CONSUMER ACCEPTANCE AND PREFERENCE FOR A NOODLE ENRICHED WITH BEAN COTYLEDON FLOUR

Abstract

Common bean is one of the main crops in Mexico; however, despite being a beneficial product for health, the bean value chain has been weakened due to the lack of competitiveness in the market. One way to increase its consumption is through the agro-industrial transformation of the grain to diversify its offer and add value. The objective of this study was to develop a noodle-type pasta enriched with bean cotyledon flour in order to evaluate the acceptance and purchase preference by consumers in Zacatecas, Mexico. The trial was conducted to test the hypothesis that consumers look for a certain type of pasta based on specific quality attributes and that information on the health benefits of that product would change the consumer’s perspective and preferences. A structured questionnaire was designed for 400 consumers in Zacatecas, Mexico. Results suggest that the attributes that the consumer observes and uses as preference indicator are the color, appearance, and size of the pasta (noodles). Consumers who participated in this study were grouped into three customer segments in regard to their purchasing attitudes and preferences. Informed consumers showed greater preference for noodles enriched with bean cotyledon flour. The conclusion of this study is that the attributes of the paste enriched with bean cotyledon flour can be improved to obtain the maximum score; and thus, develop different strategies for the commercialization of this processed product.