How has the customer base for San Kwan Loong soy sauce evolved?

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San Kwan Loong’s customer base has shifted from neighbourhood walk-ins to hawkers and repeat multi-generation buyers

San Kwan Loong Soy Sauce Factory in Jelutong has seen its customer base evolve from regular neighbourhood housewives who stopped by to buy soy sauce, to a market today dominated by local hawkers and eateries. Walk-in customers have become fewer as larger brands take up more shelf space in supermarkets, but the factory still draws loyal customers from multiple generations when they are in Penang. The business continues to rely on family-linked repeat patronage even as retail-style demand has changed.
Neighbourhood housewives were once a key source of sales
In its earlier years, the factory depended largely on neighbourhood housewives who would regularly stop by to purchase soy sauce. This reflected a walk-in pattern where customers came directly to the Jelutong factory to buy the product.
Hawkers and eateries now make up most of demand
Today, most of the factory’s business comes from local hawkers and eateries. This indicates that day-to-day buyers who use soy sauce in food preparation have become the main customers rather than casual walk-ins.
Supermarket competition has reduced walk-in traffic
Walk-in customers have become fewer as larger brands increasingly dominate supermarket shelves. As a result, customers who previously visited the factory in person are less likely to do so, even though the factory continues operating through its established channels.
Second and third-generation loyal customers still visit when in Penang
The factory continues to welcome loyal customers who have supported the business for generations, including second and third generations. Even customers who have moved to other states return to Penang to visit the factory and buy soy sauce when they are in town.

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How has the customer base for San Kwan Loong soy sauce evolved?

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