a Sony branded Blu-ray disc player, model BDP-S3500 (Sony Australia Limited 2016). The product is distributed by the Australian company Sony Australia Limited, a subsidy of the Japan based Sony Corporation (IBISWorld 2016, pp. 2-3).
Sony Australia Limited has operated in Australia for 43 years, after being incorporated as a public company in New South Wales on the 15th of March, 1974, by Japanese parent company, Sony Corporation (IBISWorld 2016, pp. 2-3), which was founded in 1946 (Sony Corporation 2017). There are no employee figures available for Sony Australia Limited (IBISWorld 2016, p. 4), however, Sony Corporation does provide data, stating that they employ 128 400 people, as of the 31st of March, 2017 (Sony Corporation 2017).
Based in North
…show more content…
9) making them a large demographic target market. In Australia, 49.3% of the population are male (Australia Bureau of Statistics 2016, p. 1), consequently, sex is a suitable demographic to target.
That the Blu-ray format offers the best visual quality, superior to digital media (Videon Central n.d., p. 2) and offers a greater range of movies available for purchase than digital services (Videon Central n.d., p. 6). Additionally, 38% of customers indicated they will only purchase discs exclusively and Blu-ray customers report ‘…the highest level of satisfaction…’ across all formats (British Association for Screen Entertainment 2016, pp. 9-10). This would appeal to consumers whose behaviour involves seeking the benefit of quality, accordingly, this is a suitable variable to target.
Level 1 is the core or generic benefits, base aspects of a product that contributes towards fulfilling customer's needs. This level is important to the product’s quality; however, it should not be easily apparent to customers and can indicate product flaws if they are (Ruskin-Brown 2006, pp.