factors affecting food product marketing in islamic perspective and how producers and planners can...

ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2010 Institute of Interdisciplinary Business Research

1

JUNE 2010 VOL 2, NO 2

Interdisciplinary Journal of Contemporary Research in Business

Double Blind Peer Reviewed Journal

Institute of Interdisciplinary Business Research~ IIBR INTERNATIONAL RESEARCH CENTRE

Monthly Edition Copyright © 2010 IJCRB

IJCRB ISSN 2073-7122

Vol .2, No. 2 June 2010

www.ijcrb.webs.com [email protected]

Listed in ULRICH’S

Indexed in CABELL’s-USA

Indexed in APA-PsycINFO

Indexing in ABI/INFORM

USA, Americian Business Information

Accepted for Inclusion inIncluded in GOOGLE SCHOLAR

Listed in Journal Seek



2


Editorial Board IJCRB is a peer reviewed Journal and IJCRB Editorial Board consists of Phd doctors from all over the world including USA, UK, South Africa, Canada, European and Asian countries. Prof. Renee Pistone Harvard University, Lifetime Fellow - Harvard URI. 706 McCormick Dr Toms River, New Jersey USA Voice: 732.668.4533 Lord David K Oxford University , St Catherine's College, Oxford, OX1 3UJ www.stcatz.ox.ac.uk/ , www.ox.ac.uk/ Phone: +44 1865 271700 , Fax: +44 1865 271768 Dr. Kenan Peker Department of Agricultural Economics, University of Selcuk, http://www.selcuk.edu.tr/ University of Selcuk, 42079 Konya, Turkey, Tel: 90-332-231-2877 Dr. A. Sathiyasusuman Senior Lecturer, Dept. of Statistics, University of the Western Cape, South Africa Dr Mahdi Salehi Assistant Professor, Accounting and Management Department, http://www.znu.ac.ir/ Zanjan University , D.N 1 Nagilo Alley, Hidaj City, Zanjan Province, Zanjan, Iran , Tel: 98-9121-425-323 Dr Heryanto Regional Development Bank of West Sumatra Jalan Pemuda No. 21 PO Box 111 Padang 25117 West Sumatra Indonesia Tel: +62-8126771699 Dr. Dave Hinkes Assistant Professor of Managment & Marketing Sam Walton Fellow , Lincoln Memorial University , Harrogate, TN ,UK Tel 423.869.6441 Dr. Francis A. Ikeokwu Sr., Ph.D., MAC, MBA, CFC Adjunct Professor, American Intercontinental University http://www.aiuniv.edu/ Dr Charles C. Dull Sr. MBA, Ph.D. American Intercontinental University http://www.aiuniv.edu/



3


Dr Cara Peters Assistant professor of marketing , Winthrop University , Rock Hill, South Carolina. PhD in business administration , University of Nebraska Peer-reviewer of the Journal of Consumer Psychology; Consumption, Markets, and Culture; and Journal of Academy of Marketing Science. Dr Mahmoud M. Haddad PhD in Finance 214 Business Administration Building University of Tennessee-Martin ,Martin, TN 38238 Tel No +1731-881-7249 Dr G.A. Abu Department of Agricultural Economics, College of Agricultural Economics, Extension and Management Technology, University of Agriculture, P.M.B.2373, Makurdi, Benue State, Nigeria. Phone: +234-803-607-4434; fax: +234-44-534040 Dr.Rashid Rehman Associate Professor , College of Business Studies Al Ghurair University , Dubai, UAE. Dr Ebrahim Soltani Lecturer in Operations Management Kent Business School University of Kent , UK Dr Pu Xujin Business School, Jiangnan University, Jiangsu Wuxi,P.R.China ,214122 Tel: (86510) 85913617 , FAX: (86510) 62753617 , Mobile: (86) 13616193600 Dr. E. B. J. Iheriohanma Ph. D. Sociology Directorate of General Studies, Federal University of Technology, Owerri Imo State Nigeria. Tel +2348037025980. Dr Etim Frank Departmentof Political Science-University of Uyo-Akwa Ibom State-Nigeria Phd (Political Science/Public Administration) University of Calabar SL Choi University Teknologi Malaysia School of Business Management Southern College Malaysia Dr. Nek Kamal Yeop Yunus Senior Lecturer, Department of Business Management Faculty of Business & Economics, Universiti Pendidikan Sultan Idris, Tanjong Malim, Malaysia.



