2. 1 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. 2 METHODS 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. 3 ETHNOGRAPHY 7. 4 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
millennials 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. Survey
results:Peers Opinion 60% 50% 40% 30%Peers Opinion 20% 10% 0%
Strongly Agree AgreeNeither Agree nor disagree disagree 10. Are you
proud of your Hispaniccultural background?120%100%80%60% Are you
proud of your Hispanic culturalbackground?40%20% 0% YesNo I dont
care 11. What first comes to mind when you think of
Nissan?Affordable Innovative ReliableCheapFuturistic QualityGood
priceeconomic 12. So how does it all tie together? 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?:
