Porsche Marketing Analysis
Principles of Marketing
Customer Buying Decision Porsche
Ilia Abulashvili
February 6, 2014
Word Count: 2520
Table of Contents
Introduction Various models of consumer information processing suggest that, despite of the enormous amount of commercials available, consumers tend to consider a small set of alternatives when making purchase decision. The typical American consumer is exposed more than 300 advertisements per day. However consumer processes relatively low amount of commercials obtained. Thus the information processed can have numerous implications over his/her judgment. This is why corporations are trying to understand the decision making process in order to ‘influence’ existing and potential customers more efficiently. Traditional buyer decision process consists of 5 steps: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Postpurchase Behavior. Clearly the buying process starts before the actual purchase and continues afterwards. However marketers have to focus on the entire process rather than on the one aspect only. The following paper is aiming to evaluate consumer buying decision process with regards to Porsche Automobile Holding SE (shortened as Porsche).
Company Background Porsche is a former military, world known car manufacturer known for its unique design and characteristics. It has successfully identified niche market and provided with distinguished product. Corporation has created one of the strongest brand identities in the modern business world. It is known as classy, expensive, car of success. Even a person not aware of automotive sector knows the brand along with its main competitors: Ferrari, Lamborghini, Aston-Martin, Maserati, Mercedes-Benz and BMW. Corporation was founded in 1931 by Ferdinand Porsche in Germany. Company’s products even became one of the most favorite, of that times German’s Chancellor Adolf Hitler. The dictator stole the original beetle prototype
Customer Buying Decision Porsche
Ilia Abulashvili
February 6, 2014
Word Count: 2520
Table of Contents
Introduction Various models of consumer information processing suggest that, despite of the enormous amount of commercials available, consumers tend to consider a small set of alternatives when making purchase decision. The typical American consumer is exposed more than 300 advertisements per day. However consumer processes relatively low amount of commercials obtained. Thus the information processed can have numerous implications over his/her judgment. This is why corporations are trying to understand the decision making process in order to ‘influence’ existing and potential customers more efficiently. Traditional buyer decision process consists of 5 steps: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Postpurchase Behavior. Clearly the buying process starts before the actual purchase and continues afterwards. However marketers have to focus on the entire process rather than on the one aspect only. The following paper is aiming to evaluate consumer buying decision process with regards to Porsche Automobile Holding SE (shortened as Porsche).
Company Background Porsche is a former military, world known car manufacturer known for its unique design and characteristics. It has successfully identified niche market and provided with distinguished product. Corporation has created one of the strongest brand identities in the modern business world. It is known as classy, expensive, car of success. Even a person not aware of automotive sector knows the brand along with its main competitors: Ferrari, Lamborghini, Aston-Martin, Maserati, Mercedes-Benz and BMW. Corporation was founded in 1931 by Ferdinand Porsche in Germany. Company’s products even became one of the most favorite, of that times German’s Chancellor Adolf Hitler. The dictator stole the original beetle prototype