4


Dr. S. I. Malik PhD Bio Chemistry & Molecular Biology (National University of Athens) NHEERL. Envrironmental carcinigenei division RTP Complex NC 27713, US Environmental protection Agency , 919-541-3282 Dr. Bhagaban Das Reader, Department of Business Management Vyasa Vihar, Balasore-756019 Orissa T. Ramayah http://www.ramayah.com Associate Professor , School of Management ,University Sains Malaysia, Tel 604-653 3888 Dr. Wan Khairuzzaman bin Wan Ismail Assoc. Professor International Business School, UTM International Campus Jalan Semarak 54100 Kuala Lumpur, MALAYSIA Zainudin Hj Awang Faculty of Information Technology and Quantitative Sciences, MARA University Technology MARA Kelantan 18500, Malaysia ,Tel: 60-9-9762-302 Ravi Kiran Associate Professor, School Of Management & Social Sciiences, Thapar University. Dr.Suguna Pathy Head, Department of Sociology, VNSG University, Surat Birasnav M Assistant professor, Park Global School of Business Excellence, Kaniyur, Coimbatore Dr. C.N. Ojogwu Phd Education Management - University of Benin, Benin City, Edo state, Nigeria. Senior lecturer - University of Benin. Dr. Nik Maheran Nik Muhammad General Conference Co-Chair, GBSC 2009, www.nikmaheran.com

Dr. A. Abareshi Lecturer, School of Business IT and Logistics RMIT University, Melbourne, Australia Office: +61 3 99255918

Dr Ganesh Narasimhan Lecturer, Management Sciences ,Sathyabama University Board of Advisor - AN IIM Alumina Initiative & International Journal Economics, Management, & Financial Markets Denbridge press, New York, USA



5


UK CHAPTER: CANTERBURY , KENT , CT2 , 7PE , UNITED KINGDOM SOUTH AFRICA CHAPTER: WESTERN CAPE , PRIVATE BAG X17, BELLVILLE 7535 , SOUTH AFRICA

IJCRB is Indexed in Worlds Prestigious Research Directory

APA Research Directory IJCRB is Indexed in

IJCRB is Included in GOOGLE SCHOLAR

Accepted for Inclusion Worlds Premium Database

Indexed in Includes High Impact Factor Journals

Listed in Largest Journals Directory



342


Factors Affecting Food Product Marketing in Islamic Perspective and How Producers and Planners can sell their

Products in Islamic Countries

Dr. Ahmad. M. A. "Ahmad Zamil" Associate Professor, King Saud University

Riyadh Community College Faculty of Administrative Sciences Marketing Department, Riyadh,KSA

1. Introduction

Marketing Mix as a concept involves the product, price, promotion, and place. Traditionally

marketers and researchers have strongly focusing on those four Ps, and each one of them is

determined by a number of factors, for example the price as a component of this mix affected by

factors such as; market share, competition, material costs, product identify and the consumers

perceived value of the product. And each component of the marketing mix has its elements and

factors.

The factors that affect the marketing mix components may differ according to effective

perceptions that pertain to the consumers behavior, characteristics, culture, religion, and habits.

The paper is focusing on the marketing of food products and what factors may affect the

marketing process in Islamic perspective. The food industry is an evergreen industry and Hala

Food is the latest trend in the world market.

Consumers' demand for Hala food becomes bound less especially in the Islamic Countries and

Europe and the United States. Recently, survives showed that Muslims make up approximately

one-fifth of the world population (Frost, 2009).

Some Islamic Countries have applied several procedures in order to ensure that the citizens are

eating Hala Food, for example, the Malaysian Government intends in making Malaysia a

regional hub. Since 2003 the Malaysian Government affiliated the implementation of the Halal

certification, and the department of Islamic Development Malaysia (JAKIM), is now the lead

agency in the conferment of the Halal certificates and labels at both the federal and state level.

Listed in ULRICH’S



343


2. The Study Importance

Because the number of Muslims now arrived to 20% of the world population, producers have to

pay more attention to this slice as consumers, this attention has to take in consideration Islamic

as a religion which stipulate that Muslims must eat Halal products especially in meat products.

