Consumers Perspectives Towards Malaysia Traditional Food: Sambal Belacan (Chili Shrimp Paste)

Posted: 10 Aug 2011

See all articles by Siti Sumayah Abdul Rashid

Siti Sumayah Abdul Rashid

affiliation not provided to SSRN

Noranizan Mohd Adzahan

affiliation not provided to SSRN

Angelo A Camillo, PhD

Sonoma State University - School of Business and Economics

Muhammed Shahrim Abdul Karim

University Putra Malaysia

Date Written: August 10, 2011

Abstract

Sambal belacan or chili shrimp paste is a condiment that has been widely consumed by Malaysian. With the aim to gather information concerning the elaborated definition of the term ‘sambal belacan’, 4 focus group sessions were conducted. 3 key themes to convey the definition were presented from the analyses of the transcripts. These were (1) ingredients, (2) techniques and (3) sensory attributes of Malaysia’s sambal belacan. The results suggested that sambal belacan’s basic recipes are fresh chilies, belacan and salt. The mixture is pounded in a mortar with a pestle which produces desirable texture. There were 38 varieties of additional ingredients reported. Most participants stated that it enhance appetite for enjoying meals. The participants also stated unfavorable characteristics of sambal belacan. They were presence of chili seeds, watery texture and strong aroma of belacan. New product development idea of sambal belacan are recommended to be further research as it is crucial to explore consumers demands for new variants of sambal belacan and market it as one of Malaysia’s food identity.

Keywords: sambal belacan, consumer perspective, chili-shrimp paste, food definition, focus groups

Suggested Citation

Rashid, Siti Sumayah Abdul and Adzahan, Noranizan Mohd and Camillo, Angelo A. and Karim, Muhammed Shahrim Abdul, Consumers Perspectives Towards Malaysia Traditional Food: Sambal Belacan (Chili Shrimp Paste) (August 10, 2011). Available at SSRN: https://ssrn.com/abstract=1907633

Siti Sumayah Abdul Rashid

affiliation not provided to SSRN ( email )

Noranizan Mohd Adzahan

affiliation not provided to SSRN ( email )

Angelo A. Camillo

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/

Muhammed Shahrim Abdul Karim (Contact Author)

University Putra Malaysia ( email )

Selangor Darul Ehsan
Serdang, Selangor 43400
Malaysia

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