Study Focused on the Potential Lasermax Target Market

• I believe that Lasermax shall be visited most often during holidays. This is because when on holidays, the youth of Jordan will have four basic forms of entertainment during the day (researched externally), these are: gatherings, sports clubs, and computer networking games. And so, based on this, Lasermax shall be visited most often because it is a new experience, and people would want to do something new. Not to mention the facts that the price is acceptable, and the location is popular (assuming that the questionnaire demands were met).  

 

• Since the consumer is going to be coming to Lasermax in groups, I believe that these groups shall range mostly between 4-6. This is because Laser tag is usually played in two teams, so a person would gather a small even numbered group to play.

Method:

        Most of my information was gathered by use of a questionnaire of my own design. The steps taken were as follows:

• I first thought about what gaps there were in the Jordanian market, and then about which gap would be extremely successful nowadays. My first thought was of technology…. Since Jordan is experiencing a sudden boom in technology, anything in that field would be of interest to the general public.

• Next, I wrote down all the gaps that I thought were relevant. And picked one that would be interesting, and one that I already know something about, which brought me to the idea of Laser Tag.

• In the Laser Tag business, the most important thing is the Target market, because it is the consumer that makes this business successful. In this business the most probable target market would be youth.

• Next, I designed my questionnaire focusing on classifying the types of potential consumers, by age, sex, income, residence, and interest.

• Finally, I carried out my questionnaire randomly asking people in West Amman, since; it is that area that will mostly be influenced by my chosen business.

• My target was 50 People per question.

Results:

Question 1; (I introduce the product first) Are You Interested In The Game of Laser Tag? And what is your age?

Answers; Yes: 80 (60 are of the ages 10-12 and 10 of 13-16 and 10 are 17  to Adult) No: 20 (9 are of the ages 10 to 12, 5 of the ages 13-16, and 6 are 17 to adult).

Question 2; What is Your Gender?

Answers; Male: 79 (out of the 80 who answered yes) Female: 21 (20 of which answered no to the previous question, and 1 who answered yes).  

Question 3; Where (in Amman) Would You Prefer Lasermax To Be Built?

Answers; No Preference: 20, Abdoun: 55, Al-Rabyeh: 13, Jabal Amman: 12

Question 4; How Much Money are You Willing to Spend on An Hour of Game Time?

Answers; Not Willing To Play: 20, JD1-3: 23, JD4-6: 17, JD6 and Above: 40

Question 5; How Many Times Per Month Would You Visit Lasermax?

Answers; Never: 20, 1-3 Times: 19, 4-6 Times: 30, 7 Times and Above: 31

Question6; If You Were To Visit Lasermax in A Group, How Large Would It Be?

Answers; Not Interested in Visiting: 20, 1-3 People: 16, 4-6 People: 29, 7 People and Above: 35

Question 7; How Much Time Are You Willing To Spend In A Place Like This?

Answers; No Time: 20, 1-3 Hours: 12, 4-6 Hours: 53, 7 Hours and Above: 15

Question 8; In Your Opinion, Would Lasermax Be Successful In Jordan?

Answers; Yes: 96, No: 4

Question 9; (Assuming the weather conditions are suitable) When Would You Visit Lasermax Most?

Answers; Never: 20, Weekdays: 22, Weekends: 17, Holidays: 41  

Analysis:

        Looking at my results, I have noticed that my business would be a success in the Jordanian market, especially with the youth in Jordan. The following are the analysis of the answers of the previously shown questionnaire results:

Question 1:

        While looking at my results, and my graph, I have noticed that 80 out of 100 of the people asked were very interested in a place for laser tag, the majority of whom were pre-teenagers. However, some of them did not know what it was, therefore, explained it to them using the explanation located in the introduction. Hence with this given information it is clear that there is a major want for such a place in western Amman, however, before Lasermax opens, we must educate the market on this product. Also, with the correct advertising, it is possible to change the minds of the minority who are not interested in such a product. Also, the fact that mostly pre-teenagers were interested in the product, this is probably because it is them whom have least responsibilities in life, so they, naturally will have more time for entertainment. Also, due to the rapidly changing minds of today’s youth generation, some may think it “uncool”, to play such a game, and might see it as childish. The only way to change that opinion is once again with proper education and advertising.

Question 2:

        The question involves gender. The majority of those interested in the product were males, and one female. This is not a surprising result. Males would like such a form of entertainment due to its violent essence. Also, it is males that tend to like such games in their pre-teenage years. An overlooked fact was that of “tom boys”, this minority could prove to be an important figure in my results. However, the reason most females disliked such entertainment, is because by nature, they are peaceful human beings with no attraction to war games. This issue may prove to be a handicap in such a business as mine, because, Laser tag should be a game enjoyed by both sexes, it is a game similar to “hide and seek”. So, with the correct, and effective advertising, I believe that both genders will learn to enjoy Laser tag once they try it for the first time.  

Question 3:

        When asked, all the people that were interested had a preference as to where Lasermax should be built. The most popular response was Abdoun. This is probably so, because Abdoun is the main center of entertainment for most of the Jordanian youth (the people interested). This would also prove to be an effective location, because it is located in the “better-off” area of west-Amman, so the people who visit Lasermax from that area would have quite a lot of money to spend, as opposed, to a not so “well-off” person, who would not waste his family’s money on entertainment. However, there is one handicap in having Lasermax built in Abdoun, and that is the cost of land, nevertheless, that is not the issue in discussion because I am assuming that the land has been provided to me.  

