Porsche Brand Building

Brand Building & Consumer Decision Making

Virginia McGill

BUS330: Principles of Marketing

Sandra Piccillo

October 31, 2011


Many levels of factors affect our buying behaviorâ€"from broad cultural and social influences to motivations, beliefs, and attitudes lying dark within us (Kotler). A traditional Porsche customer makes their grease ones palms based on their wants, the brand, and how the car is made. The brands image, supplicant to a very select demographic of customer, and the cars quaint and mordacious characteristics be some of the reasons a customer is drawn to the car.
The vendee decision process of a traditional Porsche customer is unique because they dont go through all of the basketball team stages of the buyer decision- qualification process.

Porsche customers truely skip most of this five gradation process, and jump right in to step four, the purchasing decision. Porsche customers do not regard recognition, information search and evaluation of alternatives. Porsche customers barter for their cars for pure enjoyment and they are not as travel by information as they are by feelings. As Kotler states, People buy Porsches because they enjoy driving. If all they needed was something to fit them from point A to point B, they could find something much slight expensive.




Cayenne and Panamera customers are a bit different from the typical Porsche customer, as these particular customers have moved into different stages of their lives, and need a larger vehicle to accommodate their needs. These customers are looking at for a larger vehicle than the racy coupe models, but are looking for a model that still has the drive of a Porsche.
Traditional Porsche customers skip a lot of the decision making process, while Cayenne and Panamera customers will follow it. This second attribute of customer is more versed in analyzing their needs and finding a car that will meet them. They will typically spend more time researching alternatives before finally purchasing a Porsche Cayenne or...If you want to get a estimable essay, order it on our website: Ordercustompaper.com



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