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Curry Cuisine: Perceptions Of Indian Restaurants In Malaysia

Author

Listed:
  • Bharath, Josiam
  • Sadiq, Sohail
  • Prema, Monteiro

Abstract

Malaysia is an Asian country with a multi-ethnic population that includes native Malays, and people of Chinese and Indian ethnicity. Malaysia has identified tourism as a priority sector and is aggressively promoting the country. Consequently, restaurants in Malaysia operate with an increasingly more ethnically diverse customer base. Ethnic restaurants and differential perceptions of customers of varying ethnic backgrounds have not been studied in detail. This study examines the perceptions of South Asians, Caucasians, East Asians, and those of other ethnic origins in their perceptions of Indian restaurants in Malaysia. The findings suggest that there are universal likes/dislikes as well as differential perceptions between ethnic groups. Implications for restaurant operators and researchers are suggested.

Suggested Citation

  • Bharath, Josiam & Sadiq, Sohail & Prema, Monteiro, 2007. "Curry Cuisine: Perceptions Of Indian Restaurants In Malaysia," MPRA Paper 6362, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:6362
    as

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    File URL: https://mpra.ub.uni-muenchen.de/6362/1/MPRA_paper_6362.pdf
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    File URL: https://mpra.ub.uni-muenchen.de/6366/1/MPRA_paper_6366.pdf
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    Citations

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    Cited by:

    1. ChihChien Chen & YangSu Chen, 2017. "The impacts of different types of cuisines and restaurants on gratuities," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(2), pages 154-173, April.

    More about this item

    Keywords

    ethnic marketing; Indian restaurants; spicy food; customer perceptions; Malaysia;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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