factors affecting food product marketing in islamic perspective and how producers and planners can...
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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/
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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.
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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
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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.
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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?
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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.
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- 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).
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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.
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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.
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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
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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.
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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.
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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
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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
- Independent variable no.2
Statement 1-4
0.756
- Independent variable no.3
Statement 1-3
0.783
- Independent variable no.4
Statement 1-3
0.766
- Independent variable no.5
Statement 1-2
0.804
- Independent variable no.6
Statement 1-3
0.763
Average 0.793
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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
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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
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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
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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.
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Table 7: ANOVA(Hypotheses 2)
Sum of Squares df
Mean Square F Sig.
Between Groups 5.932 9.6597.669.000
Within Groups3.696 43.086 Total 9.627 52
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
Within Groups5.905 45.131 Total 9.627 52
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
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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.
Table 10 : ANOVA(Hypotheses 5)
Sum of Squares df
Mean Square F Sig.
Between Groups 3.723 7.5324.053.002
Within Groups5.905 45.131 Total 9.627 52
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.
Table 11 : ANOVA(Hypotheses 6)
Sum of Squares df
Mean Square F Sig.
Between Groups 5.807 8.7268.360.000
Within Groups3.820 44.087 Total 9.627 52
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".
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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.
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