Consumer Attitude and Perception Toward Western Cuisine: A Study of the Italian Cuisine in Malaysia

Posted: 10 Aug 2011

See all articles by Angelo A Camillo, PhD

Angelo A Camillo, PhD

Sonoma State University - School of Business and Economics

Loredana Di Pietro

University of Molise

Muhammed Shahrim Abdul Karim

University Putra Malaysia

Date Written: August 10, 2011

Abstract

This study investigates the consumer attitude towards western cuisines in Malaysia using the Italian cuisine as a base. Published literature on consumer behavior suggests that Western cuisine in Asia became popular with the arrival of expatriates, with the opening of international hotels and by local entrepreneurs launching new restaurant ventures. Italian cuisine abroad instead was first made familiar by Italian immigrants first to countries in Europe, the Americas and Oceania and then to Asia. The growing popularity of Italian cuisine around the world today continues to shape the global evolution of western-ethnic cuisines. It stimulates new restaurant venture creation and related marketing strategies, because of the consumers’ acceptance of taste and simplicity of food preparation. Malaysian consumers support this trend, however, high prices, doubts regarding authenticity of Italian food preparation, and specific ingredients used such as pork has created an uncertainty among consumers. These negative perceptions could hamper Italian cuisine from sustaining its popularity in Malaysia especially if it looses its authenticity by promoting strictly hall certified food. This study examines the attitude of Malaysian consumers in their perceptions of Western cuisine using the Italian cuisine based on the theory of consumer behavior. Quantitative and qualitative methodology is used with an in-depth analysis of the literature together with a strategic environmental scan to investigate the attractiveness of the Italian cuisine in Malaysia and to gain an understanding of the Malaysian restaurant consumer’s attitude toward western cuisine. The results contribute to the body of knowledge of strategic marketing, entrepreneurship, and tourism related studies and will help current and future investors and current restaurateurs in Malaysia.

Keywords: ethnic cuisine, Italian cuisine popularity, sustainability, China cuisine trends, hospitality marketing

JEL Classification: L11

Suggested Citation

Camillo, Angelo A. and Di Pietro, Loredana and Karim, Muhammed Shahrim Abdul, Consumer Attitude and Perception Toward Western Cuisine: A Study of the Italian Cuisine in Malaysia (August 10, 2011). Available at SSRN: https://ssrn.com/abstract=1907535

Angelo A. Camillo (Contact Author)

Sonoma State University - School of Business and Economics ( email )

1801 East Cotati Ave.
Rohnert Park, CA 94928
United States
+17076642910 (Phone)

HOME PAGE: http://web.sonoma.edu/sbe/

Loredana Di Pietro

University of Molise ( email )

Via de Sanctis
86100 Campobasso
Italy
00390874404460 (Phone)
00390874418924 (Fax)

Muhammed Shahrim Abdul Karim

University Putra Malaysia ( email )

Selangor Darul Ehsan
Serdang, Selangor 43400
Malaysia

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