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Consumer Perception about Fast Food in Malaysia: An exploratory study

发布时间:2017-03-14
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Abstract

The research seeks to estimate the importance of various factors affecting the choice of fast food outlets by young Malaysian consumers. The research aims to provide a clear understanding to both the customers as well as the fast food chain owners as to why, what and how different factors depending on the selection of the fast food restaurant, has an impact on the Malaysian consumer’s decision making process. A mixed method approach will be used. This research will follow deductive approach and both qualitative and quantitative methods will be used in this study.

Keywords: Perception, Fast Food, Malaysia

Field of Research

Malaysia is a developing nation and food diversity is an implicit characteristic of Malaysia’s diversified culture consisting of different ethnicities, regions and states within. As an integrated society they have also adopted unique interests and customs including their food culture (Asraf Mohd-Any, Shahnaz Mahdzan & Siang Cher, 2014). The motives for food selection of Malaysians have gradually evolved apart from their general attitudes and behaviour (Ali and Abdullah, 2012). However, studies suggest that the inclination and specific preferences toward food vary among individuals likely due to health, religious beliefs, family upbringing and social influence (Sheikh and Thomas, 1994).

Malaysians like going out to eat, primarily because cities like Kuala Lumpur have much to offer in terms of diversity of cuisines (The Star, 2014). According to the Malaysian Food Barometer (MFB), a recent study conducted by Taylor’s University to observe the eating habits and food cultures of the Malaysian population, more than 64% of Malaysians eat at least one meal per day outside of home. And of the remaining 36% who eat at home, 12.5% have at least one meal that comes from outside (Tan, 2014).

Fast food is a very fast growing industry in world as well as in Malaysia especially in metropolitan areas. However, not much research study is available on fast food preferences of consumers’ especially the young consumers in Malaysia. This article that is based on an exploratory study is an effort to fill that gap in the literature in the context of Kuala Lumpur.

Topic of Research


 The topic of this proposed dissertation is titled: “Consumer perception about fast food in Malaysia: an exploratory study”.

According to Dictionary.com, (2015) fast food is defined as food, as hamburgers, pizza, or fried chicken, that is prepared in quantity by a standardized method and can be dispensed quickly at inexpensive restaurants for eating there or elsewhere. The food retail industry in Malaysia includes a large number of fast food franchises not only in major cities but also in small suburban areas. Fast foods are cheap, tasty, quick and an alternatives to home cooked food. Even though fast foods are loaded with calories, sodium, sugar and salts, they are economical and convenient for a busy lifestyle (Helpguide.org, 2015). Those who regularly visit these fast food restaurants can be presumed to be less concerned about the nutritional value of the food they consume and adopt unhealthy diets.

The aim of this study is conducted keeping in mind three main objectives. Firstly, exploring the key factors of fast food choice motives of young consumers in Kuala Lumpur. Secondly, examining the comparisons of outlets depending upon different parameters. Lastly, the study will identify the impact of hygiene and nutritional value of fast foods on consumer purchase decision. 
The significance of this study is that the results will help increase fast food producers and retailers’ understanding of the market, through an investigation of behavioural differences in regards to fast food selection motives. Depending upon the Malaysian habits and varying preferences
towards food consumption, this study focuses to understand the factors affecting
the perception of Generation Y Malaysian, towards making choice of fast food outlets together with the consumption of
fast food.

Brief Literature Review

Fast Food in Malaysia

Fast food is becoming more and more popular with the youth these days. The fast food industry is blooming in Malaysia in past few decades. Apart from Malaysia’s development and changes in lifestyle, fast food restaurants in Malaysia have gained a good growth in term of sales and number of new outlets opened in the few years (Ahmad, Ghazali & Othman, 2013). Malaysians adopted fast food with open arms and love the American style of fast food. There are fast food restaurants in every little village making the food and beverage industry is a huge part of Malaysian’s way of living.

