Evaluación de la Percepción, Mercado y Aceptación del Bacanora: Un Análisis Cualitativo

• DOI: https://doi.org/10.22533/at.ed.7841625190214

• Palavras-chave: Bacanora, percepción del consumidor, aceptación de mercado, comercialización, innovación, autenticidad, análisis cualitativo, focus group, segmentación, millennials y alcohol, bebidas artesanales, destilados tradicionales, posicionamiento, mercadotecnia.

• Keywords: Bacanora, consumer perception, market acceptance, marketing, innovation, authenticity, qualitative analysis, focus group, segmentation, millennials and alcohol, craft beverages, traditional spirits, positioning, marketing.

• Abstract: This study analyzes the perception of Bacanora among different consumer segments, its market acceptance, and the commercialization and innovation strategies that may enhance its positioning. Through the collection and analysis of focus group transcripts, key factors such as product authenticity, the influence of temperature on sensory experience, commercial barriers, and generational market segmentation were identified. Findings indicate that while traditional consumers value Bacanora's purity, younger generations seek innovative experiences and flavor combinations. This research develops theories on the relationship between authenticity and innovation, the impact of context on acceptance, and optimal commercial strategies for expansion. Keywords: Bacanora, consumer perception, commercialization, authenticity, innovation, qualitative analysis.