The importance of this study lays in the relationship between food products producers and

marketers, and satisfying the Muslim consumer.

3. The Study Objectives This study aims to achieve the following objectives:

i. To clarify the characteristics of Halal food.

ii. What is the evidence for the Muslim consumer to ensure whether the product Halal.

iii. To collect the Jordanian consumers information about the imported brands and how

marketers can deceive consumers that this food product is Halal.

iv. The type of advertisement accepted by Muslims.

4. The Study Problem and Questions Jordan imports food products from several countries and the Jordanian consumer focuses on the

common religion of the exported country more than the brand label which may help him to

ensure that he is buying Halal product.

The study problem can be solved through the answers of the following questions:

i. What are the methods that are used by the Jordanian consumer to ensure that he is buying Halal

food products?

ii. What is the degree of the Jordanian consumer's confidence in the marketing process for the

food product?

iii. Does the Jordanian consumer accept any label that indicates that the product has produced

according to the Islamic rules?

iv. What is the impact of the advertising techniques on the buying decision of the Jordanian

consumer, even if the product has Halal certification?

v. Is there any impact of the religion of the country that export food products to the Jordanian

market?

vi. What is the impact of the diversity of the religious "Fatawa" and the diversity of preachers on

the Muslim's consumer behavior?



344


vii. Is there an urgent need in Jordan to create a government or non government institution to

determine if a food product is Halal or Haram?

5. The Study Hypotheses i. There is no relationship between the available tools that make the Jordanian consumer ensure

that he is buying Halal food products.

ii. There is no relationship between the degree of the confidence of the Jordanian consumer and

his consumption of the food products in the Islamic perspective.

iii. There is no relationship between the availability of an adhesive label on the product and the

buying decision of the Jordanian consumer.

iv. There is no relationship between employing dissipated women in the advertisement process

and the willingness of the Jordanian consumer to buy the product even if it was produced as

Halal product.

v. There is no relationship between the Jordanian consumer approbation for the food product and

the common religion in the exported country.

vi. There is no relationship between the diversity of religious "Fatawa", and preachers and the

Jordanian consumer behavior.

vii. There is no relationship between the degree of confidence for the Jordanian consumer and

creation a formal institution take the responsibility in determining the product whether or not

Halal.

6. The Study Model Independent Variables Dependent Variables

- Tools that making the Jordanian consumer assured that he is buying Halal food products.

- The degree of confidence of the Jordanian consumer in his consumption of the food products in the Islamic perspective.

- The Jordanian consumer's buying decision.

- Employing dissipated women in the advertising process, even if the product was Halal.

- Acceptable advertisement according to the Islamic religion.



345


- The common religion in the exported country.

- Jordanian consumer's approbation for the food product.

- The diversity of religious "Fatawa" and preachers.

- Jordanian consumer behavior, buy or not.

- Creation a formal institution that responsible to distinguish Halal and Haram food products.

- The availability of an adhesive label on the product, that indicates to its acceptance in the Islamic rules.

- The degree of confidence of the Jordanian consumer in his consumption of the food products.

7. Theoretical and Procedural Definitions of the Study Variables In this section the researcher will attempt to find a definition for each of the study variables:

i. Tools or methods that making the Jordanian consumer assured that he is buying Halal food

products: these tools may involve certification issued by an controlling agency or any

stamp of approval (Kasriel, 2008).

ii. The degree of confidence of the Jordanian consumer in his consumption of the food

products in the Islamic perspective: the highly confidence may increase through sending

the sales team into the Muslim community to conduct seminars at community centers and

mosques, and to attempt to build word – of mouth brand recognition (Frost, 2007).

iii. Employing dissipated women in the advertising process.

iv. This variable means that: even the food product were Halal, but the producer or the

marketer employed a woman as a model in his advertisement campaign, some of Muslim

consumers may reject this product.

v. The availability of an adhesive label on the product, that indicates to its acceptance in the

Islamic rules:

vi. This variable ads another significant issue in increasing the Muslim consumer confidence

in the food product that he eat. The suggested evidence is that the certification of Halal

foods must be performed by a third party organization to hold credibility (Miller and Hyde

and Morisco, 2008).



