Intro: Group Name, Ourselves* For our project we researched the hispanicmillenial market.
Ok everyone, say hello to Maria and Carlos. They both are part of our Hispanic millennial target market which is from the age 21-28. Maria is 25 and is a first generation American because both her mother and her father were born in Latin America. She is a college graduate and is currently employed and would be considered in the middle-upper class. Maria is bilingual and speaks strictly Spanish at home. Maria currently drives a Toyota Camry. Maria purchased the Toyota Camry because her parents influenced her to do so. It was a family decision. Maria is looking for a new vehicle, she is considering Nissan, she wants to purchase a Murano, she is very family oriented and feels that this would be a car that meets her needs and fits her personality. Next, we have Carlos. Carlos is 23 and was born and raised in Mexico. He came to United Sates for college and has stayed on a work visa. He is currently in between jobs but hopes to find a job soon so he can continue to live in the United States. Carlos’ parents live and work in Mexico and he goes home as often as possible. He is looking for a vehicle because he currently doesn’t have one. Carlos is interested in the Cube, because it’s affordable and unique. It fits his needs and fits his personality.
Along the way we’ve discovered…
When you apply these rules,
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To understand what drives awareness and favorability for thisHispanic millennial market.What best motivates millennial Hispanic families to purchase NissanIdentify the challenges that may prevent Hispanics from buying aNissan.What do Hispanics think Nissan could change to better appeal to theirculture and gain their brand loyalty?
Methods Focus: Hispanic Millenials ages 21-28Distributed: Surveys both in English and Spanish.Ethnography: Observed local Autobahn Car dealership.Went to heavily populated Hispanic areas: like Supermercadosand Fiesta to Interview more of our demographics. We inquiredabout their feelings toward Nissan.
Nissan has to give a more specific definition of their targetmarkets and not simply state millennial, since that couldmean more than one target market.Older millennial’s look at Nissan as a Luxury carNissan needs to focus more on brand awareness and branddefinitionAll Hispanics care about what friends and family membersthink of their decisions.
To understand what drives awareness and favorability for this Hispanicmillennial market:What best motivates millennial Hispanic families to purchase Nissan:Identify the challenges that may prevent Hispanics from buying a Nissan:What do Hispanics think Nissan could change to better appeal to their cultureand gain their brand loyalty?:
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