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Consumer preference analysis and willingness to pay for artisanal produced corn tostadas in southern Mexico

Author

Listed:
  • Martínez-Aquino, Valeria
  • Zarate-Trujillo, Heidy M.
  • Barrera-Rodríguez, Ariadna I.
  • Espejel-García, Anastacio

Abstract

[EN] Tortillas are a representative element of the Mexican diet; in the south of Mexico, corn tortillas called tostadas are handmade. Discrete choice and psychological salience experiments were used to evaluate consumer behavior. Consumers prefer artisanal, healthy and natural tostadas and are willing to pay a premium price for them. Two consumer segments were identified: “Presentation Observers” and “Healthy Lovers”. There was no statistical difference between the symbolic and utilitarian psychological meanings. The representative utilitarian meanings were taste, appearance, dishes and pairing; and the symbolic meanings: appetence, process, hedonism and tradition. [ES] Las tortillas son un elemento representativo de la dieta Mexicana, en el sur de México se elaboran artesanalmente unas tortillas de maíz denominadas tostadas. Se evaluó el comportamiento de los consumidores mediante experimentos de elección discreta y significados psicológicos. Los consumidores prefieren tostadas artesanales, saludables y naturales, por las cuales están dispuestos a pagar un sobreprecio, se identificaron dos segmentos de consumidores: “Observadores de la presentación” y “Amantes de lo sano”. Los significados psicológicos simbólicos y utilitario no presentaron diferencia estadística. Los significados utilitarios representativos fueron: sabor, apariencia, platillos y maridaje; y los significados simbólicos: apetencia, proceso, hedonismo y tradición.

Suggested Citation

  • Martínez-Aquino, Valeria & Zarate-Trujillo, Heidy M. & Barrera-Rodríguez, Ariadna I. & Espejel-García, Anastacio, 2026. "Consumer preference analysis and willingness to pay for artisanal produced corn tostadas in southern Mexico," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 26(01), June.
    • Handle: RePEc:ags:earnsa:404224
    DOI: 10.22004/ag.econ.404224
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    References listed on IDEAS

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    1. Esperanza Arnés & Marta Astier, 2019. "Handmade Comal Tortillas in Michoacán: Traditional Practices along the Rural-Urban Gradient," IJERPH, MDPI, vol. 16(17), pages 1-18, September.
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