346


vii. The common religion in the exported country:

viii. If the religion of the exported country was Islam, this may affect the Jordanian consumer

behavior.

ix. The diversity of religious Fatwa may have either positive or negative impact on the

consumer's decision according to his new attitude.

x. Creation a formal institution to take responsibility in determining if a food product Halal or

Haram.

All these variables have their roles in persuading the Muslim consumer that he is buying Halal

product.

8. Relative Studies 8.1. Alserhan, Baker Ahmad, 2009. Under the title "The Principles of Islamic Marketing".

The study aimed to lay the foundation of and advance Islamic marketing as a new discipline. The

researcher identified the features of the Islamic framework of international marketing practices

and ethics. The researcher indicated that:

"Marketing practices, embedded in a strong ethical doctrine, can play a vital role in rising the

standards of business conduct worldwide".

As a result of the study the author added that marketing issues will be examined from an Islamic

perspective which, arguably, if adhered to, can help to create a value-loaded global ethical

marketing framework for firms and establish harmony and meaningful cooperation between

international marketers and their Muslim target markets.

8.2. Carla, Power, 2009. Under the title "Halal: Buying Muslim".

The study aimed to help businesses in serving the increasingly sophisticated Muslim Consumer.

The researcher pointed out the following question for companies: what products and services are

you going to provide to help Muslim lead the life style they want to lead? The importance of

answering this question pertains to a 2007 report from the global ad agency JWT describes the

Muslim market thus: "it is young, it is big, and it is getting bigger".

Parts of it are well-educated and wealthy. The buying power of American Muslims alone is

estimated at a hefty $ 170 billion annually. But with few exceptions ignored by American

marketers.



347


The result of the study expressed by the speech of Ann Mack, JWT's director of trends potting.

"Muslims don't feel that brands are speaking to them, but it was very difficult to find mainstream

companies that were making significant programs geared toward the Muslim population".

8.3. Kasriel, Daphne, 2008. Under the title "Spotlighting Europe's Muslim Consumer".

The study aimed to link the safety of food with the term "Halal", the author pointed out that the

Halal symbol attracts not only Muslim consumers, but those alarmed by food scares such as BSE

and Bird Flu, and recent scandals surrounding food contamination. These consumers associate

Halal with purer products and the use of fewer chemicals. The results of the study pointed out

that numbers of non-Muslims became to consume Halal food. For example in the UK there are

approximately three million Muslims and yet, according million consumers of Halal meat.

BSE: Biological Safety of Food.

8.4. Miller and Hyde and Morisco, 2008. Under the title "Marketing to Ethnic Segments:

Halal Products".

The study aimed to discern that producing and selling Halal food can increase the profitability, in

this area the researchers indicated that "as the United States becomes more diverse, there is an

increasing opportunity for food producers to differentiate their products and gain price

premiums".

This opportunity derived from the fact of there are other consumer segments (Non-Muslim) that

may be interested in Halal food, such as vegetarians. Then the researchers presented their

recommendation for the food producers to conduct research on all aspects of Halal certification

in order to promote their products effectively to both Muslim and Non-Muslim parties. By doing

so, their value-added products will be a profitable endeavor.

8.5. Khan and Thaut, 2008. Under the title "An Islamic Perspective on Fair Trade".

The study aimed to present an Islamic perspective on fair trade, by outlining the key principles

upon which fair trade is based, such as sustain ability, fairness, equity, and worker rights, and

relevant Islamic teachings. The study pointed out that Islam has a significant impact on fair

trade.



348


Through identifying Halal trading which involves all the marketing mix components by

illustration that the product must be Halal, the price must be fair and the presentation of the

product must be in ways that accepted by Islam.

8.6. Bonne and Verbeks, 2006. Under the title "Muslim Consumers Motivations Toward Meat

Consumption in Belgium: Qualitative Exploratory Insight from Means-End Chain

Analysis".

