Chapter 6: Consumer Decision Making

Consumers' product and service preferences are constantly changing. It is really important to understand  the consumer behavior. In order to attract more customer, understanding consumer's needs is needed. When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process. Through out this post, we will be able to understand the process of purchasing Razer's products of customers.

The first stage is need recognition. In fact, Razer's products are extra accessories for people who really want to enhance gaming performance. Meanwhile, those products are things that people want but not necessarily need. Through internal stimuli, gamers who want to reach the ultimate level of gaming experience, Razer products are what they are looking for. According to external stimuli, from the recommendation other gamers, the advertisement from websites, wants and needs are created.

Gamescom 2010

Searching information is the next step if consumers have the will to buy product. There are many ways to get information about Razer. In an internal information search, while making decision about buying computer accessories, customers might be encounter Razer products that they bought earlier whether the product are useful with high quality. With high reputation, Razer is being trusted by most of their customers, by creating many game convention, they will have opportunities to advertise their products according to market-controlled.


After getting information, the consumer is ready make decision by evaluating alternatives. Razer gives consumer many choices by giving them list of products, classify them according to the purpose of using. For example, if you are Starcraft player, you might want to consider using Razer Marauder in order to enhance gaming performance.

Next in the process is purchase. As we can know, gaming accessories is a huge market and Razer is leading the market because of their usefulness with high quality. With good marketing strategy, Razeris able to attract a lot of customers all around the world and bring them to the higher level of business.

When buying products, consumers expect certain outcomes from the purchase. How well these expectations are met determines whether the consumer is satisfied or dissatisfied with the purchase ( post purchase behavior). On their website, at the end of every product that Razer advertises, they always have Customer Testemonials part in order to help customers review their purchases also help Razer improves the quality of products.

Chapter 5: Developing a Global Vision

Step by step, Razer is developing the international strategy. For a huge market as technology market with big companies such as Logitech, Apple or Dell; a company needs to have unique and special strategy in order to attract consumer. We are living in a fascinating and changing world, the technology changes every minute, the needs of customer change as well. For Razer , they choose to develop their company in not only in the US but also in Europe and some Asia countries.

Different gamers from different countries have different needs from the gaming accessories. Therefore, Razer tries to bring the same ultimate gears for gamers from all over the world. The interesting point about Razer is that even they sell products for customers all around the world, but their main target market is  Europe and Asia. They don't have an official store, but they give companies such as Best Buy, JR licenses to sell their products. By that way, they can save a lot of money from renting or ads.

Best Buy Website

In my opinion, Razer is using very effective strategy to develop their brand. They are expanding really fast,   computer accessories such as keyboard, mouse, game pad or headphone, etc. are a potential market for Razer. Until October 2011, Razer has 12 bases located all over the world. By revealing Razer Switchblade, they have more opportunity to expand their market.

Razer Global Map

For Gamers. By Gamers

Team Razer.

Chapter 4: The Marketing Environment

Razer is known as an expensive company that their products are pricey. However, consumer nowadays, they care not only about the price, but also about the quality of product. Razer's product basically satisfy all the needs of customers.

For most of the computer accessory companies, the target market is very wide. Razer is not different from other, they aim to variety types of consumers. As the slogan " For gamers. By gamers", the main target of Razer is gamers. Can you estimate the age of gamers? It is a hard question because simply anyone is a gamer, from young boys, young girls to older people. For a computer accessory company like Razer, finding a target market is an easy task. But the important point here is that how is Razer's product better than others?  

Logitech Gaming Mouse G300

Razer Naga

As you can see the simple comparison between the two famous computer accessory companies; from the appearance to the measure, Razer is better than the other one. Razer has the ambition of becoming the largest gaming computer and computer accessory in the world. And they are working hard on it by releasing the new Razer Switchblade, the fastest gaming laptop.

For Gamers. By Gamers
Team Razer

Chapter 3: Ethics And Social Responsibility.

Razer USA Ltd follow their code of Ethic very strictly. Some can pretend to co-develop products with professional gamers, but gamers do not develop technology; scientists and engineer do.

