Research Proposal

Student Name Student ID Module Assignment Tutor

: Rudy Irawan : 0328658 : Food and Culture [ARC3223] : Research Proposal 1A : Mr. Nicholas Ng

Known as one of the Malaysia's famous landmark, Chow Kit highlights its prominent point which is a lively and enriching main street scene through series of market and bazaar. Throughout the exploration in Chow Kit, not only a variety of ingredients can be found but one can notice the vast food variety in exposed food stalls scattered around the market. People enjoy the street delicacies under colorful canopies while the adjacent street is crowded with passerby, walking vendors walk around the street and stalls to offer different types of item such as tissue and fruits to the people during food consumption thus blurring the distinction between the food stalls and the street market.

This situation shows how the dense human circulation in Chow Kit market plays a role in influencing food consumption process in exposed food stalls.

The objective of this proposal is to analyze the relation in between human circulation and dining experience. It is to observe how the user will respond toward the crowded area and how one will be affected during food consumption in open food stall. This proposal aims to understand how human dense circulation affects the eating atmosphere, distraction during food consumption, and extend the period of food consumption.

As food stalls in Chow Kit market mainly open in higher dense circulation area such as the market entrance and the middle of the market, therefore it is always crowded by people. Unenclosed space of food stalls allows visual link between the eatery and passerby; thus, passerby might be interested and try the delicacies. In the other hand, open space and crowded area creates insecurity to the eatery where their belonging often is kept on their lap or anywhere within their visual range. Goods by walking vendor such as desserts or drinks ease the eating consumption process which might prolong the eating process or another round of food.

Variety of activities cause congested human circulation and dense human density

around the market. Still, food stall in between can be found full of customers despite the packed area. The significant of this research is to understand the reciprocal of the human dense circulation and dining experience, so that one can fully enjoy the site’s delicacy and have a better perception about the essence of the site.

To conduct the research, Direct approach such as on-site observation and interview is executed to understand better the essence of the site. Photo and video documentation to capture the food consumption process in open food stall as visual recorder of data collection. Lastly the gathered data are analyzed and translated into visual representation as the final outcome.

The outcome of this research is expected to offer a better understanding of food consumption in crowded area for both visitor and local, therefore this research serves as a guideline to enhance the dining experience for the consumer in the future. Booklet or travel guide as map guidance to let the visitor know the location of each food stalls and the happening space in Chow Kit market.

References: 1. French, S.A., Story, M., Jeffrey, R.W. Environmental influences on eating and physical activity. Annu Rev Public Health . 2001;22:309.

2. Belon, A. P., Nieuwendyk, L. M., Vallianatos, H., & Nykiforuk, C. I. (2016). Perceived community environmental influences on eating behaviors: A Photovoice analysis. Social Science & Medicine,171, 18-29. doi:10.1016/j.socscimed.2016.11.004 3. Annett, M. L., & Gorby, C. (2009). Food and architecture: An expression of local tastes.