Porsche - Copy (2) - 1 Brand Building and Consumer Decision...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Brand Building and Consumer Decision Making Brendolynn Champlaie BUS 330 Principles of Marketing Steven Gaffen October 6, 2011
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 Brand Building and Consumer Decision Making The buyer decision process starts with need recognition. The buyer recognizes a need that is triggered by external stimuli either through an advertisement or through a friend. Once he has made up his mind about what type of automobile he wants he may not need to gather more information since his drive is strong and he will be satisfied with his decision to purchase a new automobile. The buyer has already evaluated his alternatives and narrowed down his choice of what he wants and the Porsche clearly rated best on all the attributes: style, operating, warranty and price (Kotler & Armstrong 2012 p.176-178). Most buyers will not have to go through all of the buyer decision process especially if they are financially secured and want to own a luxury car such as a Porsche. Most Porsche buyers are not moved by information but by feelings the car gives them and also represents them (Kotler & Armstrong 2012 p.186). Therefore the buyer is satisfying his status quo of being successful owner of a Porsche. The buyer decision process for the choice of a Cayenne or a Panamera the decision process will be a little different. The buyer will go through more stages need recognition (buyer recognizes a problem or need) (Kilter & Armstrong 2012 p.176) the family is growing and they need a larger automobile that can carry more passengers. Information searches (once the buyer decides that he/she need a new car). Once the information is obtained, the buyer’s awareness and
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 5

Porsche - Copy (2) - 1 Brand Building and Consumer Decision...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online