Perception analysis of the proposed packaging for the beverage “Coyote”, as a strategy to promote the cultural identity of Pilcaya, Guerrero

Abstract

El Coyote is a traditional drink created in the municipality of Pilcaya Guerrero. Its main characteristics are linked to the temperate climate of this area, which is why it accounts for approximately 5% of the income of families in Pilcaya. As a result, there are many producers of this drink who are also involved in its commercialization. However, despite the fact that many people in Pilcaya sell it, it is not yet known nationally because it lacks a representative image that makes it easier to identify and therefore market. Given this, the objective of the research is to conduct a perception analysis of a container for this drink that facilitates its marketing and thus also promotes the cultural identity of the municipality. A mixed methodology with a documentary and descriptive approach was used, applying two surveys, one to the local community and the other to nearby communities where the drink is marketed. In addition, interviews were conducted with some producers, which yielded positive data regarding the idea of formal marketing, designing packaging that represents the culture of the municipality, as residents of other municipalities would be willing to purchase this product, which would benefit coyote pilcayense producers, promoting their economic growth and that of the municipality.