The most recent economic downturn has brought down the sales of just about every maker of premium automobiles. When times are tough, buying a car like a Porsche is the ultimate deferrable purchase. But as this downturn turns back up, Porsche is better poised than it has ever been to meet the needs of its customer base. It is also in better shape than ever to maintain its brand image with the Porsche faithful and with others as well. Sure, understanding Porsche buyers is still a difficult task. But a to understand the phrase, ‘If I were going to be a car, I’d be a Porsche.’”
Discussion questions:
1. Analyze the buyer decision process of a traditional Porsche customer.
2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer
3. Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?
Official Porsche website: http://www.porsche.com/