Consumer Behavior Analysis: Porsche's Marketing Strategies Report

This report provides an in-depth analysis of consumer behavior within the context of Porsche. It examines the various stages of consumer decision-making, from need recognition to post-purchase behavior, and how these stages influence the buying process. The report maps the path to purchase as utilized by marketers to understand consumer choices and highlights the key differences between B2B and B2C decision-making processes, as well as the marketing research approaches used in each. It critically evaluates the evolution of influence on consumer buying behaviors, with examples, and assesses the impact of different decision-making stages on marketers. The report concludes with a comprehensive evaluation of the application of various marketing concepts and philosophies in influencing consumer decisions, offering insights into how Porsche can optimize its strategies to enhance sales and customer loyalty.

Consumer Behaviour and Insights

Executive summary ?

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analysis of various stages of consumer decision-making in order to purchase a particular
product.........................................................................................................................................3
P2 Maping the path to purchase by marketers in order to understand the decision-making of
consumers....................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Key differences of decision making of the consumers in B2B and B2C...............................5
P4 Approaches and methods of marketing research in order to understand the decision-
making process in B2B and B2C................................................................................................7
M2 Justified evolution of influence of decision making on the buying behaviors of consumers
with example...............................................................................................................................8
TASK 3............................................................................................................................................8
P5 Influence of different decision-making stages to marketers..................................................8
M3 Critical evaluation of application of different concepts and philosophies in influencing
decisions of the marketers...........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behavior is the study of understanding the customer's attitude and behavior
towards the purchasing of a particular products or services. Behavior of the customer influences
the sales of the company which mainly contributes towards the development and growth of the
firm in the market for the longer run. This study is completely based on understanding the
behavior of the consumers while buying the goods and services of Porsche company. This
enterprise mainly deals with the variety of vehicles and automobiles. This study will help in
understanding buying decisions of the customers for purchasing a product of Porsche. It will also
help in making clear understanding about influence of purchasing power by applying various
range of concepts and philosophies. The report will provide the differences between the B2B and
B2C in order to influence the decision-making of Marketers by applying different stages.
TASK 1
P1 Analysis of various stages of consumer decision-making in order to purchase a particular
product
Consumers are the king of the market which helps the organization in increasing the
profitability of the Porsche. The customer buying process can also be considered as buying
decision process that enables the businessman in identifying the journey by which the consumer
goes through in order to choose a particular product for consumption purpose (Bamossy and
Solomon, 2016). It will also help the businesses in aligning the sales strategies according to the
behavior of the customers. It can be categorized into various phases which is elaborated below:
Need recognition
This is the first stage from which the consumer undergoes before, during or after
consuming a particular products or services of the Porsche. This stage helps in properly
identifying the requirements and needs of the consumers and the understanding product that
meets particular requirement of the consumer. This need or personnel perception may varies in
various types such as internal or external. For instance, a person who have purchased the car
from Porsche industries and after one year of experience he have realized the need of the Big 6
Seated vehicle until one have seen the advertising of the such products which suddenly changes
person's mind and perception.
Information search

This stage in the consumer decision process is the on-going process of consumer in which
customer searches for internal or external information. In this buyer start searching for a
particular information that will help in resolving a particular issue. In this situation customer
often takes helps from the online resources to find optimum solution.
Evaluation of alternatives
If a consumer have to consume a particular product or services then one will compare the
existing solutions with alternative one's. This help them in identifying the most trustworthy,
affordable and quality based product among all. It helps them to evolve various reasons that help
them in believing on several reasons that why a particular is preferred more over others.
Purchase decision
Here the consumer is fully convinced and ready to buy a product that help them in
realizing most suitable goods and services. It may depends on various differentiated factors such
as services, quality, prices brand, etc. consumer makes a clear choice now which helps them in
establishing a clear pathway that will be leading towards satisfied behavior.
Post-purchase behavior
This can be considered as one of the last stage of consumer decision-making process in
which a particular demand for the specific commodity is now completed and fully meets the
demand (Carlucci and et.al., 2015). This is the final approach of the initial consumer where one
decides to comeback in order buy same product again or individual will start searching for the
better results. It may create negative as well as positive impression on the minds of the users that
help them to either reject the brand or adopt it for the further requirements.
P2 Mapping the path to purchase by marketers in order to understand the decision-making of
consumers
Marketers mainly considers the requirements and needs of the customer while
manufacturing any products or services within the Porsche. The business is ultimately
depending on the purchasing power of the consumer which may increase or decrease the sales of
the company. Buying process of the customer directly impacts on the sales of the Porsche
products. The path to purchase leads to the successful development and growth of the company.
In order to increase the profitability and trust of the company among the loyal customers,
marketers have to plan the strategies accordingly.

