PRELIMINARY STUDY OF MALAYSIAN STREET FOOD ACCEPTANCE IN THAILAND

Abstract

The preliminary study of Malaysian food acceptance was conducted in the Malaysia Street Food Lover programme in conjunction with Malaysia Fest event held in Bangkok, Thailand from 20 to 23 June 2019. This study attempts to measure Malaysian food acceptance and popularity of the food among Thailand respondent. Beside of that, this study aims to analyse the factors that influencing choice of the food. The questionnaire was given after the respondent had finished eating and being helped by a trained enumerator. Among 429 respondents from Thailand, 254 of them knew about Malaysian food before the event. In addition, social media is the best platform of publicity to promote the event compare to others. Presentation of food including authenticity, price and description of food are the most factors that influence respondent to spend here. Other than that, almost half of respondents highly satisfied with Malaysian food taste. For the desire continue buying Malaysian food, more than half of respondents agreed to buy again. The most favourite and popular Malaysian food is Nasi lemak, Satay and Roti Canai. As conclusion, level of acceptance of Malaysian food among Thailand respondents is well received and that has several factors influenced the preference of the food.