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1/ Analyze the buyer decision process of a traditional Porsche customer. The buyer decision process of a traditional Porsche customer is different from the others like it have his own way because they don’t go through all the five stages like it`s normally done. They skip most of the process and jump right into the purchase decision. Porsche customers do not need recognition, information search and evaluation of alternatives.
They make their purchase based on their wants, the brand and how the car is made.
The cars unique and often dangerous characteristics and the brands appeal to a very narrow segment of financially successful people are some of the reasons Porsche’s customers are drawn into them. Porsche customers purchase their cars for pure enjoyment and they are not moved by the information but by feelings.
2/ Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. Cayenne and Panamera customer’s decision process differs from the decision process of traditional Porsche customer because Cayenne and Panamera customers are more versed in their decision making as they go through almost all of the stages of the decision process.
They recognize their need of having a larger vehicle that can seat more than two people.
They are also interested and search for more information of the Cayenne and Panamera before their purchase decision. These customers are different as these particular customers have moved into different stages of life and need a larger vehicle to accommodate their needs but still have the drive as a Porsche since they still were fast just like their coupe counterparts.
On the other hand, traditional Porsche customers skip most of the decision process and jumps right into the purchase decision.
4/ They develop a personal relationship with their cars, one that has more to do with the way the car sounds, vibrates, and feels, rather than the how many cup holders it has or how much cargo it can hold in the trunk. They admire their Porsche because it is a competent performance machine without being flashy or phony. 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.
And while many Porsche owners are car enthusiasts, some of them are not. by making whatever they can to satisfy the costumers and provide it needs as possible as it can be. 5/ understanding Porsche buyers is still a difficult task. But a former CEO of Porsche summed it up this way: “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. ’”
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