Background Of Japanese Food Culture

desktop Of japanese aliment CultureThe evolution, rearing and processing of dietstuffs seems to have held a special fascination since the nineteenth light speed. Food and beverage industry has re altogethery growth and moving positively if comp be to the preceding years, which is from the number of eating shoes that opens day by day. thither is a vast variety of eating places with the antithetical types of cuisine in Malaysia that representing contrary body politic and culture by offers an exciting array of nourishment outlets, from fast food to fine dine and everything in between. Local food alone offers Malay, Cantonese, Szechuan, Indian and Nyonya cuisine while international food covers the gamut from Nipponese to Middle-Eastern, Italian and Ameri apprise. Today, more people argon excited to experiment and explore each restaurant that scarce opened. Moreover, due to the life style and trends, more people argon eating out rather than cook at home. For voice Rec ently, more and more Japanese restaurants have been opened around Malaysia. Every restaurant tries to dumbfound up a new concept and originality to their brand.As the time goes by, people are more selective nowadays. They would standardised to choose a levelheaded quality food, with a good portion, with a good branding, and ordain to pay with a intellectualable p sift. There are some students are entrusting to pay spunky p strain for one repast because they command to try a new restaurant or a new cuisine with a good quality of the food. Thus, all restaurants have to try their best to a only when the nodes expectations. Besides that, they also have to recognize every aspect of their business has an impact on node service because involve face to face guest contact and the supply in food has growing day by day. Each restaurant has to boost them self to improving customer service that involves fashioning a commitment to learning what our customers pauperizations and want s are, and developing action plans that implement customer friendly processes.The generator finds this issue provoke because nowadays people often ask the simple question like Where are we going to eat? I love Japanese foods especially sushi. Where can I get a delicious sushi with ideal p sieve, good service and good place to hang out? When people learn to choose a Japanese restaurant, there are some ciphers that influence their decision making, such as customers emotion, satisfaction and brand loyalty. It is very heavy to know customers behavior in disposition to build a long term relationship. Therefore, the writer has chosen the title An assessment of Sushi Zanmai Malaysia popularity among university college students.There are three different concepts of Japanese restaurant that owe by SuperSushi Sdn Bhd Comp any which are1st Concept Sushi Zanmai that began since in April, 1997, the bona fide conveyer-sushi restaurant. There are several(prenominal) outlets of Sushi Zanmai which are in Sunway Pyramid, The Gardens, One Utama and Low-Yat.2nd Concept Sushi Zen that began since in September, 2007, a casual kiosk-style Japanese restaurant.3rd Concept Pasta Zanmai that began since in December, 2007, a Japanese unremarkable Pasta Restaurant.Within this short period, this company has developed the restaurant very fast, from one concept into separate concept.The purpose of this re search isTo identify factors that influence people selecting Sushi Zanmai as a sushi restaurantTo identify accepted trends of Japanese foodTo recommend measures that could help to improve current conditionPART 1 lit AND REVIEWFood Culture in MalaysiaMalaysia has a combine population of over 18 meg people. Because of its aboriginal location, between the Indian Ocean and the South China Sea. Malaysia has traditionally been a meeting blossom for traders and travelers from both the East and West, it also has produced a most diverse culinary melting pot. As a result, Malaysia has a multi heathen and multiracial population consisting of three main group which are Malays, Chinese, Indians and many endemic peoples. With such a varying ethnic composition, it is no surprise that a great diversity of religions is dominant throughout Malaysia.In Malaysia, eating out is really a gastronomic adventure. A blend of cultural and ethnic histories which make up Malaysias diverse population is reflected in the broad range of influences and flavours found in Malaysian cuisine. And each st ingest in Malaysia has something to offer in terms of culinary delights. For instance Penang, the historied in hawker stall haven, where all the most delicious food requires that exactly equals as little as RM 3.50 per peach tree, such as Penang Char Kway Teow, Fried Oyster, Laksa, etcetera Mallaca is also home to Baba Nyonya food, which served in quaint cafes in historical shop houses. Or in Kuala Lumpur, the most diverse offering of foods from all over the world, such as Chinese c uisine, Indian cuisine, Japanese cuisine, Thailand cuisine, Vietnamese cuisine, European cuisine, Arabian cuisine, etc.With mixed origins, there are certain cistrons common to many dishes in Malaysia. Multiple varieties of rice and noodles, which are from local or trade from Thailand, Japan or India, are often used as a base. The Malays include a lot of seafood in their diet, like look for, squids, p untoughenedns and crabs that used to show up in Malay dishes. And most of Malaysian dishes use lean do or fish paste because fish live is around the shores of Malaysias islands. Fresh herbs and roots are commonly used to cook Malays food. Indian and Thai prune spices with regional varieties are often used to create rich and spicy curry dishes. A dried spice is also form an great component of Malays cooking. Moreover, in a city of Malaysia which is malacca was one of the great trading centers