Consumption factors of the regional drink Bacanora from a gender perspective

Abstract

Objective: to analyze the factors associated with the consumption of bacanora and the existence of differences according to gender (male and female), considered a regional alcoholic beverage. Methodology: quantitative, descriptive-comparative with the t test for independent samples. A sample of 337 subjects was obtained through non-probabilistic convenience sampling. Results: significant differences in the consumption of bacanora in cultural factors. Value: methodological contribution in the study of the dimensions of bacanora consumption, empirical evidence regarding significant differences in bacanora consumption associated with cultural factors by gender. Limitations: limited resources. Conclusions: existence of significant differences in the factors associated with consumption in cultural factors by tradition and by trend or fashion, that is, the male gender consumes more bacanora unlike the female gender associated with this factor, while no differences were found in personal factors. nor psychological purchasing decisions.