Research Time Line BRM

BUSINESS RESEARCH METHOD
EIB 20503
ME10
GROUP 2
BENEFITS OF ASIAN FOOD
PREPARED BY:
NAME ID
ABDUL JABBAR MUBARAK BIN AZIZ 62212119229
KAMILA NAZIFA BINTI MOHD NAZRI 62212119059
‘AINAA NABILAH BINTI JASMIN 62212119087

MUHAMAD UMAR MUSTAQIM BIN MOHD 62212119487
RAMLAN
MUHAMMAD MIRZA SYAHMI BIN ZAKARIA 62212119391
MUHAMMAD LUQMAN HAKIM BIN MUHD 62212119427
AMIN
PREPARED FOR:
MADAM JASMIN SALWA BINTI HAMDAN
SUBMISSION DATE: 31st DECEMBER 202O

ABSTRACT
Asian food is the cuisine of the different countries and peoples of West Asia is West Asian
cuisine. The region's cuisine is varied though having a degree of homogeneity. Olives and olive
oil, pitas, honey, sesame seeds, dates, sumac, chickpeas, mint and parsley are several widely used
ingredients. The main objectives of this study are to identify the benefits of the Asian food, to
study the marketing of the Asian food and to determined the culture of the Asian food in
Malaysia. The findings indicate how Asian Cuisine would affect people’s life. Some of the Asian
cuisine can give positive health impact to ourselves.
ACKNOWLEDGEMENT
This study is the final thesis for Bachelor in Management and Entrepreneurship at the Universiti
Kuala Lumpur Business School.
Firstly, we would like to thank Madam Jasmin Salwa for her priceless support, guidance
and
always available when we all need her to talk throughout the course of this project.
In mean time, we would like to thank all the participants for spent their time to answer the
questionnaire.
Last but not least, we also would like to express our gratitude to our parents. In addition,
we apricate our friends for their contribution in the completion of this project. Thank you for the
lovely support and once again thank you.
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TABLE OF CONTENT
Content
Abstract ii
Acknowledgement ii
Table of contents iii-v
List of tables vii
List of figures vii
List of graphs viii-ix
CHAPTER 1: INTRODUCTION
1.0 Introduction 1
1.1 Research Topic 1
1.2 Research Title 1
1.3 Background of the study 1
1.4 Problem statement 2
1.5 Research question 3
1.6 Research objectives 3
1.7 Significance of study 3
1.8 Research timeline 4
1.9 Business budget 5
1.10 Scope of the study 5
1.11 Cost of project 6
iii
CHAPTER 2: LITERATURE REVIEW
2.0 Introduction 7
2.1 The Difference between Asian food & Western food 7-8
2.2 Food culture 9
2.3 Food Ingredients in Asian food 10
2.4 Marketing 11-12
2.5 Benefits of Asian Food 13
2.6 Healthy Nutrition in Asian food 14-15
2.7 Hypothesis 16
CHAPTER 3: METHODOLOGY
3.0 Introduction 17
3.1 Research design 17
3.2 Research framework 18
3.3 Population and sample 20
3.4 Data collection technique 21
3.5 Data analysis technique 22
CHAPTER 4: DATA ANALYSIS & FINDINGS
iv
4.0 Introduction 23
4.1 Demographics Profile 23-27
4.2 Healthy Nutrition of Asian food 28-32
4.3 Food ingredients of Asian food 33-37
4.4 Asian Food culture 38-43
4.5 The differences between Asian food and western food 44-48
4.6 Asian food better than western food 49-53
4.7 Marketing in Asian food 54-58
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.0 Conclusion 59-60

5.1 Recommendation 61
5.2 Limitation of the study 62
5.3 Suggestion for the further study 63
5.4 Summary 64
REFERENCES 65-67
APPENDIXES
Appendixes A (Sample of Questionnaire) 68-75
Appendixes B (Sample of Respondents) 76-85
List of Tables
Table 1.8 Research time-line
v
Table 1.9 Business Budget
Table 4.1.1 Age of the respondent
Table 4.1.1 Gender pf the respondents
Table 4.1.3 Race of the respondents
Table 4.1.4 Occupation of the respondents
Table 4.1.5 Do you eat Asian food?
Table 4.1.6 Do you like Asian food?
Table 4.1.7 Do you prefer homemade cook or buy at the restaurant?
Table 4.1.8 Do you agree Asian Foods have many healthy nutrition according to their own cooking style?
Table 4.1.9 Do you agree spices have many beneficial effects toward food preservation and safety?
Table 4.1.10 Do you believe that ingredients in Asian Food can give you positive health impact?
Table 4.1.11 Does the taste, freshness and purity affect when you want to purchase an Asian Food?
Table 4.1.12 Do you agree that the most ingredients used in Asian cuisine are chili and soy sauce?
Table 4.1.13 Chili as part of the human diet as spice, condiments, vegetables and red chilies are great
source of Vitamin C and mineral.
Table 4.1.14 Soy sauce is the most popular seasoning in East and Southeast Asian cuisine and still gaining
significant popularity in Western countries.
Table 4.1.15 Do you agree the Asian food is the best food in the world?
Table 4.1.16 What is the most culture food in Asian do you prefer?
Table 4.1.17 What is your favourite food in Chinese food?
Table 4.1.18 What is your favourite food in Korean food?
Table 4.1.19 What is your favourite food in Malay food?
Table 4.1.20 Do you think Asian food has the nutrient more than the Western food?
Table 4.1.21 Do you agree, that Asian food is more interesting than Western food?
Table 4.1.22 Do you agree, Asian food has the better taste than Western food?
Table 4.1.23 In your opinion, do you think that Asian food has the potential to expend worldwide?
Table 4.1.24 In your opinion, do you think that Asian food has the ability to attract foreign tourist?
Table 4.1.25 What do you think about Asian food?
Table 4.1.26 Do you think Asian food is better than western?
Table 4.1.27 In your opinion in which country has the healthiest Asian cuisine?
vi
Table 4.1.28 Why Asian food is healthy than western?
Table 4.1.29 Do you agreed if restaurant make an innovation with their food?
Table 4.1.30 Do you think marketing are very important for entrepreneur?
Table 4.1.31 Mostly food industry will market their products in?
Table 4.1.32 In food industry, what factor that you think need to show while doing advertisement?
Table 4.1.33 In your opinion, what is the main component are very costly while doing the marketing?
Table 4.1.34 Do you agree marketing will help entrepreneur to gain customers?
List of figures
3.2 Research frame-work
List of graphs
vii
Graphs 4.1.1 Age of the respondent
Graphs 4.1.1 Gender pf the respondents
Graphs 4.1.3 Race of the respondents
Graphs 4.1.4 Occupation of the respondents
Graphs 4.1.5 Do you eat Asian food?
Graphs 4.1.6 Do you like Asian food?
Graphs 4.1.7 Do you prefer homemade cook or buy at the restaurant?
Graphs 4.1.8 Do you agree Asian Foods have many healthy nutrition according to their own cooking
style?
Graphs 4.1.9 Do you agree spices have many beneficial effects toward food preservation and safety?
Graphs 4.1.10 Do you believe that ingredients in Asian Food can give you positive health impact?
Graphs 4.1.11 Does the taste, freshness and purity affect when you want to purchase an Asian Food?
Graphs 4.1.12 Do you agree that the most ingredients used in Asian cuisine are chili and soy sauce?
Graphs 4.1.13 Chili as part of the human diet as spice, condiments, vegetables and red chilies are great
source of Vitamin C and mineral.
Graphs 4.1.14 Soy sauce is the most popular seasoning in East and Southeast Asian cuisine and still
gaining significant popularity in Western countries.
Graphs 4.1.15 Do you agree the Asian food is the best food in the world?
Graphs 4.1.16 What is the most culture food in Asian do you prefer?
Graphs 4.1.17 What is your favourite food in Chinese food?
Graphs 4.1.18 What is your favourite food in Korean food?
Graphs 4.1.19 What is your favourite food in Malay food?
Graphs 4.1.20 Do you think Asian food has the nutrient more than the Western food?
Graphs 4.1.21 Do you agree, that Asian food is more interesting than Western food?
Graphs 4.1.22 Do you agree, Asian food has the better taste than Western food?
Graphs 4.1.23 In your opinion, do you think that Asian food has the potential to expend worldwide?
Graphs 4.1.24 In your opinion, do you think that Asian food has the ability to attract foreign tourist?
Graphs 4.1.25 What do you think about Asian food?
Graphs 4.1.26 Do you think Asian food is better than western?
Graphs 4.1.27 In your opinion in which country has the healthiest Asian cuisine?
Graphs 4.1.28 Why Asian food is healthy than western?
viii
Graphs 4.1.29 Do you agreed if restaurant make an innovation with their food?
Graphs 4.1.30 Do you think marketing are very important for entrepreneur?
Graphs 4.1.31 Mostly food industry will market their products in?
Graphs 4.1.32 In food industry, what factor that you think need to show while doing advertisement?
Graphs 4.1.33 In your opinion, what is the main component are very costly while doing the marketing?
Graphs 4.1.34 Do you agree marketing will help entrepreneur to gain customers?
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CHAPTER 1
1.0 INTRODUCTION
1.1 Research topic: Entrepreneurship in Asian food
1.2 Research title: Benefits of Entrepreneurship in Asian Food
1.3 Background of the study
Asian food is Asian cuisine that includes several major regional cuisines: Central Asian, East
Asian, North Asian, South Asian, Southeast Asian and West Asian. A cuisine is a characteristics
style of cooking practices and traditions, usually associated a specific culture. Asia, being the
largest and most populous continent, is home to many cultures, many of which have their own
characteristic cuisine. Ingredients common to many cultures in the East and Southeast regions of
the continent include rice, ginger, garlic, sesame seeds, chilies, dried onions, soy, and tofu.
Asian food also known as a healthy food. Food – the remedy to all illnesses. Chances are, you would
have heard those words when you were feeling under the weather. One of the unique things about the
Asian culture is that the approach to food and eating is to create wellness.
Whether Indian, Malay or Chinese, some parts of Asian cuisine are renowned for its nutritious
and balanced properties.
In fact, researchers at the International Food Policy Research Institute also believe that the Asian
plant-based diet– locally grown staple grains like rice, starchy roots such as potatoes, legumes,
beans and other vegetables and fruits provide the protection against many chronic diseases.
1
1.4 Statement of the problem
Firstly, the most focusing problem statement of this research is how to keep healthy with Asian
food because as we all know one of the unique things about Asian culture is that the approach to
food and eating is to create wellness. Whether Indian, Malay or Chinese, some parts of Asian
cuisine are renowned for its nutritious and balanced properties. The Asian plant-based diet locally
grown staple grains like rice, starchy roots such as potatoes, legumes, beans and other vegetables
and fruits provide protection against many chronic diseases.
Next, traditional Japanese food includes seafood, vegetables, and noodle-based dishes. These are
often nutritious and healthy choices. And to make the meal more healthy, it is acceptable in a
Japanese restaurant to ask for the food to be cooked in wine or broth instead of oil. For example,
Miso soup is an excellent choice as an appetizer. Miso is made from soybeans, making it a good
protein source. It is naturally low in fat and highly flavorful. Su-udon (noodle soup) is also a
good choice. Other healthy Asian food choices include edamame, cucumber salad, and mixed
veggies.
Lastly, traditional Chinese food includes Broth-based soup is a great low-calorie appetizer and
will help keep appetite in control. Egg drop, wonton or hot and sour soups are ideal alternatives
to fried egg rolls or spare ribs. When choosing the main meal, look for entrees that are steamed,
roasted or broiled. Stir-fried and steamed dishes are ideal as well. Stir-fried dishes are cooked in
only a small amount of oil and are usually full of healthy vegetables. Steamed dishes are prepared
with water so they are naturally lower in fat and calories.
2
1.5 Research Question
There are several questions to help in examine this research. The research question are; -
1) What are the benefits that have in Asian food?
2) How come Asian food benefit can bring people healthy?
3) To what extend the consumer know about the nutrient of Asian food?
1.6 Research Objectives
The primary objectives of this study is to know how to stay healthy with Asian food. As we
know we have a lot of Asian country across the world like Korea, Japan, Indonesia, Thailand and
many more. Different country has their own uniqueness in their food. Some of Asian food have
really healthy ingredients that will change our lifestyle and eating habit. Thus, there are other
objectives to this study: -
a) To identify what makes Asian food healthy
b) To determine the influence of Asian food to a healthy lifestyle
c) To explain the nutrient in Asian food
1.7 Significant Study
The study could help entrepreneur to improve in the industry as they know the problem arise and
the objectives for entrepreneurship of Asian food. Since, as we all know an interesting aspect
concerning Asian culture is that the way to deal with food and eating is to create wellness.
3
1.8 Research time-line
RESEARCH DEVELOPMENT PROGRESS
CHAPTER Week Week Week Week Week Wee Week Week Week Week Week Wee Week Week
1 2 3 4 5 k6 7 8 9 10 11 k 12 13 14
Chapter 1
RESEARCH
METHODO-
LOGY
Chapter 2
RESEARCH
METHOD
Chapter 3
Chapter 4
Chapter 5
Chapter 6
4
1.9 BUSINESS BUDGET
Equipment
Software Installation (SPSS) RM 50
Material and Supplies
Paper Size A4 (Double A: 80grms) x 2 units RM 30
Paper Size A4 (Ikip: 70grms) x 2 RM 20
Ink Cartridge (Black) RM 30
Ink Cartridge (Colour) RM 60
Communication (mobile phone bill) RM 150
Stationary RM 15
Travel
Local Transportation including oil consumption) RM 100
Services
Photostat (journal and articles) RM 20
Photostat (Questionnaire form) RM 20
Others RM 50
Miscellaneous/Indirect Costs RM 100
Grand Total RM 645
1.10 Scope of the study

