Porsche: Guarding the Old While Bringing in the New

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Submitted By mimacuevas
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1. Analyze the buyer decision process of a traditional Porsche customer. What conclusions can you draw? The most important is the image of exclusivity the car provides. The care represents how successful they are and is like a self-image.; it stands for the things owners like to see in themselves and their lives. Need Recognition Financially successful people Information Search Strong and satisfying feelings Evaluation Alternative Accomplish daily task Purchase Decision Purchase intension & purchase decision
Portpurchase Behavior Consumer expectation and satisfaction

2. How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera customer? A traditional Porsche customer is more about the way the car sounds, vibrates and feels. A Cayenne or Panamera looks for both, a family car and speed. Evaluation of Alternative The Porsche customers need to indentify whether they will choose for a common model produced or sport utility vehicle. For instance, most Porsche customers prefer on luxury car such as Porsche 911 which has a speed satisfaction. Postpurchasae behavior Some Porsche customers expect that Porsche Cayenne is sport utility vehicles but they dissatisfied with the performance. For instance, one journalist said that the Cayenne does not feel like and SUV but rather like a Porsche.
3. Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? A different class of people was then able to have a taste of exclusivity. The concepts of Cultural Factors, the values of a Porsche are high and it’s a want to consumers, when these wants is affordable to customers, they will but it.
4. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes…...

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