Introduction

Porsche is a German holding company that makes cars for a small and distinctive
segment of automobile buyers that was founded in 1931 by Ferdinand Porsche. The man
who designed the original Volkswagen Beetle, Adolf Hitlers peoples car, one of the
most successful car during that time.
In the 1950s and 1960s, Porsche sold very few models. The company created an image of
exclusivity. A Porsche is more than a utility car. Its owners see it as a car to be enjoyed,
not just used. Most Porsche buyers are not moved by information, but by feelings.
After that, Porsche plan to change from niche to numerous because the top management
worry that the quirky nature of the Porsche buyers might run out on them. This lead
Porsche to extend its brand outside the box. In the early 1970s, Porsche introduce some
new models that was much cheaper than before. This meant that a different class of
people could afford a Porsche. But the loyalists never really accepted these models as
real Porsches. The loyalists were not at all happy that they had to share their brand with
a customer who didnt fit to own a Porsche. The launch of the 914 model has increase the
number of sales of the company as this model is more affordable compared to its sibling
911. The 914 was equipped with smaller engine and this means less performance.
In 2002, Porsche jumped into SUV and introduced Cayenne. Porsche also unveiled
its large vehicle in 2010, which is called Panamera. Porsche has added a Hybrid variant to
Panamera to meet the rising demand of fuel efficiency vehicles.

Objectives
1. Analyze the buyer decision process of a traditional Porsche customer.
2. To determine the determine the traditional Porsche buyer towards its
transformation.
3. To determine the factors that influence the consumer behaviours.
4. To analyze the publics view towards the brand like Porsche
5. To analyze what does Porsche meant to their loyal buyers.

Question 1
Analyze the buyer decision process of a traditional Porsche customer.

Need recognition

Information Search

Evaluation of
alternatives

Postpurchase
behavior

Purchase decision

a) Need recognition
In this stage, the buyer will recognizes a problem or need. For this case, most of the
traditional Porsche customer are financially successful people. The traditional Porsche
customer set very high goals for themselves and then work doggedly to meet them. And
they expect no less from the clothes they wear, the restaurant they go to, or the cars they
drive. The traditional Porsche customer buy the Porsche is to represent how successful
they are and represent their identity. The traditional Porsche customer buy the Porsche is
as a car to be enjoyed, not just used.
b) Information Search
After recognize the need, the interested consumer may or may not search for more
information. Consumers can obtain information from many sources. These include
personal sources, commercial sources, public sources and experiential sources. In this
case, the traditional customer are financially successful people and they see the Porsche
as a car to be enjoyed, not just used. Hence, most of the Porsche buyers are not moved by
information, but is moved by feelings. They will search the Porsche that which can
provide the satisfying feelings to them. Some of them has a very strong and satisfying

feeling of it, so they may no need to do information search.

c) Evaluation of alternatives
The third stage is alternatives evaluation. The normal car buyer will evaluate base on
the features such as price, size, fuel economy and other practical considerations. But a
Porsche is more than an utility car, so the traditional Porsche customer will evaluate more
by feeling of enjoyment.
d) Purchase decision
After evaluate all the choices, the traditional Porsche customer would be having the
intention to purchase the product. Most of them will buy the Porsche because Porsche
represent the luxury, they buy it in order to make a different with others to represent their
successful.

e) Postpurchase behavior
After purchasing the product, the consumer will either be satisfied or dissatisfied and
will engage in postpurchase behavior of interest to the marketer. If the Porsche meets the
expectations of customer, the customer is satisfied and will continue purchase the Porsche
in the future. But if the Porsche falls short of expectations, the customer will
disappointment and may not purchase Porsche anymore and will purchase from others
brands.

Question 2
Contrast the traditional Porsche customer decision process to the decision process for a
Cayenne or Panamera customer.
Based on the story we know that Cayenne and Panamera is a SUV car that Porsche had
made. Where Cayenne is the first car made with 5 seats while Panamera is made with 4
doors luxury sporty car.
By using buyer decision process including the 5 processes which are;
i)

Need recognition

Both buyers will have the need to buy a car that can nicely fit the number of families in
the car itself. So that, buyers will have more tendency to buy a SUV car like Cayenne and
Panamera.
ii) Information search
Buyers will have their own ways in order to find more information about the car they
want to buy.
iii) Evaluation and alternatives
In this stage, usually buyers will make comparisons about the specification before
choosing a car. Like Cayenne and Panamera, they need to know more about the
specifications of the cars.
iv) Purchase decision
Normally, buyers will buy the most preferred one. They can either forgo Cayenne or
Panamera, or they can delayed the purchase of the car they made.
v) Postpurchase behaviour
Buyer will assesses the most wanted SUV car and they determined and satisfy with the

purchased.

The differences between traditional Porsche customer decision process and the decision
process for a Cayenne or Panamera customers are traditional Porsche customers see that
it is not only act as utility vehicle but as a lifestyle where they concentrate more on the
appearance of the car and giving more attentions on the new models of Porsche. They are
more to develop their personal relationship with their car because they concerned about
the car sounds, vibrate and feel rather than looking at the functional facilities. Most of
them have the perception of higher price implies higher status. Hence, the traditional
Porsche customers skip most of the decision process and straight away proceed to the
purchase decision.

