Sensory evaluation in the Price Perception of tequilas in Mexico

Abstract

The sensory attributes (color, smell, flavor, taste and aftertaste) together with the perception of price, are variables little studied in Latin America, so it was proposed to analyze the relationship between them and the identification of consumer behavior based on the Tequila brands Azul, Cabrito, Cien años Jimador and José Cuervo in a convenience sample of 145 people ranging from 18 to 60 years old in Veracruz, Mexico. Multinomial logistic regression was applied, by which it was determined that Smell (p = 0.021), Taste (p = 0.000) and Aftertaste (p = 0.000), positively affected the perception of price. While the interaction that was found significant with the tequila brands was Taste (p = 0.000). In descriptive analyzes, consumers detected Cabrito tequila as the most expensive, in contrast to José Cuervo, as the cheapest. The foregoing indicates that partially the perception of price does not coincide with the price in the market, which is an indicator that the price should not only be analyzed from the economy, but also with the market and psychological approach.