This slide is prepared for the case study in Principle of Marketing, Fourteenth Edition by Kotler Armstrong.

4. 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.

6. Need Information Alternative Purchase Postpurchase
Recognition Search Evaluation Decision Behaviour

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

8. 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.

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

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

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

12. Porsche’s customers skip three decisions
process, and go right to the purchase
decision.
The consumers
already knows about
the exclusivity and
highly reputation of
their unique and
distinctive
Basically, the consumers go through all the productions.
buyer decision process when they face a
new and complex purchase situation.
Post
Need Information Alternative Purchase
purchase
Recognition Search Evaluation Decision
Behaviors

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

15. Need Information Alternative Purchase Postpurchase
Recognition Search Evaluation Decision Behaviour
The customer always bear in their mind
that Porsche is “the one and only” car
with the exclusivity and highly distinctive.

17. Awareness Interest Evaluation Trial Adoption

19. Negative Positive
Attitudes Attitudes

21. Middle
Uppers
Upper
Uppers

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