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Porsche Case

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1) Analyze the buyer decision process of a traditional Porsche customer.
Porsche is shortened version of Porsche Automobil Holding SE. It was founded by Ferdinand Porsche and it is a German holding company with investments in the automotive industry. Its products are luxury cars.
Normally, the buying decision process includes five stages, which are 1. Problem/Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behavior. So according to the buyer decision process of a traditional Porsche customer we can definitely say that it is different from the others. Obviously, there is one particular reason for that: a traditional Porsche customer does not deeply analyze all five stages and jumps into purchase decision. He does not need detailed recognition, information search, and evaluation of alternatives. He makes the purchase based on his wants, the brand, and how the car is made. Going through those stages we can see following peculiarities.
1. Problem/Need recognition.
A typical Porsche car buyer is a financially successful person that loves a challenge. They are hardworking people and set high goals in everything they do. These costumers separate themselves from the mass and feel attracted to exclusive sophisticated things and expect the cars that they drive in to satisfy this feeling and exclusivity.
2. Information search.
In information search the consumer searches about the product which would satisfy the need which has been recognized by the consumer in the stage previous to this one. In this case, the product that would satisfy the need of the consumer would be a sports car.
3. Evaluation of alternatives.
A Porsche buyer sees a car as transportation vehicle that is not only for transportation but also as a vehicle that must be fun to drive and needs to be enjoyed. A normal car driver bases his opinion on factors like: fuel economy, size, price and other practical things. As for Porsche potential buyer we can say that practical aspects become secondary. The personal attitude and prestige play the bigger role for them.

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