Consumer Behavior and Marketing Strategies: Porsche Case Study Report

This report provides an in-depth analysis of Porsche's consumer behavior and decision-making processes. It begins with an executive summary, followed by an introduction that outlines the importance of understanding consumer behavior in the context of globalization. The report then delves into the stages of the consumer decision-making journey for Porsche products, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It emphasizes the importance of marketers mapping a path to purchase to understand consumer needs and demands. The report further compares and contrasts decision-making processes in B2B and B2C markets for Porsche, evaluating different market research approaches and methods used to understand these processes. Finally, it explores how marketers can influence different stages of the decision-making process in both B2B and B2C contexts, highlighting the strategies Porsche can use to target consumers effectively. The report concludes by summarizing the key findings and their implications for Porsche's marketing strategies and global market presence.

Consumer Behaviour Insights

EXECUTIVE SUMMARY
Porsche is an automotive company who was founded in year 1931 in Germany. Organisation is
been engaged in expanding their business all over the world. The report showcases various
consumer decision making process and methodologies in regard of Porsche. The key differences
that deals with decision making process with their comparison of Porsche's buyers in B2B and
B2C market. Also, how Porsche can play an active role in targeting B2C markets rather than
B2B. The evaluation of different approaches to market research and methods of research will
prove Porsche can influence more buyers in its market segment by analysing different core areas
where more consumers can be targeted. The efforts can make Porsche stand among its
competitors and increase its value globally.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................4
INTRODUCTION...........................................................................................................................5
P1: Explain and analyse the stages of the consumer decision-making journey for a given
product or service of Porsche.................................................................................................5
P2. Importance for marketers to map a path to purchase and understand consumer decision-
making process.......................................................................................................................7
P3: Comparison and contrast of the key differences in decision-making process in the context
of B2B and B2C of Porsche's market.....................................................................................8

P4: Evaluation of the different approaches to market research and methods of research used
for understanding the decision-making process in both B2B and B2C of Porsche................9
TASK 3..........................................................................................................................................10
P5. Marketers influencing the different stages of decision-making process of business to
business and business to consumer.......................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In this age of globalisation, every business or manufacturing needs to identify its
consumers first. These consumers are sole objective that an organisation wants to gain, without it
there will be no market available for the sale of their commodities. The below report explores the
consumers decision making and the complexities of customer behaviour of Porsche. Along with
it, it explores the importance for marketers to map a path to purchase and understand their
decision making process.
Task 1
P1: Explain and analyse the stages of the consumer decision-making journey for a given product
or service of Porsche
The consumer decision process describes the journey of a consumer goes through while
buying a product or a commodity of Porsche. This process determines the various aspects of how
he or she will determine the product's suitability for him/her. Also, it deals with the aspects
regarding what the organisation has to consider while deploying a new product in the market.
This helps the organisation as well as the consumer to choose what's needed in what terms.
Below discussed are the stages of consumer decision-making process:
11 Problem/need recognition: Often regarded as the first and the very important step in the
consumer-decision process. A consumer does not purchase a car without the recognition
of the need. This need is evaluated by an internal stimulus (such as a requirement or
desire) or an external stimulus (such as advertising or word of mouth). Porsche

determines when consumers demographic develops these needs or wants that helps them
to determine the kind of car they are looking for. This is the ideal time for the company to
make the consumer desired car and sell them into the market.11 Information Search: After determining a problem or a need, the very next a consumer is
bound to take is the information search stage, to find out what would be the best solution
to purchase their desired car. This is where they search for internal and external business
environments, in order to identify and evaluate those information resources which will
later impact their central buying decision. The customer relies on print, visual, online
media, or word of mouth to obtain information.11 Evaluation of Alternatives: This is the where an individual evaluates different cars and
their brands on the basis of alternative product attributes. The kind or cars which fulfils a
consumers needs and requirements and provides them with overall satisfaction. This
factor is heavily influenced by their attitude. Another factor is involvement that
influences the evaluation process. For example if a consumer's attitude is positive and
involvement is high. They would evaluate a variety of companies and their cars, but if it
is low they would evaluate only one brand and its car.11 Purchase decision: The most crucial step where a consumer purchases the car. It is
stated that the final decision might get disrupted by two factors: negative feedback from
the other consumers and the level of motivation in acceptance of that feedback.11 Post Purchase Behaviour: Consumers compare their cars with the previous expectations
or will be either satisfied or not. Therefore, this stage is critical in retaining customers.
This can greatly impact the decision process for the similar purchases for Porsche in the
future. If the consumer is satisfied, this will result in brand loyalty, also, the Information
search and Evaluation of alternative stages would be often fast tracked or skipped
altogether.
These steps showcases how Porsche determines their consumers decision making process.

