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

2. Nissan Altima Focus Group Analysis

Executive Summary

• Focus Group Details

• Confirmation of Secondary Research Findings

• Q&A

3. Nissan Altima Focus Group Analysis

Focus Group Details

• Date: June 17, 2008

• Participants: 10 Nissan Altima drivers, 4 female and 6 male.

• Goal: To determine brand loyalty and conquest potential for the 2009 Mazda6.

• Location: Center for Marketing Technology, Bentley University, MA

• Moderator: Perry Lowe, Senior Lecturer, Bentley University

• Length:78 minutes

4. Nissan Altima Focus Group Analysis

Focus Group Details

Name Gender Model YearCurrent Miles SatisfactionBrand Switch Next PurchaseJackieFemale2008 Under 1,0008 CamryOver 1yDonnaFemale2004 Bought Brand New8 CamryWithin 1yTraceyFemale2000 Very High10 CamryWithin 1yMelanieFemale2004 N/A7 AccordN/AEdMale2008 12,0008 PassatOver 1yCarolineFemale1997 117,000 9 MazdaWithin 1yJonathanMale2001 N/A8 PassatWithin 1yJayMale2000 N/A8 CamryN/AAndreaFemale1999 Very High10 PassatWithin 1yDavidMale1994 190,000 9 PassatWithin 1yAverage Satisfaction Score 8.5 5. Nissan Altima Focus Group Analysis

Confirmation of Secondary Research Findings

1.Altima ownersmay have lower brand loyalty than Honda Accord, Toyota Camry, and VW Passat.

2. Pictures and facts about the 2009 Mazda6 may indicate potential for brand switching.

3. Altima Customer Satisfaction relatively low.

4. 2009 Mazda6 improvements are important to Altima owners.

6. Nissan Altima Focus Group Analysis

Confirmation of Secondary Research Findings

5. Altima owners dissatisfied with Dealer service.

6. Altima owners' low awareness of the Mazda6presents new opportunities.

7. New incentives may encouragebrand switching.

7.

Low Brand Loyalty

Nissan Altima Focus Group Analysis 8. Nissan Altima Focus Group Analysis

Low Brand Loyalty

Observation #1 I have a 2004 Altima, its been running great until recently ----- Donna 9. Nissan Altima Focus Group Analysis

Low Brand Loyalty

Observation #2 I am looking for a new Honda Fit ----- Melanie 10. Nissan Altima Focus Group Analysis

Low Brand Loyalty

Observation #3 I just cant say yes ----- Ed 11.

Pictures and Facts

Generate Interest

Nissan Altima Focus Group Analysis 12. Nissan Altima Focus Group Analysis

Pictures and Facts Generate Interest

Observation #1 Body type changed a lot, its a lotnicer . -----------Ed 13. Nissan Altima Focus Group Analysis

Pictures and Facts Generate Interest

Observation #2 The new Mazda6 is a lotbigger . -----------Ed 14.

Customer Satisfaction Relatively Low

Nissan Altima Focus Group Analysis 15. Nissan Altima Focus Group Analysis

Customer Satisfaction Relatively Low

Observation#1 Weve had more repairs than I have anticipated ---------Melanie 16.

Customer Satisfaction Relatively Low

Nissan Altima Focus Group Analysis Observation#2 I got a lot of little problems lately ---------Caroline 17. Nissan Altima Focus Group Analysis

Customer Satisfaction Relatively Low

Observation#3 Theres some serious rust going on ---------Tracy 18. Nissan Altima Focus Group Analysis

Customer Satisfaction Relatively Low

Observation#4 We have ignition problems ---------Donna and Caroline 19.

2009 Mazda 6 Improvements AreImportant to Altima Owners

Nissan Altima Focus Group Analysis 20. Nissan Altima Focus Group Analysis

2009 Mazda 6 Improvements Are Important to Altima Owners

Observation#1 But I noticed this Altima has agood size trunkand agood size back seat . ----------Donna 21. Nissan Altima Focus Group Analysis

2009 Mazda 6 Improvements Are Important to Altima Owners

Observation#2 You know what, its (Altima) kind ofsmallto me. ------ Jay 22. Nissan Altima Focus Group Analysis

2009 Mazda 6 Improvements Are Important to Altima Owners

Observation#3 I dont like thebody styleof the new Altima. ------ David 23. Nissan Altima Focus Group Analysis

2009 Mazda 6 Improvements Are Important to Altima Owners

Observation#4 I personally like a car that is moresporty . -------David 24.

Altima Owners Dissatisfied WithDealer Service

Nissan Altima Focus Group Analysis 25. Nissan Altima Focus Group Analysis

Altima Owners Dissatisfied With Dealer Service

Observation#1 I wasnt so sure that they are doing everything that Ive asked. ------Donna 26.

Altima Owners Dissatisfied With Dealer Service

Nissan Altima Focus Group Analysis Observation#2 Nissan Dealer service is expensive. ------Jay 27. Nissan Altima Focus Group Analysis

Altima Owners Dissatisfied With Dealer Service

Observation #3 I had a very bad experience at a Nissan dealer ---------Andrea 28. Nissan Altima Focus Group Analysis

Altima Owners Dissatisfied With Dealer Service

Observation #4 Find a mechanic youtrust . ---------Jonathan 29. Nissan Altima Focus Group Analysis

Altima Owners Dissatisfied With Dealer Service

Observation #5 I will use Nissan dealer as the last resort.------Melanie 30. Nissan Altima Focus Group Analysis

Altima Owners Dissatisfied With Dealer Service

Observation #6 We will never think about going to the dealer. -----David 31.

Low Awareness Presents Opportunity

Nissan Altima Focus Group Analysis 32. Nissan Altima Focus Group Analysis

Low Awareness Presents Opportunity

Observation #1 I dont know anything about Mazda. -----Jackie 33. Nissan Altima Focus Group Analysis

Low Awareness Presents Opportunity

Observation #2 All I know is they are nice to look at thats all. ---Caroline 34. Nissan Altima Focus Group Analysis

Low Awareness Presents Opportunity

Observation #3 Mazda6 is a sports car. ---Donna and Ed 35.

New Incentives May EncourageBrand Switching

Nissan Altima Focus Group Analysis 36. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #1 0% interest rate is the most favorite incentive. ---All Participants 37. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #2 I like new tires. ---Donna 38. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #3 I want mats. ---Tracy 39. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #4 I want free service check. ---Caroline 40. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #5 Ive never expected a dealer to say: we will buy you gas. ---Jonathan 41. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #6 Gas card has to be non-restricted. ---Donna 42. Nissan Altima Focus Group Analysis

New Incentives May Encourage Brand Switching

Observation #7 I want free repair of dents. ---David 43. Nissan Altima Focus Group Analysis

Questions?

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