Consumers' perspective towards Malaysian traditional food: sambal belacan (chilli shrimp paste), a preliminary investigation.

• Main Authors: Abdul Karim, Muhammad Shahrim, Abdul Rashid, Siti Sumayah, Mohd Adzahan, Noranizan, Camillo, Angelo A.
• Format: Article
• Language: English; English
• Published: Federal Agricultural Marketing Authority (FAMA) 2011
• Online Access: http://psasir.upm.edu.my/id/eprint/24150/1/Consumers%20perspective.pdf; http://psasir.upm.edu.my/id/eprint/24150/; http://www.fama.gov.my

Sambal belacan or chilli shrimp paste is a condiment that is widely consumed by Malaysians. With the aim to gather information concerning the elaborated definition of the term “sambal belacan”, four focus group sessions were conducted. Three key themes to convey the definition were presented from th...