Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
Analysis of Factors That Affect the Marketing of a New
Probiotic Drink Made from Maguey Juice in an Urban
Community in the State of Puebla, Mexico
Alicia Lucrecia Yañez Moneda1* and Laura Mayela Ramírez Murillo2**
In Mexican culture maguey juice has long been drunk because of its sweet
taste. The pre-Columbian population of this region called that drink pulque.
The drink contains alcohol and it was consumed especially by the
inhabitants of rural communities. Maguey juice, when added to a probiotic
microorganism increases its nutritional value and can be used in new food
products that contribute to improving the diet and health of people. Both
maguey juice and pulque drinks are considered to have nutritional
properties for their sugars, amino acids and vitamins. The aim of this study
is to find the features that cause the purchase and acceptance of probiotic
drinks in the urban area of the city of Puebla, divided into various segments
of the population. It is a non-experimental , quantitative, descriptive and
simple cross sectional research, ran from January to May 2012. The
results show that the most important factors considered by urban
consumers for the purchase of this product is an advertising that manages
to convey information on the adequate nutritional properties of the product,
which avoids the association of the probiotic with pulque and that the
product really gives nutrients to improve the health of the population.
1. Introduction
One of the biggest problems today is the increase in the obesity rates suffered in
most countries. Globalization has caused a change in the eating habits of the urban,
rural and semi rural populations. The increased consumption of junk food, the lack of
exercise, the sedentary and accelerated lifestyle have not allowed the population to
consume healthy and nutritious foods that favor their health. This problem is so
serious that could cause the collapse of health systems, since there is no
government that can withstand keeping lifetime medical treatments for a population
(Sawaia, 1999, Torres, 2000; Tella, 2005).
Among the new and innovative foods that have arisen, and that also represent a
healthy eating option for people, there are probiotic drinks. These types of drinks are
considered rich in organisms and substances which contribute to intestinal microbial
balance (Martínez, 2007). Other authors (Naidu & Biblack, 1999, Marriot, 2000;
Lahteenmaki, 2004; Mataix, 2009) treat them as a food supplements based on live
microorganisms which beneficially affect the intestinal tract. However, most people
relate probiotic drinks with fermented milk products and do not consider other inputs,
especially amino acids and sugars from agave pulquero a kind that generates this
type of beneficial reactions to the intestine. The agave nectar is called aguamiel, it is
rich in vitamins and minerals. Before reaching fermentation, it can be a source of
1
* Professor Alicia Lucrecia Yañez Moneda, Departament of Economic and Administrative Sciences
Universidad Popular Autónoma del Estado de Puebla. México.
Email: alicialucrecia.yañez@upaep.mx
2
** Dr. Laura Mayela Ramirez Murillo, Department of Economic and Administrative Sciences.
Universidad Popular Autónoma del Estado de Puebla. México.
Email: lauramayela.ramirez@upaep.mx
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
food for children. If added as a probiotic, it also increases its nutritional value to
contribute to the daily diet improving health condition (Lopez, Mancilla and Mendoza,
2003).
Moreover, population's traditional ways of feeding have changed and what once was
traditional food and drink deeply rooted in their culture has lost the battle to the large
number of influences from various countries, with emphasis on the Chinese,
Japanese, Italian and more recently the American food in the kitchen which have
caused changes in both the form and substance of food (Hasler, 1998; Bonilla,
2002). For this author, the dietary patterns of Mexico are constantly changing in
terms of diversity and there's also a constant transgression of the habits, customs
and nutritional quality of food in addition to a broad food syncretism in its regional
manifestations. This transgression is caused by changes in the income of the
population, either increases or decreases, which have allowed the population to buy
more sophisticated products that are beyond their reality. The market promotes the
acceptance of new products not only based on their cost but also on the speed in its
preparation (Palacios and Gonzalez, 2001).
This research aims to analyze the factors that affect the marketing of a new
probiotic drink made from aguamiel, in an urban community divided into the
following sectors: housewives, students and employees of middle and upper middle
classes.