The study focused on the role of religion as one of the potential individual factors shaping

consumption decisions. The study was conducted through 12 interviews with 50 Muslim

respondents between the age of 19 and 69 living in Gent (Belgium). The results of the study

about meat consumption showed that most of the respondents eat one or two times a weak beef

(31), chicken 37 respondents, and lamb 23. For the purchasing place, 34 from the respondents

prefer to buy from the Islamic butcher, 7 of them from the abattoir, 4 from the farm gate, but

meat purchases from supermarket and Belgian butcher are much lower. Only five respondents

indicated to buy meat primarily at the supermarket or Belgian butcher. This means the 5 of the

50 respondents sometimes or always eat Non-Halal meat since Halal meat is not available at the

supermarket or Belgian butcher.

8.7. Hajj Abdelhamid Evans, 2005. Under the title "Halal Perspectives-Understanding

Muslim Consumer".

The study aimed to identify many aspects such as: who are the Muslim consumers? Where they

do live? What do they buy? How much do they spend? And How they do make their decisions?

The researcher mentioned "that the Muslim consumers are of course high-income individuals

with large families from the Arabian peninsula. They are also Middle-Income Turkish or

Egyptian families, businessmen in the modern cities of China, Indian traders in Johannesburg or

Durban, third generation Pakistani lawyers in the UK, street-vendors from Tangires in Paris,

Bosnians living in Amsterdam, Lebanese in Australia, Black Americans in New York and

Washington, Middle class European families". For this expanding of Muslims around the world

and the increasing in their numbers in many countries.

Europe's Muslim population of around 25 million increased at a rate of 140% over the last 10

years, America's by 36%, Australia by 250%, that leads the meat producers in particular to



349


increase the percentage of Halal export produce. 80% of all lamb exported from New Zealand is

Halal.

The author ended his study by this result "Halal food is the tip of the iceberg of the impact of the

Islam on commerce, a convergence that will form one of the defining forces of the coming

decades".

8.8. This Study by Staff Writer of 3rd Middle East, 2004. Under the title Food Marketing

Forum.

The essay indicated that Halal is having a significant impact on global markets because the Halal

food market is escalating, not just amongst Muslim Nations. As Chris Mullinger the conference

director "Halal food has been around for over 1.400 years, it shows a big development in recent

decades, particularly in multi-cultural societies, and because Muslims now making up close to a

quarter of the world's population, it should really come as no surprise that Halal is having a

significant impact on global markets".

In this area the researcher believes that Islam became more common especially in America and

Europe, and other countries whose citizens start to sense the benefits of using Halal food in terms

of healthy and safety.

8.9. Phrom Yong, Phaisal, 2002. Under the title "Halal Food Products Represent Future for

Thailand's Manufacturers".

The study aimed at the financial help from government for the development of food production

systems as an important benefit. The researcher added that several educational institutions have

already launched development and training programs for Halal foods.

The study results indicated that given full support from the government, Thailand could become

the worlds biggest Halal food exporter by 2004.

8.10. Mohamed El-Mouelhy, 2000. Under the title "Marketing Halal".

The study aimed to explain the role of marketing as a factor of the concept of "Market". The

researcher pointed out that Halal food market exists wherever there are Muslim consumers

whose tastes and preferences are governed by Halal rules on Food specification. Halal food may

apparently be the same as other food, but its nature, technique of its processing involving the

ingredients, handling, use of various methods from the beginning to the end, is always the one

approved and recommended by Islamic Law.



350


9. Theoretical Background Islam as a religion is a way of life governed by rules and teachings received by Prophet

Mohammad from Allah through the Holly Qur'an.

Islam built on five pillars, which every Moslem has to observe: Shahadah or witnessing; Salat or

Prayer; Zakah or Charity; Sawm or Fasting, and Hajj or Pilgrimage (Bonne and Verbeke, 2006).

In the Islamic community, the Qur'an identifies a Muslim way of life in to two styles: Halal

which means in Arabic "What is permitted" or lawful, and "Haram" which is not permitted or

unlawful. According to these rules, one can simply explore the role of religion as one of the

potential individual factors shaping consumption decisions.

The two terms Halal and Haram apply to all aspects of a Muslim's life including food and other

item such as cosmetics, personal care and cleaning products. Some estimates show that 70% of

all Muslims worldwide follow Halal principles (Minkus Mckenna Cited in Miller and others,

2009).

As this study is tackling the food products and the factors affecting their marketing in Islamic

perspective, the study focusing will be on which food products are Halal and which are Haram?

