The link between seller and supplier for creating business model of Etak - The heritage food revival sustainability in Kelantan, Peninsular Malaysia

Abstract

This study examines the creating business model of Asian clam (etok) from seller's perspective and their link with supplier in Kelantan, which has been considered as the food heritage of the state. The research was conducted in order to understand a deep insight into business activities as an initial stage for further investigation to develop a sustainable etok business model. These include etok branding, marketing and proposing the new strategy on promoting and sustaining this heritage food. A total of 108 Etok sellers from ten districts in Kelantan which are Gua Musang, Bachok, Kota Bharu, Pasir Mas, Tumpat, Tanah Merah, Machang, Kuala Krai, Pasir Puteh and Jeli involved in the study. The data were analysed using Statistical Package for the Social Sciences (SPSS) version 24. The descriptive of study found that the majority of respondents agree that they have difficulty in getting etak from supplier. Most of the seller get the etak from the outside of Kelantan. They also have to booked etak from supplier earlier to get the etak for their business with a reasonable price, good etak quality and quantity also punctual when supply the etak to them. This signifies that the industry is still viable and provides a substantial income to those involved in the business. Expectantly, this study will pave a way of comprehensive exploration of etok business in proposing better strategy, promoting and sustaining business in the state of Kelantan.