Marketing study of iron-rich beans in Panama

Published at: 26 May 2025

In order to evaluate the behavior of consumers towards a differentiated product with nutritional promotion.

As part of its activities, the Regional Alliances Project for the Dissemination of Iron-Rich Beans for Latin America and the Caribbean, financed by FONTAGRO, carried out a marketing study of this item in the National Markets (MERCA) of Panama City, with the objective of evaluating consumer behavior regarding a differentiated product and promotion with nutritional information.

This study, carried out by the IDIAP, was supported through a final degree project from the School of Nutrition and Dietetics of the Inter-American University of Panama (UIP), carried out by the students Mónica Gallardo and Mónica Almanza.

As a result, it was identified that the consumer's purchase intention increased from 50% to 70% when going from only viewing the promotion to viewing it together with a nutritional educational intervention. Furthermore, 72% of consumers chose the product for its health benefits, and 85% expressed their preference for this nutritional differentiation.

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Marketing study of iron-rich beans in Panama

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