Nissan Campaign

AUTOMOTI VE AT TI TUDES: A STUDY OF THE NI SSAN BRAND I MAGE FOR AGES 18 TO 54 1
Sechs Damen Agency: Megan Barta, Kensey Burdick, Chelsey Faggiano, Kristen Lukenbill, Noelle Maring, Molly McCue
A STUDY OF THE NISSAN BRAND IMAGE
FOR AGES 18 TO 54
AUTOMOTIVE
ATTITUDES
Megan Barta, Kensey Burdick, Chelsey Faggiano, Kristen Lukenbill, Noelle Maring, Molly McCue are
seniors studying advertising in the Edward R. Murrow College of Communication at Washington State
University. This research project was rst presented on September 20, 2011 for the Advertising 480 course
taught by Professor Daniel Petek.
table of contents
5 Executive Summary
7 Methodology
12 Primary Research Survey Results
20 Primary Research Survey Cross Tabulations
23 Focus Group Findings & Insights
27 Trends and Recommendations
31 Works Cited
32 Appendices
AS IT STANDS TODAY, WEVE FOUND THAT THE ATTITUDE
TOWARD THE NISSAN BRAND AMONG THOSE AGE 18 TO 54 IS
Willing
Economical
Social
Uninformed
Inexperienced
(see page 30 for more conclusions)
executive
summary
To better identify the
target audience, potential
consumers will be referred
to as Nissan Novices.
Many people will have the desire to purchase an automobile in
their lifetime. The hope is that one will seek the vehicle most
suitable to their lifestyle. But what if the consumer settled for
less, or substituted their wants and needs because they were
unaware of their options?
The result is a lack of awareness generated by an ineffective
brand position. Nissan has encountered this dilemma among
its potential consumers. While Nissan has the ability to
accommodate widespread demand through its broad product
line, there is a lack of brand awareness among consumers.
To better identify the target audience, Sechs Damen named
polenliaI consumers Nissan Novices. A novice is dehned as a
person nev lo or inexperienced in a heId or silualion. ased
on primary research, this title is representative of the vast
majority of participants, who have little knowledge or experience
vilh lhe Nissan brand. SpecihcaIIv, Nissan Novices are maIes
and females, ages 18-54 of multiple races and ethnicities,
primariIv from lhe Iacihc Norlhvesl.
By conducting a survey through Qualtrics, more than 200
participants answered 23 questions pertaining to the automobile
market and the Nissan brand. Responses revealed perspective
into consumer preference of vehicle models, features and
capabilities, along with perception and knowledge of Nissans
brand image.
In addition to the survey, a focus group was conducted to
thoroughly examine the target market. This allowed in-depth
and personal conversations, giving key insight into consumer
attitudes and perspectives of Nissan as a brand. Combining
survev and focus group hndings, lrends vere idenlihed lo creale
recommendations for future Nissan campaigns.
The goal of conducting research was not only to familiarize
ourselves with the target audience, but also to become closely
acquainted with Nissan Novices. Through primary and
secondary research, recommendations were created and an
insight of Nissan Novices demand and perception of the brand
was attained.
Consumer Research
In order to best measure the attitudes and beliefs of adult
consumers on Nissan and its competitors, it was decided to
conduct both an online survey and a focus group. The survey
was used to gain insight of the brand perception and recognition
of Nissan within a cross section of adult drivers, as well as their
lifestyles and media habits. The focus group was then conducted
lo supporl lhe survev's hndings among a seIecl group of peopIe.
Secondary research through Mintel and SRDS Lifestyle Market
Analyst was performed to supplement the data gathered through
the primary research methods.
Primary Research Survey
The survey was created with the utmost consideration of the
subjects comfort level in mind and was formatted in a way to
ease the participants into it without hesitation or discomfort. It
was decided to keep the survey as concise as possibleobtaining
the maximum amount of information from the minimum amount
of questions. When launched, the survey contained a select 23
close-ended and open-ended questions with an average pre-test
time less than ten minutes.
methodology
Primary Research
Survey Sheets
Appendix A
(pg. 33)
Nissan was not revealed until the latter half of the survey. This
was done to keep the participants responses as unbiased and
honest as possible.
Traditional email and the social media sites Facebook and Twitter
were used to distribute the survey.
Question Composition
The survey began with an open ended question. This was done
to introduce the topic of automotives to the participant in an
entertaining, non-intimidating way. Close ended questions
were then used to ease the respondent into the more cognitive,
open ended queslions. Lach queslion vas specihcaIIv designed
to identify awareness, attitude, and usage for Nissan and its
competitors. A variety of yes/no, multiple choice, ranking, and
open ended questions were used. The survey also included
demographic and lifestyle questions.
Pretest
A prelesl vas conducled before hnaI dislribulion lo evaIuale
lhe effecliveness of lhe survev in addressing specihc ob|eclives.
Twenty pre tests were administered to a range of age and gender
