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Market Research Nguyen Duc Manh 11202503
Market Research Nguyen Duc Manh 11202503
Market Research Nguyen Duc Manh 11202503
TOPIC NAME:
Market research about game mobile and customer sastisfaction about
current services.
Student ID 11202503
Hanoi 27 September 2023
Teache Dinh Duc Truong
r Nguyen Dieu Hang
2
Table of Contents
Article I. Introduction...........................................................................................3
Article II. Research Objective..............................................................................4
Article III. Literature Review..................................................................................5
Section 3.01 Definition of customer................................................................5
Section 3.02 Definition of consumer behavior................................................5
Section 3.03 Definition of online games.........................................................5
Section 3.04 Definition of customer theory.....................................................6
Section 3.05 Definition of customer theory towards online games.................6
Article IV. Theoretical frame and method..............................................................7
Section 4.01 Theoretical frame.......................................................................7
Section 4.02 Research method......................................................................8
Article V. Questionaire.........................................................................................8
Article VI. References.........................................................................................12
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Article I. Introduction
Despite a very high growth rate compared to the world average, mobile
game revenue in 2022 in Vietnam only reached 507 million USD out of a total of
54.6 million players. In Vietnam, the gaming industry, which only focuses on online
PC games, has also changed; many new and agile companies have grasped this
trend to rise. The development of smartphones and mobile internet usage fees,
mainly 3G connections in Vietnam, which is one of the cheapest countries in Asia,
have created good conditions for mobile games to develop.
The Vietnamese gaming market is still small and has not received much
attention from large corporations. However, Vietnam is at a ripe time to exploit the
development potential of both customers and the strongly growing game
technology force, including the field of e-sports. E-sports is highly appreciated by
the community. The game is not only a regular entertainment game but also sports.
Newzoo's report as of November 2022 shows that the scale of the global
gaming industry reached 184.4 billion USD, with mobile game industry revenue
estimated at 92.2 billion USD and accounting for about 50% of the market share.
Among these, some prominent regions with rapid mobile game market growth in
2022 include Latin America, the Middle East, Taiwan & Hong Kong, and Southeast
Asia.
Mobile game revenue in the Southeast Asian market reached 4.5 billion
USD, just behind Latin America with an expected average growth rate of about
7.4% in the period 2020 - 2025, much higher than the average. The global mobile
gaming industry average is 3%/year.
Although ranked third in revenue in 2022 when reaching 507 million USD from 54.6
million players, the scale of mobile game revenue in the Vietnamese market still
remains quite far away from Thailand - which achieved revenue of 763 million USD
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with 38.3 million players. The gap will continue until 2025 and revenue in Vietnam
accounts for a modest proportion compared to total gaming industry revenue in
Southeast Asia.
This is said to stem from some different policies in the Vietnamese mobile
game market compared to the rest of Southeast Asian countries. Research by
Malaysia Digital Economy Cooperation (MDEC) said that three factors that help
promote the success of mobile games in Malaysia, Indonesia and Singapore stem
from Government support; strong cooperation of the game industry association and
the excitement of the game programming community. Meanwhile in the Philippines,
three factors driving development include the vibrant activities of gaming industry
associations; game programming community and the presence of foreign game
studios. In Thailand alone, infrastructure plays an extremely important role in the
development of the game industry, in addition to the game industry association and
game programming community.
According to Philip Kotler (2015), customers are divided into the following
five groups:
According to Heather Chaplin and Aaron Ruby (2005) gave the following
definition of video games: "A video game is a game controlled through electronic
tools, in which players interact with objects. on screen for entertainment purposes”.
Thus, there are many ways to define consumer behavior, but no matter from
which angle we look at it, we can derive the main connotation of the concept, which
is the process of going from awareness to purchasing behavior. Influenced by
internal and external factors. Therefore, understanding the factors that influence
purchasing behavior can help businesses have reasonable marketing strategies to
improve business efficiency.
Section III.05 Definition of customer theory towards online games
Article V. Questionaire
Purpose of investigation: Research to investigate consumer psychology towards
products and services, including the classification of types of consumer behavior,
the consumer decision-making process, factors affecting spending behavior for
electronic game entertainment and consumer classification by role group, thereby
analyzing the influencing factors in Roger's theory of technology diffusion on the
popularity and acceptance of a new game on the market.
