company case 5

1. When analyzing the buyer decision process of a traditional Porsche customer I found that they primarily produce sports cars and mainly appeal to a selective market segment of economically stable and target the high class. The company purchases reflect themselves and personal achievement showing the customer why they should buy cars like Porsche. The customers purchase the product because it is a fun car to drive and enjoy and because of the brand name.
2. The traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer differs because of the market segment, who it targets and other factors that set the two apart. For example, Porsche has been producing bigger vehicles and expanding their market segment by coming out with a SUV model known as the Cayenne. The Cayenne is targeted to be more of a family car, this is important because families have a huge influence on buyer behavior and choices. The company also came out with cheaper cars to appeal to the middle and working class.
3. The concepts from the chapter that explain why Porsche sold so many lower-priced models in the 1970s and 1980s is that customers began to become dissatisfied with the image and performance. People were not as satisfied with the performance and look of the cheaper models. Even with the dissatisfaction the company was still able to show their economic stable and separate themselves from the lower class.
4. The positive and negative attitudes towards a brand like Porsche that they develop based on the customer target they decide to based their company on. The positive attitudes are from the wealthier people because they are able to purchase and have luxury cars when negative attitudes may come from the middle class individual or the lower class individuals because they have different needs and wants.
5. The role that Porsche brand play in the self-concept of its buyer is that is a successful company that holds to produce luxury vehicles to their consumers. They are focusing on appearance and the design. There are not many cars like Porsche out there they have a unique body and shape. I think it is important that they must keep up with the changing demands and wants of the consumers in order to continue to be successful.