Analysis of Potential Factors Affecting Beef Consumption in Five States of Mexico
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ANALYSIS OF POTENTIAL FACTORS AFFECTING BEEF CONSUMPTION IN FIVE STATES OF MEXICO By TAMARA 10 BEARDSLEY Bachelor ofScience Oklahoma State University Stillwater, Oklahoma 2001 Submitted to the Faculty ofthe Graduate College ofthe Oklahoma State University in partial fulfillment of the requirements for the Degree of MASTER OF SCIENCE December, 2003 ANALYSIS OF POTENTIAL FACTORS AFFECTING BEEF CONSUMPTION IN FIVE STATES OF MEXICO Thesis Approved: ~eSisA.~ ~~ ii ACKNOWLEDGMENTS Pursuing my master's degree in International Studies bas heen one ofthe most rewarding missions in my educational process. Writing a thesis has been one ofthe most challenging. To all the people who have supported me during the last two years, lowe this project to your encouragement and beliefthat I could do it. To Dr. Derrell Peel, my advisor and committee chair, thanks for your certainty that we could do a master's thesis in International Studies. More than just donating your time and funds to a graduate student who was not even in your d.epartment, you provided an idea, resources, patience, and humor to a project that was attimes a challenge for both ofus. Thanks for understanding my strange work hours, always having time for a briefing, and for showing me Mexico. You have sparked a lifelong interest in a fascinating country. Dr. Kelsey, thank you for your continued support and patience on this project. I have so much respect for your professionalism and research abilities, and I am honored to have you on my committee. Thanks for always taking the time to chat. Dr. Ray, I have so much enjoyed working with you over the last five years. You are always enjoyable to be around, compassionate and understanding, and a wealth of knowledge on international beef operations. Thank you for serving on my committee. To Dr. Maureen Nemecek and Dr. Wilkinson, thank you for your dedication to the SIS program and for supporting students pursuing the thesis option. Dwayne (Dr. Cartmell) and Shelly (Dr. Sitton) in agricultural corrnn.unications, thank you for the opportunity to work with you for a year as a teaching assistant, and for your continued support ofmy educational pursuits and career goals. III To Kay Ellis ofthe Office of University Research Services, thank you for providing my graduate assistantship and the experience working with university research this past year, as well as many nights and weekends use ofoffice space to complete this project. To an ofmy outstanding professors in my gr.aduate and undergraduate work, thank you for providing me with an education I am proud of, knowledge to base my future successes upon, and a pride in Oklahoma State University. My inspiration for pursuing a master's d.egree and my role model behind true academic pursuit was my dear friend Travis Choat, who was always there to listen to my complaints and cheer me on my accomplishments. Thanks for always being my friend, and for making me cookies. To Laurie Hueneke-"The Loo"-thank you for being my "bestest" friend throughout these past two years. Not only were you my sidekick in dasswork, smd-ying,. graduate association leadership, and social activities, but you were my inspiration to stick to my goals, learn the skills ofyoga and shooting pool, and be my own perSOll. Thanks to "Paul Down the Hall," for proving moral support and conversation during the late nights we were pushing deadlines to finish up our theses. To aU my Mexican friends, thank you for sharing your culture with me. You have taught me so much, not just how· to eat chiliquiles and how to speak. "Mexican," but you've shown me that language,. culture and distance are no obstacle to friendship. To all ofmy fellow gJaduate students in agricultnral communications, agricultural education, animal science, and the SIS program, thank you for your understanding ofthe whole "thesis process," and for your continued encouragement. iv To all my special "girls" who have been my best friends during my five years in Stillwater: Abby, AraceIi, Angelika, Becky, Carrie, Heather, Jamie, Jennifer, Jeanie, Jodn, Katrena, Laneha, Laura, and Ming, thank. you. You all have a very special place in my memories. Wade, Diana, Emma, Joe, Sally, Rena, Arthur, Martha, Bradley, Beth, Wes and Lou, thank you for being "my family" this past year. I will miss you all very much. Thanks to all my family and friends back in Montana for continuing to let me know I was missed back home, and for always reminding me where I come from. To my sister and brothers: Kari, Taylor, Jace and John Henry, thanks for always being just a phone call away, and a reminder that there is a lot ofwork needing done back home, so its time to get out ofschool! I would especially like to thank my parents for their unwavering support and encouragement throughout my entire life. Thanks to Dad for always telling me, "I knew you could do it," and to Mom for telling me "It'll aU be okay." Most ofall, I thank the Lord for blessing me abundantly. I am not reluctant to admit I have lived a rich and rewarding life thus far. I pray my future will follow His plans for me, and that I can share with others the blessings He has given to me. v TABLE OF CONTENTS Chapter Page I. INTRODUCTION " ··········.. · 1 Background and Settm' g ............................................................... " .., '" 1 Importance ofthe Cattle and BeefIndustries ,., 2 Defmitions ofBeefand Meat.. ·..