Alimentos tradicionales en Sonora, México: factores que influyen en su consumo

Diet is considered a biocultural phenomenon, as it satisfies biological survival needs and is based on cultural factors associated with individual consumption patterns. From a marketing point of view, individuals choices and preferences may be affected by these cultural factors, as well as by the characteristics of products, their symbolic, emotional and personal value, and their perceived risk. In the case of traditional foods, the combination of cultural and product-specific qualities is often fundamental in consumer decisions. In conducting an analysis, traditional foods can be identified from a national perspective. This, however, offers only a very general picture, as within one country there is a wide range of foods and diets. Different regions have varying ingredients and characteristics, and tend to develop local gastronomical identities. Therefore, this research focused specifically on traditional foods in Sonora, a state in northeast Mexico. While the cuisine in Sonora has much in common with traditional Mexican cuisine, it is also a symbol of regional identity. The general purpose of the research was to analyze the influence that different factors have on consumer satisfaction in relation to traditional Sonoran foods. In order to do this, the study examined how extrinsic quality factors affect food security and confidence and, in turn, how food security, confidence and convenience affect consumer satisfaction. The research was conducted with stratified random sampling using age and gender as reference criteria for each segment, with a sampling error of 2.9% in the three cities of the state (Guaymas, Nogales y Hermosillo). The survey was conducted in 2009 with 1129 consumers. Traditional foods and purchasing and consumption habits were identified using descriptive and bivariate analysis. The causal relationships between level of satisfaction and cultural elements, extrinsic product attributes and consumer perception were examined through a Structural Equation Model, developed using Partial Least Squares (PLS) technique.