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

Abstract

The aim of this study was to identify consumer preferences and willingness to pay (WTP) for a traditional beverage derived from fermented aguamiel (pulque), considering specific attributes such as origin, production process, certification, international awards (e.g., Concours Mondial de Bruxelles - CMB), and price. A Discrete Choice Experiment (DCE) methodology was applied, based on surveys incorporating randomized attribute combinations across eight paired choice cards. A mixed factorial design was used, and the data were analyzed using a multinomial logistic regression model in XLSTAT 2023, with a 95% confidence interval. The results indicate that the most valued attributes were a low price (MXN $400), artisanal production, and certification. However, a negative marginal WTP was observed for attributes such as origin (Tlaxcala), artisanal process, and certification, suggesting that some consumers do not perceive a clear benefit from these elements. One notable limitation was the limited diffusion of pulque distillate, as most respondents were from central Mexico. Despite this, the study demonstrates that an affordable price is the most relevant factor for consumers, whereas attributes such as certification, artisanal production, and international awards are less appreciated. It is recommended to develop market segmentation and communication strategies aimed at conveying the cultural and identity value of pulque distillate, emphasizing the underappreciated attributes to enhance product acceptance in broader markets.