Ans1: A model of consumer buying decision process involves the following 5 steps:-
1. Need Recognition:-The buyer recognizes his social needs and this need is triggered by external stimuli .This need comes for the social recognition as Porsche targeted to a very narrow segment of financially successful people.
2. Information search: - In this step, consumer search information about the product that satisfies his need. And the only products that satisfy a need of consumer is a luxury car which provide them a social status. As traditional customer already has had the information about the car and satisfying feeling about it, so they skip this step.
3. Evaluation of Alternatives: - After collecting the information, consumers start evaluating …show more content…
Hence, the concept is the four characteristics which affect the consumer behavior:-
1. Cultural Factors:-Porsche always targeted the upper social class because it was very costly and can only be afford by them. In the 1970s and 1980s, Porsche introduced 914 which was much cheaper the previous model 911.
2. Social Factors: - It has no role in increased sale of low-priced models.
3. Personal Factors:-In 1970s and 1980s, Porsche started the production of entry level models, keeping the economic situation of other class in mind. So that they are affordable by the people with the lower income.
4. Psychological Factors:-Porsche introduced the cheap cars, which gives the customer a perception of being the upper class in the cost of the cheap sport car.
Ans4:-Positive attitude toward a brand like Porsche develops when Porsche represent the exclusivity which makes the costumer to show its status in the society and give them the feeling of being different from other social class.
While negative attitude toward a brand like Porsche develops when they had focused on mass over class marketing and customers are unsatisfied with the product
1. Need Recognition:-The buyer recognizes his social needs and this need is triggered by external stimuli .This need comes for the social recognition as Porsche targeted to a very narrow segment of financially successful people.
2. Information search: - In this step, consumer search information about the product that satisfies his need. And the only products that satisfy a need of consumer is a luxury car which provide them a social status. As traditional customer already has had the information about the car and satisfying feeling about it, so they skip this step.
3. Evaluation of Alternatives: - After collecting the information, consumers start evaluating …show more content…
Hence, the concept is the four characteristics which affect the consumer behavior:-
1. Cultural Factors:-Porsche always targeted the upper social class because it was very costly and can only be afford by them. In the 1970s and 1980s, Porsche introduced 914 which was much cheaper the previous model 911.
2. Social Factors: - It has no role in increased sale of low-priced models.
3. Personal Factors:-In 1970s and 1980s, Porsche started the production of entry level models, keeping the economic situation of other class in mind. So that they are affordable by the people with the lower income.
4. Psychological Factors:-Porsche introduced the cheap cars, which gives the customer a perception of being the upper class in the cost of the cheap sport car.
Ans4:-Positive attitude toward a brand like Porsche develops when Porsche represent the exclusivity which makes the costumer to show its status in the society and give them the feeling of being different from other social class.
While negative attitude toward a brand like Porsche develops when they had focused on mass over class marketing and customers are unsatisfied with the product