of the spice in the fifteen century. And Coconut is another favorite ingredient which i s also common found in countless dishes. For instance Santan(the coconut milk), to make creamy curries. It is to score savory sweetness of the dishes and to cool the fire of hotter spices.Today, rice is the staple for just about half the worlds population, particularly in parts of China, India, Indonesia, Japan and Southeast Asia.According to historians, they believe that is was first domesticated in the area practical application the foothills of Eastern Himalayas (Northeastern India), and stretching through Burma, Thailand, Laos, Vietnam, and Southern China. From here, it spread in all directions and human cultivation created numerous varieties of rice.According to the International Rice Research Institute (IRRI), based in Philippines, there are 120.000 varieties of rice worldwide. Over the centuries, there are three main types of rice developed in Asia, depends on the nub of the grain which isAmylase means an enzyme that breaks starch down into sugarFigure 1.Rice has divided into three (3) which are long grain, medium grain and short grained varieties. In this case, different populations, consumer different varieties of rice.Foods through the day in Malaysia are three meals a day and rice is almost everlastingly included, even at breakfast. For instance, Nasi Lemak. A regular(prenominal) meal consists of rice served with soup, curries, and a few vege skirt stir-fries and also eaten fruit for dessert. A typical of Malay lunch and dinner was all dishes are placed in the center of the table to be shared by all the diners and usually the Malay food is often eaten with the hands.There are similar eating pattern within Japanese and Malaysia, which the main staple is rice and it is eaten with almost every meal. The meal features is quite same, such as the tastes of sweet, sour, spicy, bitter and salty. Like Chinese style wheat noodles served in chance onion stock known as Ramen have become extremely popular over the last century and Malaysian like to cons ume noodles. Follow by seafood, as Japan is surrounded by sea as same as Malaysias islands. Therefore, When Japanese cuisine comes to Malaysia, the food itself easily accepted by Malaysian.Background of Japanese Food CultureThe rice-centered food culture of Japan evolution follows the accounting entry of wet rice cultivation from Asia more than 2000 years ago. The cultivation and consumption of rice has always played a central role in Japanese food culture. The tradition of Japanese is usually rice served with seasonal vegetables fish and other marine products reached a highly sophisticated form in the Edo period (1600-1868) and corpse the vibrant core of native Japanese cuisine. In the century and a half since Japan reopened to the West, Japan has developed an incredibly rich and varied food culture which includes not only native Japanese cuisine but also many foreign dishes. Some adapted to Japanese tastes and some imported more or less unchanged.In the 6th century, introduction of Buddhism to Japan became the official religion of the country and from that moment any consumption of meat and fish were prohibited. The first recorded decision prohibiting the eating of cattle, horses, dogs, monkeys and sensationalistic was issued by Emperor Temmu in A.D.675. Laws and emperor eliminate the eating of almost all flesh of animals and poultry because based on Buddhism are prohibiting to killing.In the 15th century, many of the foods and food ingredients eaten by Japanese nowadays, for instance miso, tofu or soy sauce.In the 16th century, the combination of Spanish and Portuguese frying technique with Chinese method for cooking vegetables in oil led to the development of tempura, the popular Japanese dish in which seafood and many types of vegetables with deep hot up method.In the early 19th century, the development in Edo, the introduction of sushi has started. Todays, most of people are familiar with that dishes. It do from vinegar rice top or combined with ra w fish and shellfish. And during that time, sushi was sold from stalls as a snack food, and that stalls were become the dispatcher of todays sushi restaurants.In the mid 19th century, many of new cooking and eating customs were introduced where the most important being eating the meat. Consider of Japanese dish, Sukiyaki that consist of beef, vegetables, tofu and other ingredients cook at the table in a soup stock of soy sauce, sweet sake and sugar was first served in Western style restaurants. Another dish that popular during this period is Tonkatsu, means a deep fried bread pork cutlets.In the early 20th century, using Indian curry powder, Japanese curry rice (kareraisu) became very popular dish which consisted vegetables, meat or seafood with a thick curry sauce and served with rice.In generally at sushi restaurants, costumers lead sit at the counter and call out their order item to a sushi chef. Or sit at Conyever belt where the customers can grab small plates in front of you, or call a special order if you do not see what you want on the belt. Or customers can sit on tatami mats. And as like Chinese, Japanese also ate with chopsticks to transfer the food. The rice bowl is not held as closely to the mouth. Soups are consumed directly from the bowl and the only dish eaten with a spoon is an unsweetened egg custard which known as chawanmushi.There are several ways to describes the differ of Japan cuisine from other cuisine, First, portion of the dish are small because it is to cause the diners attention with the freshness, inhering flavor, the beauty of each dish, the atmosphere and the whole meal. Second, the food for a meal is served at once, so diners receive their own portions on individual plates and bowls instead of serving family style from Brobdingnagian bowls