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Name : Angela Wee Kah Man

Student ID : 0322970

Project Title : Research Proposal

Module : Food and Culture

Course : Bachelor Of Science (Honours) In Architecture

Instructor : Mr Nicholas Ng
Research Topic
The effect of evolution in culture over the time on traditional foods, human
consumption and eating habit especially on the youths.

Research Questions
What is the factors that influence the eating habits of Malaysian and how do
these culture influences affect the pattern of food intake of the contemporary
Malaysian society.

With population that made up of over 70 different ethnic groups,

Malaysia is one of the multicultural country in the world. Cross-cultural
influences from the different ethnic groups is shaping the way of life of
Malaysians with regard to not only language use, traditions, norms and beliefs,
and affecting even more strongly, traditional culinary heritage, which are
inherited by way of previous generations that undergoing evolution culinary
tastes. With the passing of time, traditional food of the multicultural
communities of Malaysia were assimilated in interesting ways around the
nation and has developed a distinct Malaysian traditional identity.Through the
years, Malaysia has been through multiple changes from demography to
changes in social-economic status via industrialization and globalization,
which has contributed to an improvement in the lifestyle.This new environment
is responsible for the emergence of a "western" lifestyle especially in eating
habits, particularly, in the younger generation.They have developed erratic
eating patterns in recent years, whereby they eat more frequently, consume
huge quantities of food, dine out often and enjoying fast foods.Unfortunately,
this changed lifestyle might cause the extinction of Malaysian traditional
food .The precious legacy passed on to us by our grandparents is slowly
vanishing due modern and "altered lifestyles" and the next generation will have
totally forgotten traditional food.

The availability of multiple food selections have indirectly threatened

the place of traditional food in Malaysia. Hence the proposed paper serves to
identify the factors that influence the eating habits of Malaysian and also how
does this evolution of food affects the community consumption.Various studies
conducted in Malaysia focusing on the ready acceptance of tourists for
Malaysian traditional, but little is known about the eating habits of Malaysians
with regard to their own traditional food, especially among the younger
generation.Hence besides just the factors that influence the eating habits, this
research proposal also wish to compare the eating habits of traditional food
and new trend foods among the community in Malaysia.Lastly, the relationship
between culture and food are examined especially on the influence of modern
trends in food intake, traditional food and its distinctiveness and the influence
of foreign culture in food intake. As such that these researches lead to a
comprehensive survey of the factors which influence the pattern of food intake
of contemporary Malaysian society.

In order to determine the food intake habits in Malaysia, a

comparative study will carry out. Case study involving respondents from
different age group will carry out using on site interviews, on site survey.
Comparison will be made on their consumption of traditional and fast food
which provides an initial picture of the generation’s food intake
habit.Traditional food intake such as Nasi Lemak, Bahkuteh and etc while
modern food include fried chicken, pizza, french fries, doughnut, kebab,
burgers and etc. This study is able to show a new trend in the food intake
habits especially on the younger generation.Surveys will carry out by using a
structured questionnaire. A simple random sampling method will use to select
the respondents in our selected area.The questionnaire will divide into four
sections and contain straightforward questions. For example, section A looks
at consumers’ awareness towards the traditional food and modern
food.Respondents will ask to state their level of agreement towards the
statements that related to food, agriculture, time, preferences and the
environment. Section B looks at the respondent’s attitudes and perceptions. It
is divided into two parts. The first part ask questions related to the consumers’
level of concern towards food, agricultural, and environmental issues
especially regarding to traditional food in Malaysia while the second part ask
questions about the number of factors for example taste, nutritious value, price,
labeled organic and many more that would influence their choice of
consumption.Other than that, section C will ask questions related to eating
habits such as the average number of times weekly respondents consumed.
Lastly section D is questions relevant to the respondents’ social demographic
characteristics such as their gender, race, State of origin, geographical area,
marital status, age, household size, education level, income and lifestyle.

Food preparation is a heritage that is descended from one generation

to another generation.This is a privilege of every race in Malaysia. The
question is whether it still stands to this day. The pressure of modern culture
through such modernity food is an issue that should be taken into account.
How to combine efforts between tradition and modernity in the food industry is
a challenge and a more specific study should be done.Modernity consumption
relationship and how it affects the traditional pattern of food intake could not be
neglect.Eating habits may be a symbol of cultural, religious, social economic
and level of economic growth in a country .research may contribute to
understanding the differences in eating habits between different generations
with regard to their consumption of Malaysian traditional food in the
future.Eating traditional food has become a way of remembering our past
history and acknowledging the Malaysian heritage and culture, hence this
research would perhaps help to sustain the originality and continued existence
of traditional food for future generations. When youngsters are aware of and
realizethe importance of traditional food, the chances that they will have more
positive attitudes towards it. Apart from that, parents need to realize that their
own eating habits have the potential to influence their children's behaviour.
Hence, parents are encouraged to share their beliefs with the children as to the
importance of eating traditional food whether through discussions during
mealtimes or behaviour by setting an example.As such, awareness to
continuously expand the uniqueness of Malaysian traditional food has to be
sustained among Malaysians themselves.

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