Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack
Keropok Lekor or frankfurter-like snack has long existed in Malaysia and has been sold in commercial retail shops as well as on the streets. The aims of this study were to analyze consumer's perception and attitude towards keropok lekor and to determine consumer's behavior on the product....
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English English |
| Published: |
Faculty of Food Science and Technology, Universiti Putra Malaysia
2011
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| Online Access: | http://psasir.upm.edu.my/id/eprint/24090/ http://psasir.upm.edu.my/id/eprint/24090/1/24090.pdf |
| _version_ | 1848844939271602176 |
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| author | Omar, M. Mohd Adzahan, Noranizan Mohd Ghazali, Hasanah Karim, Roselina Abdul Halim, N. M. Abdul Karim, Muhammad Shahrim |
| author_facet | Omar, M. Mohd Adzahan, Noranizan Mohd Ghazali, Hasanah Karim, Roselina Abdul Halim, N. M. Abdul Karim, Muhammad Shahrim |
| author_sort | Omar, M. |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Keropok Lekor or frankfurter-like snack has long existed in Malaysia and has been sold in commercial retail shops as well as on the streets. The aims of this study were to analyze consumer's perception and attitude towards keropok lekor and to determine consumer's behavior on the product. Survey questionnaire was employed as a data collection tool. A total of 212 respondents from a university participated in this study. Results showed that more than 70% of the respondents chose to eat keropok lekor because of the taste. Half of the respondents chose black pepper as an innovative supplementary flavor of keropok lekor. This study also explores and analyses preliminary consumer behavior about keropok lekor such as satisfaction level, factors that drive consumption, product's image from consumer perspectives and etc. |
| first_indexed | 2025-11-15T08:38:53Z |
| format | Article |
| id | upm-24090 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-15T08:38:53Z |
| publishDate | 2011 |
| publisher | Faculty of Food Science and Technology, Universiti Putra Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-240902015-06-03T02:07:21Z http://psasir.upm.edu.my/id/eprint/24090/ Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack Omar, M. Mohd Adzahan, Noranizan Mohd Ghazali, Hasanah Karim, Roselina Abdul Halim, N. M. Abdul Karim, Muhammad Shahrim Keropok Lekor or frankfurter-like snack has long existed in Malaysia and has been sold in commercial retail shops as well as on the streets. The aims of this study were to analyze consumer's perception and attitude towards keropok lekor and to determine consumer's behavior on the product. Survey questionnaire was employed as a data collection tool. A total of 212 respondents from a university participated in this study. Results showed that more than 70% of the respondents chose to eat keropok lekor because of the taste. Half of the respondents chose black pepper as an innovative supplementary flavor of keropok lekor. This study also explores and analyses preliminary consumer behavior about keropok lekor such as satisfaction level, factors that drive consumption, product's image from consumer perspectives and etc. Faculty of Food Science and Technology, Universiti Putra Malaysia 2011 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/24090/1/24090.pdf Omar, M. and Mohd Adzahan, Noranizan and Mohd Ghazali, Hasanah and Karim, Roselina and Abdul Halim, N. M. and Abdul Karim, Muhammad Shahrim (2011) Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack. International Food Research Journal, 18 (1). pp. 117-124. ISSN 1985-4668; ESSN: 2231-7546 http://www.ifrj.upm.edu.my/ English |
| spellingShingle | Omar, M. Mohd Adzahan, Noranizan Mohd Ghazali, Hasanah Karim, Roselina Abdul Halim, N. M. Abdul Karim, Muhammad Shahrim Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title | Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title_full | Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title_fullStr | Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title_full_unstemmed | Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title_short | Sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| title_sort | sustaining traditional food: consumers' perceptions on physical characteristics of keropok lekor or fish snack |
| url | http://psasir.upm.edu.my/id/eprint/24090/ http://psasir.upm.edu.my/id/eprint/24090/ http://psasir.upm.edu.my/id/eprint/24090/1/24090.pdf |