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Mohd Rizaimy Shaharudin
Suhardi Wan Mansor
Shamsul Jamel Elias
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Home > Vol 2, No 1 (2011) >
Shaharudin
Food Quality Attributes among Malaysia s Fast Food Customer
Mohd Rizaimy Shaharudin, Suhardi Wan Mansor, Shamsul Jamel Elias
Abstract
This paper examines the attributes which influence customers decisions to purchas
e 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 le
vel of importance on food freshness, followed by presentation and taste of the f
ood. However, less importance is being placed on innovative food that indirectly
could have minimal effect in the customers behavioral intention towards fast foo
d products. Customers are seen more interested in the output (which is the end pr
oduct) rather than input (which is raw materials used in producing the foods) of f
ood. Hence, this study is expected to contribute to the existing knowledge on th
e dimension of consumer purchase intention to the industry players, as well as a
cademicians. Future research should focus on the similar study with the extended

scope to other fast food restaurants in Malaysia. By doing this, hopefully we c

an 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; Presenta
tion; Taste; Innovative Food; Fast Food Restaurant
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oi.org/10.3968/j.ibm.1923842820110201.015
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