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? BACKGROUND Sushi Kin Sdn. Bhd. pioneers a new grow of Japanese cuisine in Malaysia in 1995 which has quickly gained its popularity among the customers some(prenominal) topically and internationally. To date, there are more(prenominal) than 60 outlets in the nation which happens to be the largest chain of nutrition restaurants using a speedy service pattern called revolving sushi or kaiten sushi.Its ultimate goal of business is to promote a heavy lifestyle within the community by offering food character with wide variety of choices at affordable prices in a homelike ambiance. Sushi Kin Sdn. Bhd is one of a subsidiary of the Texchem Group of Companies. The essence calculate of the end is to identify how Sushi nance influences consumers eating habits by presenting its concept of big variety of food choices and quality towards achieving reasoned eating.Beca drop corpulency has bec ome an progressively serious problem globally, there has been a recent increase in search studying how to communicate brawny eating habits, and the role of respective(a) socializing agents such as parents, government publicity, teachers and peer groups (Chan et al. , 2009). More ever, the underway health trend in Malaysia is at critical stage whereby obesity is at high risk among the public.As commented by our Health rector 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 manifold 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 degenerative disease such as heart disease, high blood haul 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 make healthier food choices. Sushi King plays a significant role as a private food sector by doing its part to work 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 tralatitious 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 bourne 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 particular research will be carried out to acquire relevant information 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 expatiate 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 uplifted, it will be see in statistical format using charts. TIMESCALE Target date labor to be achieved Works to be submitted 31 January Agree initial jutting OUTLINE with Workshop tutor PROJECT OUTLINE 08 March projection Proposal to local office for forwarding to Bolton PROJECT PROPOSAL acquire feedback from Supervisor on Project Proposal March June pape r of lit round July August Writing of Research Methodology September invention 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 Final Project comprehend by Review the result from Turnitin UK submission date to local Second review and improvement of report with Supervisor office. Submit Final 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 granted 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 Japanese 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 father? The case 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.