The scope area of the study is to focus on Malaysia. This is because Asian food can affect into
individual, and if not prevent it can be affects to whole country. Asian food can give big impact
to many sectors such as economy, human and environmental. Based on our study, we choose to
focus on the benefits of Asian food.
5
1.11 Cost of the project
This section estimates the budget required to conduct this study. The aim is to identify the total
cost incurred in order to undertake this study. Estimates need to be as accurate as possible to
cover the expenses in the project.
The software that we used is SPSS. And the server is Wifi, personal laptop and also windows.
6
CHAPTER 2 – LITERATURE REVIEW
2.0 Introduction
Literature review is about the overview of the topic and the variables that have in the journal that
we have choose. Summary the topic and explain what it is about.
2.1 THE DIFFERENCE BETWEEN ASIAN FOOD AND WESTERN FOOD
As we all know, Asian food and Western food giving different impact towards the culture,
economy and the people. There are big difference in culture between the West and Asia. In the
western country, you might expect your fish and chips to have salt and vinegar. Although in
Asian countries, you can see that sushi typically comes with soya sauce, sliced ginger, and
wasabi. It is impossible to talk about a single Asian culture and western culture considering how
many countries there are in Asia such as China, Vietnam, India, Laos, Korea, Cambodia and
Europe United Kingdom, France, Spain, and United State. The reason why that these two cultures
has their own taste of food is because of they have their own history of making food. Besides
that, the food itself is based on the geographical of the country which some country are warmer
and some country are colder. Moreover, different country has their own different taste of food.
For instance, Asian country are more interest to the aroma and the taste of the food rather than
Western which more focusing on the nutrient.
Furthermore, beside of their uniqueness of taste and geographical places, the cooking
method the food is also that makes the food different between these two cultures. The cooking
methods used in western countries are primarily frying, baking, roasting and boiling. And in the
category of vegetables, western people make salads, without cooking vegetables. Essentially,
sunflower oil, olive oil and butter are commonly used for frying in most western countries. But
there are even more cooking methods in Asian countries than in western countries, and more
methods like stir-frying, fast frying, steaming, stewing and marinade are used for Chinese dishes.
However, oven is not the most popular method to use in Asian cultures. Speaking of vegetables,
Asian countries rarely eat raw vegetables, fry or stew vegetables with soya sauce, ginger, garlic,
and occasionally chilies. And the cooking oil, animal oil and peanut oil are more popular.
7
Moreover, there many things that makes Asian food culture and Western food culture are
so different. Beside of the ingredient, cooking method and more the table setup also play an
important to these cultures. As has been said, communal eating is a typical aspect of Chinese
eating. For traditional Chinese food, the round table is more favourable, particularly the lazy
Susan, since Chinese people used to share food together. In addition, round tables would make it
more comfortable for all to chat with each other. Although square tables are also prevalent among
Chinese families, round tables would certainly be the first option for a family meal, because
roundness symbolises unity in traditional Chinese culture. Tables in western countries are
typically square tables, as westerners prefer individual dishes and tend to have small
conversations with people next to them. This indicates that the use of tables is strongly affected
by the cultural differences between collectivism in Asian and individualism in the western.
8
2.2 FOOD CULTURE
Firstly, Acculturation of Halal Food to Chinese Food Culture through the Ancient Silk
Road and Hui Minority Nationality discussing about Halal food as the kind of food that does not
contain any constituent of food that Muslims are not permitted to consume as prescribed by the
Quran and further clarified by the Sunni traditions known as the Hadith that is relied upon
together with the Quran to explicate how Muslims should comply with these dietary regulations
and put them into practice on a regular basis.
Next, Food culture in china from social political perspectives discussing about the ancient
Chinese society with the state political power as the centre, people’s diet activities and eating
behaviours were controlled or influenced by political ideology, and they tended to break away
from the material joy of the diet itself and transform into non-diet social functions. Furthermore,
Food, eating behaviour, and culture in Chinese society discussing about humans need to obtain
nutrients from foods in order to survive and be healthy. The requirements of energy and nutrients
are different due to differences in race, age, sex, and physical activity level. People living in
different places take nutrients from different kinds of food; therefore, nutrition is a cultural
biological process rather than a simple physiological and biochemical process.
Lastly, Healthy food traditions of Asia: exploratory case studies from Indonesia,
Thailand, Malaysia, and Nepal discussing about Asia represents rich traditional dietary diversity.
The rapid diet transition in the region is leading to a high prevalence of non-communicable
diseases. The aim of this exploratory study was to document traditional foods and beverages and
associated traditional knowledge that have potential positive health impacts, from selected
countries in the region. The study also focused on identifying their importance in the prevention
and management of lifestyle-related diseases and nutritional deficiencies as well as for the
improvement of the overall health and wellbeing.
9
2.3 FOOD INGREDIENTS IN ASIAN FOOD
A well-known aspect in Asian culture is food, especially when different Asian country have
their own uniqueness in their food. Contributing to the taste of the food is the ingredients itself.
Asian cuisine used a different ingredient compared to Western cuisine. Foods synonym with the
remedy to all illnesses. Chances are, if you were feeling under the weather, you'd hear those
words. One of the interesting aspects about Asian culture is that food and eating is about creating
wellness.
Rich in fibre, vitamins, minerals and antioxidants, Asian diets are often low in saturated and
total fat. This combination is believed by many health professionals to protect against many
chronic diseases such as heart disease and cancer. Asian diets are relatively poor in meat and
dairy foods. The most popular ingredients are Asian food are herbs and spices. Herbs and spices
do not only give dishes a richer flavour and taste, it also known to treat common health problems
and encourage better general health. Besides herbs and spices, Asian food often used soy sauce in
their cooking. Soy sauce is used either directly as a seasoning or as a cooking ingredient, and its
popularity has moved from Asia worldwide. We can say that soy sauce is one of Asian cuisine's
key ingredients.
However, there are many distinctive characteristics of Asian food and some of them overlap
between distinct nations and regions. Religions also influences the type of food consumed in each
country. But when various cultures come together, new cuisine is invented. This will contribute a
good invention to food industry and to the economy.
10
2.4 MARKETING
Firstly, the journal tittle is Food Consumption and Marketing: Turning Toward Asia. This
journal discusses about to identify a need to incorporate Asian perspectives in theories of food
consumption and marketing. Accordingly, this special issue focuses on food consumption and
representation in the context of Asian consumers, markets and cultures. In this endeavor, the
researcher aims to shed light on how Asian ways of eating are embedded within Asian ways of
being. It is of particular interest to explore how the meanings and practices of food consumption
and marketing are related to region-specific ideologies as well as socio-historical dynamics
within Asian nations. Second journal tittle is Strategies for Improving the Competitiveness of
Korean Seafood Companies in The Overseas Halal Food Market. This journal purpose aims to
investigate the current and future status of overseas halal food marketing and develops strategies
for improving the competitiveness of Korean seafood companies in the global halal food market.
In this journal, they discussed ways in which to globalize and expand kosher and halal products
in emerging religious markets such as Denmark and the UK. The challenges faced by kosher and
halal consumers and possible solutions to overcome these issues were also elaborated.
Third journal tittle is Household Food Providers’ attitude to the Regulation of Food
Marketing and Government Promotion of Healthy Foods in Five Countries in The Asia Pacific
Region. This journal purpose is to understand middles class household food providers’ attitude to
the regulation of food marketing and the promotion of healthy food practices. In previous papers,
the researcher has reported findings from the Families and Food survey which was conducted
among middle class household food providers in five urban areas in the Asia Pacific region which
is Indonesia, Melbourne, Singapore, Shanghai and Vietnam in early 2014. The respondents were
divided in their trust of industry sources of nutrition information which was associated with their
use of convenience food outlets and evaluations of the healthiness of popular beverages. In this
paper, the researcher examines their support for the regulation of food marketing and for
government promotion of healthy food consumption.
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Lastly, the tittle of journal is Consumer Behavior, Perception and Planning Towards
Halal Marketing. This paper is a general review of the perception of Asian consumers on Islamic
finance and Halal sectors in the global Halal economy. In this journal tell that Halal industry
created a new lifestyle in which consumers are now more aware of their consumption,
particularly knowledgeable in terms of the ingredients and mechanism of the products that they
use and consume, and celebrating value-added products that have good qualities. Halal products
and services have met all the demands of physical and spiritual values that bring peace and
security to consumers. The Halal industry basically comprises three main sectors which is food,
non-food and services. The food sector is inclusive of all types of food, for example processed
food, canned food, meat, meat-based products and abattoirs. Products like cosmetics, personal
care products, pharmaceuticals and leather products are considered as part of the non-food sector.
Meanwhile, the services sector covers banking, capital market, tourism, hospitality, logistic and
marketing.
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2.5 BENEFITS OF ASIAN FOOD
Several major regional cuisines include Asian cuisine: Central Asian, East Asian, North
Asian, South Asian, Southeast Asian, and West Asian. A cuisine is an unique type of cooking
practices and traditions, typically connected to a particular culture. Asia, home to many cultures,
many of which have their own distinctive cuisine, is the largest and most populated continent. An
significant part of a healthy lifestyle is a well-balanced diet. Agriculture, the climate, the
availability of certain foods and cultural differences all over the world affect what people eat. The
Food Guide Pyramid has been created by the United States to demonstrate balanced eating habits
for individuals over two years of age. There may be distinct ways of eating in other parts of the
world, but they may be just as good.
Since many chronic illnesses, such as heart disease, diabetes and some cancers, are not as
prevalent in Asia as in the United States and other western nations, the conventional Asian diet
receives a lot of attention. The Asian plant-based diet, researchers say, offers protection against
many chronic diseases. It is also thought that the diet leads to the long-life spans that are
generally seen in Asia. As we know, Asian food is well healthy than western food. It because the
conventional Asian diet contains all of the essential nutrients required by most adults if ingested
in sufficient quantities. The Asian diet is also low in saturated and total fat, and high in fiber,
vitamins, minerals, and antioxidants. Many health practitioners agree that it is this mixture that
protects against many chronic diseases such as heart disease and cancer.
Last but not least, relatively poor in meat and dairy foods is the Asian diet. Certain
vegetables, such as dark leafy greens, also provide iron. Soy products, nuts, beans, and green
leafy vegetables are used to obtain calcium. For the normal healthy adult, the nutritional concepts
of the Asian diet are supposed to be. In order to assess their appropriate dietary requirements,
persons with special nutritional needs, such as infants, pregnant women, or those with certain
medical conditions, should consult a physician or registered dietitian.
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2.6 HEALTHY NUTRITION IN ASIAN FOOD
A well-balanced diet is an important part of a healthy lifestyle. Throughout the world