in the middle of table. Third, Japanese use less oil which to emphasize the light and natural flavor of the food.And now, development of Japanese restaurant that opened more and more in Ma laysia. It can be cause of the trends between among the Malaysia. There is similarity between Malaysia cuisine and Japanese cuisine that makes Malaysia is easier to accept. Other reason is Malaysian are quite open minded with those culture.Food affecting consumers towards selection of foodThere are numerous factors that affect consumers towards selection of food, whether it is made by individuals or other parties. Food choices are influenced by many interacting factors which are income, culture, the concern about health, values, religion or even genetic.Many useable models have been developed to describe these influences that including The Lifestyle Model of dietary habits (Pelto, 1981), which attempts to explain how these factors interact to result in specific food behaviors.Social-Economic-Political SystemFood Production and dissemination SystemLifestyle FactorsFigure 2 Factors that influence food habits(Source G.H.Pelto, 1981,Anhtropological contributions to nutrition education research,Journal of Nutrition Education,13(suppl.),S4 Copyright 1994.Societal FactorsFood Production and Distribution System is responsible for the availability of foods which differs from region to region and country to country. Food availability influences and in reverse is influenced by the socio-economic and political systems. These serve to control the production and distribution of food in culture.Government policy may also be involved with the purchasing power of consumers through programs such as the circumspection of food quality through safety standards, nutrition labeling requirements and other production programs (JoslingRitson, 1986)Lifestyle FactorsIncome (limits what foods can be purchased) Occupation (influences food habits in several ways, for instance the location of the job also influence meal patterns) Education (the status and self-realization phase of food use are usually, through not always dependent on higher levels of education) Nutrition Knowledge (m ay or may not translate into noesis based behavior, and greater influence over what someone eats than what the person knows about nutrition) Ethnic individuality (a distant heritage that has been modified or lost over the generations through acculturation) Rural-Urban (place of residence may affect which foods people eat) Religious Beliefs (depends on what religion, may have a great impact on food habits or may have no influence at all) Health (specific foods are often attribute with health promoting qualities, such as ginseng in Asia) Physiological (age,gender,body image, and state of health)All of influence lifestyle factors are affects food habits.1.4 Factors affecting popularity of Japanese food towards university college studentThe staging mix is the nock of securities industry placeing tools which often summarized as the four Ps that the firm uses to achieve its objectives in target markets (McCarthy, 2001). And most marketing professionals would say that the rig ht marketing mix is the one that maximizes customers satisfaction and results in the highest sales or market share.Figure 3 Marketing MixProductIt is defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a learn or a want.Step one this product emerges go forth come from an analysis of its strengths, weaknesses, opportunity and threats.There are both classification of productTangible product GoodsIntangible product ServicesFor a restaurant, the goods are food and beverage outlets offered and the service is the customer service. Consequently, it is logically to include services within the definition of the product. (David Jobber)Step both is a detailed analysis of the target market to assess the nature of the opportunity, what is its size and potential? How blotto is the competition and how is it likely to evolve in the future?Step three is research into the needs of likely customers, what is it that customers act ually want?According to Hamel and Prahalad, 1991, today, this goes beyond merely asking customers, what are the customer looking for, but creatively seeking to discover needs that customers cannot articulate because the customers are unaware of the possibilities offered by new technologies and the changing environment.Figure 4 Three Restaurant Product mess will always seek a restaurant that offering excellent food, especially when the restaurant have a good service, value and ambiance. People satisfy their needs and wants with products. Thus, the product is the main thing for a company because without products there is nothing to market or sell. And when a customer decides to buy a product, the customer will look for certain characteristics. The customer will want to know how many different products that offered by restaurant, which one provides a more interesting savings and what is included in the product. Product must have the power to leave a good impression and interest so the customer will not hesitate to visit the restaurant for the hour time.monetary valueIt is defined as what the product or service costs to the customer or the core that customers are willing to pay for a product and service. In order hand, outlay is the only fixings in the marketing mix that produces revenue. And setting a price for a product is very important.Price has a very strong impact on sales volume and market share confirmable studies (reviewed in Tellis, 1988 and Sethuraman and Tellis, 1991) have shown that, for most products, price elasticity is substantially higher than advertising elasticity.The company will need to set a price that the customer can afford and willing to pay and at the same it will help the company to achieve a good level of profits. When a