demographics. Participants of the pretest were asked to record
any confusions, problems, and discrepancies they found. The
survey was also proofed by both a Washington State University
advertising professor and marketing professor.
Revisions were made to the survey to more effectively pinpoint
consumers brand perception of Nissan.
Response Rate
The survey was actively completed by over 200 adults between
the ages of 18 to 54. Although 256 people visited the online
survey page, 42 responses were completed partially and were
not counted in the results. There were approximately 692 people
exposed to the survey via Facebook, Twitter and email.
Demographics
The demographic information addressed in the survey consisted
of age, race/ethnicity, gender, marital status, household income,
and education.
Focus Group
The focus group cIarihed previous ansvers galhered from lhe
survey, and elaborated on personal, emotional and opinionated
feelings about Nissan and the automotive industry. The session
was held in Washington State Universitys Communication
Addition Building, room 24 at 1:30 p.m. on Friday September
9, 2011. The session was digitally recorded and lasted
approximately 30 minutes. Noelle Maring facilitated the group
with the assistance of Chelsey Faggiano. Questions asked gave
insight into where Nissan stood in the minds of the participants.
These questions ranged from general inquiries about car
deaIerships and dream cars, lo more specihc queslions regarding
Nissan and their brand image. The focus group also proposed
questions on the participants lifestyles and activities. The group
discussion format allowed for more qualitative data that was
obtained within the survey. There were seven participants; three
(214/692) x100
= 30.92%
-- Response Rate for
primary research survey.
males and four females (ages 18-24). All participants in the focus
group remained nameless throughout the report for anonymity
purposes.
Demographics
The demographic information collected from focus group
participants consisted of age, race/ethnicity, gender, marital
status, education, and activities.
Secondary Research
Additional research was conducted on Mintel International
Groups website for information on automotive industry trends
and media usage. Experian Simmons Choices 3 was also used as
a source of secondary research. Simmons software was used to
cross tabulate data including age, gender, and vehicle ownership
(both foreign and domestic). Information was also obtained from
lhe ofhciaI Nissan vebsile, from vhich lhe 23 currenl Nissan
models were collected for the survey. Finally, Kelly Blue Book Co.
was also used as a secondary source. Details were obtained from
this site about the most common generic vehicle models that our
target audience would match to their lifestyle.
Mintel International
Group
Experian Simmons
Choices 3
Kelly Blue Book Inc.
--- Secondary research
sources used in this report
I see them as
really average. I
wouldnt go and
purchase a Nissan
if I was trying to
Iook reaIIv cooI.
--- Focus Group Participant D
on Nissans brand image
primary research
survey results
Is it important to you that your car is
manufactured in the United States?
This question was constructed to reveal
how consumers perceive foreign-made
vehicles. 86% of respondents said either
no (41/) or no preference (45/).
These results suggest that if a car is not
made and produced in the United States,
il does nol have greal inuence on a
buyers purchasing decision. As a Japanese
car manufacturer, this gives Nissan a
level position in the minds of survey
participants.
The majority of survey respondents
ansvered lhis queslion vilh 4 or more
cars. Because 98% of respondents indicated
at least one car in their household, the
insight produced in this survey is very
representative of potential buyers within
the target market.
How many cars do you have in your
household?
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Rank the following vehicle brands according
to your preference.
To better understand consumers preferred brand
choices, the top competitors of Nissan were
ranked according to desirability. The top ranked
competitors include Honda, Toyota, Ford and Jeep.
Anolher nolabIe hnding vas lhal lhe mosl seIecled
oplion vas lher vilh 21/ of responses. This
selection was open-ended and gave respondents
the opportunity to submit their preferred brand.
The results from this question indicate the
consumers attitude about Nissan. A low
preference toward the brand demonstrates a lack
of unique distinction in the eyes of consumers. In
addition, two of the top ranked brands, Honda and
Toyota, are foreign manufactured. This reiterates
the fact that participants show no preference to
domestic or foreign brands.
*
*
20%
19%
16%
13%
10%
7%
5%
5%
3%
2%
Brand is not a Nissan competitor compiled by
Simmons Choices 3, but was added under the
other selection by survey participants.
*
Do you currently or have you
ever owned a Nissan vehicle?
Which vehicle model best suits your lifestyle? (Check all that apply)
The majority of respondents favored the Sedan (48%) and SUV (46%) models. In addition,
34% of participants selected the Crossover. Responses revealed the diversity of vehicle
models that suit participants lifestyles.