In Islam, eating is a form of worship to God (Allah), like prayer. In the Holly Qur'an and

Ahadeeth, prohibited food products can be listed, but there are some common themes such as:

a. Slaughtering of animals must be performed by cutting jugular vein while saying the

name of Allah. And after the animal quick death, it must be skinned and drained of all

the blood.

b. The use of any animal by products is strictly prohibited. Animal by products are

products either taken or produced from the body of the animal, examples; include

blood, gelatin and processed dairy products which use enzymes and proteins from

animal, except for milk which is considered Halal (Miller and

others, 2009).

According to the Islamic perspective, we can list Haram foods in several items:

i. Swine/ pork and its by products.

ii. Animals slaughtered or dead before slaughtering.

iii. Animal not killed in the name of Allah.

iv. Alcohol and Intoxicants.

v. Carnivorous animals, Birds of prey, and land animals without external ears.



351


vi. Blood and blood by products.

vii. Foods contaminated with any of the above products (Mouelhy, 2000 and Miller and others,

2009).

Producers, service providers, and marketers have to take in account all factors and rules of Islam

in their processes, they have to know the characteristics of raw material used in their products,

and the work force who produce the goods or services. Also they have to know that Muslim

consumers may avoid eating in a restaurant or a hotel even if it located in Islamic Country

because this restaurant deals with alcohol or any Haram food. In this aspect, the researcher

knows many of his friends who do not buy from some malls in Amman because they sell

alcohol.

The Islamic culture also relocates being in a hotel or restaurant with drunken guests, or women

who are wearing bikini for example.

Buying Muslim meant a voiding pork and alcohol, and getting meat from a Halal butcher, who

slaughtered in accordance with Islamic principles.

The Halal food market has exploded in the past decade and is now worth an estimated $632

billion annually, according to the Halal Journal, a Kuala Lumpur-based magazine that is about

16% of the entire global food industry (Power, 2009).

The main reason for the growth of the Halal economy is that world's 1.6 billion Muslims are

younger and, in some locations richer than ever. In order to obtain a niche in Halal huge market,

Non-Muslim multinationals like Tesco, McDonalds and Nestle have expanded their Muslim-

Friendly offering and now control an estimated 90% of the global Halal market (Power, 2009).

10. Methodology: a. Type of the Study

This study is descriptive quantitative one, also the analytical purpose needed for determining the

factors that affecting the Muslim consumer's buying decision for the food products.

10.2 Study Population and Sample

The study population is the Jordanian citizens living in Amman regardless their religion. The

study sample involves 50 respondents from Muslins and Non-Muslims Citizens, and between the

ages from 20-65 years for both males and females.

10.3 Study Instruments and Data Collection



352


A questionnaire was designed to gather the primary data from the sample individuals. The

secondary data had been obtained from the books, articles, researches either from the libraries or

the internet.

11- The Statistical Analysis Results

11.1 Cronbach Alpha was used in computatation of the interitem consistency reliability

coefficients of the independent and dependent variables. The consistency degree for each one

was high and enough to be acceptable in studies and researches. The table below shows the

testing results.

Table 1: Interitem Consistency Measurement.

Statements Cronbach Alpha

- Independent variable no.1

Statement 1-4

0.783


Statement 1-4

0.756


Statement 1-3

0.783


Statement 1-3

0.766


Statement 1-2

0.804


Statement 1-3

0.763

Average 0.793



353


Table 2: Means and Standard Deviation

The questionnaire Statement Mean S.D

Tools and methods used by the Jordanian citizen to be

insure that he buys Halal food

1- I buy meat and chicken from Muslim butchers. 3.3396 1.32931

2- When I buy a product I read the names of materials used

in the production. 4.3396 0.78308

3- I prefer to buy the imported food products which have

produced in Islamic countries. 2.0566 0.79458

4- I believe that there are non-Islamic countries export

Islamic food products to Jordan. 3.4528 1.16958

The degree of the confidence of the Jordanian

customer and his consumption of the food products in the

Islamic perspective.

