Porsche Case

1031 words 5 pages
Porsche Q+A of group 1

The buying decision process:
Need recognition Information Search Evaluation of alternatives Purchase decision and Post purchase behavior

Question 1
Analyze the buyer decision process of a traditional Porsche customer.
The traditional Porsche customer, follow the first stage
1) Need Recognition. Most of the traditional Porsche customer is a financially successful people who see themselves entrepreneurial. They are highly demanded. They buy the car to stand for their lifestyle. And the customer started
2) information search for the car, most of the customers will draw to Porsche. They admire their Porsche because it’s a competent performance machine without being flashy or phony.
3) Purchase decision: Most of the
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Daddy already got his Porsche. But can they fit in with four? No! Porsche stands for the fast sports cars for 2 persons. But Porsche brought in 2010 the Porsche Panamera. And introduced it as the family car for rich people. This model affects new consumers, families. This also changes the consumer attitudes to the brand. Because people would think: hey, Porsche actually listen to its customers and comes with an family car.

Question 5

What role does the pore brand play in the self- concept of its buyers?

Porche brand plays an immense role in the self-concept of buyers. Porche is a unique company that makes cars for a small and distinctive segment of automobile buyers. Since its early days, porche has attracted a very narrow segment of financial successful people. These succesful people who see themselves as entrepreneurial (own bussines), These individuals see themselves not as a part of the regular world but as exception to it. They buy porches because the car reflects their self-image; its stands for things owners like to see in themselves and their lives .Most of us buy what porche executives call utility vehicles, we buy cars primarily to go to work, use to tranport family and so on. We base buyi ng decisions on features such as price, fuel economy and other practical considerations. But Porche is more than utility car. Its owners see it as a car to be enjoyed not


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