Berbel Pineda, Juan ManuelRamírez-Hurtado, José M.Palacios Florencio, BeatrizSantos-Roldan, L.2025-01-152025-01-15202010.1016/j.dib.2020.106320https://hdl.handle.net/10433/22340Knowing the tastes and needs of consumers is a key as- pect in the literature review on consumer behaviour. This be- comes even more important when it comes to selling across borders, in international markets. In other words, facing a different environment, both the tastes and the needs of con- sumers are different compared to those that can be found in a local market. Therefore, knowing how consumers be- have takes on special relevance in business internationaliza- tion. In order to determine this behaviour, companies de- velop commercial research, which involves a large invest- ment of resources (especially when it comes to obtaining primary information). Large companies usually have the re- sources to be able to carry out this type of market research, but what about small and medium-sized enterprises (SME’s)? They generally do not have enough resources to undertake a full commercial research experiment to investigate the tastes and needs of customers in foreign market countries. The data from this paper allow participating SME’s to have a f irst understanding of the tastes and needs of consumers in these countries-markets that are being internationalized (in this case, through exports). The data provide the pre- cise information sought about consumers in those countries- markets that are the target of internationalization. To this end, tourists visiting a certain place have been analysed. Based on the information needs of these companies (and on questionnaires found in the scientific literature), the ques- tionnaire for this experiment was drawn up and completed by tourists who visited that particular place. The information collected by the questionnaire was mainly focused on how consumers responded to some of the main marketing vari- ables: product, price and distribution, as well as, gastronomic culture, “made in” effect and purchase intention. This valu- able information allowed the companies that participated in the experiment to adapt their products to the tastes and needs of each international market country targeted, and even led some of these companies to consider market coun- tries that were not previously considered for the exportation of their products.enAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Consumer behaviourGastronomyCultureMarketing mixInternationalizationdatasetopen access