1- I don’t believe in the written statements on the product

that it has been produced according to the Islamic rules. 3.3019 1.29474

2- I don’t buy food products from sellers who sell alcohol

and pork. 4.3019 0.72284

3- My confidence increases in the food product if it includes

a certificate issued by a related Jordanian ministry. 2.0377 0.78354

4- The imported product must be halal if it was imported

from an Islamic country 3.3962 1.27611

Employing dissipated women in advertisement

process.

1- Many of producers and marketers employ dissipated

women in marketing their products. 4.0377 1.09126

2- I stop buying a product if its adv campaign includes

dissipated women, even if it was halal. 2.8491 1.32137



354


3- Halal product does not consist with abusive

advertisement. 2.9811 1.23242

The availability of an adhesive label on the products,

indicated that it is halal.

1- The availability of such label increases my

willingness to buy the product. 3.3774 1.24385

2- The label has to include all the needed details about

the materials used in producing the product. 4.0377 1.05543

3- The label has to be written in Arabic language, to be

understood by all the Jordanian consumers. 2.5472 1.24909

The diversity of religious Fatawa

1- The Islamic "Mufties" have to issue the same fatwa 3.0943 1.31944

2- Fatawa have to be the same in all Islamic countries. 3.3962 1.24560

Creation of a formal institusion to be responsible in

determining the product whether halal or not.

1- It is better to create a formal institution, to examine

the imported food products to insure that it is halal. 4.0189 1.04680

2- A certificate issued by this institution will increase

the confidence of the Jordanian consumer that he is eating

halal food.

2.5472 1.24909

3- This institution facilitates, and saves the Jordanian

consumer time in searching for halal products. 3.0566 1.32164

The whole 3.2721 0.43028

From the table above we can note that the highest mean was for statement number 2 in the first

category which is "when I buy a product I read the names of materials used in the production, the

mean was 4.3396 and the standard deviation was 0.78308 and the lowest mean was for question

no 3 from category number 2 which is "my confidence increases in the food product if it includes



355


a certificate issued by a related Jordanian ministry. The mean for this statement is 2.0377 with a

standard deviation 0.7835.

12. The Study Sample Characteristics

12.1 The Gender

Table 3: The Sample's Distribution on the Gender Basis

Frequency % Gender

39 73.6 Male

14 26.4 Female

53 100.0 Total

We can note that males are more than female in the study sample, with percentage of %73.6 for

males and %26,4 for females.

12.2 Age

Table 4: The Sample's Distribution According to the Age

frequency % Age

13 24.5 30 years-20

16 30.2 40 years-30

14 26.4 Years 50 – 40

6 11.3 50-60 years

4 7.5 More the 60 years

53 100.0 Total

Most of the participants are from 30-40 years, with a percentage of %30.2



356


12.3 Religion

Table 5: The sample's Distribution According to the Religion

Frequency % Religion

40 75.5 Muslim

13 24.5 Non- Muslim

53 100.0 Total

Most of the participants are Muslims

13. Hypotheses Testing

13.1 The First Hypothesis

There is no relationship between the available tools that make the Jordanian consumer ensure

that he is buying Halal food products.

Table 6: ANOVA (Hypotheses 1)

Sum of Squares df

Mean Square F Sig.

Between Groups 4.302 9.4783.860.001

Within Groups5.325 43.124 Total 9.627 52

Analysis shows that the value of (f) .001 less than 0.05, so this leads to accept the alternative

hypothesis. "There is relationship between the available tools that make the Jordanian consumer

ensure that he is buying Halal food products".

13.2 The Second Hypothesis

There is no relationship between the degree of the confidence of the Jordanian consumer and his

consumption of the food products in the Islamic perspective.



357


Table 7: ANOVA(Hypotheses 2)

Sum of Squares df

Mean Square F Sig.

Between Groups 5.932 9.6597.669.000


The table shows that "f" equals 0.000 and it is less than 0.05, this leeds to accept the alternative

hypothesis. "There is no relationship between the degree of the confidence of the Jordanian

consumer and his consumption of the food products in the Islamic perspective".

13.3 The Third Hypothesis

"There is no relationship between the availability of an adhesive label on the product and the

buying decision of the Jordanian consumer".

Table 8: ANOVA(Hypotheses 3)

Sum of Squares df

Mean Square F Sig.

