Porsche: Case Analysis

1709 Words Jan 28th, 2018 7 Pages
In addition to these factors, analyzing the positive and negative attitudes towards Porsche and the role Porsche plays in the self-concept of its buyers is also assessed. Based on this analysis, the decision making process of Porsche sports car buyer differ significantly compared to their Cayenne and Panamera counterparts.
Analyzing the Decision Process of the Porsche Customer
At the center of the self-concept of Porsche buyers is the belief that they are exceptional in many, if not all, dimensions of their lives. This view of exceptional performance that transcends the ordinary is exemplified in many having above-average incomes, higher levels of education and greater levels of professional attainment. For the Porsche buyer, their car or vehicle is a symbol of their accomplishment or achievement; it is a core part of their self-concept (Rosecky, King, 1996). The greater the level of competition in the industries customers earn their living in, the greater the role of autos as a means to communicate status and position in the industry, serving as a symbol of financial and professional accomplishment (Thanasuta, Patoomsuwan, Chaimahawong, Chiaravutthi, 2009). Porsche has…

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