The buying decision process:
Need recognition Information Search Evaluation of alternatives Purchase decision and Post purchase behavior
Analyze the buyer decision process of a traditional Porsche customer. The traditional Porsche customer, follow the first stage
1) Need Recognition. Most of the traditional Porsche customer is a financially successful people who see themselves entrepreneurial. They are highly demanded. They buy the car to stand for their lifestyle. And the customer started 2) information search for the car, most of the customers will draw to Porsche. They admire their Porsche because it’s a competent performance machine without being flashy or phony. 3) Purchase decision: Most of the Porsche buyers are not moved by information but by feelings. Because Porsche represent luxury and challenging, customer will buy it in order to make difference or out of the ordinary.
Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer.
Traditional Porsche customer put more concentrate on the appearance; focus more attention on the new model. Have less pursue of the functional facilities. While customers for a Cayenne or a Pnamera, they know what certain type of car models they are suitable for, or know more information about some inner facilities like the utility vehicles of the cars.
Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? Macro environment insecureness:
•Where the loyal customers sufficient to
keep the company afloat.
•There was need for models for a bigger
Public (economic security)
•Need for (technological) innovation
The company wanted to survive and in order to do this they had to keep the loyal customers satisfaction lowing the cost allowing more people to buy. Also there models changed in design as well as price since they wanted to open...