1. Overview of the Research The objective of this paper is to research and analyze on the consumer decision making processes and its related influences of buyers of cars. The outcome of this research will be communicated through a detailed report consisting of four main sections including
* A summary description of the product and the target market segments. * The consumer decision process. * The influencing factors. * Brief marketing recommendations.
2. Product Description The Porsche Cayenne is a five seat mid-size luxury crossover manufactured by the German manufacturer Porsche since 2002, with North American sales beginning in 2003. Its platform was developed by Porsche and is shared with the Volkswagen Touareg and the Audi Q7. The S is powered by an 8-cylinder engine with a dry-sump lubrication system and variable valve timing. The Cayenne S' engine produces 340 PS (250 kW) and 500 N·m (370 lb·ft) of torque. Acceleration from 0–60 mph is 7.1 seconds and the top speed is 150 mph.
3. Target Market Segment According to geography sales, most selling and retails in Europe, America and Southeast Asia. The most customers are business man and white-collar workers with high income, they are buy Porsche Cayenne S in order to seek more comfortable driving and show their social status, in addition, SUV would more suit success man to drive.