············ ·· ····.. ······ 3 Statement ofthe Problem ······ 3 Purpose ofthe Study " , 4 Significance ofthe Study · 7 II. REVIEW OF THE LITERATURE 8 Demand Concepts , 8 Changes, in Income 10 Rural versus U'rban ' 13 Changes in Tastes and Preferences 15 Level of Education and Social Status 16 Tourism 18 Restaurants " 18 Emergence ofSupennarkets 20 Changes in Population Size and Composition..' 22 Household Size 23 Population Age 24 Ethnic Diversity, Culture and Traditions 24 Women Involved in Economic Activity 27 Geographic Location 28 Summary 29 III. METHODOLOGY 30 Research Design 30 Secondary Data Analysis '" 31 Variables 32 Content Analysis 33 Case Study on Supermarkets 33 PositivelNormative Analysis ................ _ .. 34 Subject Selection 35 Population and Sample.............................................. 35 Data Collection Procedure 36 Limitations ::::::~:::::~ :::~::::::::::::::::::::::36 Limitations ofGeneral Economic Analysis....................... 37 Limitations ofDescriptive Analysis : 38 Limitations ofSecondary Data Analysis : :::. 39 .... ............................. Vi Limitations ofContent Analysis 40 Limitations of Purposive Sampling 40 AssumptJ.·ons ofStudy ............................................................ 40 Summary 41 IV. FINDINGS 43 Secondary Data Analysis 43 Population · 43 Rural versus Urban and Density 43 Ejidatarios 46 Population by Age Groups 46 Fertility Rates 47 Index ofMasculinity 48 Geographic Aspects 48 Urbanization and Living 51 Housing by Number ofOccupants 51 Characteristics ofHousing 52 Education 53 illiteracy Rate 53 Selected Indicators ofEducation _ 54 Tourism 55 Tourism: National and International. 55 Hotels 56 Employment " 57 Women Involved in Economic Activity 57 Minimum. Wage " 58 Unemployment 58 Economic Activity by Sector 59 Ethnic Groups " " " 60 Ethnic Languages 60 Services Available 61 Content Analysis: Mexican Cuisine 63 A History ofCarne 63 Regional Flavor 65 Mexico City Cuisine 66 Jalisco Cuisine 68 Nuevo Leon Cuisine 71 Puebla Cuisine... 72 ................................... - .o . Yucatan Cuisine . 74 Common Meat Dishes ofMexico :.~:::~::~::::~~~~~::::::::::::::::~:::::76 Case Study: The Supennarket Sector of Mexico 77 Price and New Products................. 78 Changes in Distribution '" ::::::~~:~:::~:::::: ~:: :::::::::::::::::::::::79 Location and Development ofSupermarkets 80 Customer Profile " 80 vii Criticisms ofthe Supermarket Concept ········· 82 Traditional Markets and "'Mom and Pop" Grocers ·········.. ·· 83 'ns 84 Top TenI Supermarket Char_ ...... 0._ ............ •••••• ............. 0 .... "'..... ..... ..' ....... V. CONCLUSIONS AND IMPLICATIONS ·······.. ·..········ 86 Conclusions 86 Conclusions: Secondary Data Analysis 86 Rural Population 86 Average Age ........................................................................... , 87 Geographic Location 87 Housing by Number ofOccupants : 87 Characteristics ofHousing 87 Illiteracy Rate 88 Selected Indicators ofEducation 88 International Tourists 88 5-Star Hotels 89 Women in Economic Participation 89 Minimum Wage for Area , 89 Unemployruent Rate 90 Economic Activity by Sector 90 Ethnic Language Speakers 90 Conclusions: Content Analysis 90 Conclusions: Case Study 92 Implications 94 State Descriptions 94 Mexico City-The Melting Pot ofMexico 94 Jalisco-A Pretty Average State 96 Nuevo Leon-King ofBeef. 99 Pueb1a-The Traditional Agriculturist 102 Yucatan-A State ofContrasts 104 Porciculatores Data Comparison " 106 Creation ofRegions of Similar Beef Consumption 107 Areas ofFurther Research '" 11 0 Ethnic Tribes and Natives 110 Major Cities 111 Agricultural Production 112 CaB for Further Research ::::::::::~~::::::::::::::::::::::::::::112 VlU LIST OF TABLES Table Page 1. Average Monthly Consumption ofBeef~ pork and Chicken per Family, 1999 6 n. Leading Restaurant Chains in Mexico, 2000 19 III. Population: Urban and Rural, 2000 45 IV. Population: State and Largest City, and Density, 2000 45 V. Ejidatarios as Percent of Rural Population 46 VI. Crude Fertility Rates " 48 VII. Total Population, Men, Women and Masculinity Index, 2000 48 VIII. Percent ofHousing by Number ofOccupants, 1995