Customer Behaviour

Consumer behavior is dependent on many factors:

Price- Razer products are specialized gaming products and thus are priced on the expensive side. Thus non-gamers and casual gamers will going for normal peripherals, and only aspiring and professional gamers will buy Razer products.

Communication- The Communication done through the well-known brand symbol of the 3 snakes entwined, in mediums like television and in the various gaming tournaments including WCG(World Championship Gaming), the World Cup of Gaming. All this builds and strenthens the brand presence and add up to its brand value. Therefore the customer develop a positive opinion about the brand.

In terms of the Consumer:

Motivation- The aspirational value of owning a superior Razer product is a motivation for aspiring gamers to buy a Razer gaming gear.

Perception- A customer builds up a perception about Razer based on its image as the world's leading brand in gaming gear. This perception is re-enforced by the superior quality, ergonomic comfort and hyper-response of the Razer products.

Learning- With formation of perception, a general learning then develops among the customers about Razer which then embeds the identity of the brand into the customer's memory.

Consumer is also influenced by:

Social factors- Since other members of his/her gaming clan or his/her favorite professional gamer may own a Razer product, a gamer may be encouraged to go in for a Razer product..

Personal factors- As a brand, Razer gives an association of a certain kind of superiority to a gamer in the gaming community. This type of association makes the brand very approachable, specially to aspiring gamers.