Porsche_Report.docx - Group 5 Alibaba Vo Thi Hoang Phuong Huynh Nguyen Quy Nguyen Tri Trung Pham Hong Bao Tran Huong Xuan REPORT Porsche is a unique

Porsche_Report.docx - Group 5 Alibaba Vo Thi Hoang Phuong...

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Group 5: Alibaba Vo Thi Hoang Phuong; Huynh Nguyen Quy Nguyen Tri Trung; Pham Hong Bao Tran Huong Xuan REPORT Porsche is a unique brand by making cars for a small and distinctive segment of automobile buyers. In 2012, Porsche sold 29,023 cars in 5 models in the US. However, Honda brand sold 5 times greater than Porsche cars. It became a problem to Porsche so that the issue changed top managers at Porsche’s thoughts about their customers’ ideas and feelings. Moreover, the challenging question from Porsche managers is that what the reasons of their customer motivation of buying a Porsche brand rather than other brand like a Jaguar, a Ferrari, or a big Mercedes coupe. It is because of Porsche low sales from other brands that gave Porsche managers to think of their customer feedback more by creating many different model ideas. Q1: Analyze the buyer decision process of a traditional Porsche customer? The tradition Porsche customers are going through five stages of “buyer decision process” such as need recognition, information search, evaluation alternative, purchase decision and post-purchase behavior. Looking at need recognition or problem recognition, the first step is always really important because if the customers do not need the product, they will never purchase them. Once the need is identified, it is right time for customer to seek from their internal information and external information to the next step, making choices. Next, when the information are collected, the customer will able to evaluate the different alternatives that he or she can know what their needs is and choose the best for them. After finishing the evaluation process that met their needs such as the brand, best product, prices, good feedback from other
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customer; they will come to the purchase decision. Lastly, post-purchase behavior is the final
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  • Fall '17
  • trandinhthanh

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