This gives insight as to what type of lifestyle participants lead. Because the Sedan and
SUV are very distinct models, they offer different qualities and capabilities to consumers.
The SUV allows consumers a more spacious experience with more endurance for extreme
weather conditions, while the sedan offers a more compact option. Many consumers
do not need the extra space or outdoor capability, and therefore the Sedan becomes an
attractive option. Also, the Crossover is a medium-sized vehicle, falling between the
Sedan and the SUV.
Sedan SUV Crossover Coupe
48% 46% 25% 34%
This question revealed how many of
the survey respondents have a history
vilh Nissan. Since nearIv one oul of hve
parlicipanls ansvered Yes lo ovning
a Nissan, its evident that Nissan has a
presence in the consumers minds.
Relationship with Nissan
74% of respondents have
never owned a Nissan. Of
those respondents, 45% have
no preference toward the brand
and 29% would consider doing
business with Nissan. This question
was constructed to gain a better
understanding about consumers
relationship with Nissan. The
responses show that there is not
a strong inclination among
participants to consider Nissan
when purchasing a vehicle.
What relationship do you have
with Nissan?
What are your thoughts about the Nissan brand? (Open-ended responses)
Ive never owned a Nissan. Im more aware of brands like Toyota, Ford
and Honda.
I often forget about this brand.
I dont have bad remarks, I just dont have any stand out remarks either.
I have a positive opinion of this brand and would consider buying
another Nissan some day.
Not what I would buy, but I consider it a good brand.
Cheap and boring.
Never owned or heard anything about the brand. 100% neutral.
Nissans Brand Image
Which Nissan model do you think best represents the brand?
A quarter of participants associate the Nissan brand with the Altima model, and nearly
one hflh of parlicipanls lhink of lhe Ialhhnder. When consumers hear aboul Nissan or
see a Nissan advertisement, these results suggest they are more likely associating it with
the Altima model. This means that a large number of other models are not as well
recognized among consumers. The LEAF was only mentioned three times in our survey,
while crossover models such as the Rogue were left out almost entirely. This proves that
consumers are only seeing a small fraction of what Nissan offers as a car manufacturer.
Out of all 23 Nissan
models, 48% of survey
participants selected
the Nissan Altima as
the most representative
model for the Nissan
brand.
Survey Demographics
All the participants were between
the ages of 18 and 54. At least one
person of each age group listed on
the left responded to the survey.
Participants could select between
Female, Male, and Prefer not to
discIose (lhree responses).
The majority of participants
had received some college with
no degree, or had received a
type of college degree. These
results coincided with our age
demographics.
Age
Gender
Highest level of
education
The majority of survey
respondents indicated a
single lifestyle, while almost
a quarter of respondents
were married.
Survey participants were
predominantly from a white
race or ethnicity. Only 11%
of respondents indicated
they were of a non-white
ethnicity.
Lifestyle Status
Race / Ethnicity
Survey Demographics
Media Habits
From the seven different
choices of media, the top
two selections for most
used were Internet Social
Media sites and Television.
Magazine was ranked the
least used media type, with
only 1% of respondents
saying they read magazines
the most.
What type of media do
you use the most?
Facebook was the most
selected social media site
among participants. Of all
200 respondents, 93% spend
one hour or more on the site
daily. YouTube and Twitter
followed Facebook, with
57% and 25% of respondents
spending an hour or more
on the site each day.
How many hours do
you spend on social
media sites per day?
primary research
cross tabulations
Findings:
f lhe vehicIe allribules parlicipanls raled from Nol Imporlanl lo Verv Imporlanl, eco-
avareness vas mosl frequenlIv raled NeulraI. The onIv exceplions lo lhis slalislic vere
with those participants who selected the SUV, luxury and truck as the vehicle model that
best suits their lifestyle.
Insights:
These hndings shov a Iack of inleresl among parlicipanls in lhe Lco-IriendIv allribule,
suggesting that these particular consumers may not be ready to transition from traditional gas
powered vehicles to an electric vehicle (an example of this is the Nissan LEAF). In addition,
participants who selected the luxury, truck and SUV models may be exceptionally hesitant to
make lhal lransilion, as lhev are mosl IikeIv lo see Lco-IriendIv as Iess imporlanl.
Vehicle attributes and lifestyle vehicle models
Findings:
41% of respondents who are most likely to participate in outdoor activities chose the cross
over as the model that best suits their lifestyle
55% of respondents who are most likely to go out for drinks and entertainment chose the
coupe as the model that best suits their lifestyle
20% of respondents who are most likely to participate in family activities chose the SUV as
the model that best suits their lifestyle
Insight:
When asked to choose between eleven vehicle models that best suit their lifestyles, 48% of
