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

Abstract

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 (pulquerías) 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 < 0.05) and they had more years of consumption, spend more time in the selling locations, and preferred “natural pulque.” The second group of consumers was comprised mostly ( p < 0.05) of women, including students with a high educational level who prefer “cured pulque.” In this sense, our results showed that gender and time spent in the pulquerías together with sensory, cultural, and functional characteristics associated with the beverage influence its valorization among consumers. These results can help both producers and marketers to classify segments of consumers according to their preferences and consumption patterns in order to revalorize the pulque market. Finally, it is necessary to highlight that young consumers with high educational level show interest in this beverage, since for years its consumption has been associated with low-income populations.

Using projective techniques and Food Neophobia Scale to explore the perception of traditional ethnic foods in Central Mexico: A preliminary study on the beverage Sende

“…Some of them are: pulque, tepache, tesgüino, colonche, pozol, tuba, balché, atole agrio, among others (Pérez‐Armendáriz & Cardoso‐Ugarte, 2020; Ramírez‐Guzman et al, 2019). It is worth underscoring that one of the fermented beverages that have become relevant among present generations is “pulque,” a traditional beverage of ethnic origin which nowadays has stirred interest among some sectors of Mexican consumers, especially the youths (Rojas‐Rivas & Cuffia, 2020).…”

Competitiveness and innovation in the pulquera industry, an economic analysis

“…However, the current per capita consumption is unknown, its trend is to the decrease. However, Rojas-Rivas and Cuffia (2020) point out that this drink may have great potential in its consumption if it is valued in the market in its sensory characteristics and cultural aspects, mainly in the population of young consumers.…”

Fermentação ácido lática de sucos de frutas e vegetais por probióticos

“…Nestes canais de venda, o ganho monetário final do produtor é maior, já que não há um atravessador entre o campo e a população (Feiden et al, 2020). O fato de um suco, como o desenvolvido neste projeto, poder apresentar o termo probiótico também é um diferencial do produto, já que, assim como os alimentos fermentados em geral, são produtos percebidos pela população como alimentos funcionais e saudáveis Vecchio, 2013; RojasRivas andCuffia, 2020). Isto pode ser um diferencial para alavancar as vendas dos agricultores.…”