NEWS

Researching food consumption in Mexico

Understanding what comes into play when making food choices in the globalization process context in order to identify market opportunities and develop business strategies based on consumer preferences and patterns is the goal of the Tec de Monterrey's Consumer Behavior Research Group. It aims to address one of Mexico's great challenges: excess weight and obesity.
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Dr. Raquel Castaño stated that this research is an effort to develop consumer behavior-based strategies to help fight the huge obesity and excess weight problem afflicting Mexicans.


Mar 2, 2015

NEWS SERVICE / MICHAEL RAMÍREZ

In Mexico, over 30 million people eat out daily and their food choices are not the healthiest. This led Dr. Raquel Castaño and her team of researchers to study the factors and decisions that come into play in responsible food choices.

The Consumer Behavior Research Group, one of 40 strategically focused groups at the Tec de Monterrey, is undertaking this research in an effort to find a solution to excess weight and obesity issues that have become a serious public health problem.

Several studies show that when eating out, Mexicans want speed, quantity, satisfaction, good value, proximity to the workplace, and fullness. With these and other factors, group researchers are looking for patterns in order to study how consumers choose the food they'll eat when presented sequentially, like in a buffet or a cafeteria.

Dr. Castaño said that food choices stir certain emotions in consumers that influence their later food choices. For example, selecting a high-calorie dessert at the beginning of a food sequence generates guilty feelings in consumers, leading to their then choosing healthier options to balance out their first choice and consume less calories.

She stated that this research is an effort to develop consumer behavior-based strategies to help fight the huge obesity and excess weight problem afflicting Mexicans, not from a clinical or medical perspective, but from a marketing one.



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