Assessing Demographic Factors in Affecting Customers Food Choices: The Case of Bandar Baru Bangi

Abstract

Malaysia is well-known for its multi-ethnic population, culture, tradition and food. The entire country is heaven for foodies. The varieties of food have contributed to a melting pot of different cultures highlighting the Malay, Chinese and Indian cuisines. It is evident to discover factors affecting customers on their food choices. This study addressed three (3) demographic factors, namely income, age and gender factor in customers' selection of food choices. A survey focused deeply on gaining the exact data and accurate measurements focusing on Bandar Baru Bangi (BBB) as the selected destination for the study. The data from this study were analysed using the SPSS programme version 20.0, which comprised descriptive statistics and correlation analysis. Findings indicated that all three variables strongly affect customers' food choices. The findings of the study can assist business owners in improving their business by diversifying the food portion for high-quality food, attracting more customers from different levels of people, and making better decisions and suggestions for creating a range of meals that are acceptable for both men and women due to different gender have different food preferences. Future research is suggested at the end of this paper.