Caracterización de la agroindustria artesanal y atributos de la valoración en consumidores de queso bola de Ocosingo, Chiapas
Characterization of artisanal agro-industry and valuation aspects in consumers of queso bola of Ocosingo, Chiapas
Abstract (en)
The queso bola of Ocosingo, Chiapas is a traditional cheese that has typical and distinctive characteristics. The regulation restricts cheeses made with raw milk. There is low consumer valuation with respect to artisan cheeses. The objective of this research was to measure the adoption of innovations and its relationship with the profits in cheese factories and aspects of consumer valuation. Six cheese factories were selected and the level of adoption of innovations and profits was measured. One hundred surveys were applied to consumers in Ocosingo, Chiapas and Texcoco, Mexico. The innovations of greater adoption were administration and standardization of the process; usefulness and commercial strategy are variables that impact on better profits. Consumers with higher income and schooling have more willingness to pay (WTP) for an artisanal cheese, the most valued traits are label, packaging and sensory. A greater diffusion of the product in consumers with higher WTP would result in better profits.
Abstract (es)
El queso bola de Ocosingo, Chiapas es un queso emblemático y tradicional que posee características típicas y diferenciadas. La normativa restringe los quesos elaborados con leche cruda. Existe una baja valoración del consumidor con respecto a los quesos artesanales. Los objetivos de esta investigación fueron medir la adopción de innovaciones y su relación con las ganancias en queserías y aspectos de valoración del consumidor. Se seleccionaron seis queserías y se midió el nivel de adopción de innovaciones y utilidad. Se aplicaron cien encuestas a consumidores de Ocosingo, Chiapas y Texcoco, México. Las innovaciones de mayor adopción fueron la administración y estandarización del proceso; la utilidad y estrategia comercial son variables que impactan en mejores ganancias. Los consumidores de mayor ingreso y escolaridad tienen mayor disposición a pagar (DAP) por un queso artesanal, los atributos más valorados son etiqueta, empaque y sensoriales. Una mayor difusión del producto en consumidores con mayor DAP resultaría en mejores ganancias.
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