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1. Cafe Literature Review
Chapter 2– Literature Review
2.1 Factor that encourage recent cafe scene
2.1.1 Demand and supply
Studies shown that the increasing of urbanization in Malaysia has undergone some changed in lifestyles due to the positive growth of economy.
(Ali, Abdullah 2012, ; "The Malaysian Insider" 2014) According to Delisle (1990) stated with increasing income and urbanization, results in
increasingly demand of food as well as affect the changes of consumption patterns. Based on research done by Ali and Abdullah (2012), stated
food services business is available at school, government office, and manufacturing industries to solve the problem of increasingly population in
urban cities. Nowadays, the cafe scene is booming quickly in most of the urban cities of Malaysia, the most significant cities such as Kuala
Lumpur, Ipoh and Penang. "The Malaysian Insider", an article published in 2014,stated that market report released by Euromonitor International,
young consumers' demand for convenient and fashionable products has trigger the rapid growth of Malaysia coffee culture industry. Development
of urban areas and the degree of people's demand causing the blooming...show more content...
In addition, according to Fantastic Man Magazine (2014), defined full experience are predicted while customer eating out. It is not simply the
food itself, unquestionably cater good ambience. Good cafe ambience is relying upon numerous elements which included lighting, layout and
seating, music playing, food serving and insulation system to form a good environment to customers. According to Schmidt (2010) as cited in
Ciani (2010), defined sensory experience is achieved by tackling the sense of sound, touch, taste and smell. It is stated in the experiential
marketing, customer experience are divided into five types which is sense, feel, think, act and
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