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Abstract
The purpose of this study is to explore the perception of Malaysian Chinese towards food and eating by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. Twelve Malaysian Chinese were asked to collect photographs that represented their thoughts and feelings about food and eating. The results surfaced six broad meaning themes Malaysian Chinese have about food and eating: (a) health, (b) trying new food, (c) people, (d) home cooked food, (e) enjoyment, and (f) happiness. The findings were supported by rich description and meaningful images that capture both the spoken and tacit thoughts and feelings of the respondents. The findings reflected the health concerns and food neophilia tendency of Malaysian Chinese. The findings also revealed the positive emotional value of food and eating linked to enjoyment and pleasure. These findings suggest numerous important implications for scholars and practitioners in the industry.