Valuation and differentiation attributes in pulque distillate identified by means of discrete choice experiments

Resumen

Objective: To identify consumer preferences and willingness to pay by assessing the differentiating attributes of distilled pulque.

Design/methodology/approach: The discrete choice experiments methodology (DCE) was used to estimate the willingness to pay (WTP), based on surveys of pulque distillate consumers. The information analysis was carried out with the XLSTAT 2023 software through logistic regression of the willingness to pay data on a choice response with a confidence interval of 95% and with 207 iterations.

Results: The most valued attributes were a low price (MXN $400), artisanal production, and certification. However, a negative marginal WTP was found for origin (Tlaxcala, Mexico), artisanal production, and certification, indicating that some consumers do not perceive clear benefits from these attributes.

Limitations on study/implications: One of the main limitations was the dissemination of this distilled beverage; the highest participation was observed in the central region of the country.

Findings/conclusions: Affordable pricing is the most influential factor for consumers. It is recommended to develop segmentation and communication strategies that highlight the cultural and identity value of pulque distillate, especially regarding certification and artisanal production.