• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Chloe Wu
    • Abstracting/ Indexing: Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2015 Vol.3(7): 668-673 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2015.V3.263

Malaysian Cuisine - A Saleable Brand in Chennai

Charlet Christina Rajakumari R.
Abstract—Malaysia is an integrated society of Malays, Bumiputeras, Chinese and Indian Population, practicing Islam, Buddhism, Christianity, Daoism, Hinduism, Sikhism and Shamanism. Malaysian cuisine is a mixture of Thai, Indian, Chinese and many other cultures. A close analysis reveals that India and Malaysia are quite similar with respect to the traditional values, tribal contributions and obvious food habits. The historical migrations from India to Malaysia in the 19th century and the geographical advantage of Malaysia has resulted in similar eating habits and symphony of flavours. In spite of the similarities Malaysian food is not well accepted by the Chennai population. The facts of the Chennai dining industry show that Chinese, American, European and Italian cuisines are more popular in Chennai rather than Malaysian cuisine. Therefore an attempt to derive a formula for success of Malaysian restaurants in Chennai is undertaken in this research.

Index Terms—Customer perception, India, Malaysia, marketing strategies, restaurants.

Charlet Christina Rajakumari R. is with the Department of Commerce, Madras Christian College, Chennai, Tamilnadu, India (e-mail: charlet.mcc@gmail.com).

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Cite: Charlet Christina Rajakumari R., "Malaysian Cuisine - A Saleable Brand in Chennai," Journal of Economics, Business and Management vol. 3, no. 7, pp. 668-673, 2015.

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