Consumer perception and development of Malaysian kuih bakar premix products

Heritage foods, which symbolise the gastronomic habits and customs passed down through the ages, are an essential part of cultural heritage. Kuih bakar is listed as one of the intangible cultural heritages by the Department of National Heritage Malaysia. Kuih bakar is one of the most revered heritage foods by Malaysians due to its delicious taste and aroma. Therefore, kuih bakar is chosen as the main subject of this research due to its popularity, signified by its apparent market potential. Although kuih bakar is well-liked, the raw materials are hard to obtain, and ingredient preparation is too tedious and difficult to make. The complexity of making heritage foods has hindered people from making kuih bakar, possibly leading to the extinction of heritage foods in the future. In order to reduce the complexity of producing heritage food, especially kuih bakar, a new product development idea, which is the kuih bakar premix, has been created. The main aim of this research is to explore idea generation from consumers regarding the premix development of Malaysian heritage food, kuih bakar, via an interdisciplinary approach involving social science and science technology studies. A total of 62 consumers (n = 62) were successfully recruited for six focus group discussions (FGD). Next, six experts (n = 6) in kuih bakar making were interviewed to discover the challenges of making kuih bakar from scratch. The experts were the kuih bakar producers, who sold kuih bakar daily for a living. Lastly, all the data gathered through the qualitative data collection methods above were transferred into the laboratory for the development of the kuih bakar premix. The researcher applied response surface methodology (RSM) for optimising the kuih bakar premix formulation, which is part of the design of the experiment (DOE). The researcher has conducted the DOE with the ingredients for the premix as the independent variables (factors) and consumer sensory preference and acceptability tests as the dependent variables (responses). The sensory evaluation sessions were conducted with 52 panellists (n = 52). Based on the optimisation graphs, the ideal concentrations of sugar and coconut milk powder to produce kuih bakar premix with the desired sensory attributes were 102.28% and 36.11%, respectively, based on the baker’s percentage. This research contributes to the development of the kuih bakar premix specifically by delivering input from consumers, guaranteeing that it satisfies contemporary tastes, cultural authenticity, and sensory expectations. This study aids in creating a product that appeals to the intended market. It is hoped that kuih bakar premix could help citizens, such as working mothers, busy adults, and young generations, to prepare heritage foods at home. Not only that, heritage food producers could also benefit from the kuih bakar premix due to its convenience and feasibility.

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