Using projective techniques and Food Neophobia Scale to explore the perception of traditional ethnic foods in Central Mexico: A preliminary study on the beverage <scp><i>Sende</i></scp>

Abstract

Abstract Foods considered ethnic are produced and consumed in a specific region. As well it has been documented that consumers expresses fear of the intention of eating new foods. Furthermore, the perception of the Mexican consumers toward ethnic foods has been scarcely studied. The aim of this work was to explore the perception toward Sende —a traditional ethnic Mazahua beverage of low alcoholic content, produced from germinated corn, dried, cooked and fermented—using word association (WA) and Food Neophobia Scale (FNS). A questionnaire was designed and applied to 160 people in a locality in Central Mexico where, traditionally, this beverage is produced. The mean of FNS was 26.70, which suggests that food neophobia level in the sample under study was low. Through WA, 13 categories were obtained which reflect the perception toward the beverage. By means of cluster analysis, three groups were obtained, which presented differences in FNS and the categories obtained through WA. These results may serve to promote and foster the consumption of traditional ethnic foods, which are not familiar for the population, this with a view to increasing the number of new producing establishments, improving profitability and developing the local economy. Practical applications There is a wide range of traditional ethnic foods in Mexico. However, many are unknown to the population and are falling in disuse, which could lead to their disappearance. The results of this work might help local producers or institutions from different regions of the country to promote their gastronomic heritage, particularly their traditional ethnic foods. Furthermore, this research shows that young people may be more interested in trying and consuming this type of food products. In that sense, campaigns to promote and disseminate ethnic foods could focus on this consumer sector considering their levels of acceptance or rejection when consuming little known or non diet food products.