INFLUENCE OF EDUCATION/PROFESSION OF MEXICAN CONSUMERS ON ACCEPTANCE AND PURCHASE INTENT OF CORN TORTILLA |
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Authors: | JOSE ANDRES HERRERA CORREDOR WITOON PRINYAWIWATKUL HONG KYOON NO PENKWAN CHOMPREEDA KAREN GARCIA JANETTE E.P. SAIDU ARMEN KHACHATRYAN |
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Affiliation: | Colegio de Postgraduaudos Campus Cordoba Amatlan de los Reyes, Veracruz, Mexico; Department of Food Science Louisiana State University Agricultural Center South Campus Drive, Baton Rouge, LA 70803-4200; Department of Food Science and Technology Catholic University of Daegu Hayang, 712-702, South Korea; Department of Product Development Faculty of Agro-Industry Kasetsart University Bangkok, 10900, Thailand |
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Abstract: | Influence of education/profession of Mexican consumers on acceptance and purchase intent of corn tortillas was evaluated. Two groups of 150 Mexican consumers each (faculty/graduate students [A] versus field laborers [B]) rated sensory acceptability of corn tortillas. Acceptance and purchase intent were rated using a binomial scale. Group B had higher expectations towards corn tortillas as indicated by lower acceptability ratings. Both groups used rollability, resistance-to-tearing, and chewiness to differentiate tortilla samples, but group B paid more attention to these attributes as indicated by higher canonical correlation values. Acceptance was influenced by overall liking for both groups; chewiness and taste were also significant for group B. Purchase intent was influenced by overall liking and taste for both groups, but color for group A, and appearance and chewiness for group B were also critical. This study demonstrated that education/profession of Mexican consumers affected their acceptance and purchase intent of corn tortillas. PRACTICAL APPLICATIONS This study revealed that education/profession of Mexican consumers affected acceptance and purchase intent of corn tortillas. Two groups of consumers with different levels of education had different expectation toward tortillas when making purchase decision. Understanding how each consumer segment differently perceives about the tortilla product will give marketers and manufacturers a better direction for developing tortilla products with expected sensory qualities. |
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