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Nissan Altima Focus Group Analysis Oct 21 2008 Final
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Nissan Altima Focus Group Analysis Oct 21 2008 Final

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A marketing research project I did for Mazda North America in 2008.

A marketing research project I did for Mazda North America in 2008.

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  • 1. BENTLEY UNIVERSITY OCTOBER 22, 2008 Nissan Altima Focus Group Analysis Alex Sun, MSMA ’08
  • 2. Nissan Altima Focus Group Analysis
    • Executive Summary
      • Focus Group Details
      • Confirmation of Secondary Research Findings
      • Q&A
  • 3. Nissan Altima Focus Group Analysis
    • Focus Group Details
      • Date: June 17, 2008
      • Participants: 10 Nissan Altima drivers, 4 female and 6 male.
      • Goal: To determine brand loyalty and conquest potential for the 2009 Mazda6.
      • Location: Center for Marketing Technology, Bentley University, MA
      • Moderator: Perry Lowe, Senior Lecturer, Bentley University
      • Length: 78 minutes
  • 4. Nissan Altima Focus Group Analysis
    • Focus Group Details
    Name Gender Model Year Current Miles Satisfaction Brand Switch   Next Purchase Jackie Female 2008 Under 1,000  8 Camry Over 1y Donna Female 2004 Bought Brand New 8 Camry Within 1y Tracey Female 2000   Very High 10 Camry Within 1y Melanie Female 2004 N/A 7 Accord N/A Ed Male 2008   12,000 8 Passat Over 1y Caroline Female 1997 117,000 9 Mazda Within 1y Jonathan Male 2001 N/A 8 Passat Within 1y Jay Male 2000 N/A 8 Camry N/A Andrea Female 1999 Very High 10 Passat Within 1y David Male 1994 190,000 9 Passat Within 1y Average Satisfaction Score  8.5    
  • 5. Nissan Altima Focus Group Analysis
    • Confirmation of Secondary Research Findings
    • 1. Altima owners may have lower brand loyalty than Honda Accord, Toyota Camry, and VW Passat.
    • 2. Pictures and facts about the 2009 Mazda6 may indicate potential for brand switching.
    • 3. Altima Customer Satisfaction relatively low.
    • 4. 2009 Mazda6 improvements are important to Altima owners.
  • 6. Nissan Altima Focus Group Analysis
    • Confirmation of Secondary Research Findings
    • 5. Altima owners dissatisfied with Dealer service.
    • 6. Altima owners' low awareness of the Mazda6 presents new opportunities.
    • 7. New incentives may encourage brand switching.
  • 7.
    • Low Brand Loyalty
    Nissan Altima Focus Group Analysis
  • 8. Nissan Altima Focus Group Analysis
    • Low Brand Loyalty
    Observation #1 “ I have a 2004 Altima, it’s been running great until recently…” ----- Donna
  • 9. Nissan Altima Focus Group Analysis
    • Low Brand Loyalty
    Observation #2 “ I am looking for a new Honda Fit…” ----- Melanie
  • 10. Nissan Altima Focus Group Analysis
    • Low Brand Loyalty
    Observation #3 “ I just can’t say yes…” ----- Ed
  • 11.
    • Pictures and Facts
    • Generate Interest
    Nissan Altima Focus Group Analysis
  • 12. Nissan Altima Focus Group Analysis
    • Pictures and Facts Generate Interest
    Observation #1 “ Body type changed a lot, it’s a lot nicer .” -----------Ed
  • 13. Nissan Altima Focus Group Analysis
    • Pictures and Facts Generate Interest
    Observation #2 “ The new Mazda6 is a lot bigger .” -----------Ed
  • 14.
    • Customer Satisfaction Relatively Low
    Nissan Altima Focus Group Analysis
  • 15. Nissan Altima Focus Group Analysis
    • Customer Satisfaction Relatively Low
    Observation #1 “ We’ve had more repairs than I have anticipated…” ---------Melanie
  • 16.
    • Customer Satisfaction Relatively Low
    Nissan Altima Focus Group Analysis Observation #2 “ I got a lot of little problems lately…” ---------Caroline
  • 17. Nissan Altima Focus Group Analysis
    • Customer Satisfaction Relatively Low
