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.

这项工作的目的是（i）通过他们的消费频率和他们对这种饮料的感官了解消费者对普尔克的了解，以及（ii）确定导致墨西哥消费者中普尔克的价格上涨的因素。在墨西哥中部某个地方的221个消费者中，设计并进行了一项调查，调查对象是在普尔克销售的地区（pulquerías）。根据消费者的消费频率对其进行表征。通过二元Logistic回归模型确定与皮脂增值相关的因素。确定了两种类型的消费者：常客和不常客。两组都主要由男子组成，包括中高级文化程度的学生。但是，第一组显示出更多传统和保守的行为方式，因为受教育程度较低的消费者比例更高（p  <0.05），他们有更长的消费年限，在销售地点花费更多的时间，并且倾向于“自然” pulque。” 消费者的第二组主要包含（p <0.05）的女性，包括文化程度较高的学生，他们更喜欢“硫化法”。从这个意义上讲，我们的研究结果表明，在普尔古里亚酒中消费的性别和时间，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者和销售者根据他们的喜好和消费模式对消费者细分进行分类，以重新确定普鲁克市场。最后，需要强调的是，受过高等教育的年轻消费者对这种饮料表现出兴趣，因为多年来其消费一直与低收入人群有关。