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Peer-reviewedCC BYFrontiers in Sustainable Food Systems

Consumer acceptance and market viability of artisanal granadilla wine in Puno, Peru: a concept test using the marketing mix and purchasing behavior approach

  • Gabriel Olmedo Ccaso Quispe1
  • Yanet Rosa Cruz Apaza1
  • Brigida Marleni Gómez Sihuayro1
  • Gladys Lipa Villalba1
  • Carlos Alberto Olivera Ylla2
  • Eluard Alexander Mendoza-Zenozain3
  1. 1Servicio Nacional de Adiestramiento en Trabajo Industrial (SENATI), CFP Puno, Puno, Perú
  2. 2Servicio Nacional de Adiestramiento en Trabajo Industrial (SENATI), CFP Villa El Salvador, Lima, Perú
  3. 3Servicio Nacional de Adiestramiento en Trabajo Industrial (SENATI), CFP Independencia, Lima, Perú
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Abstract

BackgroundFruit wines from non-traditional sources offer opportunities to add value to underutilized agricultural resources and generate economic alternatives in regional contexts. In the Puno region of Peru, granadilla (Passiflora ligularis) production faces limited profitability due to lack of processing infrastructure and commercial channels.ObjectiveThis study analyzes consumer acceptance and market viability of DIVINO artisanal granadilla wine in Puno, Peru, using the marketing mix framework to understand how product, price, place, and promotion elements influence purchasing behavior.MethodA concept test was conducted with 50 potential consumers in Puno. Data were collected using a structured 24-item questionnaire measuring marketing mix perceptions and purchasing behavior on a five-point Likert scale. Analysis included descriptive statistics, Spearman’s correlation, and exploratory multiple linear regression.ResultsResults show favorable product concept perception: availability via WhatsApp and social media reached 83.0% acceptance; personal recommendations, 81.6%; and price of S/27.00 (approximately 8.00 USD), 78.7%. Correlational analysis revealed a significant relationship between Marketing Mix Strategies and Purchasing Behavior (Rho = 0.834, p < 0.01), with Product (Rho = 0.844) and Promotion (Rho = 0.745) dimensions exerting the greatest influence. In this exploratory analysis, the multiple regression model suggested Product (β = 0.386) and Promotion (β = 0.251) as potential predictors of purchasing behavior (R2 = 0.739). Given the limited sample size (n = 50), these preliminary results require confirmation in larger studies. The scale showed high internal consistency (α = 0.962).ConclusionThe product possesses favorable conditions for a local introduction strategy, based on perceived product concept, artisanal quality, accessible price, and omnichannel distribution. The recommended strategy combines regional positioning, competitive entry price, volume promotions, tasting activations, social media, WhatsApp, and delivery points. These findings contribute to the literature on fruit wine acceptance in Latin American contexts and provide practical guidance for entrepreneurs seeking to develop value-added products from regional resources.

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Cite

BibTeXRIS
BibTeX
@article{quispe2026consumer,
  title = {{Consumer acceptance and market viability of artisanal granadilla wine in Puno, Peru: a concept test using the marketing mix and purchasing behavior approach}},
  author = {Gabriel Olmedo Ccaso Quispe and Yanet Rosa Cruz Apaza and Brigida Marleni Gómez Sihuayro and Gladys Lipa Villalba and Carlos Alberto Olivera Ylla and Eluard Alexander Mendoza-Zenozain},
  journal = {Frontiers in Sustainable Food Systems},
  year = {2026},
  month = nov,
  doi = {10.3389/fsufs.2026.1993902},
  url = {https://doi.org/10.3389/fsufs.2026.1993902},
  note = {CC BY},
}
RIS
TY  - JOUR
TI  - Consumer acceptance and market viability of artisanal granadilla wine in Puno, Peru: a concept test using the marketing mix and purchasing behavior approach
AU  - Gabriel Olmedo Ccaso Quispe
AU  - Yanet Rosa Cruz Apaza
AU  - Brigida Marleni Gómez Sihuayro
AU  - Gladys Lipa Villalba
AU  - Carlos Alberto Olivera Ylla
AU  - Eluard Alexander Mendoza-Zenozain
PY  - 2026
DA  - 2026/11/04
JO  - Frontiers in Sustainable Food Systems
DO  - 10.3389/fsufs.2026.1993902
UR  - https://doi.org/10.3389/fsufs.2026.1993902
AB  - BackgroundFruit wines from non-traditional sources offer opportunities to add value to underutilized agricultural resources and generate economic alternatives in regional contexts. In the Puno region of Peru, granadilla (Passiflora ligularis) production faces limited profitability due to lack of processing infrastructure and commercial channels.ObjectiveThis study analyzes consumer acceptance and market viability of DIVINO artisanal granadilla wine in Puno, Peru, using the marketing mix framework to understand how product, price, place, and promotion elements influence purchasing behavior.MethodA concept test was conducted with 50 potential consumers in Puno. Data were collected using a structured 24-item questionnaire measuring marketing mix perceptions and purchasing behavior on a five-point Likert scale. Analysis included descriptive statistics, Spearman’s correlation, and exploratory multiple linear regression.ResultsResults show favorable product concept perception: availability via WhatsApp and social media reached 83.0% acceptance; personal recommendations, 81.6%; and price of S/27.00 (approximately 8.00 USD), 78.7%. Correlational analysis revealed a significant relationship between Marketing Mix Strategies and Purchasing Behavior (Rho = 0.834, p < 0.01), with Product (Rho = 0.844) and Promotion (Rho = 0.745) dimensions exerting the greatest influence. In this exploratory analysis, the multiple regression model suggested Product (β = 0.386) and Promotion (β = 0.251) as potential predictors of purchasing behavior (R2 = 0.739). Given the limited sample size (n = 50), these preliminary results require confirmation in larger studies. The scale showed high internal consistency (α = 0.962).ConclusionThe product possesses favorable conditions for a local introduction strategy, based on perceived product concept, artisanal quality, accessible price, and omnichannel distribution. The recommended strategy combines regional positioning, competitive entry price, volume promotions, tasting activations, social media, WhatsApp, and delivery points. These findings contribute to the literature on fruit wine acceptance in Latin American contexts and provide practical guidance for entrepreneurs seeking to develop value-added products from regional resources.
SN  - 2571-581X
ER  -