, and had

large bold font. Walmart seemed to be searching for more

acceptance with the American people, since they have a bad reputation with labor conditions

The actual search process on the sites

Every website search process was the same: Close out of any pop-ups Type “Skyrim” in the search bar (located at the tope of

the page just below a big ad or company logo) The search bar gives some suggestions of what I might

want, and “Skyrim Legendary Edition” is the second suggestion. I click on it.

It takes me to a results page The third or fourth result down was exactly what I’m

looking for (The Elder Scrolls V: Skyrim Legendary Edition for the PS3) it has the price on the right side of it ($39.99 for all sites

except Wal-Mart’s $59.99)

In comparison…

All four sites I visited were equally easy to navigate, and three out of the four sites had my chosen item for the same exact price (Walmart being the exception).

All the sites had ads (far right), the search bar (top of the page just below a large ad or name of company), recommended items (on the left fourth of the screen), and prices (far right of results), in the same areas.

I think I enjoyed GameStop’s website the most, because I love reading and looking at new video games (and video games are their only business concern).

What else did I encounter whilst shopping?

New PS3 controllers, game guidebooks, headsets, new systems. These items were directly related to my shopping,

for I plan on looking into a new controller and headset in the near future. I don’t use guidebooks, nor do I want a new system

(yet).

Any competition between brands in results?

No. Not for me at least. There aren’t other brands, since Bethesda owns the

rights to Skyrim and Sony owns the rights to all Playstation equipment.

I guess there is some competition bewtween Microsoft’s Xbox, Nintendo’s Wii, or a PC version of the game, but I have never considered investing my future video game funds in anything besides Sony (Playstation). I have a strong case of brand loyalty. Since I already

own a Playstation 3, and many PS3 games, I am not looking into purchasing another system for the sake of one game that I can already purchase for a system I already have.

How did the range of goods shape and inform my desire for the item?

I definitely still really want to buy the Legendary Edition, but I don’t know how much the other goods affected my feeling towards my chosen item. If anything, the other items I saw made me not looking forward to

buying new controllers or headsets (even though I should).

I love Skyrim so much, that it would take a whole lot to convince from buying the Legendary Edition. What I love about the game is that everything is up to the player:

Appearance - armor, hair, scars, skin color, race (lizard, cat, Elf, etc…) Skills to level up - archery, magic, sword skills, armor effectiveness, health,

stamina Dialogue in conversation – you select from a list of approximately 5 options

for every response Whether or not to do a mission right away or just wander the world of Skyrim Who you want to kill (guards, thieves, animals); to be good or evil.

How did the range of goods shape and inform my desire for the item? (cont.)

I have always been very good with self-control and being frugal, so I kind of just ignore anything else besides my target item.

How did the range of goods shape and inform my desire for the item? (cont.)

I learned that Wal-Mart is the worst chose (in terms of price).

I am going to wait until I go home for the summer before purchasing it (I did not bring my PS3 down here for the school year) When I do go home I am going to go to the brick-

and-mortar forms of Best Buy and GameStop to see if there are any prices differences from their websites (since I had originally seen it in the GameStop store for only $30, but all the websites say $39.99).

The aspects of the item that shaped my desire

Every new feature that I would have access to and be able to add to my favorite video game

How all the DLCs were bundled together for easy purchasing and downloading

The low price for something that I really want Even though I originally saw it for $30, a $10

increase isn’t enough to give me doubts or hesitate

My respect and infatuation with all Bethesda (the developers) games

Was price a factor?

Price was a factor, but only in the sense that I am going to buy the cheapest. If all the retailers priced it at $50, I would have still

investigated and seriously considered purchasing the Legendary edition. When I get really into games, I want to get as involved as I

possibly can, so I am always willing/open-minded to purchasing add-on material.

What I learned about the Legendary Edition from my shopping experience

More specifics about each DLC (being a vampire in natural form, building a house and raising a family, the specifics of each new story line, ability to ride dragons)

Not only GameStop had the bundled DLC (Legendary) edition.

How does The Elder Scrolls V: Skyrim (Legendary Edition) express me as an individual?

I think my interest in The Elder Scrolls V: Skyrim Legendary Edition shows that I am a serious gamer (when it comes to Elder Scrolls or Bethesda games)

Why spend $40 of my hard earned money on a game? I’ll tell you why.

