Abstract

PADILLA BERNAL, Luz Evelia  and  PEREZ VEYNA, Oscar. Tipificación del consumidor potencial de frutas y hortalizas orgánicas en el mercado local y regional. Prob. Des [online]. 2006, vol.37, n.146, pp.169-187. ISSN 0301-7036.

Groups of Zacatecan producers want to sell their organic products on the national market, but they do not have sufficient information about consumer behavior to enable them to design sales strategies. In this study the potential consumer of organic fruits and horticultural produce is typified for the local and regional markets, bearing in mind the point of sale, and using socio-demographic, motivational and production variables. Interviews were held with consumers in Zacatecas, Aguascalientes and San Luis Potosí. The information was processed by applying discriminative analysis. It was found that at the sales points for fruit and horticultural produce in the studied cities the variable with the greatest influence on differentiation was income.

Keywords : organic foods; domestic market; consumer behavior.