This aspect of the process would be considered the post purchase behavior. The traditional Porsche customer, follow the first stage 1 Need Recognition.
We have five steps in marketing decision making process which are; 1 Need Recognition 2 Information Search 3 Alternative Evaluation 4 Purchase Decision 5 Post-purchase Behavior Generally,first three steps of marketing decision making process are considered when a customer face a new or complex purchase situation.
As opposed to the traditional Porsche consumer who is concerned with the way the car sounds, vibrates, and feels, a consumer deciding between the Cayenne or Panamera will take into consideration factors such as size and practicality.
Psychological Factors beliefs and attitudes : the perception of social esteem among members of society led Porsche to develop cars that allowed users to feel as if they belonged to the exclusive market, without having to sacrifice their lifestyle.
Traditionally Porsche has developed a low volume and increasingly fragmented auto market. In this case it is the need for a new car. If all they needed was something to get them from point A to point B, they could find something much less expensive.
Question 1: Analyze the buyer decision process of a traditional Porsche customer. Need recognition.Focusing on the appearance of the vehicles more than the performance. Most of the traditional Porsche customer is a financially successful people, and who see themselves entrepreneurial. Analyze the buyer Decision process of a traditional Porsche customer. To the Porsche buyer, the car is something to be enjoyed. 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. Porsche has traditionally developed a low volume and increasingly fragmented auto market. In their opinion, by purchasing a Porsche, traditional customers purchase the exclusivity and luxury associated with the brand.
Fourthly, if they have decided to try in the previous step, they tries in this step. The availability of only a few high end models created an image of exclusivity.Their purchasing decision process is based on the exclusivity of the brand that is connected with the car owner. The Porsche was an alternative presented to consumers who could not afford a traditional Porsche, but wanted the image of the brand. Porsche has well. After trying new products, they adopt to these new models and Porsche makes so many sales. The only way the expectations are met comes from whether the consumer has been satisfied or not. Porsch started as a firm that sold design and engineering services to other carmakers. Traditionally Porsche has developed a low volume and increasingly fragmented auto market. For Porsche, this helps dwindle the evaluation of alternatives for their potential consumers. Those differences make changes in marketing decision making process. They seek exclusivity in all their endeavours, including the cars they drive, making Porsche the perfect buy. On the other hand, traditional Porsche customers skip most of the decision process and jumps right into the purchase decision. Question 3: Which concepts from the chapter explain why Porsche sold so many lower-priced models in the s and s? 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.
These customers are different as these particular customers have moved into different stages of life and need a larger vehicle to accommodate their needs but still have the drive as a Porsche since they still were fast just like their coupe counterparts.
Rather than doing this, Porsche appeals to a very narrow segment of financially successfull people as the price is very high due to good quality.