respondents chose the sedan. This indicates that the sedan is a vehicle model that is appealing
to almost half respondents/may be suitable to multiple lifestyles and numerous types of
consumers.
Lifestyle activities and lifestyle vehicle models
Findings:
Nearly 20% of survey takers have either owned or currently own a Nissan. Of these
participants, 38% have no preference toward the brand.
29% of respondents have not owned a Nissan, but would consider doing business with
the company, while 10% of respondents have owned a Nissan and would continue doing
business.
Insights:
This dala hrsl shovs lhal even lhose parlicipanls vho have had experience vilh Nissan sliII
see no brand dislinclion. The facl lhal one hflh of Nissan users have had hrsl-hand experience
vilh lhe brand, vel sliII shov no preference lovard lhe brand reecls a verv Iov allilude
regarding brand image.
Combined, these statistics state that 39% of respondents are likely to consider Nissan when
making a purchase decision. This demonstrates that Nissan has an opportunity to reach
potential consumers in the future.
History with Nissan and relationship with the brand
focus group
UKPUNZPUZPNO[Z
To suppIemenl lhe quanlilalive hndings from lhe research
survey, a focus group was conducted. This method was chosen to
coIIecl more in-deplh informalion from members of a specihc age
demographic within our target audience. All seven participants
(three male and four female) fell into the age group of 18-24.
Although this group is not representative of the entire sample,
il does produce slrong informalion regarding lhal specihc age
group. By facilitating a group discussion about the members
experiences regarding Nissan, qualitative responses were found
to complement our primary research survey.
Overall, it was found that focus group responses were mostly
parallel to information discovered in the survey. All reported
an awareness of the brand, however their vocabulary about
Nissan is limited. When asked questions about driving a Nissan,
most participants said they did not consider the brand when
purchasing a car. Basic knowledge they did have was drawn
from television commercials and second-hand accounts. No focus
group participants had owned a Nissan.
Focus Group
Participant Handouts
Appendix C
(pg. 40)
Focus Group
Transcript
Appendix D
(pg. 41)
One theme that consistently stood out was that participants
viewed Nissan as extremely average. People had
neither positive nor negative attitudes toward the brand,
demonstrating relatively neutral attitudes about Nissan. This
conhrms lhal Nissan is nol dislincl in lhe minds of consumers.
Also consistent with the survey, the focus group showed that
many people associate the Altima with the Nissan brand.
One exercise in particular allowed a better understanding of
what participants would use their car for. A blank outline of a
car was passed out and participants were asked to draw a scene
of what they see themselves doing. This gave participants
the opportunity to express the activities they use their car for
and scenery which surrounds them. The insight from these
drawings painted a clear picture of what these particular
consumers need in a car lo hl lheir IifeslvIe.
Overall, the focus group permitted more probing questions
which allowed a deeper insight into the minds of participants.
In addilion, il supporled hndings from lhe survev.
With this picture of a car, sketch what youd be doing,
what the surroundings are, what activities youre
heading to do, who youre with. You can imagine that
the car is any model or brand youd like.
I drew mountains.
Im really happy in
this picture. If it was
any car, it would be
something with all-
wheel drive and low
gas millage.
-- Focus Group Participant B
on dream car drawing
I want to be driving
somewhere warm and
sunny to my hot-shot
job in the big city
along the beach. And I
need a good radio and
sunroof and really cool
rims.
-- Focus Group Participant D
on dream car drawing
They are sort of
right in the middle
with a little bit
of everything;
economical, luxury,
all-outdoors, just
right in the middle.
--- Focus Group Participant B
on the Nissan brand
[YLUKZ
recommendations
Current Situation:
Nissans brand image is represented by two core models; the
AIlima Sedan and lhe Ialhhnder SIV. When peopIe hear
Nissan, lhese are lhe hrsl lhings lhal come lo mind. Hovever,
their brand image should not be limited to two models. Nissan
has a vast product line, with options for numerous lifestyles and
various consumers. The problem is that potential buyers are not
aware of the selection Nissan offers.
Our Recommendations:
We recommend implementing marketing strategies focusing
on three distinct trends found in the data. These trends were
spotted when comparing top ranked vehicle models, activities
parlicipanls are IikeIv lo engage in, and allribules lhev hnd
of importance when making purchase decisions (*see sig.
fndlngs IlfestIe nodeIs/actltltles and IlfestIe nodeIs/tehlcIe
attrlbutes).
Our recommendation is to push a wider range of vehicles toward
specihc audiences based on vehicIes lhal suil lheir IifeslvIe.
To do this, Nissan should put more weight on marketing the
Versa Sedan, Xterra, Murano and Rogue in addition to the
