Consumer acceptance and market viability of artisanal granadilla wine in Puno, Peru: a concept test using the marketing mix and purchasing behavior approach

Background Fruit wines from non-traditional sources offer opportunities to add value to underutilized agricultural resources and generate economic alternatives in regional contexts. In the Puno region of Peru, granadilla ( Passiflora ligularis ) production faces limited profitability due to lack of processing infrastructure and commercial channels. Objective This study analyzes consumer acceptance and market viability of DIVINO artisanal granadilla wine in Puno, Peru, using the marketing mix framework to understand how product, price, place, and promotion elements influence purchasing behavior. Method A concept test was conducted with 50 potential consumers in Puno. Data were collected using a structured 24-item questionnaire measuring marketing mix perceptions and purchasing behavior on a five-point Likert scale. Analysis included descriptive statistics, Spearman’s correlation, and exploratory multiple linear regression. Results Results show favorable product concept perception: availability via WhatsApp and social media reached 83.0% acceptance; personal recommendations, 81.6%; and price of S/27.00 (approximately 8.00 USD), 78.7%. Correlational analysis revealed a significant relationship between Marketing Mix Strategies and Purchasing Behavior (Rho = 0.834, p < 0.01), with Product (Rho = 0.844) and Promotion (Rho = 0.745) dimensions exerting the greatest influence. In this exploratory analysis, the multiple regression model suggested Product ( β = 0.386) and Promotion ( β = 0.251) as potential predictors of purchasing behavior ( R 2 = 0.739). Given the limited sample size ( n = 50), these preliminary results require confirmation in larger studies. The scale showed high internal consistency ( α = 0.962). Conclusion The product possesses favorable conditions for a local introduction strategy, based on perceived product concept, artisanal quality, accessible price, and omnichannel distribution. The recommended strategy combines regional positioning, competitive entry price, volume promotions, tasting activations, social media, WhatsApp, and delivery points. These findings contribute to the literature on fruit wine acceptance in Latin American contexts and provide practical guidance for entrepreneurs seeking to develop value-added products from regional resources.