Objective:

To identify the acceptance, the profile of the potential consumer and the assessment of the willingness to pay for products derived from the Nile tilapia in the regions of the state of Oaxaca.

Methodology:

Through a binomial logistic regression model, it was proposed to examine the willingness to pay (WTP) for two attributes of sausege Nile tilapia (free of hormones and high nutritional value).

Results:

The empirical results show a WTP for consumers whose monthly income is estimated to be above 20,000 pesos. Being precisely these two attributes the most valued by respondents, in the background the preference to acquire a 100% Oaxacan product and with only a variation of 2% for each $ 10.00 MX, the price can be mentioned.

Limitations:

One of the limitations of the model is that it does not allow observing the effect of the different categories of the variables age and education, for example, which of the different categories of education is significant and which is not.

Conclusions:

The target market for products derived from Nile tilapia are families whose income ranges between 10,000 and 15,000 Mexican pesos, who prefer to buy sausages in bulk, nutritious, without chemical preservatives and with a 100% Oaxacan brand.

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