Customer Buying Decision Process of a Traditional Porsche Customer - Assignment Example

Analyze the Customer Buying Decision Process of a Traditional Porsche Customer According to Theis (2010), it is indubitable that brands have an influence on operating results and reputation of any company. Some people consider a brand to be one of the most important assets in any organization. The correlation between the consumer and brand can be considered a pact. The consumer is trustful and loyal and the brand guarantees consistent pricing and quality. When one has an automobile that is road unworthy and one has to make a choice the new brand, then the issue will be irrelevant. Nonetheless, the rationale used in making a decision between Volvo, Porsche and Mercedes, is usually exhilarating since different brands different shortfalls and benefits alike. Consequently, there should be some form of rational that will guide a buyer when he is making his decisions. The rational entails weighing between the benefits verses the shortfalls. The best scenario can be when a standard method is used to gauge the different automobiles since a potential buyer will choose the model that has the highest score according to the standard method used. Nonetheless, in case the standard approach cannot be used it will prompt use of other different approaches (Theis, 2010). Perceptibly the choices are not free from each other, and this can be dealt with by treating every reason for purchasing a Porsche as logic against purchasing a Volvo as well as against purchasing a Mercedes. On this kind of method, when one decides to buy a specific vehicle then the rationale used in buying the car will be the same as the one used not to purchase another car. For instance, when one decides to buy Toyota because of its low fuel consumption then it is the same rationale that will be used not to buy Mercedes. Such an approach is instrumental when making a choice of not buying other models of vehicles. When there are many substitutes then the scenario becomes intricate since any reason that is advanced to purchase specific automobile is a rationale for not purchasing the other brand. Apart from complexity, which it results since motives for purchasing a specific vehicle, will be the same logic that will be insistent for the types of car. A case in point, the rationale that could prompt one to purchase a Porsche is that the vehicle is safe. Reasons for not purchasing Volvo could be the car is not an ideal racing car, therefore this rationale appeals not in favor of purchasing Mercedes. An attractive way that can be used in gathering the different models vehicle rationale that favor it as well as rationale that pleads not in its favor. Brands with strong reasons that plead not in favor of it can be shelved (Hage, 2006). Then the brands that remain must be matched. When model X is better brand Y in various aspects, and there is no element that is better then model X is more preferred to model Y, consequently model Y can be ignored. Therefore, there is a possibility that the elimination process only leaves alternatives, and therefore a choice can be made based on qualitative rationale. When there are several alternatives that remain then it necessitates an additional decision-making. Supposing one has to decide between buying these two brands, Mercedes and Volvo. Volvo would have two reasons that would plead for it, that is, the vehicle is safe and in the next door there is a dealer in Volvo. The vehicle has shortfalls since it is expensive. On the other Mercedes is very expensive, however has one advantage, a safe car. Apparently, there is no firm that deals with Mercedes in the neighborhood. In such a situation everything, which favors a Volvo also, favors Mercedes, however a Volvo has an extra reason that favors it, that is closeness to the auto merchant. Furthermore, both automobiles have the same reasons that are not favorable: they are costly. Consequently, Volvo is more preferred to Mercedes. How does this Contrast to a Cayenne or Panamera Customer? Cayenne or Panamera are hybrid cars, this are automobiles that use more than one unique sources of power which help the car to move. These two vehicles also have other mechanisms that can be used to capture and utilize energy. Cayenne or Panamera have the advantage of low fuel consumption as well as emission reductions (Civitas, Selvig & Hagman, 2007). The two cars achieve greater fuel economy as well as lower emissions compared to the traditional Porsche which is an internal combustion engine vehicle therefore Cayenne or Panamera result in few emissions being released to the environment. Such savings are attained by three elements regarding hybrid design vehicles. For example, relying on both electric ad engine motors peak power requirements consequently these results in smaller engine size that is suitable for average usage. When a vehicle has a smaller engine it is likely to have lower weight as well as less internal losses. Cayenne or Panamera have considerable battery storage which stores and reuses recollected energy, during traffic breaks common in cities. Cayenne or Panamera recaptures considerable levels of energy during braking that is common during which is unexploited as source of heat. The reformative braking lowers the braking speed since it converts its kinetic energy into electricity however this depends with the power rating of its generator/ motor. Cayenne or Panamera use Atkinson cycle engine while the traditional Porsche use Otto cycle engines. The Atkinson cycle has an improved fuel economy compared to the Otto cycle. Fuelling a/c, steering of power as well as other supplementary pumps when required, this is instrumental in reducing mechanical losses compared to the traditional Porsche that has traditional engine belts (Erjavec, 2009). Cayenne or Panamera have emissions that are close to the standard developed by Environmental Protection Agency. The Environment Protection Agency recommends levels suggest for passenger vehicle must be equal to about 5.5 metric tons of carbon (IV) oxide (Schiller, 2010). Even though Cayenne or Panamera consume less fuel compared to conventional cars, hybrid cars have batteries that cause environmental damage. Presently hybrids have two types of batteries lithium ion and nickel metal hydride. These two types of batteries are considered environmentally friendly compared to lead batteries that form a large percent of starter batteries used in petrol cars. To what Extent do you believe that Porche is a Strong Brand? To a large extent Porsche is a strong car. Even though it is not the largest automobile company in the world it has a large footprint not only for its sports cars and racing heritage, but also as an automobile icon. Many people venerate Porsche since it a good design, especially the evolution of 911 as well as the racing machines. Beyond its loyal fan base, the general public has positive view regarding the German automaker. During casual conversation with the non-auto types, mentioning Porsche and you will get nods of approval. For a small firm like Porsche to be able to survive, it was fundamental for it to get the general audience with cars such as Panamera and Cayenne, this move was criticized by hard-core Porschephiles. There are some individuals who are worried about Porsche losing its identity since they think that it will be subsumed in the larger VW Group that has different iconic brands such as, Audi and Bentley (Wootton, 2010). One should not count on this. Apparently, not only has Porsche been charged with the task of developing several low-priced sports cars, but also where next Panamera may offer underpinning for Bentley, Audi and Bugatti. Wolfgang Durheimer, Porsche’s last research and development boss, while assuming the task of directing Bugatti and Bentley, remains head of the VW’s motorsports effort. Recently, Wolfgang Durheimer announced that they would return the factory team so that it can complete the LMP1 class. Always, Porsche has managed to be independent and has unswerving commitment to its original concept, reputation (Reisser, 2003). This is one of Porsche special strength and it has preserved its uniqueness zealously. Porsche strong brand is attributed to its legendary culture which is determined by its racing career. The automaker has a culture of being appealing. Its slogan which implies that there is no substitute to Porsche is true since several auto firms compete with it but they cannot provide anything close to what Porsche makes or anything that can be substituted with Porsche. This is its greatest strength that comes from the ability to be the best. References Civitas, Selvig & Hagman, R. (2007). Environmentally friendly vehicles. Copenhagen: Nordic Council of Ministers. Erjavec, J. (2009). Automotive technology: A systems approach. Clifton Park: Cengage Learning. Hage, J. (2006). Studies in legal logic. Dordrecht: Springer. Reisser, S. (2003). Porsche-OS. New York: Motorbooks International. Schiller, J. (2010). Global change & energy policy. Charleston: CreateSpace. Theis, S. (2010). Attracting high quality human capital by the value of a company brand. New York: GRIN Verlag. Wootton, S. (2010). Strategic thinking: A step-by-step approach to strategy and leadership. London: Kogan Page Publishers. Read More