“ETAK SALAI”, THE HERITAGE FOOD OF KELANTAN-CONSUMERS' CONSUMPTION AND BUYING BEHAVIOURS

Abstract

This research examined consumers' consumption and buying behavior pertaining Etak Salai (Smoked Etak) - the food heritage of the state of Kelantan. The results of the study provided a deeper insight into such consumption and behavior amongst consumers in the said state. This study involved 981 consumers, including eaters and non-eaters of the said clam from all 10 districts in Kelantan, the majority respondents were from Bachok, and Kota Bharu which constituted 70% of the total of the samples. As far as behaviors of consumers were concerned, this research found that the majority of respondents preferred eating Etak Salai as snack rather than as side-dishes, they usually bought 2 packs of it per visit from roadside stalls. Judging and weighing at the higher number of Etak eaters, 80% of the total samples and the way they ate and bought it, this industry is still viable, providing a steady income to those in the business. Arming with all the information pertaining to behavior of Etak consumers, this study concludes Etak Salai, the heritage food of Kelantan is here to stay.