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.
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?
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.
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.
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
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?:
Notas do Editor
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…
Carolina
Kai
When you apply these rules,
Kai
Sylvanna
Sometimes moving images can inspire in a way that static slides cannot. A slow moving animation creates a sense of nostalgia.