Food choice motives of different ethnics and the foodies segment in Kuala Lumpur

Food choice motives of different ethnics and the foodies segment in Kuala Lumpur

Purpose – The purpose of this paper is to explore the food choice motives of consumers in Kuala Lumpur and the relative importance of these factors; to investigate the differences in food choice motives between the Malay, Chinese and Indian ethnicities and to examine variations in the food selection...

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Bibliographic Details
Published in:British food journal (1966) Vol. 116; no. 12; pp. 1879 - 1896
Main Authors: Asraf Mohd-Any, Amrul, Shahnaz Mahdzan, Nurul, Siang Cher, Chua
Format: Journal Article
Language:English
Published: Bradford Emerald Group Publishing Limited 25-11-2014
Subjects:
Appeals
British
Ethnic
Ethnicity
Familiarity
Food
Food & nutrition
Food industry
Food processing industry
Food selection
Foods
Minorities
Minority & ethnic groups
Mood
Moods
Public policy & environmental management
Questionnaires
Strategy
Surveys
Kuala Lumpur Malaysia
Malaysia
Foodies
Kuala Lumpur
Food choice motives
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Summary:Purpose – The purpose of this paper is to explore the food choice motives of consumers in Kuala Lumpur and the relative importance of these factors; to investigate the differences in food choice motives between the Malay, Chinese and Indian ethnicities and to examine variations in the food selection motives of foodies and non-foodies of the overall sample. Design/methodology/approach – An online questionnaire was employed using a snowballing sampling method with 239 respondents. Food choice motives were measured using Steptoe et al.'s (1995) Food Choice Questionnaire (FCQ) while a new exploratory measure for foodies was developed to examine respondents’ attitudes, interest and opinions (AIO). Findings – The top three factors of food choice motives were Price, Convenience and Sensory appeal. Ethnicities did not differ in their food choice motives except for Familiarity between Malays and Chinese. Foodies and non-foodies displayed significant differences in their food choice motives, specifically in regards to Balanced diet, Mood and Sensory appeal. Research limitations/implications – This study is limited to only Malay, Chinese and Indian ethnicities in Kuala Lumpur. Future studies should explore motives of other minority ethnic groups and examine differences between age, gender and income groups. Practical implications – Suppliers and marketers of the food industry should consider the important aspects of food choice motives to improve the marketing strategies of their products. Products should be reasonably priced, offer convenience and appealing. Originality/value – This paper develops a new exploratory measure to capture the AIO of foodies based on Johnston and Baumann (2010) and Cairns et al. (2010).
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
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content type line 23
ISSN:0007-070X
1758-4108
DOI:10.1108/BFJ-07-2013-0170