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Porsche Case Study

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Porsche Case Study
Michael S. Culver
Embry Riddle Aeronautical University
April 14, 2016

Porsche Case Study
1. Analyze the buyer decision process of a traditional Porsche customer.

The buyer decision process of a traditional Porsche customer reflects the four factors influencing consumer behavior; cultural, social, personal, and psychological. Porsche targets the affluent and creates a culture of exclusivity in owning a Porsche. The typical customer buys into this culture and buys the car for these reasons. Porsche owners tend to believe they are their own Social class.
Porsche customers’ social factors are driven by roles and status. Porsche owners feel that have a certain status and the Porsche vehicle reflects that role or status to others when they are seen driving it.
The personal factors that drive a Porsche customer are economic situation and lifestyle. Porsche customers are generally in a higher economic class and they don’t like if their car is affordable to the masses. Porsche owners also feel that owning the care is a lifestyle, driving the car is an adventure.
The psychological factors of a Porsche customer are their beliefs and attitudes. Porsche buyers truly believe they are in a class all by themselves and display that confident and exclusive attitude when driving the car. (Kotler, Armstrong, 2014, pg. 137-151)
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer.
The customer decision process of a traditional Porsche owner to Cayenne customer or a Panamera customer has many similarities. Both customers want the high-end product and exclusivity of owning a Porsche. They both expect the same fun driving characteristics of the brand and want to be seen in it. The major difference between the traditional Porsche owner and the Cayenne or Panamera buyers are the Cayenne and

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