<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-0934</journal-id>
<journal-title><![CDATA[Revista mexicana de ciencias agrícolas]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Mex. Cienc. Agríc]]></abbrev-journal-title>
<issn>2007-0934</issn>
<publisher>
<publisher-name><![CDATA[Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-09342024000200001</article-id>
<article-id pub-id-type="doi">10.29312/remexca.v15i2.3241</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Significados de compra y disposición a pagar por tortillas de maíz en Nuevo León]]></article-title>
<article-title xml:lang="en"><![CDATA[Purchase meanings and willingness to pay for corn tortillas in Nuevo Leon]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Valero-Padilla]]></surname>
<given-names><![CDATA[Jessica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Márquez-Rosano]]></surname>
<given-names><![CDATA[Conrado]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Espejel-García]]></surname>
<given-names><![CDATA[Anastacio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma Chapingo  ]]></institution>
<addr-line><![CDATA[ Estado de México]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<volume>15</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-09342024000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-09342024000200001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-09342024000200001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En México son escasos los estudios sobre el análisis del consumidor y la disposición a pagar (DAP) un sobreprecio por alimentos tradicionales como las tortillas elaboradas artesanalmente a partir de maíces locales. El objetivo de este trabajo de investigación fue identificar los significados y valores asociados al consumo de tortillas y la DAP un excedente por atributos específicos, en una muestra de consumidores locales. El estudio se realizó en Monterrey, Nuevo León durante el año 2021. Se diseñó una encuesta mediante formularios Google Forms, se aplicó a 300 consumidores, quienes seleccionaron sus preferencias, la importancia de atributos tangibles e intangibles, las razones de su disposición a pagar y la DAP en porcentaje por tipo de tortillas. Se mostraron dos imágenes y la frase &#8216;tortillas de maíces locales de ejidos del sur de Nuevo León&#8217;, se solicitó que escribieran tres palabras por cada estímulo mostrado. Las palabras fueron agrupadas en categorías y relacionadas con un valor motivacional y de significado de producto. Se aplicó una prueba de k proporciones y el procedimiento de Marascuilo a las frecuencias. Los mayores porcentajes se obtuvieron para el significado simbólico y para los valores de tradición y estimulación en la imagen de la tortilla artesanal en comparación de la convencional. La frase evocó valores de universalismo y tradición. Las variables que influyeron en la DAP fueron: promover la diversidad (tortilla azul), que sean artesanales (todas excepto la amarilla) y ser un producto local (amarilla). Mediante un precio base de $ 21.00 por kilo, la DAP fue de $25.00 por tortillas con chile y nopal, a diferencia de las azules y amarillas que mostraron 8.3% de sobreprecio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In Mexico, there are few studies on consumer analysis and willingness to pay (WTP) a premium for traditional foods such as tortillas made by hand from local corn. This work aimed to identify the meanings and values associated with the consumption of tortillas and the WTP a premium for specific attributes, in a sample of local consumers. The study was conducted in Monterrey, Nuevo León, in 2021. A survey was designed using Google Forms and applied to 300 consumers, who selected their preferences, the importance of tangible and intangible attributes, the reasons for their willingness to pay, and the WTP in percentages by type of tortillas. Two images and the phrase &#8216;tortillas from local corn from ejidos in the south of Nuevo León&#8217; were shown; they were asked to write three words for each stimulus shown. The words were grouped into categories and related to a motivational value and product meaning. A k-proportions test and the Marascuilo procedure were applied to the frequencies. The highest percentages were obtained for the symbolic meaning and the values of tradition and stimulation in the image of the artisanal tortilla compared to the conventional one. The phrase evoked values of universalism and tradition. The variables that influenced the WTP were: promoting diversity (the blue tortilla), being artisanal (all except the yellow tortilla), and being a local product (the yellow tortilla). Using a base price of $21.00 per kilogram, the WTP was $25.00 for tortillas with chili and nopal, unlike the blue and yellow tortillas, which showed an 8.3% premium price.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[alimento tradicional]]></kwd>
<kwd lng="es"><![CDATA[consumidores]]></kwd>
<kwd lng="es"><![CDATA[valores humanos]]></kwd>
<kwd lng="en"><![CDATA[consumers]]></kwd>
<kwd lng="en"><![CDATA[human values]]></kwd>
<kwd lng="en"><![CDATA[traditional food]]></kwd>
</kwd-group>
</article-meta>
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