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The Study of Customer Perception and Expectation toward Food Presentation
Abstract
Every sole ingredient used in plating foods may influence foods presentation. Other elements in food presentation such the foods' color, temperature, variety, freshness, shape and the materials of the tableware used; need to be balance on plate to increase the level of palatability. These elements in a food's plate may act as the communication and marketing tool to the customers. The study was done through a survey participated by 300 students of University Technology Mara (Penang). The purpose of this study is to examine the elements that manipulate customers' expectation on food presentation and to investigate the degree of customer perception toward food presentation. In this study, the researcher found that the food presentation has significantly impacted on the way in which customers consume their foods, the different color, shape, size and variety of food, the used of tableware and arrangements of foods must work together pleasantly in order to stimulate customer appetite. It may beneficial to all the food developers as the art may significantly changes by manipulating the factors and resulting in influencing the customers' foods' choices.
... Even though this notion has been investigated at length with adults, it has been recently proven to be true with children (Reale et al., 2019). Surprisingly, in the case of cutlery size, it was revealed that the use of a smaller fork led to a larger food intake when compared to food intake with a big fork (Zainol, Ariffin & Rozali, 2018). ...
... This observation contrasts with the findings of other studies (Lawless et al., 2003;Wansink & Van Ittersum, 2005), which concluded that wider glasses led to greater consumption. Moreover, round plates are preferred to square ones (Zainol, Ariffin & Rozali, 2018), and can thus lead to a higher food intake. ...
The purpose of this study was to investigate the ambience factors which affect children's consumption of school meals, in order to provide policy makers and school canteen managers with practical recommendations on how to improve children's food intake in the future. The study was conducted in four schools in Belgrade, over a period of two weeks, adopting the techniques of in-field observation and content analysis. Overall, forty visits to school restaurants were performed and 205 pictures were gathered on those occasions. The results show that all three investigated aspects (i.e. kitchenscape, tablescape and platescape) affect children's food consumption, as well as their willingness to eat specific food items. The avenues of further research as regards this topic are also addressed. Апстракт Сврха ове студије била је да се истраже амбијентални фактори који утичу на исхрану деце у школама, како би се креаторима политике и менаџерима школских кантина пружиле практичне препоруке како у будућности да побољшају дечји унос хране за школске оброке. Студија је спроведена у четири школе у Београду, у периоду од две недеље, користећи технике посматрања на терену и анализе садржаја. Укупно је обављено четрдесет посета школским ресторанима и том приликом је прикупљено 205 фотографија које су потом анализиране. Резултати показују да сва три испитивана аспекта (тј. кухињско уређење, стона декорација и посуђе на ком се храна сервира) утичу на дечију потрошњу хране, као и на њихову спремност да једу одређене намирнице. У том смислу, у раду се такође разматрају начини даљих истраживања на овом пољу.
... Noteworthily, the literature also suggests that food quality is a multifaceted factor. Numerous authors at various times have conjure a plethora of food quality manifestations such as freshness (Lennernäs et al., 1997;Cardello and Schutz, 2003), temperature (Jaja and Iroegbu, 2019), taste (Velasco et al., 2018), presentation (Zainol et al., 2018), and healthfulness (Chiciudean et al., 2019), among others. In light of the myriad manifestations of food quality, this study has taken a pragmatic approach to classify and concentrate on three food quality attributes that are most pertinent for fine dining-i.e., sensory experience, satiety value, and menu-which we hypothesize and validate through a Delphi study. ...