Question 4:

        The majority of people interested were willing to pay 6JD and above, and the average of this general price band was 8JD for an hour of game time. This fact is most probably because, when people hear the term “laser”, they instantly think “expensive”, and then they begin to relate and compare prices with the only existing form of multimedia entertainment in Jordan (computers), which is 3JD’s per hour, to reach a fair price to them. This price would prove to be extremely successful assuming a reasonable amount of people visit.  

Question 5:

        The majority of the people interested in attending Lasermax were ready to visit it 7 times a month. That is approximately 2 times every 5 days, and that means (referring to the pre-teenagers who are the majority) two times every weekend. However, this figure is inaccurate because the people questioned over looked the fact that there is the summer holiday, and that they may visit Lasermax, much more during that period of time.

Question 6:

        Since Laser tag is a team game, those whom are interested must bring a team to play with, and by looking at my results, I have noticed that the majority of people want to bring with them a team that is made of more than 7 people. This is due to the fact that the more people that are playing, the more fun the game will be, and it is obvious that people are aware of that fact. This procedure could also save a lot of money on advertising, because it is advertising in itself.  

Question 7:

        Most of the people interested in going to Lasermax are willing to spend 4 to 6 hours on average, per visit. This figure, is also, inaccurate due to the fact that the questioned do not know what the game would be like, however, the purpose that this question serves, is showing me how excited the potential consumer (target market) is towards the opening of Lasermax.  

Question 8:

        The next question was straightforward, and very revealing. Asking if the questioned thought that Lasermax would be a successful business. When the results are looked at, they reveal that even the people who were not interested in the Lasermax project said that it would be a success in the Jordanian market. Once again, as stated before, this is because there is a gap in the market for such a fresh, new, exciting product, which would be a definite success.

Question 9:

        Most of those interested would visit Lasermax more during the holidays, this is a straightforward answer. However, a surprising result was that most of the rest of the people that were questioned chose to answer ‘Weekdays’ (this was a close percentage to ‘holidays’), this is probably due to the fact that the Pre-teenagers (the majority of those interested), do not have as many studies and responsibilities as the other age groups that were interested.  

Conclusion:

        By studying the analysis of my results, I have concluded the following about my theoretical backgrounds in order from first, to last:

• The first hypothesis, regarding the success of the business, according to my results, has been proven. And, as stated in my hypothesis, this answer is probably due to the fact that the Jordanian market has a gap for such a new, fresh product. This kind of product is also highly in demand because this generation is very interested in all forms of interactive multimedia entertainment. Assuming my field research about the success of the business was proven true, the success would be extremely high during its development and growth stages, because it would be a monopoly in the market.

• My hypothesis regarding the sex that shall use my product more was proven. This is probably due to the fact, that Laser tag is a game that is based on violence. However, it is a non-violent form of gaming, and is rather like the game of “Hide and Seek”. I believe that with the correct and effective advertising, the idea of laser tag being violent could be turned in the female public’s opinion.

• My third hypothesis regarding the location of my business was also proven. The main fact for this was that Abdoun is the area where almost all forms of modern entertainment are located; therefore, people would prefer to have all their entertainment located in one area for their comfort. Also, Abdoun would be a prime location for any form of entertainment targeted at the younger age group because that is the area where most of west-Amman’s youth go to “hang-out”, and will, by nature, see and gain interest in any new places that establish there.

• The hypothesis regarding the suitable prices to range between JD5 and JD8 has been proven. In fact, the average of the people questioned have chosen JD8 as a suitable price to pay. This is an excellent price, and will generate a very high profit margin for Lasermax.

• It was proven that the people questioned would visit Lasremax mostly during holidays; this naturally, refers back to the target age group, whom are mostly teenagers, and who are also most free during the holidays. However, another high percentage was those people who stated that they would visit Lasermax more during weekdays. They may also be true because once again, the majority, pre-teenagers, have less responsibilities than any of the other age groups asked, therefore would not be very busy with schoolwork during the week.

• My last hypothesis was disproved, I believed that the people asked would want to come to Lasermax in groups ranging from 4 to 6 people. However, the majority stated that they would prefer to visit in groups of 7 and above. This is also very good advertising on my behalf.

Hence, in conclusion I would like to state that in order to reach the targeted market successfully, laser max must do the following:

• Introduce and educate the market on its product.
• Carry out the proper advertising, that is suitable for the ages of 12 to 16 and that will also interest the female sex, and also carry out introductory promotions.
• Locate the main branch in Abdoun, and if successful, expand to other areas.
• Range the prices of an hour of game time between 6 to 8 JD.

These are the briefed first steps to reaching the targeted market, which was pinpointed by carrying out, and analyzing my field research. And, if these steps are carried out correctly, there is an extremely high chance of a booming success in the Jordanian market.

Also, while looking at my findings and analysis, I found out that there is a shortage of interactive multimedia entertainment in Jordan, and that the children of this generation have a “thirst” for new innovative forms of fun, and thus having a real need for such.    

Errors and Improvements:

        My results may not have been accurate because a sample of 100 people does not represent all of western-Amman’s population. This could have been improved if a much larger sample of people was asked, and in a diversity of areas in west- Amman.  

        In this coursework, I have assumed that all costs and land were present, this could have caused an extremely large problem in reality. I should research the costs more thoroughly for a more accurate study of a business.

        The people questioned may not have been honest about their results thus tarnishing my result’s effectiveness. There is no improvement for this except for asking the people who are being questioned to be honest.

        The people who were asked may not have any idea what Laser Tag would be like, and may have built an image in their minds, that is too great for reality, and may be disappointed when they visit the real thing. I should describe the reality of the game more, and make them visualize what it truly is. 

        The prices of land vary greatly with time, and may go up. So if a company decides to go on with the Lasermax project, they must study the land costs, especially in Abdoun where the prices increase greatly in short periods of time.