مرکز منطقه ای اطلاع رساني علوم و فناوري - THE EFFECT OF STUDENT LIKINGS ON COMPANY STRATEGIES ABOUT LAPTOP COMPUTER PREFERENCE: A GAME THEORY APPROACH

Abstract :

In growing competition environment, the importance of game theory, which is a vital instrument in strategic planning of companies, has been increasing day by day. Depending upon the improvements on information technologies, the large proportion of the laptop users is the university students. Then the laptop computer companies should care about the likings and the preferences of the university students. In this study, two laptop computer companies, which are the most preferred by the students of the Faculty of Arts and Faculty of Sciences in Dokuz Eylül University, are determined through a designed survey. When a student oriented sales campaign is prepared by the companies, which features should be taken into account by the companies are determined by the game theory approach. The aim of this study is to examine how the student preferences affect on the advertising strategies of the laptop computer firms. To this end, two different game problems have been proposed. The first one is a zero-sum game which expresses the status of the two companies according to each other; and the second one is a nonzero-sum game which analyzes the question that to what extend the both companies meet the students’ expectations. As a result of the study, some suggestions have been made with respect to which features of the companies should become prominent for the student oriented sales campaign.