Nissan conducted research to understand the Hispanic millennial automotive market. They distributed surveys in English and Spanish and observed a dealership. Ethnographic interviews found that Hispanics care about peer and family opinions when making decisions. Survey results showed most Hispanics are proud of their cultural background. When thinking of Nissan, common associations were affordable, reliable, and good price but not innovative or futuristic. The research aimed to understand awareness and favorability among Hispanic millennials to help Nissan better target and appeal to this important demographic.

1. NISSAN AND
HISPANIC MILLENIAL
MARKET

3. 1

4. To understand what drives awareness and favorability for this
Hispanic millennial 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
culture and gain their brand loyalty?

5. 2 METHODS

6. Methods Focus: Hispanic Millenials ages 21-28
Distributed: Surveys both in English and Spanish.
Ethnography: Observed local Autobahn Car dealership.
Went to heavily populated Hispanic areas: like Supermercados
and Fiesta to Interview more of our demographics. We inquired
about their feelings toward Nissan.

7. 3 ETHNOGRAPHY

10. 4

11. Nissan has to give a more specific definition of their target
markets and not simply state millennial, since that could
mean more than one target market.
Older millennial’s look at Nissan as a Luxury car
Nissan needs to focus more on brand awareness and brand
definition
All Hispanics care about what friends and family members
think of their decisions.

12. Survey results:
Peer´s Opinion
60%
50%
40%
30%
Peer´s Opinion
20%
10%
0%
Strongly Agree Agree Neither Agree nor disagree
disagree

13. 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

14. What first comes to mind when you think of Nissan?
Affordable Innovative Reliable
Cheap Futuristic Quality
Good price
economic

15. So how does it all tie together?

16. To understand what drives awareness and favorability for this Hispanic
millennial 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 culture
and gain their brand loyalty?: