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The Determinants of Consumer Behavior Selection Concerning Kedah
Heritage Foods
Nur Amina Khalili Binti Mohamad
Supervisor: Encik Mohamad Rahijan Bin Abdul Wahab
Bachelor of Food Science (Food Service and Nutrition)
School of Food Science and Technology
The food heritage has become an important part in the life of society and also to an
individual. In Kedah, Kedah heritage foods echoes the cultural identity of Kedah people,
where the majority is both Malay and half-Siamese. Therefore, a lot of Kedah heritage
foods were influenced by Thai-cooking style, for instance, Laksa Siam and Pulut Mangga.
This paper will study about how far Kedah people know about their own heritage foods
and also to determine the factors that affect the consumer behavior in terms of selecting
Kedah heritage foods. A total of 150 respondents in Kedah will be approached and given
a set of questionnaire to participate in this study. The findings that will be expected in
this study is that all the respondents understand about the definition of heritage food and
know how to value the heritage food.
1190 | UMT UNDERGRADUATE RESEARCH DAY