The market for luxury is no longer exclusive to the affluent society and the prevalence of conspicuous consumption among the mass society is a testament to the rise of mass prestige (masstige). Of particular interest in this study is fine dining, a luxury service that consumers pursue and enjoy in the hospitality industry. Though many studies on luxury goods avail, few studies have investigated luxury services such as fine dining, with little insights on the impact of the coronavirus pandemic on its consumption. We argue that research in this direction is important given the unprecedented impact that the pandemic has had on humanity and the need to respond to potential changes in customer expectations for luxury services such as fine dining in a post-pandemic era. Hence, in this study, we investigate the antecedents and consequences of customer satisfaction with fine dining using a Delphi study to acquire and examine field data from customers who continue to dine in fine-dining restaurants during the pandemic. Our findings suggest that fine diners place an emphasis on food quality (sensory experience, satiety value, menu selection), hygiene, and price when evaluating their satisfaction of the fine-dining experience during the pandemic, which significantly influences their future recommendation of the fine-dining restaurant to others. No significant differences in customer behavior based on income were observed, thereby lending credence and support to the idea of masstige marketing.
This article aims to analyze the categorization of the food plating art as art in the context of copyright protection and the protection of photography and video works upon the food presentation. This article uses normative research method with conceptual, statutory and comparative approaches. The results show that the food plating art cannot be categorized as a work of art that is protected under copyright because the elements of copyright protection that are interrelated to each other have not been fully fulfilled, such as the fixation requirement which is not successfully fulfilled. The food plating art is impermanent because it is easily destroyed and will not exist after being eaten (perishable in nature) because the art is meant to be eaten. Thus, the element of “should be embodied in real form” are very difficult to fulfill. The food plating art cannot yet be considered copyrighted art. However, derivatives of the food plating art in the form of photographic and cinematographic works on the food plating art can be copyrighted as works of Food Art Photography and Food Art Cinematography. Therefore, the creator has exclusive rights in the form of moral rights and economic rights, while the copyright holder can enjoy exclusive rights in the form of economic rights over the photographic and cinematographic works. Keywords: Food plating art, Copyright, Derivative Work, Technology Abstrak Tulisan ini bertujuan untuk menganalisis pengkategorian seni menghidangkan makanan sebagai seni dalam konteks perlindungan Hak Cipta serta perlindungannya terhadap karya fotografi dan video terhadap keberadaan hidangan makanan. Tulisan ini menggunakan metode penelitian normatif dengan pendekatan konseptual, perundang-undangan dan perbandingan. Hasil penelitian menunjukkan bahwa seni menghidangkan makanan tidak dapat dikategoritisasikan sebagai karya seni yang dilindungi Hak Cipta karena belum terpenuhinya secara utuh unsur-unsur perlindungan hak cipta yang saling berkaitan satu sama lain, seperti syarat fixation yang tidak terpenuhi. Karya seni menghidangkan makanan sifatnya memang tidak permanen karena mudah dihancurkan dan akan tidak eksis setelah dimakan, karena sifat seni penyajiannya memang untuk dimakan. Dengan demikian, unsur diwujudkan dalam bentuk nyata sangat sulit dipenuhi. Seni menghidangkan makanan belum dapat dianggap sebagai seni yang dilindungi hak cipta. Namun demikian, turunan dari seni menghidangkan makanan tersebut dalam wujud karya fotografi dan sinematografi atas seni menghidangkan makanan dapat dilindungi hak cipta sebagai karya Food Art Photography dan Food art cinematography, sehingga penciptanya memiliki hak ekslusif berupa hak moral dan hak ekonomi, sedangkan pemegang hak cipta dapat menikmati hak eksklusif berupa hak ekonomi atas karya fotografi dan sinematografi tersebut. Kata kunci: Seni menghidangkan makanan, Hak Cipta, Karya Turunan, Teknologi
This study uses disconfirmation theory to evaluate a theoretical model, which explains the relationship of four constructs of the food and beverage quality, namely freshness, taste, presentation, and temperature. In addition, the effect of price on satisfaction is also measured. Food quality has been considered the basic component of customer satisfaction in restaurants, but there are very few studies in railway-related food and beverage quality. The objective of the research is to study the effect of food, beverage quality and price on passenger satisfaction in Indian railways. This study also tries to investigate key attributes related to food and beverage quality, which are important in improving overall satisfaction. The results show that all the food and beverage quality attributes and price significantly affect passenger satisfaction. Subsequent regression analysis exhibits that taste followed by presentation were the most important factors in achieving passenger satisfaction. The managers can focus on the key food and beverage attributes, which brings out the passenger satisfaction.
