Food preferences, choices, and behaviors are integral to human culture, reflecting societal values, traditions, and norms. These food-related decisions are complex and influenced by various factors. This research aims to identify the key factors influencing raisin consumption and provide insights into leveraging these factors to encourage greater consumption of raisins. Despite prior studies on various influences, there is little research exploring the factors influencing the shift in raisin consumption preferences. This study employed a qualitative research design to explore the key factors driving the shift in food preferences and choices related to raisin consumption. The findings provide valuable insights into consumer behavior and preferences, guiding the development of effective marketing strategies to help consumers shift their food choices towards items they previously disliked.