Is There a Potential Market Demand for Ethnic Frozen Food in Western European Market?
Mohd Ariffin, Aznan Arif (2016) Is There a Potential Market Demand for Ethnic Frozen Food in Western European Market? [Dissertation (University of Nottingham only)]
The main purpose of this research report is to explore the potential of frozen Murtabak in Western European market such as United Kingdom (UK). Murtabak is an ethnic food commonly food found in Malaysia. The broad objectives of this report are to analyse the food consumption behaviour of Malaysian tourist and to understand the implications of the findings with respect to potential demand for Murtabak in Western Europe. The chosen method to collect the data was qualitative analysis in the form of unstructured interview. A total of 30 Malaysian participants of various background were interviewed. Results show that culture and exposure effect play a pivotal role in shaping the behaviour of Malaysian tourists. Malaysian Muslim tourists must eat halal food. Other result show that my frozen Murtabak has a potential if it is marketed as halal food for Muslim tourists in UK. Hotel can be the niche market as a starting point. It can be concluded that Malaysian tourists appear to possess variety-seeking behaviour as they prioritise local food at destination over their own food. Religion impacted the Muslim participants significantly. My frozen Murtabak should be marketed as halal food in order to cater for the increasing demand for halal food among Muslim tourists. UK appears to be a good market to start with.
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