customer asks about the price of a product, the customer also interested in knowing is there any discounts or special promotions.Therefore, no matter how good the product, how creative the promotion or how efficie nt the place or distribution, unless price covers costs the company will make a loss. (David Jobber, 2004)For instance, if the price is expensive, regular students will not be able to afford it and will think to have their meals in other restaurant. Nowadays, customers are concern about the price of their food and tend to compare the price to another restaurant. The customer will evaluate whether the value of the product is worth the amount that the customer are paying, because customers are always potently influenced by price.Price often fulfills two functions simultaneously it reflects the sacrifice that the buyer must make in order to acquire the product or service involved and it also acts as a sign of the quality of the product (Monroe, 1990)Another consideration is where pricing have the relationship between price and sensed quality, because many people use price as an indicator of quality.According to David Jobber, the more value a product earns compared to that of the co mpetition, the higher the price that can be charged. Price should accurately key to the value to the customer. The sacrifices that made by the customer is in order to experience the benefits of a product, thus from the restaurant itself have to give the best for the customer.PlaceIt is defined as place or distribution as a set of interdependent organizations involved in the process of making a product available for use or consumption by customers. Or the company activities that make the product available to target customers.The dimensions of place are channels, assortment, location, inventory and transport. (Borden, 1984) For instance Location, where customer can obtain the product so distribution channels are the key to this area. And in fact, many restaurant companies believe that location has become the most important factor to success.Warnaby and Dominic, 2004 highlight the advantages of shopping in town centers. Thus, the company will need to find ways to bugger off the produc ts to customers and make the product easy to access to the customers. For instance Convenience that is also important issue in food outlet patronage which the time and speed service is required, in order to satisfied the customers need and want.Place or distribution considerations play a major role in influencing customer motives. In the marketing of consumer goods, the role is to ensure that the product is available to the consumer when and where it is needed and in sufficient variety and quantity.publicityIt is defined as the activities that communicate the merits of the products and persuade target customers to buy or use the products. Company need to plan promotional activities halally in order to create awareness of potential customers. It is where advertising and communications are used to encourage customers uptake of the product or service.Promotion has several types of tools which are Advertising, sales promotion (discounts, coupons), Publicity, Word of Mouth, Personal Se lling, Merchandising, Sponsorship and etc.The main reason why promotion is so important is to communicate with individuals, groups or organizations. Through promotion, the message like information about products or services can be communicated to existing and potential customers.Promotions can strengthen brand positioning. A 1985 study by Frankel and Co. and cognition Research Services found that, following exposure to adverts featuring promotions for a brand, consumers opinion of the brand( issues like quality, value and feel for about customers ) improved by over 8 percentage compared to those exposed to only brand sell adverts.In other words, it must have the right facilities and services (product) and make them easily accessible to guests (place) with the proper amount of promotion and the right price. (David Abbey, 2003)Japanese food-Korean food(http//web.li.gatech.edu/rdrury/500/writing/f2_07/benihana/compasean.htm)Japanese and Korean foods are popular and are made of simila r ingredients. However, the foods have their own taste, recipe and way of eating. Even though Korean food and Japanese food seems to be similar, both of them have their specialties. Japanese food and Korean food seems to be similar because they use same ingredient. For example, both of them use onions, green onions, red peppers, raw fish, and rice. Koreans and Japanese enjoy eating raw cut fish, which are sushi and sashimi. Sushis ingredients are boiled rice, and raw sliced fish and sashimis ingredient is just as raw sliced fish. In addition, Korean and Japanese rice is the same.However, Korean and Japanese food is not totally same. Koreans tend to make food spicier and saltier than Japanese food. The price of Japanese food is higher than that Korean food. When people eat a meal at a Japanese restaurant, they should pay lots of money for their meal. For example, the basic foods like rice, sashimi, and some sea food cost thirty-five dollars per person. However, Korean basic foods, r ice, main stew, and lots of side dishes cost just ten dollars per person. Japanese fresh seafood has high valuable, so most people prefer going to a Japanese restaurant like Benihana. Nevertheless, it is expensive. Every person has his/her own appetite, someone want to eat Japanese food and the other want to eat Korean food. Both foods may seem to be similar, because they are made of almost same ingredients. However, each of them has their own recipe, taste, and style of eating. Even though Japanese food is expensive, people like to eat Japanese food.The Five WsThe 5 Whys is a simple task-solving technique that helps users to get to the root of the problem quickly.