Perception and Acceptance of ‘Sambal Pijat’ in Kelantan

Abstract

This study aimed to determine the perception and acceptance of Sambal Pijat in Kelantan. Sambal Pijat is one of Kelantan's traditional food. The main ingredient of Sambal Pijat is derived from Pokok Pepijat. This plant can only be found in Jeli, a district in western Kelantan. This plant also has the smell of stink bugs. In this case study, qualitative research has been employed in the form of semi-structured in-depth interviews. A total of ten participants in Kelantan were interviewed to get their views on their perceptions and acceptance towards Sambal Pijat. Findings show that the factors that influence consumers’ perceptions toward Sambal Pijat are the smell of the sambal and the name. Also, issues and challenges faced in introducing Sambal Pijat in Kelantan were discussed.