Hispanic and non-hispanic responses to concepts for four foods

Hispanics and non-Hispanics Americans participated in four sets of studies dealing with health-oriented foods, with the goal to identify how they respond to food categories relevant in any cuisine. Each study comprised a conjoint analysis using 36 elements followed by a self-profiling questionnaire to learn more about Hispanic and non-Hispanic food responses to concepts for four different product categories (morning bread, bottled water, healthful salad dressing and popcorn as a snack). The study identified patterns of preference of marketing statements in the areas of health information, sensory characteristics, emotional benefits and endorsements. Conjoint utility values generated by both Hispanics and non-Hispanic respondents correlated highly, suggesting that their food attitudes are quite similar for "non-signature" products despite the differences in their original cuisines.