Abstract

PEREZ-VARGAS, Rogelio; MORALES-JIMENEZ, Juan; LOPEZ-SANCHEZ, Higinio  and  AYALA-GARAY, A. Velia. Purchasing intention of the organizational consumer of regional chili pepper in the state of Puebla, México. agric. soc. desarro [online]. 2017, vol.14, n.4, pp.599-615. ISSN 1870-5472.

Chili pepper production in the state of Puebla faces difficulties and for its permanence depends, among other things, on competing effectively in the market, where the information of the value chain is crucial to generate options for commercialization. The objective of this study was to understand the purchasing intention and conduct of the organizational consumer to satisfy its needs for chili with regional production. A survey was applied to 36 industrial consumers to determine their purchasing intention and closed questions were set out to understand their purchasing conduct. A reliability analysis was performed, contingency tables were made, and a Spearman correlation. The chili peppers of highest consumption were jalapeño, chipotle and serrano. The characteristics of greatest importance for consumers were freshness, absence of strange material and no physical damage. The local wholesale market is the main purchasing site of microand small-scale businesses, while large-scale businesses are supplied by a national network. It was determined that there is a positive purchasing intention for regional chili, as long as the conditions of competitive price, quality of the fruit, and fiscal aspects are fulfilled.

Keywords : Capsicum spp.; organizational consumer; intermediate market; preference.

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