Case Study: Porsche [PDF]

Zitiervorschau

Company: (Automobile Industry) Porsche Automobile Holding SE

Founder • Ferdinand Porsche (in 1931) Owner • Porsche Family & Qatar Investment Authority (10%)

First two decades, the company built Volkswagen Beetles of Germany citizens and tanks and Beetles for the military.

Need Recognition

Information Search

Alternative Evaluation

Purchase Decision

Postpurchase Behaviour

The first stage of the buyer decision process, in which the consumer recognizes a problem or need.

The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply heightened attention or may go into an active information search.

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

The buyer’s decision about which brand to purchase.

The stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction with a purchase.

Porsche’s customers skip three decisions process, and go right to the purchase decision.

Basically, the consumers go through all the buyer decision process when they face a new and complex purchase situation.

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Information Search

Alternative Evaluation

Purchase Decision

The consumers already knows about the exclusivity and highly reputation of their unique and distinctive productions.

Post purchase Behaviors

Cayenne

Panamera

Is a five seat midsized luxury crossover.

Is a full sized luxury car.

5 doors SUV.

5 doors fastback.

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Information Search

Alternative Evaluation

Purchase Decision

The customer always bear in their mind that Porsche is “the one and only” car with the exclusivity and highly distinctive.

Postpurchase Behaviour

Adoption Process

Awareness

Interest

Evaluation

Trial

Adoption

Negative

Positive

Attitudes

Attitudes

Middle Uppers Upper Uppers

Social Class and Group (Upper Class)

If the price is affordable to all people, it will destroy the high level social status of the brand.

Porsche has appealed to a very narrow segment of financially successful people as the price was very expensive due to the good quality.

Porsche manage to create a brand of exclusivity and uniqueness without the argumentation from others. Next, put their buyer in their own class of exclusivity.