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Objective: To assess the Sonoran (Mexico) consumer perspective regard their buying habits, consumption and the attitudes and attributes they most valued from jalapeño pepper. Design/Methodology/Approach: The assessment took place in three phases. The first consisted of the design of a questionnaire, the second its application to a sample of n200 consumers and finally univariate (means and modes) and bivariate (Chi-square) analyzes on the obtained data. Results: The flavor is a key element in the consumption of jalapeño peppers. There is a tendency towards frequent consumption, although the portions are measured since they are usually less than 0.5 kg. It was identified that for the consumer it is important no damage or browning is visible on the external appearance of the peppers, and that they prefer peppers of a dark green color over another coloring. Specifically, there is a willingness to pay between $ 0.5 and $ 1.0 US per kilogram. The frequent consumers of jalapeño pepper are under 40 years old, accentuated in the 18 to 24 years old segment, with medium income level. In this segment, there is the preference for aroma and hotness (pungency) that the chili peppers have. Study limitations/implications: This study is limited to consumers from the northwestern region of Mexico. The obtained information provides guidelines to deepen the knowledge of this product from their market perspective. The addedvalue strategies should be aimed to increase the external quality of the product.

Characterization of the preferences towards jalapeño peppers from the perspective of the Sonoran consumers