Identificando las dimensiones del concepto de alimento tradicional por medio de la técnica de asociación de palabras en una ciudad fronteriza del noroeste de México

The objective of the research was to identify the dimensions of the concept of traditional food from a consumer perspective in a border city in the Northwest of Mexico, through the technique of word association. The results of the study expand and support the perception that consumers on the border of Mexico have about a traditional food, confirming the usefulness of word association as an analysis technique. Recognizing these associations can facilitate the creation of more effective commercial strategies to promote the consumption of traditional foods in the region.