Name: Argie G. Catambacan (3-164)
COMPANY CASE – PORSCHE
Questions for Discussion
1. Analyze the buyer decision process of a traditional Porsche customer.
According to Kotler and Armstrong (2014), there are five steps in the buyer decision process:
(1) need recognition,
(2) information search,
(3) evaluation of alternatives,
(4) purchase decision, and
(5) post-purchase behavior.
I. Need Recognition – In this stage, the consumer identifies a problem requiring resolution
or a need for the product. In this case, it is the need for a new car. The Porsche marketers
look to those needs those consumers look for in a vehicle and perceive what brought
previous customers to their product. Also, in this case, most of the traditional Porsche
customers are financially well off, so the car they purchase would represent their lifestyle.
Since Porsche is famous for its expensive, high-end luxury cars that were only for the rich
and entrepreneurial people, customers expect to buy Porsche because the car mirrors
