This study is the second part of an ongoing investigation that intends to f ill the research gap on consumers' preferences for frozen fried potatoes (FFP) by analyzing this market in an important urban area of a Latin American country, Argentina, where the demand for these products is swiftly growing. This article intends to explore consumers' heterogeneous preferences for health and nutritional attributes of FFP driven by demographic variables. Then, it identifies the relationship of price sensitivity and substitution patterns based on the individuals' demographic characteristics. Finally, it assesses the advantages of accounting for this heterogeneity-in-preferences estimation in order to obtain accurate implications for suppliers' decisions.Fil: González, Julia. University of Illinois at Urbana-Champaign, United States of America.Fil: Lacaze, María Victoria. Universidad Nacional de Mar del Plata. Facultad de Ciencias Económicas y Sociales; Argentina.