Porsche Brand Building

640 Words3 Pages
Brand Building & Consumer Decision Making Virginia McGill BUS330: Principles of Marketing Sandra Piccillo October 31, 2011 Many levels of factors affect our buying behavior—from broad cultural and social influences to motivations, beliefs, and attitudes lying deep within us (Kotler). A traditional Porsche customer makes their purchase based on their wants, the brand, and how the car is made. The brand’s image, appeal to a very select demographic of customer, and the cars’ unique and dangerous characteristics are some of the reasons a customer is drawn to the car. The buyer decision process of a traditional Porsche customer is unique because they don’t go through all of the five stages of the buyer decision-making process. Porsche customers typically skip most of this five step process, and jump right in to step four, the purchasing decision. Porsche customers do not need recognition, information search and evaluation of alternatives. Porsche customers purchase their cars for pure enjoyment and they are not as moved by information as they are by feelings. As Kotler states, “People buy Porsches because they enjoy driving. If all they needed was something to get them from point A to point B, they could find something much less 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 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 type of customer is more versed in analyzing their needs and finding a car that will meet them. They will

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