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    Marketing Assignment Chapter 5

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    zeeocracy
    1. The document analyzes the buyer decision process for traditional Porsche customers versus buyers of the Cayenne and Panamera models. Traditional Porsche buyers seek exclusivity and skip the initial decision stages, prioritizing their relationship with the car. Cayenne/Panamera buyers undergo each decision stage and evaluate alternatives that meet their needs for space and speed. 2. The document also contrasts how positive and negative brand attitudes toward Porsche develop. Positively, buyers want to show status and exclusivity. Negatively, catering to the masses harms the niche image. Porsche previously increased sales of more affordable models but lost core customers, though regained image in the 1990s by returning to roots. 3

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    Marketing Assignment Chapter 5

    Uploaded by

    zeeocracy
    8K views5 pages
    1. The document analyzes the buyer decision process for traditional Porsche customers versus buyers of the Cayenne and Panamera models. Traditional Porsche buyers seek exclusivity and skip the initial decision stages, prioritizing their relationship with the car. Cayenne/Panamera buyers undergo each decision stage and evaluate alternatives that meet their needs for space and speed. 2. The document also contrasts how positive and negative brand attitudes toward Porsche develop. Positively, buyers want to show status and exclusivity. Negatively, catering to the masses harms the niche image. Porsche previously increased sales of more affordable models but lost core customers, though regained image in the 1990s by returning to roots. 3

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    1. The document analyzes the buyer decision process for traditional Porsche customers versus buyers of the Cayenne and Panamera models. Traditional Porsche buyers seek exclusivity and skip the initial decision stages, prioritizing their relationship with the car. Cayenne/Panamera buyers undergo each decision stage and evaluate alternatives that meet their needs for space and speed. 2. The document also contrasts how positive and negative brand attitudes toward Porsche develop. Positively, buyers want to show status and exclusivity. Negatively, catering to the masses harms the niche image. Porsche previously increased sales of more affordable models but lost core customers, though regained image in the 1990s by returning to roots. 3

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    8K views5 pages

    Marketing Assignment Chapter 5

    Uploaded by

    zeeocracy
    1. The document analyzes the buyer decision process for traditional Porsche customers versus buyers of the Cayenne and Panamera models. Traditional Porsche buyers seek exclusivity and skip the initial decision stages, prioritizing their relationship with the car. Cayenne/Panamera buyers undergo each decision stage and evaluate alternatives that meet their needs for space and speed. 2. The document also contrasts how positive and negative brand attitudes toward Porsche develop. Positively, buyers want to show status and exclusivity. Negatively, catering to the masses harms the niche image. Porsche previously increased sales of more affordable models but lost core customers, though regained image in the 1990s by returning to roots. 3

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 5

    Marketing assignment: Case study on

    Porsche, Chapter 5

    Submitted by- Zishan Mahmud


    Roll ZR 106, Section B
    BBA 22nd

    Submitted to- Rafia Afrin


    Course instructor,
    Principles of Marketing

    Question 1: Analyze the buyer decision process of a traditional Porsche customer.


    Answer: Buying a product goes to 5 different stages, which are:
    1. Need recognition.
    Porsche car buyers are characterized by their ambition and love for challenges, coupled with a
    financial advantage not enjoyed by most. They seek exclusivity in all their endeavours, including
    the cars they drive, making Porsche the perfect buy.
    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
    While other car buyers evaluate alternatives based on criterion that satisfy practical needs, like
    fuel economy, maintenance costs, etc. Porsche buyers tend to view a car not just as a convenient
    mode of transportation, and hence set different parameters. To the Porsche buyer, the car is
    something to be enjoyed. A Porsche buyer looks at other things such as the sound, horse power,
    handling, speed. As the car only needs to accomplish these tasks, the potential client will search
    for alternatives from different types of Porsche cars or different brands to weight all possible
    alternatives that suit the expectations.
    4. Purchase decision
    After the consumer has evaluated all the options and intends to buy the product, there could be
    now only two things which might just change the decision of the consumer of buying the
    product: What the other peers of the consumer think of the product and any unforeseen
    circumstances. Unforeseen circumstances for example in this case could be financial losses,
    which lead to not buying of the product.
    5. Post purchase Behavior
    The Porsche buyer expects a certain level of performance not from the car only but also from its
    manufacturer. It is up to the company to react to its customers needs and ensure that they do not
    suffer from post-purchase misgivings, and thus creating a loyal customer base which wont
    switch brands.

