Cultural perception as a primary factor in the market for Red Sour Pitaya (Stenocereus gummosus) in the region of La Paz, Baja California Sur
Keywords:Forest product, Business, Added value, Segmentation
The study includes the analysis of cultural, commercial, and safety factors that affect the potential of the trade of the red sour pitaya (Stenocereus gummosus), as well as its characterization, consumer patterns, consumption channels, and the relevance, identity, and cultural value of the fruit in the Municipality of La Paz, Baja California Sur, Mexico. The investigation has the objective of understanding the perception of the product in local knowledge, which is identified in the study area, where the wild fruit takes an added value in informal commercialization and is amalgamated with the local culture. For the analysis and data collection, a simple random sampling was conducted, on 227 economically active people with purchasing power. The method of applying the instrument was digital, limiting face-to-face contact with people due to the current Covid 19 pandemic. The exercise characterizes a population with mostly university studies, which consumes the product in a traditional way, which reflected a greater appreciation of the pitaya fruit, by older people.