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

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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 essence 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. 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...
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