With the development of society and the economy, people's lives are increasingly improving and life needs are increasing day by day. Therefore, car businesses have also been able to grasp the tastes, needs and attitudes of consumers about car products in the Vietnamese market. Besides, products have more and more rich, unique, luxurious designs, suitable for different classes and classes, which are increasingly favored and consumed by many people, not only in big cities. but also in rural areas, cars are also the optimal choice of consumers. In the context of such fierce competition, to maintain an advantage in car market share in the market, car manufacturers and dealers in the Vietnamese market must properly understand consumer tastes, Consumer attitudes of customers towards these types of vehicles. Faced with that situation, we chose to research this topic in order to explore and measure the factors that affect people's purchasing tendencies. consumers as well as their attitudes towards Nissan car brands, and thereby help Nissan car businesses have a reasonable perspective and direction in their business strategy to fully meet the criteria and satisfaction of customers. Satisfy customer needs to be able to stand firmly in the market, develop the brand and gain maximum profits.