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Essay / Research Paper Abstract
This 7-page paper discusses the motivation and decision-making processes behind buying luxury brands in general and a Porsche in particular. Bibliography lists 5 sources.
Page Count:
7 pages (~225 words per page)
File: AS43_MTconspors.rtf
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Unformatted sample text from the term paper:
a fairly narrow demographics because of price and promotion. To recap, the demographic for Porsche cars tends to be older, white males, who are well-educated and have a high degree
of personal wealth. Porsche adds to its "niche" appeal by offering auxiliary products, such as clothing, key chains and other products. What we
havent explored so far, however, is what goes into the decision-making process when it comes to choosing a brand such as Porsche over a competitor. What motivates this demographic to
shell out a lot of money to own a Porsche which, after all, is no different from a far-less expensive Volkswagen? Furthermore, how does Porsche move out of its narrow
demographic to perhaps target a younger, affluent group of buyers? Finally, would coming down in price "ruin" the brand or is it necessary to keep the prices high?
To answer these questions, well examine the decision-making process when it comes to the acquisition of luxury brands, then extrapolate these findings to discuss how
it impacts those who buy Porsches. Literature Review There is a great deal of literature dealing with brand awareness and how branding can
influence consumers perceptions, attitudes and buying preferences. Luxury brands and their impact on consumers has also been investigated. Luxury typically is associated with something that is high-quality, exclusive (i.e., few
people have it) and status (Atwal and Williams, 2009). Luxury brands also tend to carry high brand awareness and retain customer loyalty (Atwal and Williams, 2009).
Aiello et al (2009) point out several issues in which brand can influence consumer behavior; basic components and functions the brand performs, the brands "personality" and
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