P2. Importance for marketers to map a path to purchase and understand consumer decision-
making process
Mapping a path in order to evaluate and analyse consumer decision-making process is
one of the most important task for marketers. This can help Porsche in understanding about the
needs and demands of customers and how they make judgements related to purchase. Consumer
are engaged in making use of multiple devices to make purchase decision (Bamossy and
Solomon, 2016). They make use of online services to make quick buying decisions. There are
various touch-points that needs to be adhered by Porsche in order to attract and retain consumers.
As Porsche is going down and to rebuilt its image it is very important for firm to understand
consumer decision-making process. For this mapping a path is useful because:
Tailored experience: Mapping a path to understand consumer decision-making process
supports in creating tailored experience. By mapping all the potential interactions and consumer
touch points that a person may have with brand, firm can design more tailored experience. As
Porsche sales is going down it is very important to adhere to all the touch-points. Industry should
also involve in identifying the needs and demands of customers in order to get competitive
advantage from various industries like Toyota, BMW, Chevrolet.
Building empathy: Porsche when involved in mapping consumer path can also focus on
building empathy. This can help company to understand the customers' perception, mind and
attitude which defines their decision-making process (Gattorna, 2017). It will also assist
company in predicting consumers future behaviour towards buying of goods and services given
by Porsche. Emotional moments of the customer journey must be recognize by the firm in order
to increase their sales.
Guiding consumer towards purchase: Mapping a path in Porsche is important in guiding
consumer towards purchase. This can be done by industry by making effective communication
with consumer during the time when they are going to implement new innovation. Firm can also
make customers aware about the product and services they are offering. This practice can help
Porsche in understanding the consumer decision-making process (Business to business decision
making process, 2018).
Buying stages: Mapping a path can support Porsche in paying focus to those buying
stages that needs more attention. With the help of web analytics it will allow marketers to lay
emphasis on their buying behaviour. This will also support them to motivate customers to select

their cars or products above the other competitors. This data can be used to validate or create
customer journey maps and establish how long each stage of the buying cycle takes to be
successful.
Business objectives: Identifying consumer needs and demands and mapping their path
helps in directing business objectives in right direction. It will support Porsche in improving their
over all business performance and attract more consumers towards it (Kohli, 2017). Also, by
mapping consumer journey path managers can combine the objectives of employees with the
vision of company. This can help the firm in growing and enhancing their operational
productivity.
CONCLUSION
The above tasks analyses the steps of consumer decision making journey and how it effects the
sales of Porsche and its business worldwide. Along with it, it explains the importance of
marketers to map a path to purchase and understand consumer decision making process.
Task 2
P3: Comparison and contrast of the key differences in decision-making process in the context of
B2B and B2C of Porsche's market
(Covered in ppt)
P4: Evaluation of the different approaches to market research and methods of research used for
understanding the decision-making process in both B2B and B2C of Porsche
(Covered in ppt)
INTRODUCTION
The above tasks describe the details regarding how marketers influence the different stages of
decision making process of business to business and business to consumer. Also, how Porsche
understands the strategies related with how to map their business to business consumer decision-
making process.

TASK 3
P5. Marketers influencing the different stages of decision-making process of business to business
and business to consumer
B2B decision-making process
It is very important for marketers of Porsche to understand the strategies related with how
to map their business to business consumer decision-making process. This includes the
following:
Awareness: The first stage of business to business decision-making process is when the
consumer realises the potential of the commodity he wants to purchase.
Like for example In Porsche it happened when customer became aware about that other
competitors like Nissan, Toyota and BMW were engaged in offering sports car (Gattorna, 2017).
This resulted in downfall of purchase decision of customer towards Porsche. Director of firm
realises to lay emphasis on it.
Commitment to change: After recognizing the problems faced by consumers, Porsche
must get engaged in making commitment to change. Like for example Porsche has also come up
with their SUV sports car production in order to attract more consumers and increase their sales.
Considering options: In this stage in order to solve problem Porsche needs to search
various alternatives related to solution, so that customer can be attracted towards their business.
It can help in increasing their growth.
Final selection: In this stage the final selection will be made related to that decision in
which consumer is most happy. This will support Porsche in creating customer loyalty and
enhance their brand image.
B2C decision-making process
In order to increase the sales of their product Porsche needs to make decision-making
process according to needs and demands of customers. It includes the following stages:
Need recognition: It is the stage where consumer first realises about the problem or need
which is not been satisfied by the firm. Like for example consumer needs sports car from
Porsche just like Toyota, Chevrolet and BMW.

Information search: In this step Porsche for analysing the problem will engage in
searching for information related to competitors product that includes what range of services
they are offering. Like for example Firm realised that other company is giving sports car to
customers.
Evaluation of alternatives: Porsche for attracting consumers will also engage in
evaluating the best alternatives and will make ultimate decision from it (Gardner, 2015).
Purchase decision: In this step customer will be involved in making purchase which is
the best suitable for them. Like for example Porsche after recognising need has developed the
range of their SUV car in order to attract more consumers.
Post purchase behaviour: It refers to how Porsche will behave with their consumers after
delivering products and services to them.
CONCLUSION
The above task explores the evaluation of different approaches to market research and methods
of research have proven Porsche can influenced more buyers in its market segment by analysing
different core areas where more consumers can be targeted. The efforts can make Porsche stand
among its competitors and increase its value globally.

REFERENCES
Books and Journal
Bamossy, G.J. and Solomon, M.R., 2016. Consumer behaviour: A European perspective.
Pearson Education.
Gattorna, J., 2017. Introduction. In Strategic supply chain alignment (pp. 15-21). Routledge.
Gardner, M.P., 2015. Mood states and consumer behavior: A critical review. Journal of
Consumer research.12(3).pp.281-300.
Nair, R.S., 2015. Consumer behaviour. Himalaya Publishers, Bombay.
Zarantonello, L. and Schmitt, B.H., 2013. Using the brand experience scale to profile consumers
and predict consumer behaviour. Journal of Brand Management.17(7).pp.532-540.
Khan, M.A., 2017. Consumer behaviour and advertising management. New Age International.
Kohli, C., 2017. Branding consumer goods: insights from theory and practice. Journal of
Consumer Marketing.14(3).pp.206-219.
Online
Business to business decision making process. 2018. [Online]. Available through
<https://www.businesstopia.net/communication/elaboration-likelihood-model >