The Evaluation of a Health and Beauty Aid Product by a Hispanic Population: A Case Study by Client and Supplier

Abstract

Traditional procedures for marketing research need to be reviewed when working with a specialized population. This study's Hispanic test group is distinct from the typical population and diverse internally, with societal and attitudinal idiosyncrasies as well as differing language and cultural backgrounds, that can hamper the execution of basic methodology; for example, a mall intercept. This article explores alternative procedurers necessary to conduct consumer testing among Hispanic women. It is based on a substantial study conducted by a major consumer products company, and a major independent research firm and documents the planning and implementation of the study. It draws conclusions about Hispanics as a marketing and sensory research target, offers general direction for researchers approaching the Hispanic market for the first time and discusses such details as the need for over recruitment, nuances of language and various Spanish dialects, the need to simplify directions and the target audience's difficulty in dealing with the concept of quantifying the degree of liking and disliking.

Hispanic and Non‐hispanic Responses to Concepts for Four Foods

“…Whereas some ethnic groups (e.g., Mexicans) favor corn and amaranth, others (South Americans) favor wheat, quinoa and potatoes. Thus it is important to understand the needs, culture and values of the Hispanic consumers (Wong et al 1992). Furthermore, it is important to create targeted marketing plans in order to reach the various segments of the Hispanic market.…”

“…In the past years, however, Hispanics have been adopting American eating habits and food choice, just as they are contributing to the diverse American cuisines. Market research surveys and focus groups help food manufacturers to better understand consumer needs (Wong et al. 1992).…”

“…Whereas some ethnic groups (e.g., Mexicans) favor corn and amaranth, others (South Americans) favor wheat, quinoa and potatoes. Thus it is important to understand the needs, culture and values of the Hispanic consumers (Wong et al. 1992).…”