POZOL, AN ANCESTRAL MEXICAN DRINK: A CULTURAL MARKETING APPROACH

In the gastronomic sector, culture and marketing are a relevant duality to preserve values and customs, as is the case with Mexican ancestral drinks made from corn and cocoa. The objective of this article was to know the perception of Tabasco consumers about their distinctive drink: the pozol. The research was qualitative with a systemic phenomenological approach. The main findings show the level of roots of this drink in the population of Tabasco, its consumption, product diversification and benchmark taste with other drinks.