Objective:

To analyze the reasons behind the preference of local consumers in the Chontalpa region of Tabasco for three types of semi-industrial chocolates: milk, semi-bitter and bitter.

Methodology:

A qualitative approach was followed to examine in depth the opinions on the reasons for these preferences. Using the focus group technique, we worked with four groups, with an average of 11 people in each group.

Results:

Consumers associate the smell of chocolate with their experience of cocoa consumption in the area. Although sweetness is the most important flavor, bitter taste is better tolerated by older people. They value the grainy texture and color, as they relate them to the traditional chocolate of the region. For these consumers, the combination of these elements influences the quality and originality of chocolate.

Limitations:

The findings are not generalizable, as the study focused on a specific geographical context.

Conclusion:

The reasons for preference are related to the taste, aroma, appearance, texture and color of the product. Although they prefer milk chocolate for its sweetness, the traditional consumption of cocoa allows them to tolerate bitter flavors, and associate cocoa characteristics with the originality of chocolate.

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