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Objective: To identify the assessment factors that influence the willingness to pay a surcharge for the mezcal consumer. Methodology: A guided sampling was conducted with mezcal consumers attending the Mezcal Fair in 2018, a survey was applied with socioeconomic consumer information, sensory and physical attributes of mezcal. Consumers were stratified according to their willingness to pay a price premium for mezcal. The conceptual analysis was carried out with the use of k proportions to identify the semantic categories with greater recognition in the mezcal consumer groups; an analysis of the main components was carried out to identify the variables that affect willingness to pay. Results: The analysis of variance shows significant differences between the strata with disposition (DAP) and without willingness to pay (SDP) in the variables: occupation (P = 0.007), frequency in consumption (P = 0.034) and monthly income (P = 0.055). The variables with the greatest contribution to consumer behavior in the first component were education and income (22.7%), and packaging and labeling (41.6%) within the second component. The sensory attributes had no significant contribution. The conceptual analysis of the DAP stratum recognizes differences between ancestral and traditional mezcal and industrial mezcal, with respect to the remarkable aroma and flavor, process and artisanal equipment. Consumers of industrial mezcal highlight negative categories such as poor flavor and taste and greater use of technology. Limitations: Restricting the study area to the center of Oaxaca without considering other areas of consumption in this first stage of the investigation. Conclusions: The mezcal consumer assessment factors that influence its purchase decision are socioeconomic variables and tangible attributes of the product that reflect its authenticity, however, also influence it, cultural factors associated to terroir knowledge and practices.

Factores de valoración en consumidores de mezcal en Oaxaca