Porsche 928
1) Analyze the buyer decision process of a traditional Porsche customer.
For products purchase, a customer who needs a certain product does not straight jump to purchase decision as right decision would not be so easily made, especially for high involvement products such as cars. The buyer decision process is the decision making process undertaken by consumers, which consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and lastly post-purchase behaviour.
If we analyze the buyer decision process of a traditional Porsche customers stepwise, we can see that they buy Porsche because they see themselves in it. Now, let’s elaborate..
a) Need recognition; The profile of a Porsche car buyer is financially successful person that loves challenge. Basically, Porsche is more than a utility car for its buyers. Its customers’ motive is to enjoy the car not just use it. Financially successful people are the main customers of Porsche. They want their car to represent how successful they are. This brand itself is an image of exclusivity. Hence, we can say that the buyers of Porsche do not primarily need a car for transport. Rather, they buy it for satisfaction, enjoyment and uniqueness regardless of the car’s price, size, fuel economy and other practical considerations.
b) Information search: Traditional Porsche buyers search information for the right car to represent how successful they are. As the brand is popular for its distinctiveness, their buyers do not really get affected by the information but by strong and satisfying feelings. As Porsche’s low volume and fragmented auto market enhances its matchlessness, the buyers do not need information search process much.
c) Evaluation of alternatives: Traditional Porsche’s customers are totally focused on a car which reflects their identity. These individuals see themselves not as part of the regular world but as exception
For products purchase, a customer who needs a certain product does not straight jump to purchase decision as right decision would not be so easily made, especially for high involvement products such as cars. The buyer decision process is the decision making process undertaken by consumers, which consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and lastly post-purchase behaviour.
If we analyze the buyer decision process of a traditional Porsche customers stepwise, we can see that they buy Porsche because they see themselves in it. Now, let’s elaborate..
a) Need recognition; The profile of a Porsche car buyer is financially successful person that loves challenge. Basically, Porsche is more than a utility car for its buyers. Its customers’ motive is to enjoy the car not just use it. Financially successful people are the main customers of Porsche. They want their car to represent how successful they are. This brand itself is an image of exclusivity. Hence, we can say that the buyers of Porsche do not primarily need a car for transport. Rather, they buy it for satisfaction, enjoyment and uniqueness regardless of the car’s price, size, fuel economy and other practical considerations.
b) Information search: Traditional Porsche buyers search information for the right car to represent how successful they are. As the brand is popular for its distinctiveness, their buyers do not really get affected by the information but by strong and satisfying feelings. As Porsche’s low volume and fragmented auto market enhances its matchlessness, the buyers do not need information search process much.
c) Evaluation of alternatives: Traditional Porsche’s customers are totally focused on a car which reflects their identity. These individuals see themselves not as part of the regular world but as exception