Halal Product Management: Factors Shaping Consumer Perception of Halal Chocolates in Karachi

Nimra Naveed Shaikh; Waqas Bin Dilshad; Maria Batool

doi:10.52633/jms.v5i3.350

Authors

Nimra Naveed Shaikh National University of Modern Languages, Karachi, Pakistan Author
Waqas Bin Dilshad Benazir Bhutto Shaheed University, Lyari Karachi, Pakistan. Author
Maria Batool National University of Modern Languages, Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v5i3.350

Keywords:

Consumer Perception, Religious Knowledge, Islamic Dietary Laws, Halal Consumption

Abstract

This study is conducted to find the important aspects that are affecting the determinants of consumer perception toward halal chocolate purchasing in Karachi. This study focuses on the diverse roles of religious knowledge and Islamic dietary laws that were modeled to impact Consumer perceptions towards halal chocolate ingredients. One of the most common ingredients is lard. Lard is a common substitute for oil used by food manufacturers in chocolates since it is less expensive. Muslims have become more concerned about halal food items and their ingredients, which motivates them to use halal food products. The study was particularly based on Karachi. The research is based on a quantitative approach. The study was conducted among 345 Muslim consumers. The responses of the participants to self-administered questionnaires have been used for gathering the data. Following that, the data were examined using the statistical software SPSS. The results revealed that Religious Knowledge has a significant positive impact on Consumer perceptions of halal chocolate product purchasing. The rest of the factors, namely Islamic Dietary Laws, do not have any significant effect on Consumer Perception towards halal chocolate purchasing, particularly in Karachi. Although Pakistan is a Muslim country, compared to other Muslim states like Malaysia, there is limited knowledge of Halal ingredients in chocolate products. There is no formal Halal certification issuing body in the country that can identify haram adulterants in chocolate products. The results of this study will have a significant impact on Pakistani food producers and marketers who are looking for new ways to enter the halal chocolate market and enter Muslim markets as suppliers of certified halal chocolates.

Author Biographies

Nimra Naveed Shaikh, National University of Modern Languages, Karachi, Pakistan

Department of Management Sciences - Lecturer and Coordinator, National University of Modern Languages, Karachi, Pakistan.
Waqas Bin Dilshad, Benazir Bhutto Shaheed University, Lyari Karachi, Pakistan.

Assistant Professor, Benazir School of Business, Benazir Bhutto Shaheed University Karachi, Pakistan.
Maria Batool, National University of Modern Languages, Karachi, Pakistan.

Lecturer, National University of Modern Languages, Karachi, Pakistan.

References

Ahmed, W., Najmi, A., Faizan, H.M. and Ahmed, S. (2019), "Consumer behaviour towards willingness to pay for Halal products: An assessment of demand for Halal certification in a Muslim country", British Food Journal, 121(2), 492-504.

Adil, S. and Fatima, N. (2013) Impact of Rewards System on Teacher's Motivation: Evidence from the Private Schools of Karachi, Journal of Education and Social Sciences, 1(1), 12-30.

Aftab, A. K., Sherazi, S.T.H, Rubina, S., Razia, S., Ambrat and Arfa, Y. (2013). Consequence of fatty acids profile including trans-fat in chocolate and pastry samples, International Food Research Journal, 20(2), 601-605.

Alam, S. S. and Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing, International Journal of Commerce and Management, 21(1), 8– 20.

Ajzen, I. (1991). The theory of planned behavior, organizational behavior, and humans. Decision Processes, 50, 199-211.

Ambali, A. R. and Bakar, A. N. (2014) People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers, Procedia - Social and Behavioral Sciences, 121, 3 – 25.

Aziz, Y. A. and Vui, C. N. (2012). The Roles of Halal Awareness and Halal Certification in Influencing Non-Muslims’ Purchase Intention. 3rd International Conference on Business and Economic Research (3rd OCTOBER 2012) Proceeding.

Bhattacherjee, A. (2012). Social Science Research: Principles, Methods, and Practices, USF Tampa Bay Open Access Textbooks Collection.

Brandimarte, P. (2011). Quantitative Methods: An Introduction for Business Management, NJ: Wiley Press.