The concept of fast food outlets started with the arrival of A&W restaurant in Jalan Tunku Abdul Rahman, Kuala Lumpur in 1963 (Top10malaysia.com, 2015). It has long relationship with Malaysia and continues to provide its customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. One of the most oldest fast food outlets is considered to be KFC which started its business in 17973. It is currently operating 500 outlets in Malaysia and continues to grow. The most popular fast food restaurant in Malaysia is McDonalds which began its operation in 1982. McDonalds presently employs 12,000 Malaysians and gained several highly acclaimed awards. There are other famous outlets in Malaysia as well such as Pizza Hut, Dominos, Burger King, Subway and Marry brown to name a few.

Consumer Lifestyle

Fast food consumption has become a routine for the people in developed countries. The influence of western culture and rapid economic development have considerable changed the lifestyle of Malaysians. The eating-out habits and higher standard of living has led to a change in terms of food habits, food consumption and purchasing trends among Malaysians (Bougoure and Neu, 2007). The increased participation of women in the workplace has led to the trend of women having no time to plan and prepare meals at home. The availability of fast food has thus provided an easy way for parents to feed their kids at home. Hence, fast food has been widely gained acceptance mainly from Malaysian youth and the younger generation.

Health and Fast Food

Malaysia has the highest number of obese persons in Southeast Asia and is ranked sixth in Asia (Idris, 2013). The Malaysian government is highly about the increasing rate of obesity, blood pressure and diabetes patients due to bad eating habits. They have decided to ban advertising of unhealthy food targeting the young children (12 years and below) unless their products adhere to the nutrition criteria based on scientific evidence or international dietary guidelines.

As for the youths of the nation health shows on television and related articles are available in daily newspapers. These articles do mention to consumer more fruits, vegetables, water and to consume less or nil of junk food including fast food being high on fat and calories. Many doctors blame fast food as the reason of bad health and obesity problem in Malaysia (The Star, 2012). However, there is gap of a particular research in Malaysian context to have a link between the health problems and fast food consumption. In future, genetically modified food may take the place of fast food of today (Onyango et al., 2004).

Objectives of the Research

This proposed research is to study the consumer perception about fast food in Malaysia and identifying the drivers for preference of one-brand over another. The main objectives of this research are as follows:

  1. To identify the factors affecting the choice of (Malaysian youth) consumers for fast food.
  2. To study the consumption pattern towards fast foods particularly with respect to the frequency of visits and choice of fast food outlets. 

  3. To identify the impact of hygiene and nutritional value of fast foods on consumer purchase decision. 

  4. To study the consumer perceptions about two popular fast food outlets in Kuala Lumpur. 


To achieve these objectives, following research questions are developed:

  1. What factors are affecting the selection of fast food outlets?
  2. How comparisons are made between different outlets depending upon various parameters?
  3. How influential is media in the selection of fast food outlets?

With these objectives and questions, the hypotheses that this study is going to test are:

H1 Consumer perception towards fast food in Malaysia

H1 Factors affecting the selection of fast food outlets

Methodology of the Research

Research Approach

A deductive approach will be followed for the above research including both qualitative and quantitative method. The research is based on positivism and approaches for this research involves the using existing theory to develop hypotheses, that will be tested and confirmed, leading to further development of theory and tested by further research. Mixed methods research will be used for this study to get better opportunities to answer the research question (Saunders, Lewis & Thornhill, 2012).

Both primary and secondary data will be collected. Primary data will be collected through questionnaires from young Malaysian consumers and a detailed interview will be conducted with fast food outlet managers that will be used to answer the research objective and provide as a proof supporting the secondary data. Interviews and questionnaires collected will be used to complement the findings of this research. The theoretical model will highlight the steps, stages and factors affecting the young consumer perception towards fast food in Malaysia and the effects of their purchase decision.

Research Strategy

In this research, qualitative data will be collecting using surveys as it allow the collection of a large number of data from a large population in a relatively inexpensive way (Sekaran and Bougie, 2013; Saunders, Lewis & Thornhill, 2012). It allows suggesting possible reason for particular relationship between variables.

