How Does Sushi King Influence the Eating Habits of Consumer by Providing Healthy Eating?

Sushi Kin Sdn. Bhd. pioneers a new age of Japanese cuisine in Malaysia in 1995 which has quickly gained its popularity among the customers both locally and internationally. To date, there are more than 60 outlets in the nation which happens to be the largest chain of food restaurants using a speedy service concept called ‘revolving sushi’ or ‘kaiten sushi’.

Its ultimate goal of business is to promote a healthy lifestyle within the community by offering food quality with wide variety of choices at affordable prices in a comfortable ambiance. Sushi Kin Sdn. Bhd is one of a subsidiary of the Texchem Group of Companies. The essential purpose of the proposal is to identify how Sushi King influences consumers’ eating habits by presenting its concept of great variety of food choices and quality towards achieving healthy eating.

Because obesity has become an increasingly serious problem globally, there has been a recent increase in research studying how to communicate healthy eating habits, and the role of various socializing agents such as parents, government publicity, teachers and peer groups (Chan et al. , 2009). More ever, the current health trend in Malaysia is at critical stage whereby obesity is at high risk among the public.

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As commented by our Health Minister Datuk Seri Liow Tiong Lai in The New Straits Times that obesity is becoming the major health issue with the number of obese people almost tripling in the past 15 years from four per cent in 1996 to 14 per cent in 2010 (Simon, 2010). And since obesity is the gateway to other chronic disease such as heart disease, high blood pressure and kidney problems, the risk of more Malaysians developing these syndromes will become greater in future.

The reason behind this appearing phenomenon is majorly reflecting from less physical workouts and taking up unhealthy eating behaviours and lifestyle due to stress on both job and family commitments. Mueller (2007) advocated that consumers should also take increasing responsibilities by learning more about diet and nutrition as well as making healthier food choices. Sushi King plays a significant role as a private food sector by doing its part to create a healthy lifestyle within the public through its food offering and education, marketing tools and strategies, surveys, social events and related activities. The Japanese, however, have been influenced by traditional concepts of healthy eating, resulting in their culturally unique beliefs (Akamatsu et al. , 2004).

Research Questions and Objectives

The objectives of this report proposal are:

• To acknowledge the importance of healthy eating
• To define the term ‘healthy eating’ at consumers’ perspective
• To examine efforts of Sushi King in creating healthy eating
• To draw conclusions and recommendations from the research studies

Methodology

Secondary and primary research will be carried out to acquire relevant data to assist in the findings and analysis. This study will employ qualitative research concentrating on pure interviews with two-designated questionnaires which included open-ended questions and Likert scale. Qualitative approach is chosen as this technique emphasizes on deep understanding on details and clarification on the concerning issue. The sample participate will include 50 consumers and 10 internal staffs for the implementation of the method adopted to examine the efforts of Sushi King in creating healthy eating. Once the data has been collected, it will be interpreted in statistical format using charts.

Resources

The author has contacted with Sushi King to collect the data with the questionnaires that going to distribute to the consumers and internal staffs. Sushi King has granted to use the information and data been collected. Each interview session will be kept within duration of 15 minutes to 20 minutes.

References

1. Akamatsu, R. Maeda, Y. , Hagihara, A. and Shirakawa, T. (2005) Interpretations and attitudes toward healthy eating among Japanese workers. Appetite, 44, pp. 123-129
2. Chan, K. , Prendergast, G. , GrOnhOj, A. and Bech-Larsen, T. (2009) Adolescents’ perceptions of healthy eating and communication about healthy eating. Health Education, 109(6) pp. 474-490
3. Mueller, B. (2007) Just where does corporate responsibility end and consumer responsibility begin? The case of marketing food to kids around the globe. International Journal of Advertising, 26(26) pp. 561-564
4. Simon, A. (2010). Obesity now a major health concern, says report. New Straits Time, 10 February, p. 13.

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