I already have the guarantee of getting a game I love (the Original Skyrim game)

I get three DLCs (add-on features) to that original game, which are all created by the original game’s creators.

I get the three DLCs for a great price. When DLCs first come out, they are usually $15—$20 a piece, but I get three for around $40 (maybe $30 if the actual GameStop store is the same price from Black Friday).

I definitely feel like I am getting a great deal on this bundle of DLCs, so I can very easily justify spending this kind of money

“Blowing” Money continued

I had such a great time playing the original Skryim game, that all I have every wanted since beating and thoroughly exploring it is more of the game. That is exactly what buying these add-ons would allow me to do. I loved the game so much because it is first-person (seen

through the eyes of the character), so it feels like it is actually me fighting and exploring (Note: you can also go to third-person viewing, which is looking at the character from behind like a camera following someone in a movie).

I have researched and spent so much time learning and honing my knowledge and skills of Skyrim, that I want more to get involved with. I want to keep learning about every aspect of the game (because I think it is THAT good).

How would having this game affect others around me?

I would brag about it to my friends, and they’d probably be jealous of me.

My mom would probably just shake her head because she thinks I already play enough video games

What would people think of me?

I honestly do not care what others think of my interest in buying the Legendary edition; I get a great deal on something that I love (hopefully they’re happy for me).

As of now, the only negative consequence I see for me or others around me is they might see me a little bit less

My normal online-shopping/research routine

Usually when I am doing online-shopping/research, I check just about every retailer and source at my disposal before making any decisions. I like to make sure: I am actually getting what I want I know exactly what I am paying for If there are better deals anywhere else It is of acceptable quality

The item is at least satisfactory to others (it performs its duty, such as a broom that is able to sweep and doesn’t break instantly) by reading reviews

Changing the normal routine for The Elder Scrolls V: Skyrim (Legendary Edition)

I already know that I will love it. That is why I did not feel the need to look at reviews. So, I did a little less research than I normally would for other items I would purchase.

I praise Bethesda Game Studios so much for the quality of their games that I will blindly buy something they create. It is only a matter of time before I buy the legendary

edition. It is inevitable.

Influencing my sense of self

I am open about my love for video games, and VERY open when it comes to games I love (i.e. Skyrim).

I think purchasing the Legendary edition will help/reinforce my opinion of how people view me as a smart, physically fit, kind, fairly attractive, funny college student that is also really into playing video games. I do not care about what others think if I purchase this

(or I care very little) I would care what others thought if I were to buy a

Nicholas Sparks movie bundle (writer of The Notebook and Dear John)

I’m a gamer and I’m proud of it

Social Media platforms

After I did some research at the different sites, I noticed on Facebook an advertisement for Skryrim Legendary Edition by Amazon.

I am very conservative when it comes to sharing personal opinions or likes/desires on the internet, so I do not feel like my personal information is being exploited. But I totally understand how SNS platforms make so

much money from third-party corporations for user information, because I get informed about everything one of my Facebook friends likes, does, or says.

Third-parties

If I were to make Facebook posts or tweet about much I love video games (as much as I think about them), then my pages would be goldmines for corporations since they would then bombard me with video game advertisements.

Thankfully I am very conservative with revealing personal information on the internet because if I see just one video game or movie trailer, I go

on an hour or two long binge-watching all trailers for upcoming releases.

Showing me an awesome, epic, trailer (video game or movie), gets me very excited. I will usually begin my research as soon as the trailer is done with.

Third-parties and online-shopping

If third-parties had knowledge of my love for epic trailers, games, and movies, then they would know exactly what and how to sell a product to me. Just by making an awesome trailer they’d have me

hooked

As I have said before, I am not an online shopper (I have trust issues when I cannot actually touch the product, nor do I like typing my card number in on the internet). So, I do not think any of my information being sold is important. Selling this PowerPoint would probably be more

helpful than my Facebook or Twitter page

In conclusion

I found the best price, but I am still going to wait until I’m home to buy it

I do not shop online, nor do I think I share any important information about myself online

It is very easy to understand how corporations are so successful with their advertising, since they basically have a bio on everything we’ve done in the past decade or so. Third-party business is kind of messed up if you ask

me. Buying someone’s information should be illegal; it’s basically like stalking.

The End