The study is divided into six sections: introduction, literature review, methodology
and model, findings / discussion, summary and conclusions, and references.
2. Literature Review
Mexico is the location where Agavaceae family is originary, this family is divided into
eight genera, including the genus Agave. Mexico has the greatest diversity of them
with 205 species, 151 of which are endemic. There are several studies that discuss
the properties of agave (Lopez, Mancilla and Mendoza, 2003; Mataix, 2009, Garcia
and Lopez, 2010; Medina, 2010), which consider it a fructan, i.e. a polymer of
fructose soluble in water that may have a glucose molecule. Fructans are found
naturally in garlic (Alliumsativum), chicory (Cichoriumintybus), Jerusalem artichoke
(Helianthustuberosus), asparagus (Asparagusofficinalis), onion (Allium cepa) and
yacon (Smallanthussonchifolius), among other species. However, Lopez, Mancilla
and Mendoza (2003) consider that the agave plant also has these properties. This
implies that the Agave is a natural source of raw materials and carbohydrates which
can be used as a probiotic (Ramirez, 2009).
Maguey juice contains fructose in greater quantities than glucose, so it can be
consumed by diabetics, since fructose does not stimulate the digestive production of
insulin (Matarese, 2004). Its glycemic index is 33, which translates in its slow
absorption in blood glucose. It contains fructoligosaccarids, (SDF Soluble Dietary
Fiber) that improve the digestive system and the ability to eliminate fat and toxins
that damage the human body. This product is by itself a growth stimulant of intestinal
flora (prebiotic), which helps people with gastritis. It contains vitamins A, B, B2, C,
iron, niacin, phosphorus and proteins, thus contributing to good nutrition, it inhibits
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
the growth of pathogenic bacteria (Coli, Listeria, Shigella, Salmonella) which lowers
cholesterol levels and triglyceride improving the metabolization of toxins in the body.
Its content of niacin, contributes to clean, drain and detoxify, veins and arteries. It
increases the absorption of calcium and magnesium, being an aid in the prevention
of osteoporosis. It facilitates intestinal mobility and is recommended for people with
constipation (Mataix, 2009). According to Silos (2007) maguey juice also contains
fructooligosaccharides and inulin that are considered in the European Union as
functional foods that contain dietary fiber (Solis, 2008).
The link among marketing, innovation and product development has been studied by
researchers (Palomo, 2000; Garcia and Sanzo Pérez, 2005; Kotler & Armstrong,
2008; Schnarch, 2009) who consider that there are two stages for innovation and
development: the first one consists in the generation of ideas, and the second one
relates to marketing the concept in the first term and then the product itself.
According Palomo (2000) innovations failure is not due to the technical feasibility of
the product, nor to its profitability or cost but basically to the suitability of the product
to market needs. The pair marketing-innovation must come into action when
identifying a need of the population and from it generating a product to satisfy it.
According to Kotler & Armstrong (2008) marketing of new products is based on
consumers' knowledge, beliefs or opinions at their respect. In the case of pulque and
maguey juice, knowledge, beliefs and opinions in Mexico agree that this product is
consumed by the rural poor people, and do not have a very positive attitude about it.
This is precisely the role of Marketing-Innovation, to satisfy a need of the population
using an endogenous product of the region, generating its acceptance and meeting
the expectations of the target market. Such is the case of the probiotic beverage
from maguey juice whose sensory characteristics shall be attenuated based on
modifications in its texture and flavor, with the aim that urban consumers like it and
that they don't relate it to pulque as the vast majority of them are not its consumers
(Torres, 2000, Medina 2010).
One of the essential elements that can be used in the new product for this segment
is to highlight the positive image of a healthy food, convincing them that a nutritious
diet has an impact on health in the short and long term (Landstrom, 2007, Viana, Da
Cruz and Bautista, 2008). One of the great advantages of marketing a probiotic drink
is that in Mexico, as in the rest of the world, the demand for healthy products is
growing (Marriot, 2000).
