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Nissan presentation

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Nissan presentation

  1. 1. NISSAN ANDHISPANIC MILLENIALMARKET
  2. 2. 1
  3. 3. 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?
  4. 4. 2 METHODS
  5. 5. 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.
  6. 6. 3 ETHNOGRAPHY
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  8. 8. 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.
  9. 9. Survey results: Peer´s Opinion 60% 50% 40% 30% Peer´s Opinion 20% 10% 0% Strongly Agree Agree Neither Agree nor disagree disagree
  10. 10. Are you proud of your Hispanic cultural background?120%100%80%60% Are you proud of your Hispanic cultural background?40%20% 0% Yes No I don´t care
  11. 11. What first comes to mind when you think of Nissan?Affordable Innovative ReliableCheap Futuristic QualityGood priceeconomic
  12. 12. So how does it all tie together?
  13. 13. 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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