SYMPOSIA PAPER Published: 01 January 1992
STP15879S

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

Source

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.

Author Information

Wong, M
Kraft General Foods Technology Center, Glenview, IL
Beckley, JH
Peryam and Kroll Research Corporation, Anaheim, CA
Schraidt, MF
Peryam and Kroll Research Corporation, Chicago, IL
Price: $25.00
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Details
Developed by Committee: E18
Pages: 78–84
DOI: 10.1520/STP15879S
ISBN-EB: 978-0-8031-5211-3
ISBN-13: 978-0-8031-1479-1