Background
Research has demonstrated that factors external to the food source can influence consumers’ perceptions of food. Contextual factors including cutlery or tableware (for example, size and composition), the atmosphere (for example, noise levels and odours), and packaging (for example, shape and colour) have all been shown to influence the perceptual experience. Plateware has also been shown to influence taste perception since ratings of a dessert (strawberry mousse) were modified by plate colour but not by plate shape. In the current study, which used a 2 × 2 between-subjects design, the effect of plate colour (black versus white) and plate shape (round versus square) on taste perception is re-examined. Through sweetness, intensity, quality, and liking ratings of cheesecake, the current study extends the previous investigation to include an examination of the plate colour by plate shape interaction while using plates with more angular corners.
Nowadays, more and more importance is given to how restaurant dishes are visually presented. With regard to the color of the plate, several recent studies have demonstrated that identical foods served on plates (or in containers) of different colors are often perceived differently at both the sensorial and hedonic levels. However, to date, these effects have not been tested in an ecologically valid setting with a range of more complex foods in order to assess the generalizability of the findings. The aims of the present study were to test the extent to which the color of the plate may influence the gustatory and hedonic experiences of a complex food. Specifically, we investigated diners’ perception of three desserts served on a white or black plate in a between-participants experimental design in a real restaurant setting.
The results demonstrated that the color of the plate exerted a significant influence on people’s perception of the food, but that this effect varied as a function of the type of dessert served. The effects cannot be explained only in terms of color contrast. Color-flavor associations, for example, black with intense chocolate flavor, or even sophisticated chocolate, could have an impact too. Interestingly, the perceptual pattern for each dessert was constant for each plate used; that is, for all of the attributes rated, the higher scores were obtained with the same plate, for all of the desserts.
These results confirm the importance of the color of the plate (or background color) on people’s expectation and perception of food, even in realistic and less controlled conditions, such as that of a restaurant.
At a time when a growing number of chefs and innovative food industries are starting to set up their own research kitchens and work with renowned scientists, it is surprising to see that issues related to the visual presentation of food on the plate are being left out of these successful exchanges. The variety of presentations created by chefs, and the number of varieties of tableware now available to achieve them, represent a formidable opportunity for cognitive scientists to study the more complex effects of vision on food experiences, which certainly should not be missed. Chefs can also benefit from the new insights that a scientific approach can bring to these areas, which previously have often been left to intuition. In this manifesto, we claim that this transfer of knowledge represents much more than merely another addition to the art and science of cuisine: it is its essential completion, as gastronomy moves more and more toward the ideal of a total multisensory art, as captivating for the eye as it is for the palate. Before turning to the scientific recommendations and review in the second part of our manifesto, we want to promote a different approach to plating, which breaks with the more functional and decorative purposes of plate ware, and puts experiments in visual presentation at the heart of modernist culinary expression.
Purpose
Companies often find that customers fail to complain directly to the company when they experience a negative service incident. One explanation for such behavior may be found in customers' emotions caused by the incident. The purpose of this paper is to investigate how emotions and customer complaint behaviors are related.
Design/methodology/approach
Two studies were performed. The first was a survey of customers who experienced negative service incidents in the Norwegian travel industry. In a second study, an experiment used another service context to validate the findings.
Findings
The results indicated that negative service incidents that are wholly attributed to the company increase the likelihood of customers complaining directly to the company. However, negative service incidents for which customers attribute responsibility wholly or partly to themselves, customers will be more likely to complain anonymously through social media and blogs, and hence to be a source of negative word‐of‐mouth about the company.
Originality/value
The paper establishes that increased levels of emotions, regardless of whether these emotions are internal or external in nature, increase customers complaints via negative word‐of‐mouth via social media and blogs.
