Nissan Altima Focus Group Analysis Oct 21 2008 Final

BENTLEY UNIVERSITY OCTOBER 22, 2008 Nissan Altima Focus Group Analysis Alex Sun, MSMA ’08

Nissan Altima Focus Group Analysis ,[object Object],[object Object],[object Object],[object Object]

Nissan Altima Focus Group Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Nissan Altima Focus Group Analysis ,[object Object],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

Nissan Altima Focus Group Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Nissan Altima Focus Group Analysis

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ I have a 2004 Altima, it’s been running great until recently…” ----- Donna

Nissan Altima Focus Group Analysis ,[object Object],Observation #2 “ I am looking for a new Honda Fit…” ----- Melanie

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ I just can’t say yes…” ----- Ed

[object Object],[object Object],Nissan Altima Focus Group Analysis

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ Body type changed a lot, it’s a lot nicer .” -----------Ed

Nissan Altima Focus Group Analysis ,[object Object],Observation #2 “ The new Mazda6 is a lot bigger .” -----------Ed

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ We’ve had more repairs than I have anticipated…” ---------Melanie

[object Object],Nissan Altima Focus Group Analysis Observation #2 “ I got a lot of little problems lately…” ---------Caroline

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ There’s some serious rust going on…” ---------Tracy

Nissan Altima Focus Group Analysis ,[object Object],Observation #4 “ We have ignition problems…” ---------Donna and Caroline

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ But I noticed this Altima has a good size trunk and a good size back seat . “ ----------Donna

Nissan Altima Focus Group Analysis ,[object Object],Observation #2 “ You know what, it’s (Altima) kind of small to me.” ------ Jay

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ I don’t like the body style of the new Altima.” ------ David

Nissan Altima Focus Group Analysis ,[object Object],Observation #4 “ I personally like a car that is more sporty .” -------David

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ I wasn’t so sure that they are doing everything that I’ve asked.” ------Donna

[object Object],Nissan Altima Focus Group Analysis Observation #2 “ Nissan Dealer service is expensive.” ------Jay

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ I had a very bad experience at a Nissan dealer…” ---------Andrea

Nissan Altima Focus Group Analysis ,[object Object],Observation #4 “ Find a mechanic you trust .” ---------Jonathan

Nissan Altima Focus Group Analysis ,[object Object],Observation #5 “ I will use Nissan dealer as the last resort.” ------Melanie

Nissan Altima Focus Group Analysis ,[object Object],Observation #6 “ We will never think about going to the dealer.” -----David

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ I don’t know anything about Mazda.” -----Jackie

Nissan Altima Focus Group Analysis ,[object Object],Observation #2 “ All I know is they are nice to look at… that’s all. “ ---Caroline

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ Mazda6 is a sports car.“ ---Donna and Ed

Nissan Altima Focus Group Analysis ,[object Object],Observation #1 “ 0% interest rate is the most favorite incentive.“ ---All Participants

Nissan Altima Focus Group Analysis ,[object Object],Observation #2 “ I like new tires.“ ---Donna

Nissan Altima Focus Group Analysis ,[object Object],Observation #3 “ I want mats.“ ---Tracy

Nissan Altima Focus Group Analysis ,[object Object],Observation #4 “ I want free service check.“ ---Caroline

Nissan Altima Focus Group Analysis ,[object Object],Observation #5 “ I’ve never expected a dealer to say: we will buy you gas.” ---Jonathan

Nissan Altima Focus Group Analysis ,[object Object],Observation #6 “ Gas card has to be non-restricted.” ---Donna

Nissan Altima Focus Group Analysis ,[object Object],Observation #7 “ I want free repair of dents.” ---David

Nissan Altima Focus Group Analysis ,[object Object],[object Object]

Nissan Altima Focus Group Analysis Oct 21 2008 Final

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Nissan Altima Focus Group Analysis Oct 21 2008 Final

Editor's Notes