A mixed mode of surveys will also be used administer both online surveys and paper survey to collect responses and compile survey results into one data set, ready for analysis. The quantitative data helps to describe the characteristics of a large population. Moreover, it ensures accurate data to gather target results which helps to draw conclusions and make necessary decisions. However, this method will be time consuming because one has to identify, collect data and analyze the results (Sekaran and Bougie, 2013).

Research Design

This survey will be carried out in the form of questionnaire and in-depth interviews (semi-structured). The number of respondents will be decided after designing the questionnaire and most importantly preference would be give to people who represent a sample which allows simplifying the findings to the wider population (Sekaran and Bougie, 2013). Paper surveys will be distributed to potential young respondents in malls around Kuala Lumpur. Online survey will be distributed through Google docs to university students to know their views also. Convenience sampling will be used as it more suitable and economical for this research (Saunders, Lewis & Thornhill, 2012).

The qualitative interviews will be conducted after the sample survey. The number of respondents for the in-depth interviews will be decided after analyzing the questionnaire responses from young consumers. Target respondents for the interview would be managers of famous fast food outlets in the Kuala Lumpur area.

Data Analysis

SPSS software will be used to analyse the quantitative data whereas the qualitative data will be analysed using Coding.

Ethical consideration

Ethics refers to the standards of behaviour that guide a researcher’s conduct in relation to the rights of those who become the subject of the work or are affected by it (Saunders, Lewis & Thornhill, 2012). This research will be conducted according to research ethics and Taylor’s University code of ethics to conduct of researches. All respondents of this study will be requested to sign the consent form and information page attached with this proposal to minimize any ethical issues related to this research.

Work Schedule

#

Description

MONTHS

Remarks

1

2

3

4

5

6

7

8

9

10

11

12

13

1

Refine topic with tutors

2

Create a work schedule

3

Review the literature

4

Select analytical method

5

Draft proposal

6

Pilot test methodology

7

Schedule data collection, begin collection

8

Data entering into SPSS and Coding

9

Analyse and interpret the data

10

Update literature review

11

Write conclusions and implications

Bibliography

Ahmad, F., Ghazali, H., & Othman, M. (2013). CONSUMERS PREFERENCE BETWEEN FAST FOOD RESTAURANT AND CASUAL DINING RESTAURANT: A CONCEPTUAL PAPER. Retrieved from http://www.internationalconference.com.my/proceeding/icm2013_proceeding/021_093_3rdICM2013_Proceeding_p315.pdf

Ali, N. and Abdullah, M.A. (2012), The consumption and eating behaviour of Malaysian urbanites: issues and concerns, Malaysia Journal of Society and Space, 8(6), 157-165.

Amrul Asraf Mohd-Any Nurul Shahnaz Mahdzan Chua Siang Cher , (2014), Food choice motives of different ethnics and the foodies segment in Kuala Lumpur, British Food Journal, 116(12), 1879 – 1896

Asraf Mohd-Any, A., Shahnaz Mahdzan, N., & Siang Cher, C. (2014). Food choice motives of different ethnics and the foodies segment in Kuala Lumpur. British Food Journal, 116(12), 1879-1896. doi:10.1108/bfj-07-2013-0170

Bonne, K., Vermeir, I., Bergeaud-Blackler, F. and Verbeke, W. (2007), Determinants of halal meat consumption in France, British Food Journal, 109(5), 367-386.

Dictionary.com,. (2015). the definition of fast food. Retrieved 15 March 2015, from http://dictionary.reference.com/browse/fast+food

Helpguide.org,. (2015). Healthy Fast Food: Tips for Making Healthier Fast Food Choices. Retrieved 15 March 2015, from http://www.helpguide.org/articles/healthy-eating/healthy-fast-food.htm

Idris, M. (2013, 27 August). Ban advertising of unhealthy food. The Star. Retrieved from http://www.thestar.com.my/Opinion/Letters/2013/08/27/Ban-advertising-of-unhealthy-food/

Onyango, B., Govindasamy, R., Hallman, W., Hang, H.-M. and Pudari, V.S. (2004), Consumer acceptance of genetically modified food in Korea: factor and cluster analysis, Food Policy Institute, working paper no. 1104-015, The State University of New Jersey, Rutgers, New Brunswick, NJ.

Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods for Business Students (6th ed.). Pearson.

Sekaran, U., & Bougie, R. (2010). Research methods for business. Chichester: Wiley.

Sheikh, N. and Thomas, J. (1994), Factors influencing food choice among ethnic minority adolescents, Nutrition & Food Science, 94(5), 29-35. doi:10.1108/00346659410816539

Tan, C. (2014, 3 August). More Malaysians eat out nowadays but are we eating enough healthy food?. The Star. Retrieved from http://www.thestar.com.my/News/Nation/2014/08/03/Food-always-on-our-minds-More-Malaysians-eat-out-nowadays-but-are-we-eating-enough-healthy-food/

The Star,. (2014, 12 May). Malaysians’ passion for dining out. Retrieved from http://www.thestar.com.my/Business/Investing/2014/05/12/Malaysians-passion-for-dining-out/?style=biz

The Star,. (2012). A big problem. Retrieved from http://www.thestar.com.my/Lifestyle/Health/2012/03/25/A-Big-problem/

Top10malaysia.com,. (2015). Top 10 of Malaysia :: Top 10 Food Brands In Malaysia. Retrieved 15 March 2015, from http://top10malaysia.com/home/index.php/news-and-events/top-10-food-brands-in-malaysia

Appendix

16 March 2015

Consumer Perception about Fast Food in Malaysia: An Exploratory Study

INFORMATION SHEET FOR PARTICIPANTS

What is the aim of the project?

This project aims to estimate the importance of various factors affecting the choice of fast food outlets by young Malaysian consumers. The research aims to provide a clear understanding to both the customers as well as the fast food chain owners as to why, what and how different factors depending on the selection of the fast food restaurant, has an impact on the Malaysian consumer’s decision making process.

What type of participants is being sought?

  • Young Malaysian Consumer
  • Fast Food Outlet Managers

What are participants asked to do?

  • Young Malaysian Consumer: answer a survey questionnaire
  • Fast Food Outlet Managers: participate in an in-depth semi-structure interview

What data or information will be collected and what use will be made of it?

I will be collecting information on individual experiences and factors that affect the decision making process of young Malaysian consumers.

This information is collected in order to understand the consumer perception about fast food in Malaysia.

Raw data will only be available to the use of this study.

The data collected will be securely stored in such a way that only those mentioned above will be able to gain access to it. At the end of the project any personal information will be destroyed immediately except that, as required by the University’s research policy, any raw data on which the results of the project depend will be retained in secure storage for five years, after which it will be destroyed. All the information you provide will be treated in strict confidence. The results of the project may be published and available in the library but every attempt will be made to preserve your anonymity.

You are most welcome to request a copy of the results of the project from the address below.

What if participants have any questions?

If you have any questions about our project, either now or in the future, please feel free to contact:

Consumer Perception about Fast Food in Malaysia: An Exploratory Study

CONSENT FORM

I have read the Information Sheet concerning this project and understand what it is about. All my questions have been answered to my satisfaction. I understand that I am free to request further information at any stage.

I know that:

1.My participation in the project is entirely voluntary;

2.I am free to withdraw from the project at any time without any disadvantage;

3.The data will be destroyed at the conclusion of the project but any raw data on which the results of the project depend will be retained in secure storage for five years, after which it will be destroyed;

4.The results of the project may be published and available in the library but every attempt will be made to preserve my anonymity.

I agree to take part in this project.

………………………………………..……………………

(Signature of participant) (Date)

This project has been reviewed and approved by the Ethics Committee at Taylor’s University.

AYESHA FARHEEN SYED 1

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