Navigating Modernity: Consumer Perceptions of Awadhi Culinary Heritage Through a Sociodemographic Lens

This study investigates how consumers in Lucknow City perceive traditional Awadhi food, critically examining these perceptions within the context of modernity's influence and the diverse sociodemographic profiles of urban dwellers. Recognizing Awadhi cuisine's profound cultural significance and its burgeoning potential for gastronomic tourism, the research seeks to understand its contemporary resonance. An extensive literature review, encompassing over 50 academic articles, systematically identified 18 salient variables influencing consumer food choices, such as authenticity, quality, flavor, price, and perceived health benefits, all operationalized for this empirical investigation. The primary objectives were to discern the critical factors driving consumer choices for traditional Awadhi food and to delineate contemporary consumer perceptions of this distinct regional cuisine. Employing a quantitative research design, data were meticulously collected from 250 consumers via a structured online questionnaire, utilizing a five-point Likert scale. Following rigorous pilot testing to ensure instrument validity and reliability (Cronbach's Alpha = 0.981), factor analysis was applied to the collected data using SPSS. The analysis yielded a robust three-factor solution, collectively explaining 95.847% of the total variance, thus providing a parsimonious representation of underlying perceptual structures. Findings indicate that Awadhi cuisine is predominantly perceived as highly flavoursome, of superior quality, authentically prepared, distinguished by unique recipes, and a significant promoter of local tourism. Conversely, a notable perception suggests it is complex to prepare and generally associated with a higher price point. These comprehensive insights offer actionable strategies for stakeholders within the hospitality and tourism sectors to strategically enhance the promotion, accessibility, and sustained cultural and economic value of Awadhi cuisine in an era of rapid social and economic change.