agriculture, climate, availability of certain foods, and cultural differences influence what people
eat. Whether Indian, Malay or Chinese, some parts of Asian cuisine are renowned for its
nutritious and balanced properties. The traditional Asian diet receives a lot of attention because
many of the chronic diseases, such as heart disease, diabetes, and certain cancers, are not as
common in Asia as in the United States and other western nations. Many researchers believe that
the Asian plant-based diet provides protection against many chronic diseases. The diet is also
believed to contribute to the long-life spans commonly seen in Asia. There are plenty of options
for healthy Asian food when meals are served authentically. Traditional Chinese, Japanese, Thai,
Korean, Vietnamese, Indonesia and Indian cuisines can be quite nutritious, and compatible with a
weight-loss diet. In fact, there are a research that say spices has many beneficial effects in food
preservation and safety. According to Gottardi D., Bukvicki D., Prasad S. & Tyagi A. K., “Spices
can affect both food preservation and safety due to the antimicrobial and antifungal activity of
their natural constituents. However, the need of high amounts of natural compounds represent the
main limitation for effective performance against microorganisms.” The combinations of spices
or their pure natural compounds, applied with or without additional technologies, represent a
promising alternative to avoid this problem. Synergistic effects can lead to a reduction of both
natural compounds used and treatment applied.
After that, attitudes and beliefs regarding food are known to influence dietary behaviours
and may reflect cultural traditions. Therefore, understanding the food culture in the population is
important to inform culturally relevant and acceptable public health interventions. According to
harlie G.Y. Lima, Rob M. van Dam, beliefs is about the importance of considering hot-cold
balance for food choice were common among all three Asian ethnic groups and most prominent
among the Chinese ethnic group (56.3% Malay, 64.5% Indian and 72.4% Chinese). The majority
of participants (73.8%) often consider the effects of diet on health, but also value eating pleasure
greatly (84.9%). Older age was associated with a shift in attitudes from valuing eating pleasure
14
towards health. Valuing the importance of food for health was associated with a wide range of
healthy eating intentions, whereas highly valuing eating pleasure was associated with a lower
intention to reduce salt intake. However, Indonesia is an example of nation that are lacking of
health awareness among common people because they have high population and low-level
income. So, we can introduce LAB to them to use in their daily food. LAB is a lactic acid
bacterium that has hypocholesterolaemia effects, when it stimulates it will increase your immune
system and can prevent from diarrhoea. Based on research by Nuraida L., shows that many LAB
isolates tolerate bile salt and low pH environment and possess antagonistic activity against
foodborne pathogens. The research results suggest that the LAB in Indonesian fermented food
have adapted to environments that resemble the gastrointestinal track. It has been suggested that
adaptation involves the human food cycle, from soil to raw materials, to fermented product, to
human intestine, to feces and then to soil again. With this, it has a potential to be probiotics and
can increase our body immunization system.
Last but not least, Ultra-processed foods are defined as industrial formulations made
entirely or mostly from substances extracted from foods, derived from food constituents or
synthesised in laboratories from food substrates or other organic sources. It was designed for
consumption anywhere at any time and marketed as ready to eat or ready to heat ‘convenience
foods’ for time-pressured consumers. According to Baker P., & Frie S., food systems encompass
the pathways by which food travels from farm to fork. The supply-side sectors of the food system
influence the availability, accessibility, affordability and desirability of foods consumed. Ultra-
processed food sales have increased rapidly in most middle-income countries. Carbonated soft
drinks was the leading product category, in which Coca-Cola and PepsiCo had a regional
oligopoly. Supermarkets, hypermarkets and convenience stores were becoming increasingly
dominant as distribution channels for packaged foods throughout the region. Market
concentration was increasing in the grocery retail sector in all countries. Food service sales are
increasing in all countries led by McDonalds and Yum! Brands. However, in all three sectors
TFBCs face strong competition from Asian firms.
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2.7 Hypothesis
Null Hypothesis
.
 Understanding the regulation of food marketing and factor of healthy food does not give a
knowledge about importance of personal values and country of residence in influencing
food provider.
 Understanding the regulation of food marketing and factor of healthy food does give a
food provider.
 There is no relationship between understanding the regulation of food marketing and

