Abstract:
This study explores how emotions influence customer behaviour and loyalty in small
bakery businesses in Northern Sri Lanka. Bakery microenterprises are an essential
part of local economies and daily life in Northern Sri Lanka, yet little research has
explored how emotions shape consumer experiences in these small-scale businesses.
The objective of this study is to explore how emotion-based brand experiences
influence customer behaviour and loyalty in bakery microenterprises. This study uses
a qualitative approach based on consumer psychology. The researchers collected data
through in-depth interviews with bakery owners and employees and through six focus
group discussions with different consumer groups. These groups included loyal
customers, first-time buyers, teenagers, parents and middle-aged individuals.
Thematic analysis identified emotional comfort, emotional appeal, familiarity, and
relationship warmth as key drivers of consumer loyalty. These factors often outweigh
practical concerns such as price or product type. The findings indicate that emotional
triggers such as the smell of bakery products, attractive visuals, nostalgic memories
and friendly human interactions greatly influence customer experiences. Loyal
customers appreciate routine and familiarity. Teenagers associate bakeries with social
interactions. Parents look for products that will delight their children. First-time
buyers respond strongly to perceived friendliness and context. Practical
recommendations suggest that bakery owners enhance loyalty through personalised
service, sensory environments, and culturally relevant branding. Socially, these
bakeries act as meaningful community spaces that support cultural continuity and
emotional well-being. Although the study offers valuable insights into emotional
behaviour in Northern bakeries, its single-region, qualitative focus limits wider
applicability; future research should involve larger samples and comparative settings.
This research is distinctive because, it highlights the overlooked emotional
dimensions of consumer behaviour in local Sri Lankan microenterprises.