Van Kleef (2002), in his study, stresses that any product that has traditional and
cultural elements that identify it with its community may have additional incentives for
its consumption, because of its nutritional properties and be related with its
consumption by different generations of consumers. In this regard, marketing
maguey juice as a probiotic drink added with other flavors and textures that are in
the taste of the urban community. At the same time highlighting their nutritional and
endogenous origin, can produce positive attitudes towards this drink, as it will be
highlighting a plant that is representative of the Mexican culture.
3. Methodology and Model
A non-experimental, quantitative, descriptive and simple transversal research was
designed to analyze the perception of the inhabitants of the city of Puebla, divided
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
into three segments: housewives, students and employees of middle and upper
middle classes, on the consumption of a probiotic drink from maguey juice.
The data collection instrument was structured with 30 items measured on a Likert 5
scale; where 1 corresponds to position strongly disagree while position 5
corresponds to strongly agree. The items were distributed in the three dimensions
that the model of Kotler and Armstrong (2008) presents, which includes the
knowledge that consumers have of the product, the evaluation of the product and its
adoption by the community. These dimensions were evaluated with 14, 6 and 9
items respectively.
The pilot test was conducted with residents of the city of Puebla, which confirms that
the data collection instrument is reliable because the overall Cronbach's alpha and
that of each of the dimensions is greater than 0.65.
In the final study, 100 people were surveyed, 50 housewives, 25 students and 25
employees in the region. They were chosen randomly and were different ages, they
had prior knowledge of Agave and the various products obtained from it. The
results demonstrate that the instrument is reliable because the result of the overall
Cronbach's alpha and each of the dimensions is greater than 0.65 (Table 1).
Table 1: Reliability of the Data Collection Instrument
Categories
Global
Product Awareness
Product Evaluation
Product Adoption
CRONBACH'S ALPHA
0.693
0.674
0.692
0.702
According to the model of Kotler and Armstrong (2008) on the first stage the
knowledge that the target market has about the product is analyzed, such as
agave properties, knowledge of similar products, and their nutritional attributes. On
second stage the product is evaluated. Here, issues such as the frequency of
purchase and the purchase of products on recommendation are discussed. The
third stage is adoption, which analyzes the elements that the consumer considers
important to consume the product regularly, as its price, the place where they can
find the product, and the message that can be transmitted when analyzing its
nutritional properties (Table 2 ).
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
Table 2: Model of Awareness, Evaluation and Adoption of a New Product
Stages
Process
Knowledge of
similar products
Stage 1: Product
Awareness.
Knowledge of
diseases
Maguey juice
consumption
Location
Stage 2: Product
Evaluation.
Product
Price
Stage 3: Product
Adoption
Place
Promotion
Features
I know the different types of food and its nutritional value:
cereals, fruits and vegetables, foods of animal origin.
Legumes have proteins similar to those of animal origin
I know what a balanced diet is.
I knowledge the benefits of maguey juice.
I like the taste of maguey juice.
Processed foods cause disease.
The use of remedies is suitable.
Probiotic drinks help to improve health.
I know processed products made out of maguey juice.
The taste of maguey juice is good.
I would buy a new product made from maguey juice.
Maguey juice is consumed for its taste and texture.
I consume only foods produced in the region
The national maguey juice is the one that has the best
nutritional properties.
I consume processed foods on a daily basis.
The maguey juice is part of my diet.
I would consume new functional drinks related to maguey
juice
I buy products based on their origin.
I buy products by recommendation.
I would buy a product made from maguey juice if
supplemented with other flavor and texture.
The price paid for probiotic drinks is suitable for the
nutrients they provide.
The price of a probiotic drink from maguey juice may be
higher than the one of other nutritional drinks.
I would buy a probiotic drink made from maguey juice in
supermarkets.
I am used to buy dairy products in local markets.
I would buy dairy products at home (direct sale).
I buy processed drinks when on discount.
