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En esta investigacion, se analizo la valoracion que realiza el consumidor del noroeste de Mexico hacia las innovaciones del yogur. Se selecciono este producto por ser uno de los de mayor disponibilidad en el mercado, conocido por una gran proporcion de consumidores y por presentar un importante numero de innovaciones. Se utilizo el enfoque cuantitativo, con un metodo exploratorio, a traves de un diseno transversal. Se emplearon dos herramientas; la primera fueron recorridos (24), realizados en diferentes establecimientos comerciales y la segunda fueron encuestas (400), aplicadas a consumidores mayores de 18 anos. Se hicieron analisis descriptivos (media y moda), asi como bivariantes (prueba de anova y test de chi-cuadrado) y multivariados (analisis factorial y de conglomerado). Los resultados muestran que se comercializa en mayor medida el yogur tradicional, mientras que los funcionales tienen un menor grado de penetracion en el mercado. Se trata principalmente de productos con innovaciones incrementales. Se encontro que existen dos grupos de consumidores: el primero se orienta hacia innovaciones en el diseno y la forma de consumo, mientras que el segundo se enfoca en innovaciones de sabor y seguridad. En el primero, existe una mayor proporcion de consumidores de 33 a 47 anos de edad, en tanto que los mayores de 47 anos se orientan mas hacia la seguridad. Tambien se encontro que el nivel de estudios influye en la valoracion de atributos del yogur. ABSTRACT In this research, it was analyzed the valuation made by the consumer of northwestern of Mexico towards yogurt innovations. This product was selected, because it’s one of the most widely available in the market, known by a large proportion of consumers and because it presents a significant number of innovations. It was used a quantitative approach, with an exploratory method, trough a transversal design. It were employed two tools, the first one were linear routes, making 24 in different commercial establishments and the second one were surveys, applying 400 surveys to consumers older than 18 years. Analyzis carried out were descriptive (mean and mode), bivariate (Anova Test and Chi-square Test) and multivariate (factor analysis and a cluster). The results showed that traditional yogurt is a product well established in the market, while the functional one has a lower degree of penetration in it. All of them are known for having incremental innovations. It was found that there are two consumer groups, the first, focuses on innovations in design and way of consumption, it’s composed mostly by men in the range of 33-47 years, while the second, focuses on taste and safety innovations. In the first, there is a greater proportion of consumers between 33-47 years of age, while those over 47 years are more oriented towards safety. It has been also found that the level of education affects the value of attributes of yogurt.

VALORACIÓN DEL CONSUMIDOR DEL NORDESTE DE MÉXICO HACIA LAS INNOVACIONES EN EL YOGUR