The Cayenne / Panamera customer would be looking at personal / social sources to legitimizethe purchase and look closely at commercial sources to gather information across functionalfeatures. They would use experiential information less, however, they would want to closelyexamine the features of the product at the dealership all the same.Comparison of alternativeswould be a much more comprehensive task for the Cayenne /Panamera customer. They would deploy an expectancy-value model implicitly or explicitlyby comparing the choice set and various functional features. Purchasewould be the same. However, there are intervening factors – attitudes of others andunanticipated situational factors holding them back. These would apply slightly differently.For e.g., traditionals would be avoiding mid-life crisis types of attitudes, whereas newcustomers would be focused more on JD Power type surveys to detect attitudes. Forsituational factors, social risk and functional risk would affect traditionals and Cayenne /Panamera customers, respectively.Post-purchase evaluationmay also differ as the non-brand-loyalists would be more likely tomount a thorough test of their postpurchase satisfaction to allay their dissonance. The brandloyalists do not even value ride comfort remember and will not be assessing the firm’sperformance along a long set of criteria. The traditionals could though get dissonance whenthey see cheaper Porsche models on the road. The traditional customers would want anelevated service experience to visit the dealership and stay close to the brand.• Characteristics of the core customer segment (i.e., the traditional customer)Background characteristicsMainly male35-55 years old; life stages with escapable commitmentsBusiness professionals: executives / business owners / entrepreneurs etcFinancially successfulHigh social classPsychographic characteristicsValue achievement (achievers and strivers) and exclusivity (demand > supply)Hedonistic, expensive, luxurious and sociable lifestylesInterested in the challenge of driving (mostly car enthusiasts)Negative attitude toward utility cars (positive attitudes toward hedonistic cars, but notovertly flashy ones)Positive perceptions of product quality, design, speed, performance, style, engineering, etc.
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- Fall '16
- Sandra Bernie
- Decision Making