factor of healthy food with the knowledge about the importance of personal values and
country of residence in influencing food provider.
Alternatives Hypothesis
 Understanding the regulations of food marketing and factor of healthy food does affect a
foo provider.
 Understanding the regulation of food marketing and factor of healthy food related to
food provider.
 There is relationship between understanding the regulation of food marketing and factor
of healthy food with the knowledge about importance of personal values and country of
residence in influencing food provider.
16
CHAPTER 3
METHODOLOGY
3.0 INTRODUCTION
In this chapter, the methodology is about the research design, research framework, about the
population of the research, about the data analysis, data collection that we have to collect in the
questionnaire that we have gave people to do. Research methodology is the particular procedures
or techniques used to define, collect, process, and evaluate information about a topic. In a
research paper, the methodology section helps the reader to objectively assess a study's overall
validity and reliability. In this study, a quantitative method of sampling is used to obtain data by
doing an online survey. This research also uses primary data from respondents aged 18 years old
to 60 years old because it helps to develop knowledge, skills, and analytical abilities. After
getting all the required data that have been measured using Multiple Choice Question and Five
Point Likert Scale, this study will be analyze by the researcher.
3.1 RESEARCH DESIGN

This research paper uses quantitative method of sampling as there was an online survey
conducted. The quantitative approach helps you to obtain a higher sample size. If you have the
opportunity to research a wider sample size for any theory, it is easier to draw an accurate
generalized conclusion. The additional data that you obtain from this work gives the result greater
legitimacy because the statistical analysis is more in-depth.
When using quantitative analysis, researcher can gain information quickly. Researchers gather
information for the quantitative research process in real-time environments so that statistical
analysis can take place almost instantly. Surveys can offer immediate answers that become
valuable from a data-centric approach. Quantitative research does not require the separation of
processes or the identification of variables to obtain results. That's why it's an easy process to
implement.
17
3.2 RESEACRH FRAMEWORK
 Independent Variable
Understanding the  Dependent Variable

regulation of food
marketing and factor of Giving a knowledge
healthy food. about importance of
personal values and
country of residence in
influencing food
provider.
 Moderating Variable
- Wider range of
personal value.
- Changes in
population.
- A variety of socio-
economic and cultural
backgrounds.
THEORETICAL FRAMEWORK
18
3 NULL & ALTERNATIVE HYPOTHESES
Null Hypothesis:
 Understanding the regulation of food marketing and factor of healthy food does not give a
food provider.
 Understanding the regulation of food marketing and factor of healthy food does give a
food provider.
 There is no relationship between understanding the regulation of food marketing and

factor of healthy food with the knowledge about the importance of personal values and
country of residence in influencing food provider.
Alternatives Hypothesis
 Understanding the regulations of food marketing and factor of healthy food does affect a
foo provider.
 Understanding the regulation of food marketing and factor of healthy food related to
food provider.
 There is relationship between understanding the regulation of food marketing and factor
of healthy food with the knowledge about importance of personal values and country of
residence in influencing food provider.
19
3.3 POPULATION AND SAMPLE
Population is a number of all the organisms of the same group or species who live in a particular
geographical area and are capable of interbreeding. This questionnaire was handed over
individually to the randomly selected respondents. The approaches used is through distribution of
questionnaire to the population of local communities which involved 100 respondents. The
respondents are from 18 years old to 60 years old. It would normally be impractical to study the
entire population, for example by conducting a questionnaire survey. Sampling is a method that
allows researchers to infer information about a population based on the results of a subset of the
population without having to investigate each individual.
The type of sampling design used is the simple random sampling. This is the easiest sampling to
understand. Random sampling is a component of the sampling method in which each sample has
the same probability of being picked. A randomly selected sample is intended to be an unbiased
sample of the total population. An unbiased random sample is important for drawing conclusions.
20
3.4 DATA COLLECTION TECHNIQUE
This research uses primary sources because it is inexpensive, fairly dependable data, subtle
responses and good for exploratory data. The data will be collected using survey method by the
researchers. The survey will be conducted among Malaysian aged 18 years old to 60 years old.
The questionnaire will be distributed via Google Form and the questionnaire consists of 34
questions. Among these questions, the first four questions will be used to measure the signified
control variables, namely gender, age, profession and races. While, the next 30 questions are used
to measure independent and dependant variables.
The questionnaire contains 6 section, for example healthy nutrition of Asian food that focused on
the nutrition in Asian food. The second section is food ingredients in Asian Food that emphasize
on ingredients that mostly used in Asian cuisine. The third section is Asian food culture that
highlight Asian food culture among Asian country. The next section is the differences between
Asian food and Western food that will prove people interest in Asian food or Western food.The
benefits of Asian food is the fifth section in the questionnaire that will explain about the
advantages of Asian food. The last section is marketing in Asian food that show people
preferences in marketing for Asian food. All the section was really important to gain knowledge
and information for the research.
21
3.5 DATA ANALYSIS TECHNIQUE
The data analysis that will be used in this paper is SPSS analysis. SPSS is a revolutionary tool
primarily used by researcher to help them process important data in simple steps. Data processing
is a complex and time-consuming system, but with the assistance of some techniques, these
programs can easily handle and operate information. The response option for some of the items
ranges from 1 = highly disagree to 5 = highly agreed. Five-point Likert scale (with 1 = highly
disagreed, 2 = disagreed, 3 = neutral, 4 = agreed, 5 = highly agreed). Some of the items being
measured uses Multiple Choice Questions so that the researchers know the respondent’s opinions.
From the survey, the researchers analyze 43% of respondents agreed that the Asian food have a
healthy nutrition. Then, another 40% of respondents agreed that the most ingredients used in
Asian cuisine are chili and soy sauce. Besides that, respondents agreed that Asian food is the best
food in the world with 91%. Furthermore, Asian food has the potential to expend worldwide with
61% according to the survey. In addition, respondents gave their opinion with 45% that Asian
food is healthier than Western food due to high fiber. Lastly,100% of respondents totally agreed
that marketing are really important for entrepreneur. With data analysis technique, the results
gain will more precise and accurate.
22
23
CHAPTER 4
DATA & ANALYSIS
4.0 Introduction of the Results and Findings.
This chapter present on the results of the data analysis based on the structured questionnaire
answer. The first section presents the demographic profiles of the respondents which they have
been asked on their personal information. It gathers the information of age, gender, race and
occupation of the respondents. The second section describes the discussion and findings of the
result found on questionnaire. The result have been categorize which includes problem statement,
research question, research objectives, variables and hypothesis. The last section in this chapter is
a summary of the result and findings found in this study.
4.1 Demographic Profiles
The first results show the descriptive analysis and frequency on the age of the respondent.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation Variance
Age 100 1.00 3.00 1.3600 .68931 .475
Valid N (listwise) 100
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18 - 30
Table 4.1.1
76 76.0 76.0 76.0
31 - 45 12 12.0 12.0 88.0
46 - 60 12 12.0 12.0 100.0
Total 100 100.0 100.0
24
Graph 4.1.1
The majority of the respondents in this study is 18 to 30 years old shows that 76 out of 100
respondents. Next, there are 12 out of 100 respondents that are 31 to 45 years old and 12 out of
100 respondents that are 46 to 60 years old.
25
Gender 100 1.00 2.00 1.2100 .40936 .168
Gender
Cumulative
Valid Female 79 79.0 79.0 79.0
Male 21 21.0 21.0 100.0
Total 100 100.0 100.0
Table 4.1.2
Graph 4.1.2
Based on the table above, most of the respondents is female. 21 out of 100 are male respondents.
26
Race 100 1.00 3.00 1.0400 .24288 .059
Race
Cumulative
Valid Malay 97 97.0 97.0 97.0
Chinese 2 2.0 2.0 99.0
Indian 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.3
Graph 4.1.3
Based on the table above, majority respondents are Malay that is 97 out of 100. 2 out of 100 are
Indian and Chinese.
27
Occupation 100 1.00 5.00 1.9400 1.00323 1.006
Occupation
Cumulative
Valid Unemployed 40 40.0 40.0 40.0
Employed 37 37.0 37.0 77.0
Students 23 23.0 23.0 100.0
Total 100 100.0 100.0
Table 4.1.4
Graph 4.1.4
The result has shown that 40 out of 100 respondents are unemployed. 37 out of 100 are
employed and last but not least, 23 out of 100 are students.
28
4.2 Healthy Nutrition of Asian food
Do you eat Asian Food 100 1.00 2.00 1.0100 .10000 .010
Do you eat Asian food?