models consumers currently associate with the brand (the
Ialhhnder and AIlima). In doing so, Nissan viII be making ilseIf
more connected to consumers through multiple niche markets.
Essentially, Nissan needs to distinguish itself from competing
brands in multiple product categories. We believe that if Nissan
successfully creates these distinctions, our survey respondents
viII be more IikeIv lo consider lheir brand hrsl vhen making
purchase decisions.
Trend One:
There is a correspondence between the frequency in which
lhe sedan vas chosen lo hl a parlicipanl's IifeslvIe and in lhe
frequency that participants would most likely engage in the
aclivilv Drinks and Lnlerlainmenl. In addilion, vhen making
a purchase decision, those who chose the sedan are concerned
with gas mileage, affordability, and design.
Trend Two:
There is a correspondence between the frequency in which the
SIV modeI vas chosen lo hl a parlicipanl's IifeslvIe and in lhe
frequency that participants would most likely engage in Family
Aclivilies. When considering purchasing a vehicIe, parlicipanls
who chose the SUV regard design as a key factor.
Trend Three:
There is a correspondence between the frequency in which the
crossover modeI vas chosen lo hl a parlicipanl's IifeslvIe and
in the frequency that participants would most likely engage in
uldoor Recrealion. In a purchase decision, parlicipanls vho
seIecled lhe crossover hnd gas miIeage and design lo be of high
importance.
Implementing Recommendations:
We recommend making a connection between the trends listed
above and specihc Nissan modeIs. The Nissan modeIs lhal ve
chose were based on which vehicles respondents most frequently
associated with the Nissan brand (Refer to grah A Aendlx L).
Nissan needs to continue pushing marketing for the Altima
Sedan and lhe Ialhhnder SIV, vhiIe aIso boosling markeling
for the Maxima Sedan, Murano Crossover and the Xterra SUV.
How to Reach Them:
From our research, it was found that television and social media
sites are the most effective way to reach consumers. Television
vas a signihcanl media choice for parlicipanls of aII ages.
Effective media planning for television could create awareness
about Nissan within multiple target audience segments.
In addition, the social media site, Facebook also captures the
majority of our participants with 93% spending one hour or more
on Facebook daily. Facebook serves as an interactive form of
communicalion bv uliIizing Likes and slalus updales lo gain
feedback (PIease refer to Grah B Aendlx L). Youtube and
Twitter are also media that may be used to reach participants
(PIease refer to Medla Hablts age 19).
Social media can be
used to target early
adopters and help in
developing a model
to target their older
peers.
--Digital Media Marketing
in the Automotive Industry
(US, February 2011). Mintel
International Group.
One of the largest distinctions lies in their unbiased view of Nissan.
Il is IikeIv lhal manv in our seIecled prohIes are in an uninformed
state, however they did indicate their openness to doing business
with the brand in the future. They have neither good nor bad
things to say, which leaves room for Nissan to make a lasting
impression. Interest in learning more about the brand is high.
The majority of people are limiting their spending due to the
current uncertainty of the economy. Nissan offers both high and
low end prices for similar models, this allows the consumer to feel
Iike lheir is a car lo hl anv budgel.
Checking Facebook multiple times a day and spending a night on
lhe lovn is nol unusuaI for lhis group. This hnding reveaIs kev
insights to how they conduct their everyday lives and how social
media couId inuence lhem. Thev are characlerized bv lheir heavv
use of online social media.
It was found that individuals aged 18-54 know little about Nissan
as a brand. Given lhis hnding, lhere is a polenliaI lo bring in nev
consumers with education. By simply making the target group
more aware, with the convenience and presence of social media,
Nissan can increase awareness and interest.
A Nissan is not likely to be found in the driveway of this group.
A Iimiled amounl of parlicipanls have hrsl-hand experience vilh
Nissan, but the vast majority have no experience or connection
to the brand. A general lack of exposure eliminates the ability to
formulate an opinion of Nissan.
The Target Audience in Five Words
WILLING
ECONOMICAL
SOCIAL
UNINFORMED
INEXPERIENCED
works cited
Experian Simmons. (2009). NCS/ NHCS: FALL 2009 ADULT
FULL YEAR ( NOV 08-DEC 09)- HHLD. Experian
Simmons Choices 3.
Kelley Blue Book Co. (2011, September). Retrieved from http://
www.kkb.com.
Mintel International Group Limited. (2011, February) Digital
Media Marketing in the Automotive Industry - US. Retrieved
from Mintel International Group Limited Website: http://
academic.mintel.com.
Nissan- SHIFT_the way you move. (2011, September). Retrieved
from http://nissanusa.com.
Novice. Online Etymology Dictionary. (2011, September)
Retrieved from Dictionary.com Website: http://dictionary
reference.com/browse/novice.
appendices
Appendix [A]
Primary Research Survey
Appendix [B]
Open Response Nissan Logo Question
Appendix [C]
Focus Group Participant Handouts
Appendix [D]
Focus Group Transcript
Appendix [E]
Recommendation Graphs A & B

