Identifying consumers’ profile and factors associated with the valorization of pulque: A traditional fermented beverage in Central Mexico

ROJAS-RIVAS, EDGAR; CUFFIA, FACUNDO

FOOD SCIENCE AND TECHNOLOGY INTERNATIONAL

SAGE PUBLICATIONS LTD

Año: 2020

1082-0132

The aims of this work were to (i) identify the consumers? profile of pulque through their consumption frequency and their sensory perception of this beverage and (ii) identify the factors that contribute to the valorization of pulque among Mexican consumers. A survey was designed and conducted with 221 consumers in pulque-selling locations (pulquerı ´as) in a place of Central Mexico. Consumers were characterized according to their consumption frequency. Factors associated with the valorization of pulque were identified through Binary Logistic Regression model. Two types of consumers were identified: Frequent Consumers and Not Frequent Consumers. Both groups were comprised mostly of men, including students with medium to high levels of education. However, the first group showed more traditional and conservative behavior patterns since there was a higher proportion of consumers with a low educational level (p