Typology of honey consumers with a university education in Mexico

Abstract

Mexico is a honey-producing country, paradoxically, its per capita consumption is low compared to European countries. The objective was to make a typology of honey consumers in Mexico with a minimum educational level of bachelor's degree in ages from 20 to 60 years and to determine their socioeconomic characteristics and aspects that motivate consumption. A questionnaire was applied to a sample of 1,003 honey consumers who met the conditions of age and school level. The information was analyzed using cluster and discriminant analysis. Three types of consumers were identified: 1) educated consumers with average income (34.4 %), they were those who consume honey frequently, have extensive knowledge about beekeeping by-products and honey properties, prefer to buy the product from beekeepers; 2) highly educated consumers with high income (25.8 %), most of them have postgraduate degrees and receive income greater than $5,000 per week, they were people of mature age and with moderate consumption of honey, a third of this group only know honey, have knowledge of its properties and qualities, they are indifferent to the place of purchase; and 3) educated consumers with low income (39.8 %), it grouped young consumers who only have a bachelor's degree, their consumption is moderate, they prefer to buy the product in markets. The groups of consumers formed provide information on a segment of the honey market in Mexico, it is necessary to continue conducting research on issues related to consumption and preference of honey consumers in Mexico.