Cumulative
Valid Yes 99 99.0 99.0 99.0
No 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.5
Graph 4.1.5
Based on the table above, it is show that majority respondents said yes about eat the Asian
food. Only 1 out 100 said no.
29
Do you like Asian Food 100 1.00 3.00 2.0000 .14213 .020
Do you Like Asian food?

Cumulative
Valid Yes 98 98.0 98.0 98.0
No 1 1.0 1.0 99.0
Both 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.6
Graph 4.1.6
Based on the table above, majority of the respondents said yes that they like Asian food.
30
Do you prefer homemade 100 1.00 5.00 4.1100 1.07210 1.149
cook or buy at restaurant
Table 4.1.7
Do you prefer homemade cook or buy at restaurant
Cumulative
Valid Homemade and Restaurant 2 2.0 2.0 2.0
Homemade and Both of the 1 1.0 1.0 3.0

above
Homemade 37 37.0 37.0 40.0
Restaurant 4 4.0 4.0 44.0
Both of the above 56 56.0 56.0 100.0
Total 100 100.0 100.0
Graph 4.1.7
From the results above, it shows that 56% of respondents prefer both homemade and buy at the
restaurant. With 37% of respondents like to eat at home while only 4% of respondents like to buy
at the restaurant. Most of the respondents likely do not any preference whether to eat at home or
restaurants.
31
Do you agree Asian Foods 100 1.00 5.00 1.8600 .91032 .829
have many healthy nutrition
according to their own
cooking style
Do you agree Asian Foods have many healthy nutrition according to their own cooking
style
Frequency Percent Valid Percent Cumulative Percent

Valid 1 43 43.0 43.0 43.0
2 33 33.0 33.0 76.0
3 20 20.0 20.0 96.0
4 3 3.0 3.0 99.0
5 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.8
Graph 4.1.8
43% of respondents agree that Asian Foods have many healthy nutrition according to their own
cooking style. The second highest with 33% strongly agree that Asian food have many nutrition.
Only 1% of respondent strongly disagree to the question.
32
Do you agree spices have 100 1.00 4.00 1.8000 .82878 .687
many beneficial effect
toward food preservation
and safety
Do you agree spices have many beneficial effects toward food preservation and
safety

Valid 1 45 45.0 45.0 45.0
2 31 31.0 31.0 76.0
3 23 23.0 23.0 99.0
4 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.9
Graph 4.1.9
The figure stated that 45% of respondents agree that spices have many beneficial affect toward
food preservation and safety. Whereas only 1% do not agree with spices have many beneficial
affect. This shows that many people know about spices effect to food preservation and safety.
33
4.3 Food ingredients in Asian food
Do you believe that 100 1.00 4.00 1.8500 .86894 .755
ingredients in Asian Food
can give you positive health
impact
Do you believe that ingredients in Asian Food can give you positive health impact

Valid 1 43 43.0 43.0 43.0
2 32 32.0 32.0 75.0
3 22 22.0 22.0 97.0
4 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 4.1.10
Graph 4.1.10
Most of the respondents which is 43% believe that ingredients in Asian Food can give
positive health impact. On the other hand, 3% of respondents does not agree that Asian Food
can give a positive health impact. We can said that people know Asian Food is healthy.
34
Does the taste,freshness 100 1.00 3.00 1.5700 .67052 .450
and purity affects when you
want to purchase an Asian
Food
Does the taste, freshness and purity affects when you want to purchase an Asian Food
Valid 1 53 53.0 53.0 53.0
2 37 37.0 37.0 90.0
3 10 10.0 10.0 100.0
Total 100 100.0 100.0
table 4.1.11
Graph 4.1.11
Majority of the respondents strongly agreed that the taste, freshness and purity does affects
when purchasing an Asian Food. Half of the respondents with 53% stated that they look for
those criteria like the taste, freshness and purity before purchasing an Asian Food.
35
Do you agree that the most 100 1.00 5.00 1.9700 .97913 .959
ingredients used in Asian
cuisine are chili and soy
sauce
Do you agree that the most ingredients used in Asian cuisine are chili and soy sauce

Valid 1 40 40.0 40.0 40.0
2 30 30.0 30.0 70.0
3 25 25.0 25.0 95.0
4 3 3.0 3.0 98.0
5 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table 4.1.12
Graph 4.1.12
Chili and soy sauce are the most ingredients used in Asian cuisine with 40% of respondents.
They agreed that chili and soy sauce often used in Asian cuisine. It is because some of Asian
food ingredients can give a positive health impact.
36
Chili as part of the human 100 1.00 4.00 1.8200 .89194 .796
diet as spice, condiments,
vegetables and red chilies
are great source of Vitamin
C and mineral
Chili as part of the human diet as spice, condiments,

vegetables and red chilies are great source of Vitamin C and
mineral
Cumulative
Valid 1.00 47 47.0 47.0 47.0
2.00 27 27.0 27.0 74.0
3.00 23 23.0 23.0 97.0
4.00 3 3.0 3.0 100.0
Total 100 100.0 100.0
table 4.1.13
graph 4.1.13
Based on the table above, 47 out of 100 respondents rate 4, 27 out of 100 respondents rate 5,
23 out of 100 respondents rate 3 and 3 out 100 respondents rate 2.
37
Soy sauce is the most 100 1.00 4.00 1.7900 .83236 .693
popular seasoning in East
and Southeast Asian cuisine
and still gaining significant
popularity in Western
countries
Soy sauce is the most popular seasoning in East and

Southeast Asian cuisine and still gaining significant
popularity in Western countries
Cumulative
Valid 1.00 45 45.0 45.0 45.0
2.00 33 33.0 33.0 78.0
3.00 20 20.0 20.0 98.0
4.00 2 2.0 2.0 100.0
Total 100 100.0 100.0
Table 4.1.14
Graph 4.1.14
Based on the table, soy sauce is the most popular seasoning in East and Southeast Asian
cuisine and still gaining significant popularity in western countries. 45 out of 100 respondents
rate 4, 33 out of 100 respondents rate 5, 20 out of 100 respondents rate 3 and 2 out of 100
respondents rate 2.
38
4.4 Asian food culture
Do you agree the Asian food 100 1.00 5.00 1.1500 .57516 .331
is the best food in the world
Do you agree the Asian food is the best food in the world
Cumulative
Valid 1.00 91 91.0 91.0 91.0
2.00 6 6.0 6.0 97.0
3.00 1 1.0 1.0 98.0
4.00 1 1.0 1.0 99.0
5.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.15
Graph 4.1.15
Based on the table , majority of the respondents , 91 out of 100 said yes towards the Asian
food is the best food in the world.
39
What is the most culture food 100 1.00 7.00 1.4600 1.08637 1.180
in Asian do you prefer
What is the most culture food in Asian do you prefer

Cumulative
Valid 1.00 78 78.0 78.0 78.0
2.00 10 10.0 10.0 88.0
3.00 6 6.0 6.0 94.0
4.00 3 3.0 3.0 97.0
5.00 1 1.0 1.0 98.0
6.00 1 1.0 1.0 99.0
7.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.16
Graph 4.1.16
Based on the table above, most culture food in Asian food that respondents prefer is 78 out of
100 choose Malay food. 10 out of 100 respondents choose Chinese food and last but not least
choose other.
40
What is your favourite food in 100 1.00 6.00 1.8300 .99549 .991
Chinese food
What is your favourite food in Chinese food

Cumulative
Valid 1.00 47 47.0 47.0 47.0
2.00 31 31.0 31.0 78.0
3.00 17 17.0 17.0 95.0
4.00 3 3.0 3.0 98.0
5.00 1 1.0 1.0 99.0
6.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.17
Graph 4.1.17
Based on the table above, majority of the respondent choose chicken rice as their favourite
food in Chinese food. 31 out of 100 choose dim sum, 17 out of 100 choose curry me and the
rest choose others.
41
What is your favourite food in 100 1.00 17.00 3.2700 3.46951 12.037
Korean food
What is your favourite food in Korean food

