＂Chinese Foods＂ as a Brand Image: A socio-communication Study of the Country Image of Chinese Foods among Urban Communities in Sri Lanka

Abstract

This study examines the image of Chinese foods among Sri Lankans. The study is based on a sample drawn from five cities and suburban areas:, Colombo, Kandy, Galle, Gampaha and Negombo. The data were collected through in-depth focus group interviews at their consumer settings. Each interview took 15 to 30 minutes and all interviews were recorded. In addition, questionnaires were distributed among Chinese food consumers applying the snowball sampling method. This study shows that Sri Lankan urban Chinese food restaurant goers have a positive impression of Chinese foods. The key factors contributing to this impression were cultural similarity of the foods at Chinese restaurants, publicity of the media and word of mouth However, these restaurants were using ＂Chinese Foods＂ as the brand image to sell foods. This study further found that most of the Chinese foods were prepared by locals, the majority of whom did not have a proper knowledge and experience on preparing original Chinese foods.