This paper examines the attributes which influence customers' decisions to purchase fast food products in Malaysia. Despite vague definition of the 'quality' term by each individual, this study takes a step in determining the customer's significant quality attributes towards the overall food quality dimensions. The findings of the study indicated that generally Malaysian consumers place relatively high level of importance on food freshness, followed by presentation and taste of the food. However, less importance is being placed on innovative food that indirectly could have minimal effect in the customers' behavioral intention towards fast food products. Customers are seen more interested in the output' (which is the end product) rather than 'input' (which is raw materials used in producing the foods) of food. Hence, this study is expected to contribute to the existing knowledge on the dimension of consumer purchase intention to the industry players, as well as academicians. Future research should focus on the similar study with the extended scope to other fast food restaurants in Malaysia. By doing this, hopefully we can get a clearer picture on the existing as well as explore new variables which can further contribute to the topic of the study.
Currently little is known about how the non-edible items associated with eating and drinking (tableware items such as the plates, bowls, cutlery, glasses, bottles, condiment containers, etc.), or even environmental factors (such as the lighting and/or background music), affect people’s perception of foodstuffs. Here, we review the latest evidence demonstrating the importance of these contextual variables on the consumer’s behavioural and hedonic response to, and sensory perception of, a variety of food and drink items. These effects are explained by a combination of psychological factors (high level attributes, such as perceived quality, that may be mediating the effects under consideration), perceptual factors (such as the Ebbinghaus-Titchener size-contrast illusion and colour contrast in the case of the colour of the plateware affecting taste/flavour perception), and physiological-chemical factors (such as differences in the release of volatile organic compounds from differently-shaped wine glasses). Together, these factors help to explain the growing body of evidence demonstrating that both the tableware and the environment can have a profound effect on our perception of food and drink.
The authors address some implications of recent legislation that will require calorie labeling for national chain restaurants. Drawing from the health halo and information disclosure literatures, the potential positive consumer outcomes associated with the disclosure of calorie (only) and additional nutrient information are examined. Results across four studies show that while most consumers underestimate calorie levels of restaurant menu items, the degree of underestimation is substantially greater for sodium. The provision of sodium content levels for menu items, in addition to calorie information, influences purchase intentions and choices of consumers with high health risk levels, but has little effect on other consumers. Reducing Americans' average daily intake of sodium (currently 3,400 mg) to the recommended level of 2,300 mg could eliminate 11 million cases of high blood pressure and prevent 92,000 annual deaths (Palar and Sturm 2009). Therefore, the results have potentially significant implications for consumer health and welfare and the restaurant industry.
Several sensory cues affect food intake including appearance, taste, odor, texture, temperature, and flavor. Although taste is an important factor regulating food intake, in most cases, the first sensory contact with food is through the eyes. Few studies have examined the effects of the appearance of a food portion on food acceptance and consumption. The purpose of this review is to identify the various visual factors associated with food such as proximity, visibility, color, variety, portion size, height, shape, number, volume, and the surface area and their effects on food acceptance and consumption. We suggest some ways that visual cues can be used to increase fruit and vegetable intake in children and decrease excessive food intake in adults. In addition, we discuss the need for future studies that can further establish the relationship between several unexplored visual dimensions of food (specifically shape, number, size, and surface area) and food intake.
Our perception of food is affected by the sensory properties of the food itself, together with our expectations about the food and other contextual factors. The latter are especially relevant in the restaurant setting, where appearance factors, such as the presentation of the food on the plates can dramatically affect food liking and consumption. However, to date, not much emphasis has been placed on the effect of the appearance of the accessories on our perception of food.The aims of the present study were therefore to test the extent to which the appearance properties of the plate influence the taste/flavor experiences of the food served on it. Specifically, we investigated the influence of the color (black or white) and shape of the plate on the perception of flavor intensity, sweetness, quality, and liking for identical strawberry mousse desserts.The results demonstrated that while the color of the plate exerted a significant influence on people’s perception of the food, the shape of the plate did not. In particular, when the mousse was served from a white plate, it was perceived as significantly more intense and sweeter, and was also liked more.These results therefore demonstrate the importance of the color (if not the shape) of the plate on people’s perception of food.