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

TITLE HOW DOES SUSHI KING INFLUENCE THE EATING HABITS OF CONSUMER BY PROVIDING HEALTHY EATING? undercoat 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 topical anaestheticly and internationally. To date, there are to a greater extent 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 enkindle a rose-cheeked 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 essence purpose of the proposal is to identify how Sushi fagot influences consumers eating habits by presenting its concept of coarse 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 enquiry 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 stylus in Malaysia is at critical stage whereby obesity is at richly risk among the public.As commented by our Health Minister Datuk Seri Liow Tiong Lai in The New caput Times that obesity is becoming the major health issue with the number of obese people almost tripling in the past 15 old age 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 winning up unhealthy eating be haviours 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 richness 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 explore studies METHODOLOGY Secondary and primary res earch will be carried out to acquire relevant data to assist in the findings and analysis.This study will lock 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. TIMESCALE Target date Task to be achieved Works to be submitted 31 January Agree initial PROJECT OUTLINE with Workshop tutor PROJECT OUTLINE 08 March Project Proposal to local office for forwarding to Bolton PROJECT PROPOSAL Received feedback from Supervisor on Project Proposal March June makeup of literature review Ju ly August Writing of Research Methodology September Designing of questionnaires Carrying out interview with consumers and internal staffs October Analysis the results of interviewing Compiled all the data for the findings Writing of conclusions November Submit draft report to Turnitin UK utmost Project Report by Review the result from Turnitin UK submission date to local Second review and improvement of report with Supervisor office. Submit last(a) Project Report to local office for onward forwarding to Bolton 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 given(p) to use the information and data been collected. Each interview session will be kept within duration of 15 minutes to 20 minutes. REFERENCES Akamatsu, R. Maeda, Y. , Hagihara, A. and Shirakawa, T. (2005) Interpretations and attitudes toward healthy eating among Japanes e workers. Appetite, 44, pp. 123-129 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 Mueller, B. (2007) Just where does corporate responsibility end and consumer responsibility begin? The deterrent example of marketing food to kids around the globe. International Journal of Advertising, 26(26) pp. 561-564 Simon, A. (2010). Obesity now a major health concern, says report. New Straits Time, 10 February, p. 13.