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This article investigates whether a negative country of origin bias facing imported wine can be offset when it is distributed in marketing channels alongside already accepted complimentary products. Specifically we consider the case of Mexican wine being introduced to consumers in a Mexican restaurant versus a more general themed contemporary restaurant. An experimental design was employed to investigate consumers' perceptions and future purchase intentions after tasting Mexican wine in a proposed restaurant with one of the two themes. Findings suggest that the best method for introducing Mexican wine to US consumers may be through Mexican restaurants although adoption of the wine for consumption at home may be slow.

The Mexican food industry (MFI) is now changing its procedures, in order to be more competitive not only in Mexico, but in other countries around the world. We propose a forecasting methodology to be used by the manager of technology (MOT) for the design of competitive advantages and strategies that drives MFI through globalisation and internationalisation. We selected the Delphi Model as our forecasting method, because this brings a clear and wide vision about the current situation of MFI and, based on this information, we judge how the future would be. We obtained the co‐operation of many experts in the food industry that brought us their expertise and knowledge about quality control, experimental design, project management, biotechnology and food analysis; they are from the UK, USA and Mexico. They answered a questionnaire regarding many aspects of MFI: social, cultural, political, economical, financial and technological; and the result was a consensus of ready‐to‐use strategies and competitive advantages of MOT.

The purpose of this paper is to measure the relative degree of rejection or reluctance to try new foods of the Mexican consumers.

To measure the degree of acceptance or rejection that individuals have for foods that are unusual in their diets, a phobia scale was used to new foods developed by Pliner and Hobden (1992) Food Neophobia Scale (FNS). The authors also distinguished between individuals’ predisposition to taste new foods, “neo-phobic” (lower bias) and “neo-philic” (predisposition). Additionally social and demographic variables such as age, gender, monthly income level and marital status to discuss relations with the FNS scale were incorporated.

The results have shown that Mexican consumers show relatively low levels of phobia toward new foods, but there may be differences in accordance with the characteristics of the environment, the proximity of another culture or urbanization level have a significant influence on consumer attitudes.

In Mexico the development of new foods has increased, in a recent study 83 percent of respondents indicated they are interested in buying new foods on the market. Studies of novel foods phobia have been made in various international contexts, in Mexico, however, the exploration and understanding of consumer attitudes toward foods that are unusual in their diets is incipient. This study represents one of the first contributions in this regard and more so to focus specifically on the Mexican consumer.

The purpose of this paper is to identify segments of Mexican consumers with regard to their motives for food choices.

A questionnaire based on the Food Choice Questionnaire was applied to 1,202 consumers. A factor analysis and a cluster analysis were performed on the data.

Ten factors were identified: care for weight and health, social sensitivity, practicality, economic aspects, non-industrialized, hedonism, traditionality A, familiarity, traditionality B, and no added sugar. Resulting clusters were named as: traditional, healthy, conscious, and careless. Statistically significant differences (p<0.05) were found due to gender, age, marital status, and educational level, but not for body mass index. There are signs of different consumers, but it seems that Mexican consumers in general express low sensitivity to issues of health and nutrition, even more so towards animal welfare and products that are friendly to the environment.

The large diversity of motivations and behaviours in food consumption in Mexico are not all addressed in this study. However, this work opens a new area of research in Mexico so that in the near future studies on the diversity of Mexican consumers are undertaken, looking at the transformation of their food preferences.

In Europe, governments have addressed the new forms of consumption taking advantage of opportunities that benefit local producers, through the generation of added value as “Protected Designations of Origin (DOP)”, geographical indications, collective brands, ecological produce, local products of the land, among others. These proposals are promoted as a path to follow in Latin America, assuming that Latin American consumers have the same characteristics or interests as in those developed countries. But, not knowing consumers motives of preference represents a problem in the processes of valorization of food products.

Economic development, demographic, and sociocultural changes in Latin America have promoted phenomena both in the polarization of livelihoods in their societies as well as changes of lifestyles in different social strata. Therefore, studies are needed on the effect of these changes not only in food consumption, but also on the symbolic elements when consumers choose their food.

In Mexico, the study of food consumption has followed diverse approaches, as a matter of policy, from an economic perspective, from anthropology, particularly focussed on indigenous cultures, from the nutrition and health field or emphasizing economic aspects. As in other developing countries, those works do not address the role of the consumer and their motivations, so that research that studies their motives in the choice of foods is needed.

The purpose of this paper is to identify the factors associated with the consumption of traditional foods (TFs) in central Mexico.

A total of 512 surveys were applied to consumers in central Mexico. The survey included a free word association with TF and an example, the food choice questionnaire, and the sociodemographic characteristics of respondents. A binary logistic regression was carried out comparing regular TF consumers with non-regular TF consumers.

Men tend to eat TFs in more regular way than women. People with heavier consumption habits associate TF with “authenticity/way of doing”, “origin” and “habit”, which are reinforced both by TF examples and the FCQ variables. Foods considered traditional were classified as cooked (elaborated under specific recipes of gastronomic heritage) and uncooked. Both groups comprise central foods, basic in the Mexican diet, in which maize, chili and beans are outstanding.

