<?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>S2007-09342025000800111</article-id>
<article-id pub-id-type="doi">10.29312/remexca.v16i8.3924</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estudio de comercialización del endulzante natural a base de estevia]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing study of a natural sweetener derived from stevia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Baltazar-Bernal]]></surname>
<given-names><![CDATA[Obdulia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zavala-Ruiz]]></surname>
<given-names><![CDATA[Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Spinoso-Castillo]]></surname>
<given-names><![CDATA[José Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Colegio de Postgraduados  ]]></institution>
<addr-line><![CDATA[Córdoba Veracruz]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma Metropolitana Departamento de Economía ]]></institution>
<addr-line><![CDATA[Iztapalapa Ciudad de México]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>16</volume>
<numero>8</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-09342025000800111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-09342025000800111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-09342025000800111&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La planta de estevia (Stevia rebaudiana Bertoni) es un edulcorante no nutritivo no calórico natural con diversas propiedades benéficas, de entre las que destacan su actividad hipoglucemiante, acalórica y ansiolítica. En México la diabetes mellitus de tipo 2 y la obesidad son algunos de los principales problemas de salud pública. El objetivo de este estudio fue conocer la viabilidad de comercializar una infusión elaborada con hoja de estevia seca y molida, entre personas con diabetes mellitus tipo 2 y personas con obesidad de la localidad de Córdoba, Veracruz en 2022. Para ello se realizó una tabulación cruzada con tres variables (comprarían una infusión de estevia, sexo y edad) y se segmentó el mercado mediante un análisis de conglomerados; asimismo, la infusión de estevia se elaboró en el laboratorio de ciencias de los alimentos del Colegio de Postgraduados-Campus Córdoba en presentación de bolsitas filtrantes de 0.25 y 0.5 g para dosis de tazas de 250 y de 500 ml. Como resultados, un 14% tanto de personas con diabetes y personas con obesidad mencionaron que tienen conocimiento sobre la estevia y un 6 y 3% de ambos públicos probado la planta. En conclusión, existió poco conocimiento por parte del público en general sobre la planta de estevia; sin embargo, hay una demanda potencial por adquirir la infusión de estevia; por lo tanto, es viable la propuesta de elaborar una infusión de estevia para su comercialización entre el público objetivo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The stevia (Stevia rebaudiana Bertoni) plant is a natural non-nutritive non-caloric sweetener with various beneficial properties, among which its hypoglycemic, caloric and anxiolytic activities stand out. In Mexico, type 2 diabetes mellitus and obesity are some of the main public health problems. The objective of this study was to determine the feasibility of marketing an infusion made with dried and ground stevia leaves to people with type 2 diabetes mellitus and people with obesity in the locality of Córdoba, Veracruz, in 2022. To this end, a cross-tabulation was carried out with three variables (they would buy a stevia infusion, sex and age), and the market was segmented through a cluster analysis; likewise, the stevia infusion was made in the food science laboratory of the College of Postgraduates-Córdoba Campus and offered in 0.25 and 0.5 g filter bags for doses of 250 and 500 ml cups. As a result, 14% of both people with diabetes and people with obesity mentioned that they have knowledge about stevia and 6 and 3% of both groups have tried the plant. In conclusion, the general public had limited knowledge about the stevia plant; nevertheless, there is a potential demand for stevia infusion; therefore, the proposal to develop a stevia infusion for marketing to the target audience is viable.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[consumo de estevia]]></kwd>
<kwd lng="es"><![CDATA[dosis de estevia]]></kwd>
<kwd lng="es"><![CDATA[Stevia rebaudiana Bertoni]]></kwd>
<kwd lng="es"><![CDATA[suplemento no nutritivo a calórico]]></kwd>
<kwd lng="en"><![CDATA[non-nutritive to caloric supplement]]></kwd>
<kwd lng="en"><![CDATA[stevia consumption]]></kwd>
<kwd lng="en"><![CDATA[stevia dosage]]></kwd>
<kwd lng="en"><![CDATA[Stevia rebaudiana Bertoni]]></kwd>
</kwd-group>
</article-meta>
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