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Porsche Case Study

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Table of Contents

Question 1 : Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw? 3

Question 2: How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera customer? 4

Question 3: Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? 5

Question 4 : Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? 6

Question 5: What role does the Porsche brand play in the self-concept of its buyers? 7

Conclusion: 8

Question 1 : Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw?

Buying a product goes to 5 different stages, which are:

1. Need recognition. The profile of a Porsche car buyer is a financially successful person that loves a challenge. They’re hard working people and set high goals in everything they do and often have white collar jobs. These customers separate themselves from the mass and feel attracted to exclusive sophisticated things and expect the cars that they drive in to satisfy this feeling of 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
As Porsche buyer sees a car as transportation vehicle that’s not only for transportation but also as a vehicle that must be fun to be driven and needs to be enjoyed. A normal car driver only...

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