Preferencias del consumidor y disposición a pagar por el consumo de tortilla de maíz orgánico.

The demand for value-added food products is highly segmented between different types of consumers. In this paper, consumer preferences and willingness to pay a premium (WTP) for attributes of organic maize tortilla were identified and estimated to discover its niche market potential. Reasons for acquiring organic food are health care and support to environment. Regarding consumer' characteristics, schooling and income are statistically significant at 95% of confidence. Product related variables: flavor, food safety and water quality used to prepare tortillas were statistically significant. [ABSTRACT FROM AUTHOR]