RESUMO
BACKGROUND: In Mexico, coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a nine-point hedonic scale. The samples were evaluated under three conditions: (i) blind, no information given to the consumer; (ii) expected, only information given to the consumer; and (iii) informed, giving information and product to the consumer. RESULTS: The difference observed between expected and blind condition was significant (P < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking. CONCLUSIONS: Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. © 2020 Society of Chemical Industry.