After reading the above case, answer the following question: Using information you learned this semester and in the case, describe some demographic and psychographics of a consumer that you feel would be a member of the ideal target market for the Nissan X-Trail 4Dogs. Support your writing with references from the text and outside sources. CASE 4-3 NISSAN GOES AFTER THE DOG LOVER NICHE Nissan identified a sizeable market segment consisting of consumers who are dog lovers and who consider their pets to be part of their families. As such, they often consider their canine family members in the consumer decision-making process, even when it comes to large purchases, such as vehicles. Nissan used market research from The Kennel Club that surveyed over 1,300 dog owners. The study showed the following about dog owners: . 99.9 percent consider their pet as part of the family. . 90.5 percent take their dog(s) on car trips lasting 10+ minutes. . 88.7 percent take their dog(s) in the car at least once a week. 88.9 percent consider dog-friendly features when buying a car. According to Brian Moody, the executive editor at Autotrader: Car shoppers need to take every aspect of their lifestyle into account when searching for their perfect ride. Dogs have their own unique needs on the road, just like humans, so take those into account if you find yourself chauffeuring your pup often. Some dealerships allow dogs on test drives, so don't be afraid to ask if you can take your pet along to see how easy it is for your dog to get in and out of the vehicle and ride safely. In response, Nissan recently introduced its concept car, the Nissan X-Trail 4Dogs, specifically to cater to the needs and wants of this niche group. According to Ryan Gains, Chief Marketing Manager of X-Trail: It's clear from the research that for dog owners, dogs are a key part of the family. Ensuring their pet's needs are catered for is often just as important as making sure the children are comfortable and happy. The Nissan X-Trail is a car that's built for family adventures, and the X-Trail 4Dogs concept takes that to the next level. Many consumers drive their dogs to parks, hiking trails, or just around town on errands. The Nissan X-Trail 4Dogs has many features, as shown below, making it the perfect vehicle for owners to take their dogs along with added safety and comfort during transit. Nissan XTrail 4Dogs Features Outside Features: Pull-out ramp for easy loading in/out of cargo area Pull-out 360-degree shower (and blow dryer!) Inside Features: Two-way cameras in cargo & front seat areas (so owner and pet can see each other) Padded leather upholstery (for easy cleaning and comfort) No-spill water bowl Smart device dog treat dispenser Dog lovers were thrilled with the idea when Nissan released the concept. However, it was still yet to go into production as of 2018. Nissan did, however, incorporate several of the features from the X-Trail 4Dogs concept into an optional expansion kit for the existing X-Trail SUV, called the Paw Pack. This kit costs less than $1,000 and includes features such as the ramp, dog bed, and no-spill water bowl. Instead of the padded leather, there is a plastic liner insert to avoid spills and messes. The two-way cameras, automated treat dispenser, and shower with blow dryer did not make it from the concept car to the Paw Pack, but dog owners are still hopeful the X-Trail 4Dogs model will be produced in the future. A recent study by the American Pet Products Association (APPA) showed that 84.6 million households in the United States have pets, with 48 percent of households having at least one dog. Table A provides demographic information regarding who owns what types of pets. This survey is the first to Page 679 reveal that Millennials (or Gen Yers) have overtaken Baby Boomers in pet ownership. TABLE A Pet Ownership by Generational Group (%) Baby Boomers Depression Era 6 32 31 5 6 32 Gen Y Gen X Pet owners 35 27 Dog 38 26 Cat 35 27 Bird 46 24 Reptile 53 26 Horse 49 Source: The 2017-2018 APPA National Pet Owners Survey 28 2 2 19 26 21 4 Table B provides information regarding specific behaviors and attitudes of dog owners. TABLE B Dog Owner Behaviors and Attitudes 10 21 43 9 95 78 11 25 49 Behaviors Percent of Dog Owners Who ... Have health insurance for their dog Use calming products for their dog Use an electronic tracking device on their dog Give their dog vitamins Give their dog treats Purchase gifts for their dog Hold holiday or birthday parties for their dog Bought pet-themed merchandise Make provisions for their pet in their will Attitudes Percent of Dog Owners Who Feel... Pets are a good source of affection Exercising with a pet is more enjoyable than exercising alone The health benefits of pet ownership are very important to me People should only have a pet if committed to spending time with it Owning a pet can be beneficial to my health Buying BPA-free pet products is important to me Buying pet products made in the USA is important to me Source: The 2017-2018 APPA National Pet Owners Survey. Understandably, the U.S. pet market is big business and shows no signs of slowing down! 85 68 69 85 82 45 64