Porsche Case
Case 2: Porsche
1. Analyze the buyer decision process of a traditional Porsche customer
Recognition
Financially successful people wanting a car for a high status because they think of themselves as “entrepreneurial” and set high goal for themselves and work very hard to meet them. These people feel like they are not like the rest and the Porsche mirrors the way they look at themselves.
Information Search
The information will include the evaluation of alternatives seeing which will satisfy the need to be different or exclusive. They would find that Porsche is exclusive because not a lot of people have it and it is more of a challenge to drive. It is a sports car, and the engine is in the back not the front. People who look into buying this car will look at the status, uniqueness, or what fits their personality the most because its more of an accessory rather than a car to get them from point A to point B. This would be how the car would make them feel rather than the facts of MPG or anything like that, its more of what fits their personality.
Evaluation of Alternatives
The Alternatives could be just to get a “utility car”, which gets you from point A to point B like Toyota, Honda, or Chevrolet. The other higher status alternatives would be Mercedes, Ferrari, or Jaguar. They would go back to information Search and see which car best fits their personality. They can also look at the selected few of the different types of Porsches and the variation that they provide.
Purchase Decision
If they had an intention of buying a Porsche in the first place they would most likely buy it. Unless there is a financial crisis and they are not able to pay for it because of something that happens suddenly that was not planned. Another reason they might not buy it is because their peers or the status of the Porsche changes and is not as exclusive which does not satisfy their expectation of what they wanted.
Post-purchase Behavior
When people buy a Porsche they
1. Analyze the buyer decision process of a traditional Porsche customer
Recognition
Financially successful people wanting a car for a high status because they think of themselves as “entrepreneurial” and set high goal for themselves and work very hard to meet them. These people feel like they are not like the rest and the Porsche mirrors the way they look at themselves.
Information Search
The information will include the evaluation of alternatives seeing which will satisfy the need to be different or exclusive. They would find that Porsche is exclusive because not a lot of people have it and it is more of a challenge to drive. It is a sports car, and the engine is in the back not the front. People who look into buying this car will look at the status, uniqueness, or what fits their personality the most because its more of an accessory rather than a car to get them from point A to point B. This would be how the car would make them feel rather than the facts of MPG or anything like that, its more of what fits their personality.
Evaluation of Alternatives
The Alternatives could be just to get a “utility car”, which gets you from point A to point B like Toyota, Honda, or Chevrolet. The other higher status alternatives would be Mercedes, Ferrari, or Jaguar. They would go back to information Search and see which car best fits their personality. They can also look at the selected few of the different types of Porsches and the variation that they provide.
Purchase Decision
If they had an intention of buying a Porsche in the first place they would most likely buy it. Unless there is a financial crisis and they are not able to pay for it because of something that happens suddenly that was not planned. Another reason they might not buy it is because their peers or the status of the Porsche changes and is not as exclusive which does not satisfy their expectation of what they wanted.
Post-purchase Behavior
When people buy a Porsche they