Cumulative
Valid 1.00 33 33.0 33.0 33.0
2.00 28 28.0 28.0 61.0
3.00 12 12.0 12.0 73.0
4.00 12 12.0 12.0 85.0
5.00 2 2.0 2.0 87.0
6.00 2 2.0 2.0 89.0
7.00 1 1.0 1.0 90.0
8.00 1 1.0 1.0 91.0
9.00 1 1.0 1.0 92.0
10.00 1 1.0 1.0 93.0
11.00 1 1.0 1.0 94.0
12.00 1 1.0 1.0 95.0
13.00 1 1.0 1.0 96.0
14.00 1 1.0 1.0 97.0
15.00 1 1.0 1.0 98.0
16.00 1 1.0 1.0 99.0
17.00 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.18
42
Graph 4.1.18
Based on the table above, 33 out of 100 respondents choose tteokbokki as their favourite food
in Korean food. 28 out of 100 respondents choose kimbap , 12 out 100 respondents choose
jjajangmyoen and bibimbap.
43
What is your favourite food in 100 1.00 5.00 2.1000 1.24316 1.545
Malay food
What is your favourite food in Malay food

Cumulative
Valid Nasi Lemak 44 44.0 44.0 44.0
Nasi Kerabu 24 24.0 24.0 68.0
Rendang Tok 16 16.0 16.0 84.0
Nasi Dagang 10 10.0 10.0 94.0
Others: All above, 6 6.0 6.0 100.0
Daging Salai Masak
Lemak, Any Malay Food,
Nasi Goreng, Masak
lemak Cili Api
Total 100 100.0 100.0
table 4.1.19
graph 4.1.19
Based on table and chart, most of responses choose Nasi Lemak as their favourite Malay food
which has 44 responses over 100 responses. Next, the mean of this question is 2.1000. After
that, the standard deviation is 1.24316. Lastly, the variance is 1.545.
44
4.5 The differences between Asian food and western food
Do you think Asian food has 100 1.00 4.00 3.1200 .85611 .733
the nutrient more than the
Western food
Do you think Asian food has the nutrient more than the
Western food
Cumulative
Valid 1 2 2.0 2.0 2.0
2 25 25.0 25.0 27.0
3 32 32.0 32.0 59.0
4 41 41.0 41.0 100.0
Total 100 100.0 100.0
Table 4.1.20
Graph 4.1.20
Based on the table and chart, most of the response strongly agreed that Asian food has the
nutrient more than the Western food. Next, the mean of this question is 3.1200. In addition,
the standard deviation is 0.85611. Lastly, the variance is 0.733.
45
Do you agree, that Asian 100 1.00 4.00 3.2000 .85280 .727
food is more interesting than
Western food
Do you agree, that Asian food is more interesting than

Western food
Cumulative
Valid 1 3 3.0 3.0 3.0
2 19 19.0 19.0 22.0
3 33 33.0 33.0 55.0
4 45 45.0 45.0 100.0
Total 100 100.0 100.0
Table 4.1.21
Graph 4.1.21
Based on the table and chart, most of the responses strongly agreed that Asian food is more
interesting than Western food. Next, the mean of this question is 3.2000. Furthermore, the
standard deviation is 0.85280. Lastly, the variance is 0.727.
46
Do you agree, Asian food 100 3.00 5.00 4.2900 .74257 .551
has the better taste than
Western food
Do you agree, Asian food has the better taste than Western
food
Cumulative
Valid 3 17 17.0 17.0 17.0
4 37 37.0 37.0 54.0
5 46 46.0 46.0 100.0
Total 100 100.0 100.0
Table 4.1.22
Graph 4.1.22
Based on the table and chart, most of the responses has strongly agreed that Asian food has
the better taste than Western food. The mean of this question is 4.2900. Next, the standard
deviation is 0.74257. Lastly, the variance is 0.551.
47
In your opinion, do you think 100 3.00 5.00 4.5700 .57305 .328
that Asian food has the
potential to expend
worldwide
In your opinion, do you think that Asian food has the

potential to expend worldwide
Cumulative
Valid 3 4 4.0 4.0 4.0
4 35 35.0 35.0 39.0
5 61 61.0 61.0 100.0
Total 100 100.0 100.0
Table 4.1.23
Graph 4.1.23
Based on the table and chart, most of the responses has strongly agreed that Asian food has
the potential to expend worldwide. The mean of this question is 4.5700. After that, the
standard deviation is 0.57305. Lastly, the variance is 0.328.
48
In your opinion, do you think 100 1.00 5.00 4.5400 .67300 .453
that Asian food has the
ability to attract foreign
tourist
In your opinion, do you think that Asian food has the ability
to attract foreign tourist
Cumulative
Valid 1 1 1.0 1.0 1.0
3 4 4.0 4.0 5.0
4 34 34.0 34.0 39.0
5 61 61.0 61.0 100.0
Total 100 100.0 100.0
Table 4.1.24
Graph 4.1.24
Based on the table and chart, most of the responses strongly agreed that Asian food has the
ability to attract foreign tourist. The mean of this question is 4.5400. After that, the standard
deviation is 0.67300. Lastly, the variance is 0.453.
4.6 Asian food better than western food
49
What do you think about 100 1.00 6.00 1.8000 1.20605 1.455
Asian food
What do you think about Asian food

Cumulative
Valid Delicious 60 60.0 60.0 60.0
Cheap and affordable 18 18.0 18.0 78.0
Interesting 9 9.0 9.0 87.0
Healthy 9 9.0 9.0 96.0
All above 4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 4.1.25
Graph 4.1.25
Based on the table and chart above, 60 respondents said that Asian food is delicious, 18
respondents said cheap and affordable, 9 respondents said interesting, 9 respondents said
healthy and 4 respondents said all of above.
50
Do you think Asian food is 100 1.00 3.00 1.3400 .53598 .287
better than western
Do you think Asian food is better than western

Cumulative
Valid Yes 69 69.0 69.0 69.0
Maybe 28 28.0 28.0 97.0
No 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 4.1.26
Graph 4.1.26
Based on this table, we find that all of our respondents agreed said yes that Asian food is
better than western food.
In your opinion in which 100 1.00 9.00 1.7600 1.42219 2.023
country has the healthiest
Asian cuisine
51
In your opinion in which country has the healthiest Asian

