Factors Affecting the Acceptance of Korean Food among Malaysians

Abstract

The study aims to indicate the factors which affect the acceptance of foreign food such as Korean food among Malaysians. A national survey was carried out through Google Form and 397 respondents completed questionnaires which consisted of 20 questions. The results show that Malaysians prefer to taste food based on the “food appearance” and “restaurant environment”. Although the price of the food is one of the reliable indicators, Malaysians seldom pay close attention to it. Moreover, Malaysians from different subgroups use different indicators. Through this study, Korean food and beverage industry could expand their market in Malaysia as well as around the world. Moreover, businessmen could determine their target market and come up with new and unique concept to start their business based on this study. Finally, Malaysians can get the opportunity to try Korean food as well as to explore more Korean culture.