CEO Min-Liang Tan and Razer Switchblade

Most Razer products are generally met with positive reviews. However, Razer products have also been the target of heavy criticism. Their products have been known for having "low build quality" as their cords sometimes develop shorts, their buttons ghost-click, their mouse wheels make a loud squeaking noise, and glossy plastic comes off as very cheap. That  is what people comment about Razer products when this company give consumer chances to test their products. It proves that Razer consider about the long-range best interests of the company and the company's relationship to the society within which it c operates. Scientists and engineers develop and design their products in their own lab and then put them to the test with top professional gamers who use them in pro-level tournaments and then provide them with feedback. Then they iterate on the product, refining it with the feedback- over and over and over again. That's how it's done, that's how a Razer product is built from ground up. No fake marketing and no hype. In other countries, Razer uses their real ability to attract customers by sponsoring for many Technology conventions. Building a big wall of believe on customers, they gain reputation and spread out to the world.

For Gamers. By Gamers.
Team Razer

Chapter 2 - Strategic Planning for Competitive Advantage

Min- Lian Tan, CEO of Razer USA, has been an important part of the company's strategic planning. Not only him but gamers are also an critical part of the marketing plan that makes Razer has been set themselves apart from other similar products as extreme useful and unique. Therefore, Razer has been able to gain competitive advantage by making themselves different from the rest.

Best seller gaming mouse- Razer Mumba

Different companies have different way to advertise their product. Razer gives consumer a lot of detail to describe why their product such as Razer Mamba or Razer Naga are useful, uinique products that better than others. Mouse and keyboard are the soul of gamers, if gamers can choose the right soul mates, they will gain more advantages to win the match. Therefore, the system of Razer helps gamers classify products. For different level of gamers ( amateur, advance, professional), Razer gives different advices in order to help customers choose the right products. That is a part of strategy planning that helps attract more consumer.

By sponsoring for many game tournaments, Razer gains more competitive advantages also has more opportunities to improve their products. Any game tournament that sponsored by Razer, they always give gamers chance to experience their products. From that point, Razer is able to strengthen the relationship between company and customer. Sponsoring for tournament is an arrow aims for two targets. First, strengthen the long-term relationship; Razer might be able to gain reviews from professional gamers who use Razer's product for the tournament so they can improve the quality of the product. As their slogan " For gamers. By gamers".

Assembly Winter LAN 2011

Mission statement

Razer believes that truly great products are based on technology,designed with extensive human factors and user ergonomic studies and then tested by the top professional gamers. In simpler terms, our own world class scientists and engineers develop cutting edge technology in-house or with partner, design phenomenal products around core technologies- and test all of them in the field with their pro-gamers before they launch them.

They are the only gaming hardware company in the world with dedicated gaming user interface research and development labs, and their technology and designs are incubated in three dedicated design centers located in facilities in California, Singapore and Shenzhen. No other company boasted of technology like they do- because they are the only company who has what in takes under the hood.

" We hope our passion for gaming speaks to you like it does to us, through our products and we hope you enjoy the competitive edge we bring to your game." - Team Razer.

For Gamers. By Gamers.

Brief History of Razer USA

Razer USA is one of the largest games company in the market capitalization. Razer USA designs computer, computer hardware, consumer electronics specializing in products specially marketed to gamers, including mice, keyboards, headsets, sound card, mouse pads, etc.

Razer USA was found in 1998 in San Diego, California by CEO Ming-Liang Tan and President Roberts " Razerguy" Krakoff in a tiny shared office with a couple other gamers. And they have grown today to hundreds of employees worldwide with offices in seven cities including San Francisco, Hamburg, Seoul, Shanghai and Singapore. After 6 years, Razer team of engineers and marketers tried to develop and market a high end computer gaming mouse, called Boomslang targeted specially to computer gamers . It was positioned as the world's first 2000 dpi( dots per inch) mouse and purported to give greater control and accuracy to gamers who used it. Razer USA was the one of the first companies to sponsor gamers, which directly contributed to the emerging pro-gaming phenomenon. Razer was also the first company to sponsor teams and donate prize money for team events Counterstrike in 2001. Razer USA continues to support major global tournaments and e-sport gaming teams and individual professional gamers. Through the experience of teams and gamers who use Razer's products, they develop and upgrade their product to a higher level. At Consumer Electronics Show( CES) 2011, Razer gave consumers the information of the Rzer Switchblade, a handheld gaming device prototype, which won the Best of CES 2011 people's Voice award. It is the big step for Razer who wants to jump into the market of gaming computer that has many competitors such as Alienware of Dell or Asus.

First product of Razer, Boomslang