Food Quality Attributes among Malaysia’s Fast Food Customer

Abstract

This paper examines the attributes which influence customers’ decisions to purchase fast food products in Malaysia. Despite vague definition of the ‘quality’ term by each individual, this study takes a step in determining the customer’s significant quality attributes towards the overall food quality dimensions. The findings of the study indicated that generally Malaysian consumers place relatively high level of importance on food freshness, followed by presentation and taste of the food. However, less importance is being placed on innovative food that indirectly could have minimal effect in the customers’ behavioral intention towards fast food products. Customers are seen more interested in the output’ (which is the end product) rather than ‘input’ (which is raw materials used in producing the foods) of food. Hence, this study is expected to contribute to the existing knowledge on the dimension of consumer purchase intention to the industry players, as well as academicians. Future research should focus on the similar study with the extended scope to other fast food restaurants in Malaysia. By doing this, hopefully we can get a clearer picture on the existing as well as explore new variables which can further contribute to the topic of the study. Key words: Freshness; Presentation; Taste; Innovative Food; Fast Food Restaurant