The study did not comprehend the whole country and not consider specific food categories.

Provides important information on the factors that drive consumption of TFs in Mexico, information that may be useful in valorisation processes.

Results may support the commercialisation of these foods, and lead to an improvement in the livelihoods of producers of TFs.

In Mexico, the study of consumers has not been addressed. Therefore, this is a pioneer study that documents the factors associated with the consumption of TFs.

Demographic and socioeconomic changes, and health issues, promote interest in emerging countries for healthy foods, taking traditional foods under the perspective of functional foods. Amaranth has moved from local to a wider consumption as a functional food. The purpose of this paper is to identify consumers’ perception about amaranth and its relation to consumption motives.

A questionnaire was applied to 610 respondents, and free word association determined their perception about amaranth through categories. Cluster analysis identified groups of consumers according to their motives for consumption. Global χ² and correspondence analysis related consumers’ perceptions in the groups were identified.

A total of 16 word categories reflected consumers’ perception about amaranth. Most mentioned were: Traditional product, Hedonism and Health and well-being. Three groups showed significant differences regarding motives of consumption. It is concluded that perceptions about amaranth are closely linked to the motives of consumption. Perceptions of health benefits are related to motives for health issues and taste. There is a group that still consumes amaranth perceived as a traditional food.

As a functional food, these results could be useful to promote amaranth from its perception as healthy. Producers might develop products based on amaranth that meet perceptions considering gender and age in Mexico and other emergent countries.

This work contributes knowledge to international research that analyses traditional foods as functional foods and consumer perceptions on these. It is a first approach to identify perceptions of Mexican consumers towards amaranth as a traditional and a functional food.

This article examines the influence of market opportunity, risk, and distance on the choice of destination country for Mexican franchises.

The research hypotheses are developed under the theoretical approaches of institutional theory, agency theory, and transaction costs theory and were contrasted on the data obtained from 52 Mexican international franchisors operating in 37 countries as of 2016. This study uses linear regression with ordinary minimums using the STATA 13.1 software.

The results reveal that a larger market size, a greater level of economic freedom, and a smaller geographic distance are determining factors in the choice of destination country. No statistical significance was found in the variables GDP per capita, level of democracy and cultural distance.

This research contributes to the theoretical and practical field. On the theoretical side, this study integrates institutional theory, agency theory, and transaction cost theory to evaluate the factors of the destination country that influence the internationalization process of the franchise. Another contribution of this study is to apply theories and models of developed economies to the process of internationalization of franchises in an emerging economy. Additionally, this study is based on a model that considers the distance, opportunities and risks that are considered by Mexican franchisors in the selection of the international markets in which they maintain operations. This study contains important practical implications that can serve as relevant information for decision-making in the franchise sector and its internationalization. This data is valuable for new models of Mexican franchises that decide to start their internationalization process.

In recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast‐food markets will offer greater growth opportunities for marketers. Presents consumers′ perceptions of and preferences for fast‐food restaurants in the USA and Canada. The results of this study may have very important implications for developing successful marketing strategies for fast‐food restaurants. Findings of the study offer need‐oriented marketing strategies for both franchisers and franchisees in the US and Canadian fast‐food sectors to enable them to be more competitive in this fast‐changing business environment.

Awareness and testing of ethnic cuisine have increased in the past decades as a consequence of the growing international trade, migration, tourism and globalisation. This article aims to focus on the attitude and behaviour of Belgians towards Latin‐American ethnic foods, and of Hispanics living in Belgium towards mainstream Belgian food.

The role of socio‐demographic characteristics, food neophobia, and degree of acculturation or openness on food preference and choice among these two population groups is analysed. A survey with 119 Belgian and 127 Hispanic participants was performed. Data analysis deals with descriptive analyses and statistical validation of the perceived associations by means of chi‐square, t‐test, ANOVA, correlations, and stepwise multiple regression.

The overall opinion and degree of satisfaction of the Belgian sample towards ethnic food were favourable. Latin‐American food consumption and attitude of Belgians are negatively correlated with food neophobia, which is significantly higher among urban and 55+ aged consumers, and positively correlated with openness to new cultures. Taste and appearance were key attributes that determined Belgians' preference for ethnic foods. Hispanics' general perception towards Belgian mainstream food was favourable as well, although they considered their own food as being better in taste. Barriers to maintain Latin‐American food habits are availability and time constraints. Hispanics' adoption of traditional Belgian cuisine is positively correlated with time of residence in Belgium and negatively correlated with maintenance of native social interaction and language use. Food neophobia does not emerge as a determinant of Hispanics' dietary acculturation to mainstream Belgian food.

Data are collected from a relatively small convenience sample, which limits generalisation of the findings beyond the sample characteristics, which renders the findings exploratory rather than conclusive.

This paper covers important, not well‐explored and previously neglected research subjects, namely attitude, perceptions and behaviour towards ethnic food and food consumption among ethnic minorities in the increasingly globalised food market. The main contribution pertains to simultaneously investigating the role of socio‐demographic, acculturation and food neophobia on food consumption decisions.