Objective:

To identify consumer preferences for tortilla, pinole, tortilla chips, blue corn tostadas, as specialty products, with their assessment of the organoleptic, social, original and traditional attributes.

Methodology:

Five local markets were explored, interviewing 75 consumers, with a stratified random probability sampling, with 90% reliability; Using cluster analysis, consumers are characterized.

Results:

It was found consumers who indicate the organoleptic and cultural characteristics as a source of their preference, due to its flavor, color and freshness, with significant differences (p <0.05) between markets; without significant differences because they are made with blue corn, in an artisanal way and without additives (p> 0.5). Consumers between 30 and 50 years old, with incomes greater than 4,000.00 pesos per month, with the presence of housewives (33%) and professionals (30%), who feel satisfied with their consumption and with the price they pay (72%), aware that corn is obtained by small local producers (45%).

Limitations:

Live markets are explored that do not cover the diversity of consumers of these local products.

Conclusions:

The theoretical proposal to study producer markets facilitates the identification of the preferences of consumers of blue corn products, who value the local, traditional and identity of these products, in addition to organoleptic characteristics, condensing traits of longing for food traditional, which recognizes the effort made by rural producers to conserve and improve them.

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