Between Groups 3.723 7.5324.053.002


The table shows that (f) value is 0.02, and it is less than 0.05, This leads to accept the alternative

hypothesis. ''There is relationship between the availability of an adhesive label on the product

and the buying decision of the Jordanian consumer''.

13.4 The Fourth Hypothesis

There is no relationship between employing dissipated women in the advertisement process and

the willingness of the Jordanian consumer to buy the product even if it was produced as Halal

product.

Table 9 : ANOVA(Hypotheses 4)

Sum of Squares df

Mean Square F Sig.

Between Groups 3.7568.4703.519 .003

Within Groups 5.87144.133 Total 9.62752



358


The table shows that (f) value is less than 0.05, it is .003, and this leads to accept the alternative

hypothesis. "There is relationship between employing dissipated women in the advertisement

process and the willingness of the Jordanian consumer to buy the product even if it was produced

as Halal product".

13.5 The Fifth Hypothesis

There is no relationship between the Jordanian consumer approbation for the food product and

the common religion in the exported country.


Sum of Squares df

Mean Square F Sig.

Between Groups 3.723 7.5324.053.002


Here (f) value is .022 less than 0.05, which accept the alternative hypothesis. "There is

relationship between the Jordanian consumer approbation for the food product and the common

religion in the exported country".

13.6 The Sixth Hypothesis

There is no relationship between the diversity of religious "Fatawa", and preachers and the

Jordanian consumer behavior.


Sum of Squares df

Mean Square F Sig.

Between Groups 5.807 8.7268.360.000


The table shows that (f) value is 0.000 and it is less than 0.05, and this means to deny the zero

hypothesis and accept the alternative hypothesis. "There is relationship between the diversity of

religious "Fatawa", and preachers and the Jordanian consumer behavior".



359


12. The Study Recommendations

According to the results of the data analysis the study presents the following recommendations

for the different parties in the consumption of the food products. The suggested

recommendations may help those parties in determining that they are selling, buying, and

marketing halal food.

i. For the food products which produced in Jordan the producers have to use an a clear

adhesive label with each item that it does not contain any haram material.

ii. Marketers in their adv campaign have not to employ dissipated women, but women who

wear the Islamic dress and this must be controlled by a governmental institution.

iii. The food product importers have to focus on the Islamic countries in their trading deals.

iv. Sellers who sell alcohol and other haram items must disclose that, for the consumers

through an internal advertisement sign.

v. The Jordanian Government has to Create an formal institution to take the responsibility in

determining that a product is halal or not, through issuing a certificate to the producer,

importer, and the seller.



360


References

Ahmad, Nisar, (2007). Does Islam solve Issues of Marketing Ethics? Pakistan.

Alam, Shah (2004) standardization for Halal food. Malaysia. 3- 3-

Alserhan, Baker Ahmad. (2009). The principles of Islamic Marketing United Arab Emirates.

Bonne, Karijin and Verbeke , Wim (2006) Muslim Consumer's Motivations Towards Meat

Consumption in Belgium: qualitative Exploratory Insight from means- End chain

Analysis. Belgium: Ghent university.

El- Mouelhy, Mohamed (2000). Marketing Hala. Australia.

Frost, Randall, (2009). Where are the Muslim brands? USA: California.

Hajj Abdelhamid Evans (2005). Halal perspectives- understanding Muslim consumer, Malaysia.

Kasriel , Daphne (2008). Spotlighting Europe's Muslim Consumers. UK: London.

Khan, Ajaz Ahmed and thaut, Laura (2008). An Islamic perspective on Fair Trade. United

Kingdom: Birmingham.

Miller, Alyssa N. and Hyde Jeffrey and Morisco, Snherri (2008). Marketing to Ethnic Segments:

Halal products. USA: Pennsylvania, College of Agricultural Science.

Power, Carla (2009). Halal: Buying muslim, Somalia

Phrom. Yong, phaisal (2002). Halal food products represent Future for Thai land's

Manufacturers.

Salam, Vivian (2008). Halal becomes big business. United Arab Emirates

factors affecting food product marketing in islamic perspective and how producers and planners can...

Documents

zanjan university

oxford university

university of selcuk

winthrop university

university of agriculture

business copy right

lincoln memorial university

journal of academy