Preferences in ‘Jalapeño’ Pepper Attributes: A Choice Study in Mexico

Background: According to Mexican growers of ‘Jalapeño’ peppers, its commercialization is the primary limitation. Thus, consumer knowledge is critical to develop added-value strategies. The objective of this study was to identify ‘Jalapeño’ quality attributes to determine consumer preferences and willingness to pay, based on socioeconomic characteristics. Methods: A nationwide face-to-face survey was carried out using the discrete choice experiment method. The survey included 1200 consumers stratified by gender, age and region. Results: Heterogeneity analysis using the probabilistic segmentation model revealed three types of consumers: A price-sensitive segment, non-demanding consumers without specific preferences and selective consumers with a preference shifted toward specific ‘Jalapeño’ characteristics. Thus, detail-oriented producers must compete through price strategies, based on the marketplace (markets on wheels, grocery stores, or supermarkets) and through some quality attributes preferred by selective consumers. Therefore, results suggest that farmers should grow the correct varieties with appropriate agronomic management to cope consumer preferences. Conclusions: This paper contributes to the growing body of the ‘Jalapeño’ literature by explicitly investigating consumer preferences and willingness to pay for them.