Exploring Consumers Behavioral Drivers and Demographic Differences towards Consumption of Traditional Awadhi Food in Lucknow

Abstract

This research study addresses consumer behavior and demographic variations in the consumption of traditional Awadhi food in Lucknow, seeking to identify salient drivers and demographic changes influencing preferences. A survey with a structured questionnaire on 212 valid responses analyzed through PCA and nonparametric tests is adopted to quantify the same. The research findings suggest three central influences on consumer behavior. These are: Social and Emotional Influences, Accessibility and Experiential Aspects, and Quality, Price, and Health Considerations. Social media, word-of-mouth publicity, and authenticity were seen as a strong influencer of emotion and trust, whereas accessibility and experiential aspects relating to dining and celebratory demand pointed to the necessity of convenience and ambiance in the consumption process. Taste, affordability, and health considerations underpin pragmatic influences, highlighting the interaction between tradition and modern consumer expectations. Demographic analysis shows a very high degree of gender difference, with females valuing accessibility and experiential factors. Married consumers emphasize social and emotional aspects, which reflects family-centric consumption. Older age groups show a preference for quality and health considerations, while higher education is aligned with increased emphasis on accessibility and quality. However, occupation and income exert minimal influence, underscoring shared cultural appreciation for Awadhi cuisine. The study provides actionable insights for the hospitality industry, encouraging targeted approaches that blend traditional heritage with contemporary innovations to meet diverse consumer expectations and sustain the legacy of Awadhi cuisine.