Appendix [A] - Primary Research Survey
Appendix [B] - Open Response What do you think of the Nissan brand?
Appendix [B] - Open Response What do you think of the Nissan brand?
Appendix [C] - Focus Group Participants Handouts
Focus Group: Nissan Research
September 9, 2011

I give my consent to Sechs Damen to videotape me during the focus group and I
am aware that the information I provide will be used for research purposes. I am
also aware that the information will remain anonymous and my name will not be
associated with my responses.

Please Sign: ____________________________________

Anonymity Letter: _______
Name: (first name only) __________________
Age: _____
Gender: Male Female Other
Highest level of education: ________________________
Occupation: ____________________________________
Ethnicity:
White
Black
Asian
Pacific Islander
Native American
Other

Marital Status:
Single, never married
Married without children
Married with children
Divorced
Separated
Widowed
Living with Partner

Appendix [D] - Focus Group Transcript
Location: CADD 24
Date: September 9, 2011
Number of Attendees: 7
Name of Transcriber: Chelsey Faggiano
Facilitator: Noelle Maring
Facilitator: Welcome, my name is Noelle and I am part of Sechs Damen Ad Agency here at Washington
State University. I will be facilitating this focus group along with Chelsey who will be taking notes.
The purpose of this focus group is to obtain research on the Nissan brand. Before we begin, we need to
inform you that we will be video taping this discussion and need your consent to record your responses.
You should also know that anything you choose to say throughout the discussion will be kept strictly
anonymous. The information that we receive from this focus group will be used only for research
purposes and your name will not be associated with your answers. Your responses will be used in our
research report in either summary format or verbatim.
Chelsey is passing out a consent paper that also contains some demographic information. If you feel
comfortable participating in this focus group, please sign the consent form and take a few moments to
hII oul lhe informalion.
Now Im going to pass out a blank sheet of paper that we will have you guys write a response on. Does
everyone have a pen?
Ior lhe hrsl queslion, ve vanl each of vou lo vrile dovn lhe hrsl vord lhal comes lo mind vhen vou
hear lhe vord Nissan. And if vou have a fev reasons lhal vou mighl feeI lhis vav, vou can |ol lhal
down as well.
Now were going to go around and have each person talk about their choice.
Participant A: Car (laughter from group).
IaciIilalor: Do vou have an opinion aboul lhe Nissan brand al aII` Anvlhing lhal hrsl comes lo mind`
Participant A: Well I guess the one thing is that they make a lot of different types of cars
Facilitator: Ok.
Participant B: I wrote just normal. You know because they are sort of right in the middle with a little
bit of everything; economical, luxury, all-outdoors, just right in the middle.
Facilitator: Alright, next?
Iarlicipanl D: I lhoughl of lhe Nissan plima specihcaIIv because I lhink lhev adverlise lhal more
heavily than some of their other brands.
Iarlicipanl C: I lhink of lhe Xlerra and lhe Tundra hrsl, vhen I lhink of Nissan lhal's |usl lhe hrsl lhing
that comes to mind.
Facilitator: Ok, thank you.
Participant G: I think of the Altima just because one of my friends parents, their car just got smashed
by someone else. That was the last Nissan that I have seen.
Participant F: I wrote car crash too (laughter). I dont know, my friend got in a car crash and it was
smashed by a dump truck. It was in the paper and everything and all I saw was Nissan, Nissan, Nissan.
Iarlicipanl L: I lhink aboul lheir commerciaIs, bul nolhing specihc reaIIv comes lo mind.
Facilitator: Ok, thanks. Now that we talked about your responses, you already touched on this a little
bit, but we want to ask what your relationship in the past has been with Nissan. So just basics; have you
owned a Nissan, driven a Nissan, know friends or family that own Nissan? We can just go around the
circle.
Participant A: Yeah, I think Ive known people. I guess I never thought about it. I have never owned
one and never been in one.
Facilitator: Ok, so have you had any positive or negative experiences with Nissan?
Participant A: Not really, just because I havent owned one.
Iarlicipanl : I haven'l ovned one eilher. Mv mom had one before I vas born and il vas Iike lhe hrsl
car she bought and she really liked it.
Facilitator: Ok.
Participant B: But I havent had any personal experience.
Facilitator: Ok, thanks.
Participant C: I havent owned one and my family hasnt. I dont have any background experiences.
Participant D: I just know a friend who owned one from high school, but Ive never had any personal
experience.
Participant E: I wanna say my dad had one for like a rental car for work, but other than that, nothing
extensive.
Participant F: Um yeah, my friend had one that got in the accident, but thats about it.
Facilitator: Alright so now, I just want to get an idea of what your car purchasing experiences have been
in the past. And if you havent purchased one, what have your experiences been while at a car dealer-
ship and if youve been to a dealership, have you had any positive or negative experiences. And what
do you hope to get out of your next trip to a car dealership?
Participant A: Well, I had a Dodge Stratus, so I was at a Dodge dealership. My experience at the dealer-
ship wasnt much just because my dad was making the decisions. I was just getting a car.
Facilitator: So, do you have any expectations for what you want to experience when you purchase your
ovn hrsl car`
Participant A: Not really, I guess, just something that I like, I want it to be appealing to me I guess.
Participant B: Ive never paid for a car myself, Ive never had the money to. Ive gone to dealerships to
look at cars I would drive and that my parents would purchase. Um, lets see, the biggest thing is just
the person whos trying to sell you the car. If you can trust the person it helps a lot. I dont know, when
I buy things I dont like to feel pressured.
Facilitator: What car dealerships were you at?
Participant B: One in Bremerton, it was a truck place. One was a Nissan dealership and one was a
trade-in dealership. They didnt have what I wanted.
Facilitator: Ok.
Participant C: Ive never had the experience of buying a car and I havent been with my parents or gone
with my parents.
Facilitator: And you dont have anything youd expect from a dealership?
Participant C: I guess Id like to have a salesman who is knowledgeable about what hes selling and