    Question 2: Contrast the traditional Porsche customer decision process to the decision process
    for a Cayenne or Panamera customer.
    As already was mentioned, while buying a product the consumer goes through five different
    stages, which are:
    Problem/Need Recognition Information Search Evaluation of Alternatives
    Purchase Post Purchase BehaviorTraditional Porsche buyers tend to skip the first three steps altogether and jumps right into the
    purchase decision. They are more concerned with building personal relationships with their cars
    and the exclusivity it provides than with the convenience of a Cayenne or Panamera.
    On the other hand, Cayenne and Panamera buyers go through each step in the process from the
    top. They are obviously new to the Porsche family and recognize their need for space combined
    with speed. They would thus evaluate all the available alternatives and go for the car best
    tailored to their needs, in this case the Cayenne or Panamero, before making an actual decision to
    purchase the car.
    Question 3: Which concepts from the chapter explain why Porsche sold so many lower-priced
    models in the 1970s and 1980s?
    Answer: Porsche had differentiated its products so the buyers decision process also became
    different for the new products. Adoption process explains why Porsche achieved high sale in the
    given time period. Adoption process is defined as the mental process through which
    an individual passes from first hearing about an innovation to final adoption. Firstly the customer
    becomes aware of the models but they do not have adequate information about these new
    models. Secondly, they learn what is new in the new models. Thirdly, they make assumption if it
    is worth trying these products, and fourth, implement the decision. After trying new products,
    they adopted the new models and Porsche made so many sales.

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

    Answer: Positives:
    The positive attitudes toward a brand like Porsche are developed by social factors. Customers
    buying a Porsche want to show their status and separate themselves from the mass.
    Negatives:
    The negative attitudes are developed when customers are not satisfied with the product image,
    when it caters to the mass instead of remaining a niche product. Porsche should keep the image
    of their high performance and the behalf of upper social level of customer, who enjoy the
    experience of driving (feeling) rather than transportation (functional)
    How did Porsche change the attitude toward the brand?
    There are several ways for a brand to change their image.
    Line extension
    Multi Branding
    New brand
    Brand Extension
    Porsche decided to use Line Extension
    In the early 70's Porsche introduced two new models, the 914 and the 924 with the purpose of
    increasing their sales volume since these models were much more affordable.
    Although after the introduction of these models the brand experienced an increase of these so
    called mass over class cars in sales, the brand saw a decrease of core customers. These core
    customers which were appealed to the ''exclusive, high performance and qualities aspects of a
    Porsche' were now turned off.
    However their brand lost their well build image Porsche managed to change their negative image
    into a positive image by the 90's. This was achieved by going back to their roots, producing
    exclusive dream cars in which high class people could identify themselves.
    Question 5: What role does the Porsche brand play in the self-concept of its buyers?
    Porsche helps its customers to develop a self-concept of wealth and success. Porsche is
    developed to be a rather unusual product, a special car meant for special people. Porsche is

    developed for the higher-classes. Porsche customers buy Porsches because they want to be seen
    and want to show off with their wealth and success.
    Thats one of the reasons why Porsche realize that customers buy Porsche for its appearance
    rather than functionality.
    Quoted, Most Porsche buyers are not moved by information but by feelings. A Porsche is like a
    piece of clothing something the owner wears
    This brand allows people to live through an image that is developed by the brand, which is aimed
    at reflecting ones success and wealth.
    By creating significant reputation about their product and the name they fulfill their customers
    needs and self-concept. Porsche sells its products to a certain class of individuals who want to
    stand out above everyone else

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