Porsche: Guarding the Old
While Bringing in the New
Page 186 & 187
Nur Farhain Sazali
In 1931, Porsche was founded by Ferdinand
People buy Porsche because the car mirrors their
self-image; it stands for the things owners like to
see in themselves and their lives.
In the early 1970s, Porsche 914 became the op
selling model because it was much cheaper than
In 2002, Porsche produced the sport utility
vehicles which is Cayenne; equipped with
seatbelts fir five.
Porsche sold only 27,717 cars in the five models it
sells in the United States, in 2009.
1. Analyze the buyer decision process
of a traditional Porsche customer
- Consumer expectation
- Strong and
- Purchase intension &
2. Contrast the traditional Porsche
customer decision process to the
decision process for a Cayenne or a
Evaluation of alternative
The Porsche customers
need to identify whether
they will choose for a
common model produced
or sport utility vehicle
Some Porsche customers
expect that Porsche
Cayenne is sport utility
vehicles (SUV) but they
dissatisfied with the
For instance, most Porsche
customers prefer on luxury
car such as Porsche 911
which has a speed of
For instance, one journalist
said that the Cayenne does
not feel like a SUV but
rather like a Porsche.
3. Which concepts from the chapter explain why
Porsche sold so many lower-priced models in
the 1970s and 1980s?
The concepts of Cultural Factors, the values
of a Porsche are high and it’s a want to
consumers, when these wants is affordable
to customers, they will buy it.
4. Explain how both positive and negative attitudes toward
a brand like Porsche develop. How Porsche change
consumer attitudes toward the brand?
The positive attitudes toward a brand like Porsche
are developed by Social Factors. Customer buying a
Porsche wants to show their status and separate
from the lower class.
The negative attitudes is developed when customers
is not satisfied with the produce image,
which become numerous but not niche. Porsche
should keep the image of their high performance
and the behalf of upper social level of customer,
who enjoy the experience of driving rather than
5. What role does the Porsche brand play in the
self-concept of its buyers?
The Porsche brand plays a very important
role, which is the upper level image
of every customer of Porsche self-concept.
Owning the product of the brand is
an image of a successful and car lovers,
who have the social statues and style of