    Observation #3 “ There’s some serious rust going on…” ---------Tracy
  • 18. Nissan Altima Focus Group Analysis
    • Customer Satisfaction Relatively Low
    Observation #4 “ We have ignition problems…” ---------Donna and Caroline
  • 19.
    • 2009 Mazda 6 Improvements Are Important to Altima Owners
    Nissan Altima Focus Group Analysis
  • 20. Nissan Altima Focus Group Analysis
    • 2009 Mazda 6 Improvements Are Important to Altima Owners
    Observation #1 “ But I noticed this Altima has a good size trunk and a good size back seat . “ ----------Donna
  • 21. Nissan Altima Focus Group Analysis
    • 2009 Mazda 6 Improvements Are Important to Altima Owners
    Observation #2 “ You know what, it’s (Altima) kind of small to me.” ------ Jay
  • 22. Nissan Altima Focus Group Analysis
    • 2009 Mazda 6 Improvements Are Important to Altima Owners
    Observation #3 “ I don’t like the body style of the new Altima.” ------ David
  • 23. Nissan Altima Focus Group Analysis
    • 2009 Mazda 6 Improvements Are Important to Altima Owners
    Observation #4 “ I personally like a car that is more sporty .” -------David
  • 24.
    • Altima Owners Dissatisfied With Dealer Service
    Nissan Altima Focus Group Analysis
  • 25. Nissan Altima Focus Group Analysis
    • Altima Owners Dissatisfied With Dealer Service
    Observation #1 “ I wasn’t so sure that they are doing everything that I’ve asked.” ------Donna
  • 26.
    • Altima Owners Dissatisfied With Dealer Service
    Nissan Altima Focus Group Analysis Observation #2 “ Nissan Dealer service is expensive.” ------Jay
  • 27. Nissan Altima Focus Group Analysis
    • Altima Owners Dissatisfied With Dealer Service
    Observation #3 “ I had a very bad experience at a Nissan dealer…” ---------Andrea
  • 28. Nissan Altima Focus Group Analysis
    • Altima Owners Dissatisfied With Dealer Service
    Observation #4 “ Find a mechanic you trust .” ---------Jonathan
  • 29. Nissan Altima Focus Group Analysis
    • Altima Owners Dissatisfied With Dealer Service
    Observation #5 “ I will use Nissan dealer as the last resort.” ------Melanie
  • 30. Nissan Altima Focus Group Analysis
    • Altima Owners Dissatisfied With Dealer Service
    Observation #6 “ We will never think about going to the dealer.” -----David
  • 31.
    • Low Awareness Presents Opportunity
    Nissan Altima Focus Group Analysis
  • 32. Nissan Altima Focus Group Analysis
    • Low Awareness Presents Opportunity
    Observation #1 “ I don’t know anything about Mazda.” -----Jackie
  • 33. Nissan Altima Focus Group Analysis
    • Low Awareness Presents Opportunity
    Observation #2 “ All I know is they are nice to look at… that’s all. “ ---Caroline
  • 34. Nissan Altima Focus Group Analysis
    • Low Awareness Presents Opportunity
    Observation #3 “ Mazda6 is a sports car.“ ---Donna and Ed
  • 35.
    • New Incentives May Encourage Brand Switching
    Nissan Altima Focus Group Analysis
  • 36. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #1 “ 0% interest rate is the most favorite incentive.“ ---All Participants
  • 37. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #2 “ I like new tires.“ ---Donna
  • 38. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #3 “ I want mats.“ ---Tracy
  • 39. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #4 “ I want free service check.“ ---Caroline
  • 40. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #5 “ I’ve never expected a dealer to say: we will buy you gas.” ---Jonathan
  • 41. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #6 “ Gas card has to be non-restricted.” ---Donna
  • 42. Nissan Altima Focus Group Analysis
    • New Incentives May Encourage Brand Switching
    Observation #7 “ I want free repair of dents.” ---David
  • 43. Nissan Altima Focus Group Analysis
    • Questions?
    • Thank You!