Porsche Case Analysis

The intent of this case analysis is to evaluate the buyer decision process the typical Porsche customer undertakes when searching for a new high-performance sports car. The Porsche sports car enthusiasts' decision process is significantly different than that of the Cayenne and Panamera customers, and these differences will be discussed. The factors that contributed to Porsche selling significantly more lower-priced models in the 1970s and 1980s is also analyzed. An explanation of the positive and negative attitudes towards brands like Porsche is provided, in addition to the role the Porsche brand plays in the self-concept of buyers.

Analyzing the Decision Process of the Porsche Customer

The core customer base of Porsche has a self-concept of being exceptional in every area of their lives, from their ability to set and surpass very challenging objectives, to their ability to earn above-average incomes and have exceptional lifestyles as a result....
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