Black beans are one of the most important crops in Mexico. Even though it is a legume with a high content of nutritional properties that benefit health, its consumption has decreased in recent years. Therefore, one way to increase its consumption is through the agro-industrial transformation of the grain to diversify its offer and add value. Bean flour was elaborated with the purpose that it be incorporated into a product with great demand in Mexico, such as cheese. The objective of this research was to analyze the attributes that consumers consider when buying cheese enriched with bean flour and to segment them based on their socioeconomic characteristics and purchasing habits. The results showed that the attributes most valued by consumers are flavor (62.50 %), national origin (49.11 %), quality brand (57.46 %), and health benefits (49.62 %). When generating a segmentation of consumers, four groups were found that qualified the attributes in a similar way, only a difference was found in terms of group three, since they had a greater affinity for a product without a brand (41 %) compared to a brand of quality (38.98 %). It was possible to give significance to the analysis of multiple criteria by comparing attributes, which works as a guide on strategic decisions.

García‑Vázquez R., Sánchez‑Toledano B.I., López‑Santiago M.A., Valdivia‑Alcalá R., López‑Santiago A.A. (2024). Atributos valorados por consumidores mexicanos sobre el queso enriquecido con harina de frijol: técnicas de decisión multicriterio. ITEA‑Información Técnica Económica Agraria 120(1): 93-108. https://doi.org/10.12706/itea.2023.016