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3 METHODOLOGY
Table 1.
Mean score for the appearance factor of Malay
food.
The primary objective of this study is to identify
factors that influence costumers' purchase inten-
tion of Malay food. A quantitative approach was
considered as the suitable method to validate the
theoretical framework and the hypotheses of this
study. The questionnaire was distributed to the
targeted respondents at the local and private col-
leges and universities, shopping complexes, busi-
ness offices and restaurants within in Klang Valley,
Malaysia. A time frame of one month was set and
a total of 300 questionnaires was successfully col-
lected and 285 of them were found valuable and
beneficial in this study. The descriptive analysis
and multiple regressions were used to describe the
characteristics of the sample and to explore the
relationship between one continuous dependents
variable and a number of independent variables.
Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral,
4 = Agree and 5 = Strongly Agree
Table 2. Mean score for the taste, smell and texture fac-
tor of Malay local food.
4
ANALYSIS AND RESULT
4.1
Food characteristics
The food characteristics factor of the purchase
intention on Malay food consisted of a sub-vari-
ables, including appearance, food taste, smell and
texture and cooking method.
Scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral,
4 = Agree and 5 = Strongly Agree.
4.1.1
Appearance
Table 1 shows that most of the respondents slightly
agreed that the Malay local food usually served cold
and dry, makes them change to another type of food
for example, the Thai's food. The respondents also
slightly agree that the shape and color of Malay
local food are attractive and can influence them to
consume it. They also fairly agree that food pres-
entation of Malay food makes it attractive to con-
sume. However, the respondents somewhat agreed
that the local food presentation usually unpleasant
compared to the other type of food.
Table 3. Mean score for the method of cooking factor
of Malay food.
4.1.2
Taste, smell and texture
There are five items used by the researcher to
evaluate whether the taste, smell and texture influ-
ence the respondent's purchase intention of Malay
food. By referring to the Table 2, it is clearly shown
that the taste, smell and texture are the important
element to influence the respondent's purchase
intention. Most of the respondents slightly agreed
that the local food taste better when served hot and
the aroma is very tempting and it influences them
to consume. They also agreed that the local food
served is usually saltier and spicier than other food.
The respondents somewhat agreed that the texture
of the Malay local food makes a huge impact on
them in choosing what to eat; for example; easy to
chew, mushy, mouthful and so on.
Scale: 1
=
Strongly Disagree, 2
=
Disagree, 3
=
Neutral,
4
=
Agree and 5
=
Strongly Agree.
4.1.3
Method of cooking
Table 3 displays the items used to measure respond-
ents' opinion towards the cooking method used in
the Malay food. Most of the respondents quite
agreed that the cooking method used in Malay
local food preparation is often made the food look
unhealthy but it tastes better. They also relatively
agreed that the method of cooking used in Malay
food preparation usually adding excessive amounts
of fat or salt such as deep-fried, pan-fried, braised,
and others. However, the respondents slightly
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