Problem statement and sub-questions

Prices between antivirus software fluctuate by a few dollars; the user often does not have the capabilities to truly evaluate software effectiveness either before the purchase or after it. He does not feel any gratification in possessing it but he is ready to criticize it if it creates problems. These circumstances generate an anomalous scenario both for the company, that has to persuade the consumer and also for the consumer that has to make a choice with little information and stimuli.
Therefore, how does the consumer make his choice? Which aspects drive his decision towards one program rather than another? Which elements stimulate the antivirus switch? What needs does the antivirus software have to satisfy? It certainly has to effectively protect for viruses, but what does it mean for a non-expert to have his antivirus “working efficiently”? A program that works quietly in the background or a more thoughtful program that continuously intervenes?

A distinction was made between home users and business users. But within the home-user segment, there is another distinction to be made. People have different propensities and different expertise when it comes to technology. Therefore, I outline two new profiles: expert user and non-expert user. These two segments may have different needs and different perceptions regarding “what is important” for an antivirus. So, I want to study the factors, if there are any, that drive the choice of a expert and a non-expert user. Which factors determine their satisfaction?

The recent trend of the antivirus industry is to bundle several functions in one product. Norton 360 and McAfee Total Protection are clear examples. Symantec turned to storage software and recently to utility software; my expectation is that Norton will further broaden its functions. For some users the total protection of their ecosystem through a single product may be a safety belt while other users may prefer more “diversity” in managing their infrastructure. So, what is the consumer attitude towards all-in-one suites? Are there differences between expert and non expert user?

We’ve seen that there is a big split in the industry: on one hand we have shareware, on the other freeware. Although freeware programs may be inferior in their effectiveness and more limited in their functions, consumers may perceive shareware products as unnecessary, obsolete and unmarketable if similar functionality is available for free. What is the attitude towards freeware? Which segment is more favourable to freeware? Why? What’s the role of price sensitivity? Freeware developers have little possibility to generate revenues and therefore have less marketing and advertising power. So I ask myself: what is the level of awareness regarding the presence of freeware antivirus software? What are their perceived strengths and weaknesses?