Dena María Jesús Camarena Gómez, Lizbeth Salgado Beltrán, Ramo Barrena, Alejandro Medell, Luis Antonio Terán

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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
Original languageAmerican English
JournalDesarrollo Gerencial
StatePublished - 1 Jan 2015

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