The study of customer Perception and expectation toward food presentation / Noorliza Zainol, Hashim Fadzil Ariffin and Abdul Rahman Ahmad Rozali

Zainol, Noorliza and Ariffin, Hashim Fadzil and Ahmad Rozali, Abdul Rahman (2018) The study of customer Perception and expectation toward food presentation / Noorliza Zainol, Hashim Fadzil Ariffin and Abdul Rahman Ahmad Rozali. Academic Journal of Business and Social Sciences (AJoBSS), 2. pp. 1-8. ISSN 2590-440X

Abstract

Every sole ingredient used in plating foods may influence foods presentation. Other elements in food presentation such the foods’ color, temperature, variety, freshness, shape and the materials of the tableware used; need to be balance on plate to increase the level of palatability. These elements in a food’s plate may act as the communication and marketing tool to the customers. The study was done through a survey participated by 300 students of University Technology Mara (Penang). The purpose of this study is to examine the elements that manipulate customers’ expectation on food presentation and to investigate the degree of customer perception toward food presentation. In this study, the researcher found that the food presentation has significantly impacted on the way in which customers consume their foods, the different color, shape, size and variety of food, the used of tableware and arrangements of foods must work together pleasantly in order to stimulate customer appetite. It may beneficial to all the food developers as the art may significantly changes by manipulating the factors and resulting in influencing the customers’ foods’ choices.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Zainol, Noorlizanoorlizazainol@yahoo.com
Ariffin, Hashim FadzilUNSPECIFIED
Ahmad Rozali, Abdul RahmanUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Melaka > Bahagian Penyelidikan dan Jaringan Industri, UiTM Melaka
Journal or Publication Title: Academic Journal of Business and Social Sciences (AJoBSS)
Journal: UiTM Journal > Academic Journal of Business and Social Sciences (AJoBSS)
ISSN: 2590-440X
Volume: 2
Page Range: pp. 1-8
Official URL: http://publication.melaka.uitm.edu.my/index.php/aj...
Item ID: 29970
Uncontrolled Keywords: Gastronomy; Food presentation; Customer’s perception; Food plating
URI: http://ir.uitm.edu.my/id/eprint/29970

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