Social classes are basically the hierarchical social categories including lower

Social classes are basically the hierarchical social

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towards a particular product, brand, or a business. Social classes are basically the hierarchical social categories including lower class, middle class and upper class and elite. The positive attitude developed as a result that customer attitude was that Porsche was catering to the elite class only. So basically, the positive customer attitude was there as customers thought that Porsche denotes exclusivity, luxury, and style and caters to the highest social class of the
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society. However, when Porsche started introducing lower priced models it brought negative customer attitude as customers who were loyal to Porsche before started thinking now that Porsche no longer denotes exclusivity as because of lower priced models it is now also accessible to other and lower categories of social classes. Q3. What role does the Porsche brand play’s in the self-concept of its buyers? What’s your take on it? (3 marks) Porsche's brand plays a very influential role in the self concept of its buyers. Porsche's brand is rare and extremely exclusive and that's what its buyers want to think about themselves. Also, Porsche is considered as difficult to drive and therefore it attracts those individuals who have entrepreneurial tendencies and who set very high challenging goals for themselves. The self concept of these buyers is that they think of themselves as achievers and that's exactly what this brand promotes.
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  • Summer '19
  • Porsche, groups of customers

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