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OIn that topic,food issue is an important
public health issue in Malaysia.
OThe objective of this study is that,to
determine consumer behavior in terms of
perception & attitude towrds safer food.
OThis topic described into four section -
1. Literature review.
2. Methodology and sources of data.
3. Empirical result.
4. conclusion.
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OÚMI reported that, 94% of shoppers are changing
their eating habits to ensure a healthy diet and 63%
report eating more fruits & vegetables.
OSmith & Riethmuller also shows that food safety is
an important issue.
OChanges in population composition, lifestyle,
income & attitude, health & nutrition have shaped
consumer concern in beef consumption.
OThe health hazards have become concern of
consumer because of increasing worries about
chemical additives, antibiotics and harmones in foods.
OConsumers have an effort to lower the amount of fat
and cholesterol in their diet.
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2In this research two methods of analysis were
used like -:1. Descriptive analysis.
2. Úactor analysis.
2A survey was undertaken wherein 243
respondents were interviewed via questionnaires
to gather information regarding their opinion on
food safety.
2It analyzed by using the factor analysis method.
2The areas of sampling were in klang valley.
2The analysis identifies the four key factors
influencing people¶s opinions about the subject
namely, conciousness govt. involvement,
cosumers awareness to consume, & beef safety
awareness.
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ë Socio- Economic Profile of
Respondents.

ë Awareness analysis.

ë Perception and Attitude Analysis.

ë Dimensions of Public Perceptions of

food safety.
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ëMany Malay consumer are becoming more
vigilant while buying beef by adapting a healthier
diet and lifestyle.
ëThe finding in this study indicate that majority
of the consumers may have misconceptions and
negative attitudes towards beef.
ëSo there is need to develop proper standards and
policies, promotion programs for beef safety and
set up the R&D in improving the technology &
food safety system.
ëAccording to the researcher healthiness,
freshness and source are found as important
factors that influence the consumers.