29 Jun You are the marketing manager for Nissan Canada
Question
Hot Topics Discussion:
Determining consumer
insights •
Situation: You are the marketing manager for Nissan Canada, responsible
for service marketing after new vehicles are sold. You have noticed a trend
that new consumers who buy the new Altima service their vehicle only
once for an oil change at Nissan dealerships, but then disappear forever
and are never seen again in your dealership service departments
• You want to understand this consumer behaviour and the consumer
insights that are driving this behaviour. How will you do this?
• On one page, develop a research plan to determine the consumer insights
• What tools will you use?
• What is your research design? • Answer using one page only
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