Organic food consumer behavior in Hermosillo, Sonora, Mexico

Objective: Describe and characterize the behavior of organic food consumers, to define if there is a potential market in Hermosillo, Sonora. Design/methodology/approach: Questionnaires were applied to consumers at points of sale and the data was analyzed with descriptive and inferential statistics. Results: There is a segment that knows and buys organic products, which is not satisfied with the local supply of fruits and vegetables. In addition, purchases are intensified by consumers who take care of their diet, their health and who show positive attitudes towards the environment. Limitations on study/implications: Focuses on a geographic area, so the extrapolation of the results must be taken with caution. Findings/conclusions: In general, there is potential for local demand for organic produce. It is necessary to use appropriate marketing and segmentation strategies aimed at the profile found, so that merchants and farmers can position their products in the market.Objective: To describe and characterize the behavior of organic food consumers in Hermosillo, Sonora, in order to identify whether this location constitutes a potential market for said products.Design/Methodology/Approach: We asked consumers at points of purchase to answer a questionnaire. Then we analyzed the resulting data with descriptive and inferential statistics.Results: There is a market segment acquainted with organic products and willing to buy them. This segment is unsatisfied with the local offer of fruits and vegetables. The purchase of organic food increases amongconsumers who care about their diet and health, and who show positive attitudes toward the environment.Study limitations/Implications: The study focuses on a specific geographic area. Therefore, extrapolation of results must be done cautiously.Findings/Conclusions: Overall, there is a potential local demand for organic fruits and vegetables. Adequate marketing and segmentation strategies are necessary to address the identified consumer profile so that traders and farmers can position their products in the market

Alimentos orgánicos en Hermosillo, Sonora: disposición a pagar y preferencias del consumidor

Objective: Starting in the identification of the presence of organic food in Hermosillo, Sonora, consumer attitudes toward the attributes of the organic food are studied and their relation with the willing to pay a higher price to purchase them. Methodology: It´s an investigation of descriptive-correlation type based in a survey applied to a representative sample of 277 consumers (≥18 years), all visitors of supermarkets or specialized points of sale that offers organic products. A direct observation was made in the aisles of the establishments of main distribution chains to complement the study. The analysis unit is the consumer of fruit and vegetable food. The independent variables to analyze are organic food attributes and the dependent variable is the willingness to pay. Results: The presence of organic food in the city was confirmed as also a consumer with a high level of knowledge and purchase. In a scale of 1 to 5 (where 5 = totally agree), they attributed health benefits (4.68), nutritional proprieties (4.67), and the absence of chemicals (4.57). Likewise, the majority of the surveyed (92.5 %) pointed out interest in buying organic fruit and vegetable food if the price is similar to the price of conventional food and 39.4 % indicated their willing to pay even a little bit more to purchase them. Limitations: The study refers one single location, one specific class of product and a population segment. It is suggested to replicate it at the state level, incorporate products that are more organic and diversify the population profile participants. Conclusions: In Hermosillo, there is a group of consumers interested in purchase products with the attributes that organic food presents. They are willing to pay an over price. This represents an opportunity area to the local grower, certified in organic agriculture, interested in placing is products, more even in the case of fresh organic fruit and vegetables because the offer of such products is scarce in the supermarkets and specialized points of sale of this city.Objetivo: a partir de identificar la presencia de alimentos orgánicos en la ciudad de Hermosillo, Sonora, se analizan las actitudes de los consumidores acerca de los atributos de los alimentos orgánicos y su relación con la disposición a pagar un mayor precio por adquirirlos. Metodología: es una investigación de tipo descriptivo-correlacional sustentada en una encuesta aplicada a una muestra representativa de 277 consumidores (≥18 años), todos visitantes de supermercados o puntos de venta especializados que ofertan productos orgánicos. Se realizó observación directa mediante recorridos por los lineales de los establecimientos de distribución para complementar el estudio. La unidad de análisis fue el consumidor de alimentos hortofrutícolas, las variables independientes analizadas fueron los atributos de los productos orgánicos y la variable dependiente la disposición a pagar. Resultados: se confirmó la presencia de alimentos orgánicos en la ciudad y un consumidor de productos orgánicos con alto nivel de conocimiento y de compra: en una escala de 1 a 5 (donde 5 = total acuerdo), les atribuyeron beneficios a la salud (4.68), propiedades nutritivas (4.67), y la ausencia de químicos (4.57); la mayoría de los encuestados (92.5 %) anotaron estar interesados en comprar productos hortofrutícolas orgánicos si su precio fuese similar al de los convencionales y el 39.4 % marcó disposición a pagar incluso un poco más por adquirirlos. Limitaciones: el estudio refiere a una sola localidad, una clase específica de producto y un segmento de población. Se sugiere replicarlo a nivel estatal, integrar más productos orgánicos y diversificar el perfil de la población participante. Conclusiones: en Hermosillo existe un grupo de consumidores interesados en adquirir productos con las características que los orgánicos poseen, dispuestos a pagar un sobreprecio, lo cual representa un área de oportunidad para el agricultor local, certificado en agricultura orgánica, interesado en colocar sus productos, más en el caso de productos hortofrutícolas orgánicos frescos por ser escasa su oferta en los supermercados y en los puntos de venta especializados en tales productos en la ciudad