Consumer Case Study

Paper Summary:

This paper deals with consumer behavior, dealing specifically with Latinos and marketing the benefits of nutritional bars. The paper looks at the type of marketing techniques used during the initial marketing phase of the introduction of this product group.

From the Paper:

"Individuals interested in purchasing snack, nutrition, breakfast or any other type of bar are looking to satisfy three things, tastes, nutrition and price. If nutrition were not an important element in the consumer's mind then any quick stop to a McDonald's or Burger King would have sufficed in solving the problem of being hungry. However when nutritional values as well as economics are involved it is easy to see why these products would have high involvement but even though high involvement behaviors are present so are low involvement ones. In addressing the high involvement behaviors it is acceptable to say that the thought processes involved in snack bar purchases are high due to the consumers fear of sacrificing tastes. Consumers want to determine, how many calories the bars contain, what are their ingredients, are they all natural, and do they taste good etc."

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