other than that dont pressure me too much but be available for questions.
Facilitator: Ok.
Participant D: So last time, I went shopping for a car for school and I went to a Honda dealership and
then just a general used car lot. And it was interesting because at Honda I felt like they were interested
in establishing a relationship with the customer so that when the time comes around and you need an-
other car, youll go back. The general used car lot, I dont think they were as concerned and they had a
tendency to push you towards something that theyre trying to sell, not necessarily something that you
really want. Theyre just concerned about the money and not about the relationship. And so I felt a lot
more pressured at the used car dealership. They kept trying to get me to buy this dark green car and I
dont like dark green (laughter). So I was like, no I really dont want it. But they were really persistent,
it was annoying.
Facilitator: So, you liked your experience with Honda better?
Participant D: Yeah, I felt they were more accommodating, listening to my preferences and more profes-
sional in general.
Participant E: So, my car was bought off Craigs List, but Ive gone to the dealership to get service and
stuff. And that would be a Volkswagen dealership. And they were helpful and knowledgeable. I guess
next time I just want a dealership to have someone who isnt overbearing, and kinda steps back and lets
you make your decision.
Participant F: Um, I have been to a Honda dealership and a Ford dealership. My car was bought at the
Ford dealership and I went with my parents and got an Explorer. And the guy that helped us was really
nice and he let us shop around, didnt pressure us. And then over at the Honda one, they kind of like
followed us around and tried to talk up every car. We were just trying to look at them. I just wanted
them to get away from us.
Facilitator: Ok, is there anything else you would expect next time from a car dealership?
Participant F: Um, I dont think so.
Facilitator: Ok.
Participant G: Last time I went to a car dealership was like when I was 11 I think. I remember it was
like a whole day and it was at a Hertz dealership. So like, they let us try, we live about 15 minutes
avav from lhe deaIership and lhev Iel us drive oul lo our house lo see if il vouId hl in lhe garage. Thev
let us do it with like 3 cars and the car we ended up wanting was at one of the managers houses. It was
like seven oclock at night and they made him drive it down for us. It was me and my younger sisters
and they were really accommodating for us. They knew that we would get bored easily. I remember, I
think they had cookies and little things like that. My mom ended up with a Tahoe so she takes it to the
Chevrolet dealer. And Ive picked her car up a few times and theyre always really friendly and nice.
Facilitator: Ok, thank you. So the next thing Im going to do is play a Nissan commercial for you guys.
Its a 2011 commercial, its called Shift the Way You Move and were just going to familiarize you guys
vilh il lhe hrsl lime ve pIav il. Some of vou mighl have aIreadv seen lhis. Sorrv il's a smaII screen, ve
dont have another way to play this. Is that good for everyone?
Participants: A, B, C, D, E, F, G: Yeah (simultaneously).
Shift the Way You Move commercial is played.
Facilitator: Ok so, have any of you guys seen this before? Nobody?
Participant G: I might have.
Facilitator: Ok, so since most of you guys havent seen it before, Im going to replay it and you guys
should think about what you think the message of the commercial is and what it tells you about Nissan
as a brand. So well watch it one more time.
Shift the Way You Move commercial is replayed.
Facilitator: Ok so, do you guys want to go around the circle and just tell me what you think the message
is? And what you think it tells us about the Nissan brand as a whole. The other question that we want
to ask is, how does this commercial make you feel?
Participant A: Alright so, I feel like theyre trying to show that they have a car for everyone. Trying to
show everything that they have to offer, different qualities and the several different cars that suit every-
one. And then just kind of ending it with their new model thats coming out. Its like we also have this,
which is environmental.
Facilitator: And how does it make you feel?
Participant A: Not anything, because I feel like, just because we hadnt seen it before. But I dont think I
would remember anything from it just because its just like most other car commercials. Theyre all the
same. It doesnt make me feel like anything, its just another car commercial.
Facilitator: Ok.
Participant B: Um, the message is that they have a new car coming out. And they really build up to the
electric car at the end of the commercial. Im sure they did that on purpose. It was pretty captivating,
lhe cars are aIvavs moving and il had lhe ding ding ding ding. And lhen lhev pause al lhe end and
build up to the electric car.
Facilitator: Ok.
Participant C: I think the message of the commercial is that they are a brand that has progressive cars
that are in style and for everybody. And then they are really trying to show that they have this new
technology that theyre trying to bring to the market, making the future generations more green. So its
a normal car commercial, but they have that as a selling point. And how it made me feel; it didnt really
make me feel anything. Its very similar to a lot of car commercials.
Participant D: I think the message is that they have a new electric car and theyre trying to promote
sales for that product. And they have a versatile brand for different lifestyles. In terms of feeling, it felt
powerful because like you said, there was a little pause for emphasis effect before they introduced the
electric car. So yeah, powerful.
Facilitator: Ok.
Participant E: Um, I think their message was that they really tailor the car for the person and they put
a lot behind manufacturing. So theyre high quality cars and if I was looking for a car, that commercial
might make me check out Nissan because they showed such a wide range of cars.
Facilitator: Ok.
Participant F: I think the commercial was reaching out to a younger basis. The people in it were all
younger, drinking slurpees, there were puppies, so younger people things. Like it had sporting events
like racing the car. So it kind of seemed like going green is more of a younger generation kind of thing.
So I feel like they are trying to reach out to people around our age or people a little older in their 30s.
Facilitator: Ok, thanks. How did it make you feel?