Bukhari, S.F.H., Woodside, F.M., Hassan, R., Hussain, S. and Khurram, S. (2022), "Exploring the motives behind the purchase of Western imported food products. A phenomenological study from a Muslim-dominated region", Journal of Islamic Marketing, 13(2), 481-507.

Che Man, Y.B., Syahariza, Z. A., Mirghani, M. E. S., Jinap, S. and Bakar, J. (2005). Analysis of potential lard adulteration in chocolate and chocolate products using Fourier transform infrared spectroscopy, Food Chemistry, 90, 815–819.

Essoo, n., and Dibb, s. (2004). Religious influences on shopping behavior: an exploratory study. Journal of marketing management, 683-712.

Fadzlillah,N. A., Che Man,Y. B.,Jamaludin, M. A., Rahman, S. A. and Al-Kahtani, H. A. (2011). Halal Food Issues from Islamic and Modern Science Perspectives, 2nd International Conference on Humanities, Historical and Social Sciences, 17, 1-5.

Delener, N., (1994). Religious Contrasts in Consumer Decision Behavior Patterns: Their Dimensions and Marketing Implications, European Journal of Marketing, 28 (5),36 – 53.

Farah, M.F. (2021), "Consumer perception of Halal products: An empirical assessment among Sunni versus Shiite Muslim consumers", Journal of Islamic Marketing, 12(2), 280-301.

Kawata, Y., Htay, S.N.N. and Salman, A.S. (2018), "Non-Muslims’ acceptance of imported products with halal logo: A case study of Malaysia and Japan", Journal of Islamic Marketing, 9(1), 191-203.

Khan, M., Najmi, A., Ahmed, W. and Aman, A. (2019), "The role of consumer willingness to pay for halal certification in Pakistan", Journal of Islamic Marketing, 10(4), 1230-1244.

Khalek, A. A. (2014). Young consumers’ attitude towards halal food outlets and JAKIM’s halal certification in Malaysia, Procedia - Social and Behavioral Sciences, 121, 26 – 34.

Kılıç Altun, S. and Aydemir, M. E. (2021). Analysis of E-coded food additives in delicatessen product labels within the status of Halal food. Journal of Advances in VetBio Science and Techniques, 6 (1), 29-34.

Lada, S., Tanakinjal, G. H. and Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action, International Journal of Islamic and Middle Eastern Finance and Management, 2 (1), 66 – 76.

Mittal. P, and Ravinder (2012). Consumer Buying Behavior and Perception towards Chocolates Brands and Its Consumption, International Journal of Business and Management Tomorrow, 2(9), 1-10.

Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, Grimmer, Martin and Grimmer, Louise. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services. 55, 1 – 13.

Mutsikiwa, M.and Basera, C. H. (2012). The Influence of Socio-cultural Variables on Consumers’ Perception of Halal Food Products: A Case of Masvingo Urban, Zimbabwe, International Journal of Business and Management, 7(20), 112-119.

Osman, I., Osman, S., Mokhtar, I., Setapa, F., Shukor, S. A. M. and Temyati, Z. (2014) Family Food Consumption: Desire towards Convenient Food Products, Procedia - Social and Behavioral Sciences, 121, 223 – 231.

Othman, M. N. and Hashim, A. H. (2010). Consumer Perception and Behavior towards Halal Food Consumption, 1st International Conference on Islamic Marketing and Branding (ICIMB), Exploring Issues and Challenges, 29- 30.

Ozgen, O. and Kurt, S. D. (2013). Purchasing Behavior of Islamic Brands: An Experimental Research, ISTANBUL, 4-7.

Prakoso, B. P. and Tiurma, M. R. (2023) Halal research streams: A systematic and bibliometrics review, Cogent Social Sciences, 9:1.

Rahim, N. A. and Junos, S. (2012). The Halal Product Acceptance Model for The Religious Society, Business and Management Quarterly Review, 3(1), 17-25.

Rasdi, N. F. B. M., Khalid, F. D. B., Kueh, J. S. H., Janang, J. S., and Abdullah, M. A. Bin. (2023). Factors that Influence Consumer’s Attitudes and Decision-Making in Shopping for Halal Food. International Journal of Academic Research in Business and Social Sciences, 13(5), 2573 – 2586.

