Abstract:
The study explores the cultural and social factors that shape how consumers choose
heritage food outlets. Using a qualitative approach, the researchers gathered insights
through four interviews with the store owner, one foreign customer, and two new
customers, and six focus group discussions involving three chefs, two service staff,
two counter staff, two regular customers, ten new customers, and two foreign
customers. This broad participant base allowed the researchers to explore how
cultural identity, social norms and social connections influence consumer preferences
and behaviours. The findings also highlight how shared experiences, cultural
familiarity and social ownership contribute to consumer attraction and loyalty to
traditional food establishments. Thematic analysis showed that traditional food is
closely linked to cultural identity, cherished family memories, authenticity and the
perceived health benefits of natural ingredients and time-honoured cooking methods.
Social influences, especially from family elders, peer suggestions and social media,
played a significant role in guiding food choices, particularly among younger diners.
The outlet has strong ties to the local community and builds customer loyalty by
offering more than just food. It provides a culturally rich experience. For businesses,
the findings show the need to promote traditional values, engage families and
communities and improve marketing through cultural storytelling. This study focuses
on one outlet and a group of volunteer participants but helps to understand consumer
behaviour and the importance of cultural preservation. On a larger scale, this study
highlights how traditional food outlets help preserve heritage and strengthen
connections between generations and the community.