Questionaire
Part 1: Personal information
High school
College
8
University
Post-graduate
1.4. Hometown?
Studying
Working
Unemployment
1.6. Have you participated in a survey or research about online games before?
Yes
No
2.2. If you have played online games, have you played online games recently?
- Yes, every day
- Yes, every week
- Yes, monthly
- No, it's been a long time
2.3. Which platform do you usually play online games on? (Multiple options can be
selected)
- PC/Laptop
- Console (e.g. Xbox, PlayStation)
- Mobile phones
- Tablet computers (tablets)
- Other (please specify)
2.4. What type of online games do you usually play? (Multiple options can be
selected)
- Action games
- Role-playing games (RPG)
- Strategy games
- Sports games
- Building game/open world
- Racing games
- Group game (co-op/multiplayer)
- Other (please specify)
3.1. While playing online games, how do you rate the importance of the following
factors? (Use a scale of 1 - 5, with 1 being "Not important" and 5 being "Very
important")
- Graphics and design
- Control and feedback system
- Plot and content
- Community and social interaction
- Multiplayer feature (multiplayer)
- Events and quests
- Interact with other players
3.2. Which of the following factors do you often consider when choosing an online
game to play? (Multiple options can be selected)
- Ratings and reviews of other players
- Do a game test first
- Suggestions from friends or relatives
- Events and activities in the game
- Promotions and game prices
- Game features (e.g. multiplayer, single player mode, story)
- Game community
3.3. Reasons to try a new game
Try all new games out
Occasionally
Almost none
3.4 Where do you source your information from?
Experience it yourself
Referred by friends
Read introductions and reviews online and in the press
Through advertising campaigns
4.1. For what purpose do you play online games? (Multiple options can be
selected)
Entertainment and relaxation
Learn the story and world in the game
Competition and challenges
Connect with friends or other players
Improve gaming skills
Achieve high achievements in the game
Other (please specify)
Dissatisfaction
4.3 Why do you choose to play video games?
High interactivity
Can play anytime, anywhere
Create opportunities to express yourself
Diversity of choices
Its more expensive than other types of entertainment
Helps you entertain and relax very well
Learn from experience
Make friends
4.3. Please provide a specific example of an online game that you are most
satisfied with and an example of a game that you are not satisfied with. (Free to
answer)
5.1. Do you have any comments or suggestions to improve your online gaming
experience? (Free to answer)
5.2. If you could change one thing about online gaming or the industry, what would
it be? (Free to answer)
Tổng Quan VỀ Kinh doanh game Nét Cho người mới bắt đầu (no date) 24h
Computer. Available at:
https://lapdatphonggame24h.vn/thong-tin-huu-ich/tong-quan-ve-kinh-doanh-
game-net-cho-nguoi-moi-bat-dau.html (Accessed: 02 October 2023). \
Nhĩ Anh (2022) Việt Nam đứng thứ 7 Thế Giới và thứ 2 đông nam Á về SỐ lượt tải
game, Nhịp sống kinh tế Việt Nam & Thế giới. Available at:
https://vneconomy.vn/viet-nam-dung-thu-7-the-gioi-va-thu-2-dong-nam-a-ve-
so-luot-tai-game.htm (Accessed: 02 October 2023).
(No date) The world’s 2.7 billion gamers will spend $159.3 billion on ... - newzoo.
Available at: https://newzoo.com/resources/blog/newzoo-games-market-
numbers-revenues-and-audience-2020-2023 (Accessed: 02 October 2023).
Bowman, D. (2006) Heather Chaplin and Aaron Ruby: Smartbomb: The quest for
art, entertainment, and big bucks in the Videogame Revolution, The A.V.
Club. Available at: https://www.avclub.com/heather-chaplin-and-aaron-ruby-
smartbomb-the-quest-fo-1798201446 (Accessed: 02 October 2023).
11
VnExpress (2023) Thị Trường Game việt đặt Mục Tiêu tỷ USD - VnExpress SỐ
hóa - vnexpress, vnexpress.net. Available at: https://vnexpress.net/thi-truong-
game-viet-dat-muc-tieu-ty-usd-4588051.html (Accessed: 02 October 2023).
Khách hàng là Gì và Vai trò Của Khách Hàng đối Với Doanh Nghiệp (no date) Dẫn
đầu giải pháp Chuyển đổi số Marketing và Bán hàng. Available at:
https://bizfly.vn/techblog/khach-hang-la-gi-va-vai-tro-cua-khach-
hang.html#:~:text=Kh%C3%A1ch%20h%C3%A0ng%20(Customer)%20l
%C3%A0%20nh%E1%BB%AFng,%E1%BB%A9ng%20nhu%20c%E1%BA%A7u
%20c%E1%BB%A7a%20m%C3%ACnh. (Accessed: 02 October 2023).