read built-in.

Interactive way of assigning values to variables.

A Practical Guide to Linux  pp. 477-479, 479-480

Use read to get input from user and assign it to a variable.
  # -n surpresses line feed on the echo
  # reads input from keyboard until [cr] and assign to variable food.
  echo -n "Feed me : "; read food
  read food

  echo $food