Porsche Case Study
Case Week 2: Porsche
(40 points)
Please read the case on page 171-173 and answer the following questions:
Question 1: analyse the buyer decision process of a traditional Porsche customer. (10 points)
There are five steps to analyse the buyer decision process they are, need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour.
Porsche drivers don’t need to go through all these steps you can see above. Porsche drivers purchase their car because of the wants not the needs. Porsche’s unique and often dangerous characteristics and the brands appeal to a very narrow segment of financially successful people are some of the reasons Porsche’s customers are drawn into them. Porsche customers purchase their cars for pure enjoyment and they are not moved by the information but by feelings. Question 2: contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. (10 points)
Cayenne and Panamera customer’s decision process is different than the decision process of a traditional Porsche driver. The customer has to choose if it wants a SUV or a 4 seated sedan. In this case the buyer has to think about the needs. The potential customer also has to go through the information search process because they need more information about the car then most traditional Porsche buyers.
Question 3: which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s en 1980s? (10 points)
Economic situation. Porsche focused on a lower class than they did before. They made models that were less expensive, a new class was now able to afford a Porsche. This all had to do with the economy in the ’70,s and ’80,s.
Questions 4: Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? (5 points)
A positive attitude towards Porsche is that the brand represents
(40 points)
Please read the case on page 171-173 and answer the following questions:
Question 1: analyse the buyer decision process of a traditional Porsche customer. (10 points)
There are five steps to analyse the buyer decision process they are, need recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour.
Porsche drivers don’t need to go through all these steps you can see above. Porsche drivers purchase their car because of the wants not the needs. Porsche’s unique and often dangerous characteristics and the brands appeal to a very narrow segment of financially successful people are some of the reasons Porsche’s customers are drawn into them. Porsche customers purchase their cars for pure enjoyment and they are not moved by the information but by feelings. Question 2: contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. (10 points)
Cayenne and Panamera customer’s decision process is different than the decision process of a traditional Porsche driver. The customer has to choose if it wants a SUV or a 4 seated sedan. In this case the buyer has to think about the needs. The potential customer also has to go through the information search process because they need more information about the car then most traditional Porsche buyers.
Question 3: which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s en 1980s? (10 points)
Economic situation. Porsche focused on a lower class than they did before. They made models that were less expensive, a new class was now able to afford a Porsche. This all had to do with the economy in the ’70,s and ’80,s.
Questions 4: Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? (5 points)
A positive attitude towards Porsche is that the brand represents