Aspects of Mexican culture that influence Payanés consumer behavior

Abstract

This article establishes an initial reflection on Mexican culture and its influence on the behavior of the Payan consumer, based on the gastronomic field. In this sense, a descriptive process is developed about the characteristics of the sites dedicated to the preparation of Mexican food and the inclusion of this type of menu in restaurants with a different approach. The research process focuses on a descriptive qualitative methodology, in which techniques such as documentation and interviews are used. As initial results it is established that Mexican culture has gained an important space in the Payan environment and that the media are presented as a mechanism that promotes tastes according to fashionable styles, sometimes ephemeral and sometimes with a higher level of permanence. This generates a process of acculturation, through which elements of another culture that are considered attractive are incorporated.