The aims of this work were to (i) identify the consumers’ profile of pulque through their consumption frequency and their sensory perception of this beverage and (ii) identify the factors that contribute to the valorization of pulque among Mexican consumers. A survey was designed and conducted with 221 consumers in pulque-selling locations (pulquerías) in a place of Central Mexico. Consumers were characterized according to their consumption frequency. Factors associated with the valorization of pulque were identified through Binary Logistic Regression model. Two types of consumers were identified: Frequent Consumers and Not Frequent Consumers. Both groups were comprised mostly of men, including students with medium to high levels of education. However, the first group showed more traditional and conservative behavior patterns since there was a higher proportion of consumers with a low educational level (p < 0.05) and they had more years of consumption, spend more time in the selling locations, and preferred “natural pulque.” The second group of consumers was comprised mostly (p < 0.05) of women, including students with a high educational level who prefer “cured pulque.” In this sense, our results showed that gender and time spent in the pulquerías together with sensory, cultural, and functional characteristics associated with the beverage influence its valorization among consumers. These results can help both producers and marketers to classify segments of consumers according to their preferences and consumption patterns in order to revalorize the pulque market. Finally, it is necessary to highlight that young consumers with high educational level show interest in this beverage, since for years its consumption has been associated with low-income populations.

中文翻译：

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确定与 pulque 价值相关的消费者概况和因素：墨西哥中部的一种传统发酵饮料

这项工作的目的是 (i) 通过消费者的消费频率和他们对这种饮料的感官知觉来确定消费者对 pulque 的描述，以及 (ii) 确定有助于墨西哥消费者对 pulque 增值的因素。设计并在墨西哥中部地区的 221 名烈酒销售地点 (pulquerías) 的消费者中进行了调查。消费者根据他们的消费频率进行了表征。通过二元逻辑回归模型确定与 pulque 价值相关的因素。确定了两种类型的消费者：频繁消费者和非频繁消费者。两组都主要由男性组成，包括受过中等至高等教育的学生。然而，第一组表现出更传统和保守的行为模式，因为低文化程度的消费者比例更高（p < 0.05），他们消费年限更长，在销售地点花费的时间更多，更喜欢“天然酒”。 ” 第二组消费者主要是（p < 0.05）女性，包括喜欢“腌制龙舌兰酒”的高学历学生。从这个意义上说，我们的结果表明，在 pulquerías 中花费的性别和时间以及与饮料相关的感官、文化和功能特征会影响其在消费者中的价值。这些结果可以帮助生产商和营销商根据消费者的喜好和消费模式对他们进行分类，以重新评估烈酒市场的价值。最后，