Marketing decisions can be created considering the purchasing power and various factors
that influences the buying decisions of the consumers. Customers are the center of many
marketers so it is very important to recognize and understand the more personal and specific
influences that effects consumers and nature of decision-making process which is involved in
changing the mindset of the people. The marketing team of the Porsche identifies the sources of
information which is most influential and targeting the audience in order to increase the sales of
the company. Path to purchase by the marketers can vary with the cultural changes, trends,
seasons etc. which mostly influences the buying process of consumers. Various factors which
needs to be considered by marketers in order to increase the sales which are as follows:
Goodwill and reputation
Advertisement and good reputation of the Porsche in terms of customer services, quality,
reasonable prices derive them towards purchasing a particular product of the company. Markets
in Porsche often concentrates towards the advertisement and branding because it creates the
branding impression on the minds of the people.
Previous services
Generally consumer's buying decisions are strongly dependent on their previous
experiences in the same company (East and et.al., 2016). For example, in case Porsche sells a car
to the client and that consumer is highly satisfied by the product and services of the Porsche. So
another time if a person again wants to buy the car then he would definitely choose the previous
company over others because one is highly influenced by the products and services provided by
Porsche.
Social networking sites
Marketers nowadays uses a lot of strategies to make consumer purchase the cars and
automobile products of the Porsche over various competitor brands. This advertising can be
easily influenced by the use of social networking sites which is the main reason for influencing
creating awareness about the use of a specific product within society.
TASK 2
Covered in ppt presentation

TASK 3
P5 Influence of different decision-making stages to marketers
Decision making of the consumer may be vary according to the change in the culture,
tastes and preferences of the customer (Horner and Swarbrooke, 2016). So such decisions may
be influenced by marketing strategies which are adopted by different Porsche managers in order
to increase the sales of the company and attract large number of customers. Marketers have to
develop a proper plan and strategies to influence various stages of decision-making among
consumers.
Introduction: Various decision-making stages of the consumers will be changed if the
marketers produce the appropriate strategy in order to provide various similar types of options to
consumers. So marketing plan of the Porsche need to be introduced as identifying the needs
marketing needs of the consumer and providing them similar solutions to meet the requirement
of the consumer. In order to carry out the bigger business transactions, Managers of the Porsche
company have to follow B2B marketing strategy in order to sale large amount of stalk which
generates maximum amount of profits at only one transaction. Marketing plan of the Porsche
also contains the business to consumer transaction which help customers in providing large
variety of options to meet a particular demand.
Evolution
Marketing plan of the Porsche need to consider various factor in order to attract large
number of customers and this also helps in developing a successful plan that leads to the
sustainability of the Porsche for the longer run in the market. Various points which are preparing
the effective marketing plan in Porsche depends of various factors which is budgeting plan of
developing a required products and that products have more chances to meet the specific
requirement of the company (Xiang, Magnini and Fesenmaier, 2015). This plan of the Porsche is
mainly aimed at developing a product that attracts large number of customers and therefore
increases the overall sales in the company.
Conclusion
Marketing plan of the Porsche company has concluded the attitude and behavior of the
consumer while purchasing a particular product of the company. This plan has created budget
plan that has helped the company in achieving marketing the products that helps in increasing the
profitability

CONCLUSION
From the above study it has been concluded that consumer behaviour is one of the main
aspect which need to be consider in order to increase the sales of Porsche and sustain the
company for a longer run. The study had concluded various consumer buying process that
influence the decisions of customer throughout their purchasing journey. The report had also
created understanding about the differences between B2B and B2C trades that affects the
decision-making process of the consumers. This research had provided a significance of
marketers which need to be considered while preparing the marketing strategies.

REFERENCES
Books and Journals
Bamossy, G.J. and Solomon, M.R., 2016. Consumer behaviour: A European perspective.
Pearson Education.
Carlucci, D. and et.al., 2015. Consumer purchasing behaviour towards fish and seafood
products. Patterns and insights from a sample of international studies. Appetite. 84. pp.212-
227.
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
Gao, L. and Bai, X., 2014. Online consumer behaviour and its relationship to website
atmospheric induced flow: Insights into online travel agencies in China. Journal of
Retailing and Consumer Services. 21(4). pp.653-665.
Hieke, S. and et.al., 2015. The role of health‐related claims and health‐related symbols in
consumer behaviour: Design and conceptual framework of the CLYMBOL project and
initial results. Nutrition bulletin. 40(1). pp.66-72.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal of
Retailing and Consumer Services. 22. pp.244-249.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Online
Consumer behaviour. 2018. [online]. Available
through:<https://www.b2binternational.com/publications/b2b-research-versus-b2c-research/>