Participant F: Um, it made me feel like thats the car that I should have because Im in that age group.
Participant G: I felt like the main message was look at all these cars we have. But I noticed the second
time we watched it, all the cars they showed were smaller, like four-door. They didnt have any bigger
SUVs in it and they might be trying to go along with the electric car, like be a green company. Were try-
ing to stay away from SUVs that use a lot of gas and have a lot of emissions. I thought it was interest-
ing that they showed the dramatic pause and they showed a big long empty road. And so it was kind of
like, because there was always the problem with electric cars not being able to go far, it was like oh, the
electric car can go far and take you across the country or something. So I thought it was kind of inter-
esting, I dont know if theyre discontinuing their SUVs or if theyre still making them. I just thought it
was interesting they didnt have any.
Facilitator: So how did it make you feel?
Participant G: I thought it was a pretty cool commercial. You know if I was sitting at my house watch-
ing TV it probably would have caught my attention just because everything was moving so quickly. I
thought it was interesting. Ive never thought about owning a Nissan, but like she said, it was like oh,
the way they advertised was really toward our age group. So its for younger people. A lot of it was in
the city and lot of the younger generation lives in cities.
Facilitator: Ok, so you guys all brought up the leaf being in the commercial. Are you all aware of the
leaf?
Participants C,D: No, not until this commercial. (The rest, participants A,B,E,F & G nodded.)
Facilitator: So this is the last major thing I want to do with you. If you want to take one of these papers
and pass it on, its just the outline of a car. This is an exercise that a lot of focus groups use actually. I
just want you to sketch what youd be doing , what the surroundings are, what activities youre heading
to do. Maybe who youre with. (Laughter). You can imagine that the car is any model or brand youd
like. You dont have to be a good artist, were not all art majors.
(Time is allotted for sketching).
Facilitator: Ok, so is everybody close to done? Alright, can you guys just explain what youve drawn?
Participant A: Alright, I drew mountains because Im very into the outdoors. I like to travel. If I have a
car then I like to use it to travel.
Facilitator: Alright, do you have any idea what type of car that might be that youd be driving?
Participant A: Um, probably some type of mid-sized SUV. Something more spacious.
Facilitator: Ok, and you?
Participant B: I drew mountains also, Im really happy in this picture. If it was any car, it would be
something with all-wheel drive and low gas millage.
Facilitator: Ok.
Participant C: So, I just kinda drew some stuff I would like to do next to it. I drew mountains because I
Iike lo ski and lhen I drev a soccer heId because I Iike lo pIav soccer. So I vouId vanl somelhing lhal's
large enough to carry soccer gear. So like a mid-sized SUV, maybe with a rack on top.
Facilitator: Ok.
Participant D: I want to be driving somewhere warm and sunny to my hot-shot job in the big city along
the beach. And I need good radio and a sunroof and really cool rims I think.
Facilitator: Do you know what kind of car that would be?
Participant D: Do you mean what brand?
Facilitator: It can be whatever, either brand or model.
Participant D: Oh I dont really care, I think Cadillacs are kind of cool. But I wont be able to afford that
any time soon (laughter).
Participant E: So I drew the car that I have now because I got it on the east coast and I drove it back
here. Then this summer I drove it from here to Portland a lot. So I drew me driving a long distance.
Facilitator: And what kind of car is that?
Participant E: Its a Jetta.
Participant F: So this is me and my friends listening to music. Were all really happy. Were in the forest
and were going camping and were camping in a tent too. This would probably be an SUV or some-
thing like that.
Participant G: This is mine. So my family has a cabin on the lake and its about 300 miles from here. I
currently drive an SUV and I love it because it has a lot of space in it and I ski a lot so its good in the
snow. If I could have any car, Id probably pick an SUV, but have it be more eco-friendly and get better
gas millage. If there was like a hybrid SUV I would probably get something along those lines. I do a lot
of driving.
Facilitator: So this is the very last thing. I wanted to know if theres anything that you havent said yet
about Nissan that we might not have touched on today. Any other feelings that you have, positive or
negative about Nissan. I just want to know your opinion.
Participant E: I dont really think of them as an SUV or truck brand. Its more like mid-sized and small
four-door cars like the Altima and stuff.
Participant D: I see them as really average. I wouldnt go and purchase a Nissan if I was trying to look
really cool if I just got an promotion to be an executive or something. Nissan isnt the brand I would
think of to go buy. But I do think of safety and family orientation when I think of Nissan.
Facilitator: Anybody else?
Participant B: I would totally buy a Nissan. If I was shopping around online, I would totally pick Nis-
san for one of the brands.
Participant G: I think a lot of their ads lately have been more focused on the smaller cars. Like she said,
she doesnt think of it as a big-car brand. I mean, driving around you see the Nissan trucks and Nissan
SUVs and Nissan minivans. So I think if thats a market theyre thinking about expanding they should
not have commercials with only small cars.
Facilitator: So here is the closing statement for our focus group session. This will conclude our focus
group. I would like to thank you for your time and for sharing your opinions and knowledge of the
Nissan brand. If you have any further questions, please feel free to contact Chelsey or myself directly
afler lhe session has hnished.
Thank you guys so much for helping us out on your Friday, this is going to help us a lot.
Appendix [E] - Recommendation Graph A
Appendix [E] - Recommendation Graph B
Sechs Damen Agency 2011
Prepared September 2011
for Washington State University

Nissan Campaign

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Nissan Campaign

Încărcat de

Drepturi de autor:

Formate disponibile

AUTOMOTI VE AT TI TUDES: A STUDY OF THE NI SSAN BRAND I MAGE FOR AGES 18 TO 54 1

AUTOMOTI VE AT TI TUDES: A STUDY OF THE NI SSAN BRAND I MAGE FOR AGES 18 TO 54 41

S-ar putea să vă placă și