Free Essay

Porsche

In: Business and Management

Submitted By simplygreat
Words 613
Pages 3
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1) Analyze the buyer decision process of a traditional Porsche
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customer.
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1. Need Recognition
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- Financially successful people, show themselves with the
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right car. Image of exclusivity. They want their car to represent how successful
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they are.
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2. Information search
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– information search for the right car to represent how successful they are. .Strong and satisfying feelings. Low volume and increasing fragment auto market. creating an image of exclusivity.
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3. Evaluation of alternatives -
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4.Purchase decision
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– consumer expectation and satisfaction
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5.Post purchase behaviour
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- loyalty
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------------------------------------------------- 2) Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.
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Traditional
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1. Need Recognition
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- Financially successful people, show themselves with the
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right car. Image of exclusivity. They want their car to represent how successful
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they are.
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(2. Information search )
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– Buyers actually do not need information search process much . Because they like Porsche because it is just Porsche
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(3. Evaluation of alternatives)
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- matchless , anything can alternate Porsche for its loyal customer
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4.Purchase decision
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– consumer expectation and satisfaction
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5.Post purchase behaviour
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- loyalty
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Cayenne
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1. Need Recognition
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-looking for both family car and speed.
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-having a larger vehicle that can seat more than 2 people.
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2. Information search
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- a sport utility vehicle designed to a family style.
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- seated more, but was developed as a luxury vehicle.
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3. Evaluation of alternatives
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- Is their any car to handle both luxurious and practical points?
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4.Purchase decision
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5.Post purchase behaviour
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customer adopted the new model and remains the loyalty to Porsche because of the wonderful and enjoyable experience of performance and luxury
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------------------------------------------------- 3) Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s?
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Cultural Factors(social class): having a Porsche always means to upper social class, and having a Porsche could relate customer to an upper class level. The concepts of cultural factors, the values of a Porsche are high and it's a want of customers, when these wants is affordable to customers, they will buy it. In the 1970s and 1980s, Porsche created 914 which is lower price than ever.
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Personal Factors(Economic Situation): in 1970s and 1980s Porsche considered the people with the lower incomes, so they produced affordable vehicles based on the social class, the status, and the family needs more practical model than former model.
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Psychological Factors(Beliefs and Attitudes): the perception of social need and esteem needs motive customer to the market of cheap sport car with an image of upper class.
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4) Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
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Porsche can change customer attitude by its performance in place of the consumers’ expectations, by high performance that keeps up the customer image high and unique, where they enjoy the experience of driving rather than transportation. Porsche should keep the image of their high performance and the behalf of upper-social level of customer, who enjoy the experience of driving rather than transportation.
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/// + Exclusivity, social factors, Performance. Customer buying a Porsche wants to show their status and separate from the lower class – mid class cars, loosing loyal customers. Customers are not satisfied with the produced image.
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5) what role does the Porsche brand play in the self-concept of its buyers?\
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Porsche brand developed one’s sensing of the self-concept, and the self-image of being successful and wealthy by :
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1) Producing very unique and luxurious vehicles.
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2) Focusing on the appearance of the vehicles more than the performance
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3) Focusing on designing vehicles that would reinforce the feeling of success and reflecting the customers’ high self-esteem, their roles, and their status.
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...[pic] [pic] by: ....... 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......

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