I buy products if I see them advertised on TV
I would buy a probiotic drink from maguey juice if it
communicates its nutritional attributes.
I trust my physician’s opinion and would buy the products
suggested by him as nutritious.
Source: Authors.
This research considers the following hypotheses:
H1: The residents of an urban community know the benefits of probiotic drinks
H2: The residents of an urban community identify themselves with the probiotic drink
made out of maguey juice because of the cultural traits they still have
H3: The residents of an urban community can buy a probiotic drink made out of
maguey juice if the product is modified in taste and texture.
4. Findings/discussion
The average of the items, their minimum and maximum are shown (Tables 3, 4 and
5) highlighting the variables that obtained the highest and lowest averages.
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
I know the different types of food and its nutritional properties: cereals, fruits and
1 5
vegetables, foods of animal origin.
Legumes have proteins similar to those of animal origin.
1 5
I know what a balanced diet is.
1 5
I know about the benefits of maguey juice.
1 5
I like the taste of maguey juice.
1 5
Processed foods are cause of diseases.
1 5
Taking suitable remedies is adequate.
1 5
Probiotic drinks help to improve health.
1 5
I know some maguey juice processed products.
1 5
The taste of maguey juice is good.
1 5
I would buy a new product made from maguey juice.
1 5
I would consume maguey juice for its taste and texture.
1 5
I only consume foods produced in the region
1 5
The national maguey juice is the one that has better nutritional properties.
1 5
Average
of
dimension
Average
Maximum
PRODUCT AWARENESS
Minimum
Table 3: Dimension 1
4.3
3.9
3.8
1.9
2.1
2.7
3.5
4.8
2.2
1.8
1.7
1.6
1.9
1.9
2.72
Maximum
Average
I consume processed foods on a daily basis.
1
Maguey juice is part of my diet.
1
I would consume new functional drinks related to maguey juice.
1
I buy products based on their origin.
1
I buy products by recommendation.
1
I would buy a product made out of maguey juice if supplemented with other flavor
1
and texture.
5
5
5
5
5
4.6
1.5
2.1
4.2
4.5
5
3.3
PRODUCT EVALUATION
Average
of
dimension
Minimum
Table 4: Dimension 2
3.34
1 5
4.5
1 5
2.7
1
1
1
1
1
5
5
5
5
5
2.8
1.9
2.3
3.4
4.2
1 5
4.7
1 5
2.4
Average
of
dimension
Average
The price paid for probiotic drinks is suitable for the nutrients they provide.
The price of a probiotic drink from maguey juice may have a higher price than
other nutritional drinks.
I would buy a probiotic drink made from maguey juice in supermarkets.
I am used to buy dairy products in local markets.
I would buy dairy products at home (direct sale).
I buy processed drinks when on discount.
I buy products if I see them advertised on TV
I would buy a probiotic drink made out of maguey juice if it communicates its
nutritional attributes.
I trust the physician’s opinion and would buy the products suggested by him as
nutritious.
Minimum
PRODUCT ADOPTION
Maximum
Table 5: Dimension 3
3.21
The descriptive analysis shows that in dimension 1 (product knowledge) the most
significant variables are: I know the different types of food and its nutritional
properties: probiotic drinks help to improve health and I know the different types of
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
food and its nutritional properties such as cereals, fruits and vegetables and animal
foods.
In dimension 2 (product evaluation) the most important variables were: the
inhabitants of this area buy processed products by its place of origin and by
recommendation.
In dimension 3 (adoption of the product by the community) the most important
elements according to the population were: they are likely to buy a probiotic drink
made out of maguey juice if it communicates its nutritional attributes, the price paid
for probiotic drinks is suitable for the nutrients it provides and they buy products if
they see them advertised on TV, which means that the message in the mass media
does impact the consumption of a product.
