Objectives:

The first one identifies the socio-economic profile of the population of Loma Bonita, Oaxaca (occupation, schooling, gender, age and income) and its relevance for a king prawn´s (Macrobrachium acanthuru) consumer in the area. The second one, determines the role that certain attributes such as freshness and size play in the weighting of the king prawn´s shrimp buyer.

Methodology:

The statistical techniques applied were the principal component analysis and the Conjoint Analysis.

Results:

Show that consumers look for a very fresh product, whose size exceeds 13 centimeters and is offered in the market at an average price of 140 pesos (kilogram). Another interesting result is that the consumption of chicken meat, among the surveyed population, ispositioned first in the center of the consumption of meat, poultry and fish and that the latter are considered as a competitive good of the king prawn.

Limitations:

The main limitation of this work lies in the rigidity of the conjoint method by limiting the possibility that the consumer evaluates some other factor not considered since the initial proposal.

Conclusions:

It was found that both consumer profiles found form two possible marketing target groups, the nearest competitor to fish is prawn and consumer preferences are inclined towards on a very fresh product, whose size exceeds 13 cm and it is offered on the market at a price of 140 pesos.