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Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia

This study investigates consumer attitudes towards Italian cuisine in Malaysia. The popularity of Italian cuisine continues to shape the global evolution of Western-ethnic cuisines. Simplicity, taste, and food preparation of Italian cuisine stimulates new restaurant creation. This study uses in-dept...

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Main Authors: Camillo, Angelo, Abdul Karim, Muhammad Shahrim
Format: Article
Published: Taylor & Francis 2014
Online Access:http://psasir.upm.edu.my/id/eprint/36894/
http://www.tandfonline.com/doi/abs/10.1080/15378020.2014.902644
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spelling my.upm.eprints.368942016-01-12T03:01:09Z http://psasir.upm.edu.my/id/eprint/36894/ Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia Camillo, Angelo Abdul Karim, Muhammad Shahrim This study investigates consumer attitudes towards Italian cuisine in Malaysia. The popularity of Italian cuisine continues to shape the global evolution of Western-ethnic cuisines. Simplicity, taste, and food preparation of Italian cuisine stimulates new restaurant creation. This study uses in-depth analysis of research literature together with a strategic environmental scan and structured interviews. The results show that high prices, doubts regarding authenticity, and Muslim concerns regarding pork dishes create uncertainty among Malaysian consumers. These negative perceptions could dampen growth in the Italian cuisine sector. The study contributes to strategic marketing, entrepreneurship, and tourism related studies and practitioners in the field. Taylor & Francis 2014 Article PeerReviewed Camillo, Angelo and Abdul Karim, Muhammad Shahrim (2014) Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia. Journal of Foodservice Business Research, 17 (2). pp. 103-121. ISSN 1537-8020; ESSN: 1537-8039 http://www.tandfonline.com/doi/abs/10.1080/15378020.2014.902644 10.1080/15378020.2014.902644
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description This study investigates consumer attitudes towards Italian cuisine in Malaysia. The popularity of Italian cuisine continues to shape the global evolution of Western-ethnic cuisines. Simplicity, taste, and food preparation of Italian cuisine stimulates new restaurant creation. This study uses in-depth analysis of research literature together with a strategic environmental scan and structured interviews. The results show that high prices, doubts regarding authenticity, and Muslim concerns regarding pork dishes create uncertainty among Malaysian consumers. These negative perceptions could dampen growth in the Italian cuisine sector. The study contributes to strategic marketing, entrepreneurship, and tourism related studies and practitioners in the field.
format Article
author Camillo, Angelo
Abdul Karim, Muhammad Shahrim
spellingShingle Camillo, Angelo
Abdul Karim, Muhammad Shahrim
Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
author_facet Camillo, Angelo
Abdul Karim, Muhammad Shahrim
author_sort Camillo, Angelo
title Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
title_short Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
title_full Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
title_fullStr Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
title_full_unstemmed Consumer attitudes and perceptions towards Western cuisine: a strategic investigation of the Italian restaurant industry in Malaysia
title_sort consumer attitudes and perceptions towards western cuisine: a strategic investigation of the italian restaurant industry in malaysia
publisher Taylor & Francis
publishDate 2014
url http://psasir.upm.edu.my/id/eprint/36894/
http://www.tandfonline.com/doi/abs/10.1080/15378020.2014.902644
_version_ 1643831860249231360
score 13.160551

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