Local consumption of beer and wine in Baja California

A sample of 245 adult tourists from Baja California was collected from January to December 2024. Only adults who had consumed Baja California beer or wine or visited a Baja California brewery or winery were chosen. Only the data that was validated is shown. The variables are four categorical: age (EDAD), gender (GENE), scholarship (ESTU), and product type (PROD). The age scale was 1 for Generation Z, 2 for Generation Y, 3 for Generation X, 4 for Baby Boomers, and 5 for those 78 years and above. The scale of gender was 1 for female and 2 for male. The scale of scholarship was 2-secondary, 3-high school, 4-bachelor’s degree, 5-master’s degree, and 6-doctorate. There are two products: 1-beer, 2-wine. The constructs were sensorial experience (SENS), affective experience (AFEC), behavioral experience (COND), price (PREC), loyalty (LEAL), e-wom (EWOM), and purchase intention (INTE). The scale used for all items was a seven-point Likert-type scale, ranging from 'extremely dislike/strongly disagree' to 'agree extremely like/strongly'.