this presentation is about the consumer decision making process explained with the help of a practical example of porsche

1. Decision Making Process a Practical
Example

3. INTRODUCTION
Company: (Automobile Industry)
Porsche Automobile Holding SE
Founder
• Ferdinand Porsche (in 1931)
Owner
•Porsche Family & Qatar Investment Authority (10%)
First two decades, the company built
Volkswagen Beetles of Germany citizens
and tanks and Beetles for the military.

4. Introduction
• Porsche Company is well known in the auto world :
produces a quality, luxury vehicle that reflects each of
its customer’s characteristics and personas
• The company focused on quality, rather than quantity.
• Between the 1950’s and 1960’s, Porsche had
already become famous for a certain design,
closely resembling the Volkswagen beetle.

5.  Eventually went from being round-shaped, to having
an engine containing air-cooled four and six
cylinder motors in the rear of the car in the popular
356 and 911 models
 This often gave the edgy, dangerous look and early
Porsche owners gravitated towards and developed
the edgy attitude.
The brand remained exclusive to the few
risk-takers, who preferred to keep it that
way. Porsche was seen as highly luxurious
and sporty, only the few financially able
could afford it
Traditional Porsche owners bought the car
because it mirrored their lifestyle and life
choices.

6.  Several factors influenced and explained why
Porsche sold so many lower priced models in the
1970’s and 1980’s.
 The culture of the customers has a big part to play.
Customers were already socialized and
taught to believe; by owning a Porsche,
there came not only certain benefits,
but that they would also be respected
and treated differently.

8. If the price is
affordable to
customer, it will
destroy the high
level social status
of the brand.
Porsche has
appealed to a
very narrow
segment of
financially
successful people
as the price was
very expensive
due to the good
quality.
Porsche manage
to create a brand
of exclusivity
and uniqueness
without the
argumentation
from others.
Next, put their
buyer in their
own class of
exclusivity.

9. Cayenne
Panamera
A Consumers Behavior while choosing choosing from 2
different product
of same brand that is CAYENNE or PANAMERA

10.  Contrast-Both the cars Cayenne and Panamera
have comfort, and other preferred, traditional
qualities of the Porsche, such as luxury and speed.
But the customer will decide whether he wants
speed or comfort in his car.
 Traditional Porsche customer would base their
decision on originality, size and speed ,cost ,luxury



11. Post
purchase
Behavior
Purchase
Decision
Alternative
Evaluation
Information
Search
Need
Recognition

12. The first stage of the buyer decision process, in
which the consumer recognizes a problem or
need.

13. The stage of the buyer decision process in
which the consumer is aroused to search for
more information; the consumer may simply
heightened attention or may go into an active
information search.

14. Cayenne
Is a five seat
mid-sized luxury
crossover.
5 doors SUV.
Panamera
Is a full sized
luxury car.
5 doors
fastback.

15. The stage of the buyer decision process in
which the consumer uses information to
evaluate alternative brands in the choice set.

16. The buyer’s decision about which brand to purchase.

17. Finally the customer buys the car

18. The stage of the buyer decision process in
which consumers take further action after
purchase based on their satisfaction or
dissatisfaction with a purchase.

19. Post
purchase
Behaviors
Purchase
Decision
Alternative
Evaluation
Information
Search
Need
Recognition
In this the customer will finally buy the
product
In these three steps the customer
will choose the best product from
many by gaining all relevant
information about the product
he choose
The consumers
already knows
about the
exclusivity and
high reputation of
their unique and
distinctive
product and its
value to them.

20. Postpurchase
Behaviour
Purchase
Decision
Alternative
Evaluation
Information
Search
Need
Recognition
The customer always bear in their mind that
Porsche car is “the one and only” they will
search all information about the car they choose
.

21. THANK YOU