Nintendo’s continued success
Introduction
Who have never heard about Nintendo? Nintendo Company, Ltd. has been created in 1889 by Fusajiro Yamauchi with the main goal of producing “hanafuda” cards, which is a traditional Japanese game. Based in Kyoto, the company changed its business and has become well-known all over the world for its numerous innovations in interactive entertainment. Nintendo has been manufacturing and selling hardware and software for systems such as Wii, Nintendo DS and Nintendo DSi from the 1980’s. Mario, Donkey Kong, Pokémon, or Zelda for the most famous characters from Nintendo’s video games, still are great classic nowadays and are recognisable by most of people. The corporation is now one of the most popular and the leader of the video games market. It could be argued that its continued success as a gaming company is due attributable to an understanding of the psychology of marketing and consumer behaviour. This assignment will evaluate the extent to which Nintendo have successfully applied the theories and topics studied as part of the module of Psychology of Marketing. Each part of this assignment will consider a different aspect of the consumer behaviour: perception, attitude, motivation and involvement.

“Customer perception is reality”
(Piercy, 2009) “What is the first thing that pops into your head?” This is the question asked by Brand tags, a website which registers words or phrases sent by internet users who answer this question about brands. Thus, this website can provide the way people think about brands. When users were asked about Nintendo, many words or expressions have been answered. Here are the most common and repeated words: “Super Mario”, “games”, “fun”, “Wii”, “old school”, “kids”, “gaming”, “video games”... These words represent the perception people have about Nintendo. More precisely, the perception could be define as the process by which physical sensations such as sights, sounds, and smells are selected,