Evaluating the Perception on Objective Quality of Bahulu between Local Micro Food Producers and Consumers in Penang

Author(s): Nabsiah Abdul Wahid, and Hamdia Mudor

Keywords: Objective quality, sensory dimension, functional dimension, symbolic dimension, bahulu, consumers

DOI:
 

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Abstract: Bahulu is very popular amongst Malaysians and is listed as one of Malaysia's heritage food. Bahulu producers in Malaysia are mainly made up of local entrepreneurs who are involved in what is categorized as micro businesses. These are businesses that have less than five employees with a sales turnover of less than RM250,000. The capability of micro businesses to embark on sophisticated marketing strategies will be close to none. Thus, they depend mostly on product (objective) quality to compete and survive in the marketplace. This study attempts to identify the objective quality of bahulu as perceived by the local producers and consumers in terms of the sensory, functional and symbolic dimensions; and also to find out whether a perception gap of the objective quality between the two parties exist. To do this, a survey of both (active) bahulu producers and consumers in Penang was carried out. The study found that the three dimensions of objective quality are importantly perceived. There are however differences between the two groups in terms of how each dimensions is evaluated and ranked. Although exploratory, the gaps found are important to the local micro entrepreneurs and they should take note of them in order to ensure they can sustain their bahulu businesses in the marketplace by understanding ‘what' component of bahulu to improve on. The same is implied for related government agencies like FAMA and MADA who guide these bahulu producers in their business ventures.

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