The document summarizes a consumer's research into purchasing The Elder Scrolls V: Skyrim Legendary Edition. The consumer already owns the original Skyrim game and wants to get the DLC bundles in the Legendary Edition. He researches prices at Amazon, GameStop, Best Buy, and Walmart and finds they are the same at $40 except Walmart which is $60. Though he finds the best price, he will wait until visiting a store in person to purchase it. The consumer's passion for video games, especially Skyrim, is evident throughout the document.

1. Consumer Profile Analysis
By Brendan Pfaller

2. 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

3. 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

4. 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

5. 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.

6. 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

7. 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.

8. 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.

9. 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

10. Walmart’s price = $60 (rounded up)
 Walmart, the place I expected the cheapest price (and
quality), was the most expensive of the four retailers

11. 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

12. 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

13. 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)

14. 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).

15. 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).

16. 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.

17. 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.

18. 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.

19. 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).

20. 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

21. 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.

22. 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.

23. 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)

24. 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

25. “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).

26. 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

27. 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

28. 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

29. 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.

30. 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)

31. I’m a gamer and I’m proud of it

32. 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.

33. 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.

34. 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

35. 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.