BACKGROUND In Mexico, the coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a 9-point hedonic scale. The samples were evaluated under three conditions: a) blind, no information given to the consumer; b) expected, only information given to the consumer; and c) informed, giving information and product to the consumer. RESULTS The difference observed between expected and blind condition was significant (p < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking. CONCLUSIONS Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. This article is protected by copyright. All rights reserved.

中文翻译：

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预期对墨西哥当地咖啡喜好程度的影响

背景在墨西哥，咖啡活动主要在土著地区进行，涉及近百万人。然而，当地的全国咖啡消费量很低。本文重点分析消费者的期望以及一些社会人口学特征对墨西哥本地咖啡的喜好程度的影响。来自墨西哥伊达尔戈三个土著地区的四种咖啡使用 9 点享乐量表进行评估。样品在三种情况下进行评估： a) 盲目，不向消费者提供信息；b) 预期的，仅提供给消费者的信息；c) 知情，向消费者提供信息和产品。结果 对于所评估的三种本地咖啡，预期和盲目条件之间观察到的差异是显着的（p < 0.005），表明否定的否定。当地咖啡的受欢迎程度低于预期，因为有关样品的信息在消费者中产生了很高的享乐期望。受教育程度和消费者居住地对其喜好程度有显着影响。根据人口统计特征，发现三个细分市场呈现出不同的喜好模式。结论消费者对本地咖啡有积极的期望。与消费相关的社会人口特征和方面，尤其是产品体验，对当地产品的期望具有决定性意义。这项调查有助于根据市场的需求和需要制定营销策略，使本地产品受到重视。本文受版权保护。版权所有。