Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus
The changing behaviour of the young generation towards Malay traditional food may pose challenges for traditional food vendors at night markets. This study investigates the purchasing behavior of the young generation towards Malay traditional food at night markets in Puncak Alam, Selangor. Employing...
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| Format: | Article |
| Language: | en |
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Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
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| Online Access: | https://ir.uitm.edu.my/id/eprint/97706/1/97706.pdf https://ir.uitm.edu.my/id/eprint/97706/ https://www.jthca.org/ |
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| _version_ | 1833321087891406848 |
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| author | Sa’min, Muhammad Ibrahim Apriyanto, Yusup Muhammad Edrus, Muhammad Haikhal Afiqi |
| author_facet | Sa’min, Muhammad Ibrahim Apriyanto, Yusup Muhammad Edrus, Muhammad Haikhal Afiqi |
| author_sort | Sa’min, Muhammad Ibrahim |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | The changing behaviour of the young generation towards Malay traditional food may pose challenges for traditional food vendors at night markets. This study investigates the purchasing behavior of the young generation towards Malay traditional food at night markets in Puncak Alam, Selangor. Employing a qualitative approach, data was gathered through observations, documentation, and spontaneous interviews. Findings reveal that food presentation, safety and cleanliness, word of mouth, taste, price, and portion size are determinants that influence the purchasing decisions of young consumers. Notably, visual appeal and hygiene practices attract customers, while peer recommendations and flavor evoke positive experiences. Reasonable pricing and generous portion sizes also play pivotal roles. Recommendations include maintaining hygiene standards, leveraging word-of-mouth marketing, preserving authentic flavors, offering reasonable prices, and providing generous portion sizes. Understanding these factors can aid vendors in sustaining and revitalizing the market for Malay traditional cuisine, ensuring its continued presence in Malaysia's lively night markets. |
| format | Article |
| id | my.uitm.ir-97706 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2024 |
| publisher | Faculty of Hotel & Tourism Management, Universiti Teknologi MARA |
| record_format | eprints |
| spelling | my.uitm.ir-977062024-07-27T17:24:29Z https://ir.uitm.edu.my/id/eprint/97706/ Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus jthca Sa’min, Muhammad Ibrahim Apriyanto, Yusup Muhammad Edrus, Muhammad Haikhal Afiqi Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology Perception Nutrition. Foods and food supply The changing behaviour of the young generation towards Malay traditional food may pose challenges for traditional food vendors at night markets. This study investigates the purchasing behavior of the young generation towards Malay traditional food at night markets in Puncak Alam, Selangor. Employing a qualitative approach, data was gathered through observations, documentation, and spontaneous interviews. Findings reveal that food presentation, safety and cleanliness, word of mouth, taste, price, and portion size are determinants that influence the purchasing decisions of young consumers. Notably, visual appeal and hygiene practices attract customers, while peer recommendations and flavor evoke positive experiences. Reasonable pricing and generous portion sizes also play pivotal roles. Recommendations include maintaining hygiene standards, leveraging word-of-mouth marketing, preserving authentic flavors, offering reasonable prices, and providing generous portion sizes. Understanding these factors can aid vendors in sustaining and revitalizing the market for Malay traditional cuisine, ensuring its continued presence in Malaysia's lively night markets. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024-04 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/97706/1/97706.pdf Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus. (2024) Journal of Tourism, Hospitality and Culinary Arts <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_and_Culinary_Arts/>, 16 (1). pp. 173-192. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology Perception Nutrition. Foods and food supply Sa’min, Muhammad Ibrahim Apriyanto, Yusup Muhammad Edrus, Muhammad Haikhal Afiqi Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title | Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title_full | Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title_fullStr | Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title_full_unstemmed | Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title_short | Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus |
| title_sort | young generation’s attitudes and preferences towards malay traditional food at night markets / muhammad ibrahim sa’min, yusup apriyanto and muhammad haikhal afiqi muhammad edrus |
| topic | Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology Perception Nutrition. Foods and food supply |
| url | https://ir.uitm.edu.my/id/eprint/97706/1/97706.pdf https://ir.uitm.edu.my/id/eprint/97706/ https://www.jthca.org/ |
| url_provider | http://ir.uitm.edu.my/ |