Regarding the factor analysis, the most significant variables in each dimension were:
In the case of dimension 1 the significant factors from the model are that community
residents themselves are aware of the existence of various food groups; they know
what a balanced diet is and that probiotic drinks help health improvement. In the
case of dimension 2, the most significant factors are that people of the urban
community consume processed foods on a daily basis, they are affected by the
origin of food and they buy food based on recommendations. Regarding to
dimension 3 factorial analysis results indicate that they are accustomed to buying
products for their nutritional qualities, those promoted on TV and that the price is a
function of the benefits provided by the product (Table 6).
Table 6: Factor Analysis by Dimension
Dimension
Product
Awareness
Product
Testing
Product
Adaptation
Features
Knowledge of the existence of the food groups: grains, fruits
and vegetables, animal foods.
They know what a balanced diet is.
Probiotic drinks help health improvement
Processed foods are consumed everyday
I buy products by recommendation
I buy products in supermarkets
The price paid for probiotic drinks is suitable for the nutrients
they provide.
I buy products if I see them advertised on TV
Value
0.623
0.615
0.728
0.673
0.612
0.694
0.745
KMO
0.601
0.712
0.701
0.712
5. Summary and Conclusion
The creation of a probiotic drink made out from maguey juice must be based not only
on its nutritional properties, but considering the rescue of a plant that represents
tradition and cultural traits of the Mexican population as well. The Agave is a noble
and legendary plant. It is part of the history of the haciendas in the states of Hidalgo
and Tlaxcala, it does not require large amounts of water, and it grows by runners. It
takes between 8 and 15 years to produce maguey juice. This plant has a rapid
fermentation if not pasteurized, producing alcoholic fermentation. The alcoholic
beverage pulque, is consumed by older rural people, as even young rural people are
not familiar with its use and almost 90% of its production is exported.
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
However, once the product is canned it does not generate an economic impact in the
regions where it is grown. In this sense, if from maguey juice one could get another
type of product, as in the case of a probiotic drink, it would generate better food for
the population and the revival of ancient plant cultivation. Its consumption would
increase both national sales and exports and at the same time economic benefits
would be obtained for the producer regions, which are found in the poorest and most
marginalized areas of the country.
From the results of statistical and factor analyses it can be detected that the most
significant variables in the model (Kotler and Armstrong, 2008) are located in
dimension 2 (evaluation of the product), that is, respondents tend to buy for
recommendation, because of the place of origin of the product and are adapted to
buy processed products. The next most important dimension is 1 (product
awareness), indicating that increasing urban population is identified with a balanced
diet, know the benefits of probiotic drinks and maguey juice is not part of their daily
diet, and therefore they are not used to its flavor or texture. This suggests that at
present neither maguey juice nor pulque consumption are part of everyday urban
segment, and that they do not identify its flavor in other similar products. The least
significant dimension is 3 (product adoption), but despite being the dimension with
the least impact, the most important variable is that people said they were willing to
consider purchasing this product as an alternative to traditional probiotic drinks
(based on fermentation of milk) and that they are looking to buy products in this
category to improve or maintain their health.
These results may indicate that product marketing strategies should be aimed at
three important elements: first, to highlight the importance of maguey juice as a
traditional Mexican product and the importance of its rescue as an endogenous
product, secondly, to communicate the nutritional properties of maguey juice. That it
is necessary to modify its flavor, color and texture, so that it is impossible to identify
the taste of pulque, i.e. to bring a product modification process that masks the
sensory characteristics of maguey juice, and thirdly, conducting massive campaigns
in the media and word of mouth advertising to highlight these important elements,
traditional Mexican origin of maguey and its nutritional properties essential to
improve food.
These results support research hypothesis H1 which is accepted while the research
hypotheses H2 and H3 are rejected, as urban dwellers do know the benefits of
probiotic drinks and have no cultural identification with maguey juice.
But if maguey juice is added with other sensory elements it can be accepted for its
consumption by the urban population.
Proceedings of 8th Annual London Business Research Conference
Imperial College, London, UK, 8 - 9 July, 2013, ISBN: 978-1-922069-28-3
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