In contrast, Cayenne or Panamera customers decision process differs from the decision
process of traditional Porsche customers. This is because they are more concerned in their
decision making as they go through almost all of the stages. Cayenne and Panamera
customers think that in order to emerging the market, they recognize that they need larger
vehicle where can accommodate more than two people especially for their family
member but still want to have the sense of driving Porsche. Besides, it is not a necessary
for the engines always have to stick at the back, where it give more impression to
customers. Before their purchase decision, they also interested in looking more
information on the car and move in life stages that can brings new needs in future.

Question 3
Which concepts from the chapter explain why Porsche sold so many lower-priced models
in the 1970s and 1980s?
Consumers buyer behaviours are influenced by four sets of buyer characteristics. The
characteristics are cultural, personal, and psychological. In this case it shows that those
characteristics play an important role to enable Porsche successfully sold so many low
price models in 1970s and 1980s.
The first characteristic is cultural factors which is included social class among consumers.
This factor shows that having a Porsche is always meant for upper class consumer, and
having a Porsche allows customers to relate with this class. For example, the Porsche 914
was an alternative presented to consumers who could not afford a traditional Porsche, but
wanted the image of the brand. So that, lower class consumers can afford it and will have
the same feeling with the upper class consumer.
Then, personal factors are the characteristic that describe about the economic situation
among consumers. In the 1970s and 1980s, during economic downturn, Porsche took into
consideration buyers with lower income where affordable vehicles is produced more
based on the social class, status, family needs and also their own preferences.
Lastly, psychological factors that have more on beliefs and attitudes of the consumers.
The most important is the perception of people among members of society which then led
Porsche to come out with cars that allowed users to feel as if they preferred to the
exclusiveness of the market itself. Means that, they can have the feeling they belonged to
without having to sacrifice their lifestyle.

Question 4
Explain how both positive and negative attitudes toward a company like Porsche develop.
How might Porsche change consumer attitudes toward the brand?
Porsche is an executive brand and their products are premium and it is only affordable for
those peoples who have high achievement in their career.
The positive attitudes toward brand like Porsche is its exclusivity. Their products are
specially designed for Porsches enthusiasts and those successful men and women. In
consumers opinion, it is an innovative company which it always focusing on delevoping
and bring out new cars that are nothing short of its design languages. Examples include
the Porsche Cayenne, which was stated to be the first SUVs and people carrier from
Porsche. Cayenne still can be drive like a sports car although it is a SUV. Porsche is
always differentiate their product with other competitors It never compromises on quality
and their motto is there is no substitution. Driving a Porsche can reflects ones status
and level of achievement in their career.
However, there are negative attitudes toward brand like Porsche due to the company
does not engage in mass production. This makes their products very exclusive hardly can
be seen on road. Their products are very expensive and some of the people critics Porsche
over-charged their customers. It is too costly to purchase a Cayanne or even Panamera to
complete their daily task.
Porsche should add more features into their products will making any changes in
their car prices in order to improve customers satisfaction and attracts new buyers. Top
managers at Porsche spend a great deal of time thinking about customers. They always
want to know who their customers are, what they think, and how they feel.

Question 5
What role does the Porsche brand play in the self-concept of its buyers?
Porsches exclusivity enable their buyers to differentiate themselves with other
peoples who cant afford a Porsche. Their buyers are usually made up of people who have
high social status or income. It is a premium brand as it only produces exclusive cars. If
Porsche release a more affordable variant for its current line-up or a more affordable
model to increase their sales will only destroy the companys image among the peoples
from high social status and income. Instead of doing this, Porsche tend to continue
producing high-end model to maintain their quality. It is also a company who take
responsible for drivers life as the safety equipments have never been compromised.
Those buyers who bought Porsche were not moved by other factors except its unique
appearance. They always focusing on developing drivers cars instead of anything else.
They always listens to customers feedback in order to make their car suit the customers
needs. According to the CEO of Porsche "If you really want to understand our customers,
you have to understand the phrase, 'If I were going to be a car, I'd be a Porsche' ".

Conclusion
Based on case that we have studied, it was believed that there are five stages in buyer
decision process which are need recognition, information search, evaluation of
alternatives, purchase decision and postpurchase behaviour. Buying an expensive car
require a detailed research because making the final decision. Although Porsche is not
only producing sports car now but they are producing people carrier like Cayenne,
Panamera. These models are larger but it never compromised the exclusivity of its brand
as brand as maintaining the characteristic of the brand. Cayenne or Panamera customers
decision process differs from the decision process of traditional Porsche customers as it is
more suitable for family oriented successful men and women. For those who are still on
their way of being successful, they felt that Porsche cars are overpriced. Porsche gives
their customers the self- concept of upper image. This is because Porsche appealed to a
very narrow segment of financially successful people. In conclusion, Porsche is a brand
of exclusivity with its unique design of the appearance and the great performance of the
vehicles instead of a mass production car manufacturer.

References
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http://www.porsche.com/pap/_malaysia_/
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http://www.edmunds.com/porsche/
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