cuisine
Cumulative
Valid Japan 59 59.0 59.0 59.0
Korean 27 27.0 27.0 86.0
Malaysia 10 10.0 10.0 96.0
Others 4 4.0 4.0 100.0
Total 100 100.0 100.0
Table 4.1.27
Graph 4.1.27
Based on this table, mostly respondents choose Japan as the healthiest country Asian cuisine
than other country that shows above.
Why Asian food is healthy 100 1.00 10.00 2.0900 1.67027 2.790
than western
52
Why Asian food is healthy than western
Cumulative
Valid High fiber 45 45.0 45.0 45.0
Protect against disease 34 34.0 34.0 79.0
Dairy foods 9 9.0 9.0 88.0
Oily 6 6.0 6.0 94.0
Others 6 6.0 6.0 100.0
Total 100 100.0 100.0
Table 4.1.28
Graph 4.1.28
Based on the table, we found out that 45 respondents choose high fiber, 34 respondents
choose protect against disease, 9 respondents choose dairy foods,9 respondents choose oily
and 6 respondents choose others.
Do you agreed if restaurant 100 1.00 4.00 1.8200 .86899 .755
make an innovation with their
food
53
Do you agreed if restaurant make an innovation with their
food
Cumulative
Valid 1 43 43.0 43.0 43.0
2 37 37.0 37.0 80.0
3 15 15.0 15.0 95.0
4 5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 4.1.29
Graph 4.1.29
Based on the table, we get 43 respondents rate 5 about the restaurant make an innovation with
their food, 37 respondents rate 4, 15 respondents rate 3 and 5 respondents rate 2 and 0
respondents rate 1.
4.7 Marketing in Asian food
Do you think marketing are 100 1.00 1.00 1.0000 .00000 .000
very important for
entrepreneur?
54
Do you think marketing are very important for entrepreneur?
Cumulative
Valid Yes 100 100.0 100.0 100.0
Table 4.1.30
Graph 4.1.30
Based on this table, we find that all our respondents agree with marketing part are very
important for the entrepreneur.
Mostly food industry will 100 1.00 4.00 1.0600 .37118 .138
market their products in?
55
Mostly food industry will market their products in?
Cumulative
Valid Social Media 97 97.0 97.0 97.0
Billboard 1 1.0 1.0 98.0
Newspaper 1 1.0 1.0 99.0
Others: All above 1 1.0 1.0 100.0
Total 100 100.0 100.0
Table 4.1.31
Graph 4.1.31
Based on this table, we find that 97 respondents choose social media as a platform to market
their products, 1 respondent choose billboard, 1 respondent choose newspaper and also 1
respondent choose others which is all above.
In food industry, what factor 100 1.00 4.00 2.4000 .73855 .545
that you think need to show
while doing advertisement?
56
In food industry, what factor that you think need to show while doing
advertisement?
Cumulative
Valid Logo of product 13 13.0 13.0 13.0
Ingredients 36 36.0 36.0 49.0
The products 49 49.0 49.0 98.0
Total 100 100.0 100.0
Table 4.1.32
Graph 4.1.32
Based on this table, we find that 13 respondents choose logo of product, 36 respondents
choose ingredients, 49 respondents choose the product and 2 respondents choose other which
is all above about the factor that need while do advertisement.
In your opinion, what is the 100 1.00 4.00 2.1400 .99514 .990
main component are very
costly while doing the
marketing?
57
In your opinion, what is the main component are very costly while doing the
marketing?
Cumulative
Valid Photography & Videography 41 41.0 41.0 41.0
session
Editing 6 6.0 6.0 47.0
Advertisement 51 51.0 51.0 98.0
Total 100 100.0 100.0
Table 4.1.33
Graph 4.1.33
Based on this table, we get 51 respondents agree advertisement components are very costly to
do marketing, 41 respondents choose photography and videography, 6 respondents choose
editing and 2 respondents choose other which is all above.
Do you agree marketing will 100 3.00 5.00 4.7400 .54346 .295
help entrepreneur to gain
customers?
58
Do you agree marketing will help entrepreneur to gain
customers?
Cumulative
Valid 3 5 5.0 5.0 5.0
4 16 16.0 16.0 21.0
5 79 79.0 79.0 100.0
Total 100 100.0 100.0
Table 4.1.34
Graph 4.1.34
Based on this table, we get 79 respondents’ rate 5 about marketing can help entrepreneur gain
customers, 16 respondents’ rate 4, 5 respondents’ rate 3 but 0 respondent rate 1 and 2.
CHAPTER 5
CONCLUSION AND RECOMMENDATION
5.0 Conclusion
The actual result of study on benefits of Asian food in the Malaysia in the following
conclusion.
The questionnaire demonstrates the benefits of the Asian food to the entrepreneur and to the
people in Malaysia. It is also demonstrating about how to stay healthy with Asian food.
59
Different countries have their own unique identity in their food. Some of the Asian foods
have really healthy ingredients that will change our lifestyle and food habits.
Healthy food is essential for the maintenance of nutrients in the body and for protection
against foreign bacteria and illness. It is also help us to reduce the risk of getting heart disease
to our body by maintaining the blood pressure.
Beside reducing the risk of heart disease and other illness, it is also could increase
entrepreneur’s profit sell due to well-known of dish and food to the world. Also, the culture
itself can deal on their own way to create wellness from the the aroma and smell. Asian food
has proven that it could bring not just the protein and nutrient that we need in our body but
also to increase sell and profit because it is very competitive when it comes to retail food.
The report of how effective Asian food to the people in Malaysia has been well documented.
Asian food has contributed as the remedy for all illnesses to the world. This is because one of
the unique things about Asian culture is that food and eating is about creating wellness. Some
parts of Asian cuisine, whether Indian, Malay or Chinese, are renowned for their nutritional
and balanced characteristics. But as for Muslims, not all food that they can eat because there
are rules that they have to obey in Islam. Some goes to the other religious which some food
they cannot eat.
Lastly, Asian cuisine also could bring up a relationship between the family and friends such
as Chinese New Year, Hari Raya, Deepavali and more. As their family and friends are
brought together, they celebrate by eating together with their own traditional food. Besides
celebrating on their culture and religious festival, these is an opportunity to the entrepreneur
to sell their traditional food and to gain profit.
Bringing the awareness to the people about the benefit of Asian food is important regarding
that it will bring the impact both to the society and entrepreneurship. The obtained result from
the research found out that Asian cuisine could bring a positive impact to the people and
create wellness among them.
60
5.1 Recommendation
Based on the research, in terms of marketing we recommend as entrepreneur, they

need to do more research about culture in some country such as Malaysia because as we all
know Malaysia country has many race and religions such as Malay, Chinese, Indian and
others. An entrepreneur needs to do a research because when they promote and sell their
food, they cannot touch on sensitive issues of race.
Next, in Malaysia country, we recommend an entrepreneur needs to make sure if they

want to sell a food from other culture such as Chinese and Indian, they need to make sure the
food is Halal, because based on the statistic citizen in Malaysia, most of them is a Muslim.
61
An entrepreneur must have a Halal certificate from JAKIM, so that they easy can get a trust
from Muslim people and that all Muslim in Malaysia can eat the food.
In addition, we recommend as entrepreneur of Asian food, they need to follow the

original recipes of the food because as entrepreneur we want every customer will feel the real
taste of the food and the culture. The real taste of the food can inspire people to know more
about the culture.
5.2 Limitation of the study
Each study has limitations. The study limitations can exist due to limitations on the
design or methodology of the research and these factors may have an impact on the results of
the study. In this research paper, the limitation arise is the limitation access to information.
Due to the Pandemic COvid-19 this year, all sector is affected and for this paper, the
researcher have to gain information through online platform which is via Goggle Form. The
online survey being a limitation as some respondents do not have good internet connection
that will make the process to collect the data much longer. However, the researcher succeeds
with continuous share the link in social media.
62
Other than that, there is a time limits to finish this study. The researcher has 14 weeks
to complete the research. The longer the time given to do the research, the more precise the
outcome. But, in those time constraints, the researcher able to collect data and gain a reliable
finding.
On the other hand, the conflicts of biased views and personal issues also will be
barrier to this study. It is because every respondent has their own interpretation towards the
questionnaire. This will lead to misinterpret the meaning of the question. Despite the issues
arise, the findings are positive and can help the paper.
5.3 Suggestion for the further study
In this study, we have concluded the research objectives for the study of benefits of
Asian food. We have learned much from the involvement of study partners in our study on
the issues about the benefits of Asian food that happened in urbanized area.
For the important of future study, we suggested for further study on perceived
attributes of foods. Food attributes has been regarded as an important factor in predicting
consumers’ perceptions in food choices decision complexity. According to Lewis (1983)
suggestion, food Attributes are referred as to the product features in a distinction as compared
to competitors’ products.
63
On the other hand, he has suggested distinctive and specific food attributes regarding
differentiated marketing strategies from other foods, involving various food attributes such as
taste, healthiness, social status and cost. Furthermore, health‐related factors and visual
differences were significant antecedents on satisfaction for the purchase of branded beef and
important characteristics or attributes can be classified.
Last but not least, in the hospitality and tourism industry, most of the attribute
research has mainly attempted to examine the effects of destination image in developing
marketing strategies.
5.4 Summary
The purpose of this research is to show the benefits of entrepreneurship in Asian food and
towards the people in Malaysia. It is a study that looked at the benefits of entrepreneurship in
Asian food and towards people in Malaysia and whether they are like it or not about eating
Asian food. The independent variables are about food culture that makes them unite to
become one nation. The dependent variable of the study is to unite a great nation to become
stronger among people in Malaysia. The moderating variable for this study is racism among
the nation could bring the unity.
64
This research is to study where to acknowledge people on what is the benefits of the
Asian food. It is also helping to show whether the people will aware about the benefits of
Asian food towards the people in Malaysia or the opposite is whether the society are not
aware about the benefits of Asian food among the people in Malaysia. Besides that, there will
also where people think about the effect of eating unhealthy food such as junk and fast food
could causing some illness to the body as we all know it will cause obesity, high blood
pressure which lead the awareness of the food that they eat frequently.
The major conclusion to this study is that the people’s awareness about the benefits of
entrepreneurship in Asian food to the society and the people in Malaysia. Also, they can be
more alert about the importance and the uniqueness of Asian food that contain protein,
nutrient and the influences at the food itself which not just benefits to our body but also to the
business
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67
APPENDIX A: Sample of questionnaire
ASIAN FOOD QUESTIONAIRE
A) Personal Information of Respondent

1. Age
o 18-30
o 31-45
o 46-60
2. Gender
o Male
68
o Female
3. Race
o Malay
o Indian
o Chinse
4. Occupation
o Employed
o Unemployed
o Other
o
B) Healthy nutrition of Asian food

5. Do you eat Asian food?
o Yes
o No
6. Do you like Asian food?
o Yes
o No
7. Do you prefer homemade cook or buy at restaurant?
69
o Homemade
o Restaurant
o Both
8. Do you agree Asian food have many healthy nutrition according to their own
cooking style?
o 1- strongly disagree
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
9. Do you agree spices have many beneficial effects toward food preservation and
safety?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
C) Food ingredients in Asian food

10. Do you believe that ingredients in Asian food can give you positive health
impact?
o 2- disagree
o 3- neutral
o 4- agree
70
o 5- strongly agree
11. Does the taste, freshness and purity effects when you want to purchase an
Asian food?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
12. Do you agree that the most ingredients used in Asian cuisine are chilli and soy
sauce?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
13. Chilli as part of the human diet as spice, condiments, vegetables and red
chillies are great source of vitamin C and mineral.
o 2- disagree
o 3- neutral
o 4- agree
71
o 5- strongly agree
14. Soy sauce is the most popular seasoning in East and Southeast Asian cuisine
and still gaining significant popularity in Western countries.
o 2- disagree
o 3- neutral
o 4- agree
o Strongly agree
D) Asian food culture

15. Do you agree the Asian food is the best food in the world?
o Yes
o No
16. What is the most culture food in Asian do you prefer?
72
Malay food
o Chinese food
o Indonesian food
o Korean food
o Other
17. What is you favourite food in Chinese food?
o Chicken rice
o Curry mee
o Pan mee
o Dim sum
o other
18. What is your favourite food in Korean food?
o Kimbap
o Bibimbap
o Jjajangmyeon
o Tteokbokki
o Other
19. What is your favourite food in Malay food?
o Nasi lemak
o Nasi kerabu
o Rendang tok
o Nasi dagang
o Other
E) The differences between Asian food and western food.