Rasyid, Mohammad Ichsan. (2022). "The Advertising Approach Differentiation of Indonesia’s Halal Toothpaste Products" Malaysian Journal of Halal Research,.5(1), 3922, 1-5.

Rohman, A. and Che Man, Y. B. (2010). Fourier transform infrared spectroscopy combined with chemometrics for analysis of lard in the mixtures with body fats of lamb, cow, and chicken, International Food Research Journal, 17, 519-526.

Said, M., Hassan, F., Musa, R., and Rahman, N.A. (2014) Assessing Consumers’ Perception, Knowledge and Religiosity on Malaysia’s Halal Food Products, Procedia - Social and Behavioral Sciences, 130, 120 – 128.

Salman, F. and Siddiqui, K. (2011). An exploratory study for measuring consumer’s awareness and perceptions towards halal food in Pakistan, Interdisciplinary Journal of Contemporary Research In Business, 3, 1-13.

Singh, H., and Sharma, H. (2013) Consumer Perception Towards the Quality Marks of Products, International Journal of Management and Social Sciences Research, 2(9), 50-53.

Soesilowati, E. S. (2010). Business Opportunities for Halal Products in the Global Market: Muslim Consumer Behaviour and Halal Food Consumption, Journal of Indonesian Social Sciences and Humanities, 3, 151–160.

Tabachnick, B.G. and Fidell, L.S. (2007), Using Multivariate Statistics (5th ed.). New York: Allyn and Bacon.

Widodo, T. (2013). The Influence of Muslim Consumers Perception Toward Halal Food Product on Attitude and Purchase Intention at Retail Stores, Inovbiz, 1(1), 3-20.

Wilson, J. A.J. and Liu, J. (2010). Shaping the Halal into a brand? Journal of Islamic Marketing, 1(2), 107-123.

Yener, D. (2022). The Effects of Halal Certification and Product Features on Consumer Behavior: A Scenario-Based Experiment. International Journal of Management Studies, 29(2), 101–136.

Internet Sources:

Turkish Newspaper: Zaman (27 April 1997) http://www.haqqaniya.org/English/Food.htm

http://www.muhammadiyah.info/Tarbiyyat/Misc/HARAAM%20PRODUCTS.pdf

https://alaiwah.wordpress.com/2009/03/06/pig-fat-in-pakistani-chips/

Pig Fat in Pakistani Chips Posted on March 6, 2009, by Alaiwa, Dr. Amjad Khan (Medical Research Institute, United States) https://alaiwah.wordpress.com/2009/03/06/pig-fat-in-pakistani-chips/

http://www.halalrc.org/faq.php

http://www.muslimconsumergroup.com/question_answer.php

http://www.123muslim.com/islamic-articles/9882-haram-chocolates.html

Halal and Haram Directory http://www.angelfire.com/ma4/mcch/docs/halal.html

Pig DNA in Cadbury Chocolates, Istihalah and the different views Posted by: admin in Asia, Opinion, Pork Contamination, Shariah Issues June 10, 2014

Khaleej Times (2015) The perception problem of halal food industry Rushdi Siddiqui http://www.khaleejtimes.com/biz/inside.asp?xfile=/data/opinionanalysis/2015/January/opinionanalysis_January30.xmlandsection=opinionanalysis

Astro Awani (2014) Cadbury chocolate-eating ceremony to be held tomorrow.

http://english.astroawani.com/malaysia-news/cadbury-chocolate-eating-ceremony-be-held-tomorrow-37749?cp

Astro Awani (2014) Cadbury advertises to recover consumer confidence.

http://english.astroawani.com/malaysia-news/cadbury-advertises-recover-consumer-confidence-37234?cp

Pamella Geler (2014) Muslims Declare Jihad Against Cadbury Over Pork In Its Chocolate, Demand Cadbury Pay for Blood Transfusions - See more at: http://pamelageller.com/2014/05/muslims-declare-jihad-cadbury-pork-chocolate-demand-cadbury-pay-blood-transfusions.html/#sthash.3khk37AU.dpuf