20. Do you think Asian food has the nutrient more than the western food?
73
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
21. Do you agree that Asian food is more interesting that western food?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
22. Do you agree Asian food has the better taste than western food?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
23. In your opinion, do you think Asian food has the potential to expend
worldwide?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
24. In your opinion, do you think Asian food has the ability to attract foreign
tourist?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
F) Asian food better than western food
74
25. What do you think about the Asian food?
o Delicious
o Interesting
o Cheap and affordable
o Healthy
o Other
26. Do you think Asian food is better than western food?
o Yes
o No
27. In your opinion, which country has the healthiest Asian cuisine?
o Japan
o Korean
o Other
28. Why Asian food is healthy than western?
o High fiber
o Protect against disease
o Dairy foods
o Oily
o Other
29. Do you agree if restaurant make an innovation with their food?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
75
G) Marketing in Asian food
30. Do you think marketing are very important for entrepreneur?
o Yes
o No
31. Mostly food industry will market their product in?
o Social media
o Billboard
o Newspaper
o Other
32. In food industry, what factor that you think need to show while doing
advertisement?
o Logo of products
o Ingredients
o The products
o Other
33. In your opinion, what is the main component are very costly while doing the
marketing?
o Photography and videography session
o Editing
o Advertisement
o Other
34. Do you agree marketing will help entrepreneur to gain customer?
o 2- disagree
o 3- neutral
o 4- agree
o 5- strongly agree
76
APPENDIX B: SAMPLE OF RESPONDENTS
A) Personal Information of Respondent
1. Age
 18-30
o 31-45
o 46-60
2. Gender
 Male
o Female
3. Race
 Malay
o Indian
o Chinse
4. Occupation
o Employed
o Unemployed
 Other
77
B) Healthy nutrition of Asian food
5. Do you eat Asian food?
 Yes
o No
6. Do you like Asian food?
 Yes
o No
7. Do you prefer homemade cook or buy at restaurant?
o Homemade
o Restaurant
 Both
8. Do you agree Asian food have many healthy nutrition according to their own cooking
style?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
9. Do you agree spices have many beneficial effects toward food preservation and
safety?
o 2- disagree
o 3- neutral
 4- agree
78
o 5- strongly agree
C) Food ingredients in Asian food
10. Do you believe that ingredients in Asian food can give you positive health impact?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
11. Does the taste, freshness and purity effects when you want to purchase an Asian food?
o strongly disagree
o disagree
o neutral
 4- agree
o 5- strongly agree
12. Do you agree that the most ingredients used in Asian cuisine are chilli and soy sauce?
o strongly disagree
o disagree
o neutral
 4- agree
o 5- strongly agree
13. Chilli as part of the human diet as spice, condiments, vegetables and red chillies are
great source of vitamin C and mineral.
o strongly disagree
o disagree
o neutral
 4- agree
79
o 5- strongly agree
14. Soy sauce is the most popular seasoning in East and Southeast Asian cuisine and still
gaining significant popularity in Western countries.
o strongly disagree
o disagree
o neutral
 4- agree
o 5-Strongly agree
D) Asian food culture
15. Do you agree the Asian food is the best food in the world?
 Yes
o No
16. What is the most culture food in Asian do you prefer?
 Malay food
o Chinese food
o Indonesian food
o Korean food
o Other
17. What is your favourite food in Chinese food?
o Chicken rice
o Curry mee
o Pan mee
80
 Dim sum
o other
18. What is your favourite food in Korean food?
 Kimbap
o Bibimbap
o Jjajangmyeon
o Tteokbokki
19. What is your favourite food in Malay food?
o Nasi lemak
o Nasi kerabu
 Rendang tok
o Nasi dagang
o Other
81
E) The differences between Asian food and western food.
20. Do you think Asian food has the nutrient more than the western food?
o 2- disagree
o 3-neutral
 4- agree
o 5- strongly agree
21. Do you agree that Asian food is more interesting that western food?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
22. Do you agree Asian food has the better taste than western food?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
23. In your opinion, do you think Asian food has the potential to expend worldwide?
82
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
24. In your opinion, do you think Asian food has the ability to attract foreign tourist?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
F) Asian food better than western food
25. What do you think about the Asian food?
 Delicious
o Interesting
o Cheap and affordable
o Healthy
o Other
26. Do you think Asian food is better than western food?
 Yes
o No
83
27. In your opinion, which country has the healthiest Asian cuisine?
 Japan
o Korean
o Other
28. Why Asian food is healthy than western?
 High fiber
o Protect against disease
o Dairy foods
o Oily
o Other
29. Do you agree if restaurant make an innovation with their food?
o 2- disagree
o 3- neutral
 4- agree
o 5- strongly agree
84
G) Marketing in Asian food
30. Do you think marketing are very important for entrepreneur?
 Yes
o No
31. Mostly food industry will market their product in?
 Social media
o Billboard
o Newspaper
o Other
32. In food industry, what factor that you think need to show while doing advertisement?
o Logo of products
o Ingredients
 The products
o Other
33. In your opinion, what is the main component are very costly while doing the
marketing?
o Photography and videography session
85
o Editing
 Advertisement
o Other
34. Do you agree marketing will help entrepreneur to gain customer?
o 2- disagree
o 3- neutral
o 4- agree
 5- strongly agree
86

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BUSINESS RESEARCH METHOD

‘AINAA NABILAH BINTI JASMIN 62212119087

SUBMISSION DATE: 31st DECEMBER 202O

CHAPTER 4: DATA ANALYSIS & FINDINGS

CHAPTER 5: CONCLUSION AND RECOMMENDATION

5.0 Conclusion 59-60

1) What are the benefits that have in Asian food?

2) How come Asian food benefit can bring people healthy?

1.6 Research Objectives

1.7 Significant Study

Software Installation (SPSS) RM 50

Material and Supplies

Paper Size A4 (Double A: 80grms) x 2 units RM 30

Paper Size A4 (Ikip: 70grms) x 2 RM 20

Ink Cartridge (Black) RM 30

Ink Cartridge (Colour) RM 60

Communication (mobile phone bill) RM 150

Local Transportation including oil consumption) RM 100

Photostat (journal and articles) RM 20

Photostat (Questionnaire form) RM 20

Miscellaneous/Indirect Costs RM 100

Grand Total RM 645

1.10 Scope of the study

A well-balanced diet is an important part of a healthy lifestyle. Throughout the world

 There is no relationship between understanding the regulation of food marketing and

3.1 RESEARCH DESIGN

Understanding the  Dependent Variable

 There is no relationship between understanding the regulation of food marketing and

DATA & ANALYSIS

4.0 Introduction of the Results and Findings.

4.1 Demographic Profiles

Do you eat Asian food?

Do you Like Asian food?

Valid N (listwise) 100

Do you prefer homemade cook or buy at restaurant

Valid Homemade and Restaurant 2 2.0 2.0 2.0

Homemade and Both of the 1 1.0 1.0 3.0

Homemade 37 37.0 37.0 40.0

Restaurant 4 4.0 4.0 44.0

Both of the above 56 56.0 56.0 100.0

Total 100 100.0 100.0

Frequency Percent Valid Percent Cumulative Percent

Frequency Percent Valid Percent Cumulative Percent

Frequency Percent Valid Percent Cumulative Percent

Frequency Percent Valid Percent Cumulative Percent

Valid 1 53 53.0 53.0 53.0

2 37 37.0 37.0 90.0

3 10 10.0 10.0 100.0

Total 100 100.0 100.0

N Minimum Maximum Mean Std. Deviation Variance

Valid N (listwise) 100

Frequency Percent Valid Percent Cumulative Percent

Chili as part of the human diet as spice, condiments,

Soy sauce is the most popular seasoning in East and

What is the most culture food in Asian do you prefer

What is your favourite food in Chinese food

What is your favourite food in Korean food

What is your favourite food in Malay food

Do you agree, that Asian food is more interesting than

In your opinion, do you think that Asian food has the

4.6 Asian food better than western food

What do you think about Asian food

Do you think Asian food is better than western