Consumer Behavior in Selecting Halal-Certified Food Products Among Residents of the Nupo Temporary Shelter for Refugees Fleeing Conflict, Umphang District, Tak Province
Keywords:
Halal food, Purchasing behavior, Temporary shelter areas, Conflict refugees, Muslim consumer marketingAbstract
Objective: To compare the factors influencing consumers' purchasing decisions for halal-certified food products with personal factors, and to study the purchasing behavior of consumers regarding halal-certified food products.
Methodology: Data were collected from 382 consumers in the refugee shelter area in Ban Nu Po, Umphang District, Tak Province, using questionnaires. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics, such as the t-test for comparing the means of two groups and the F-test for comparing the means of more than two groups using one-way ANOVA and LSD for pairwise comparisons, were also used. The significance level was set at 0.05.
Research findings: Overall, consumers consider the factors influencing their decision to purchase Halal-certified food products in the refugee shelter area to be of moderate importance. When considering individual aspects, the highest importance was given to the product itself, followed by price. Hypothesis testing revealed significant differences in the importance of these factors based on gender, age, education, occupation, and income levels at the 0.05 level of significance. In terms of purchasing behavior, consumers preferred to buy from fresh markets and chose semi-processed Halal foods, primarily due to religious adherence. Most consumers purchased Halal food 1-2 times a week for family consumption, with family members being the main influencers and information sources about Halal food. The average spending per purchase was less than or equal to one hundred baht.
Contributions: The research findings provide guidelines for food manufacturing companies targeting Muslim consumers to plan their marketing strategies effectively concerning product development, pricing, distribution, and promotions to suit their customer base. This research also offers information and directions for those interested in studying consumer behavior towards Halal-certified products.
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Musikachanavi, B. (2016). Bakery Purchasing Behavior of Consumers in the Surat Thani Province. [Unpublished master dissertation]. Suratthani Rajabhat University.
Phukchaiwanich, K. (2013). Purchasing Decision Behavior and Lifestyle that Affect the Marketing Mix of Consumers of Phran Talay Brand Frozen Seafood Products in Bang Khae District. [Unpublished master dissertation]. Siam University.
Phumpa, P. (2015). Consumer Behavior Due to Marketing Trend. The Golden Teak : Humanity and Social Science Journal, Research and Development Institute, Kamphaeng Phet Rajabhat University, 21(1), 15–26.
Pitsuwan, W. (2016). Factors Affecting the Level of Significance Given to the Halal Logo by Muslim Consumers in Making Purchase Decisions on Food Products: A Case Study of the Thai Muslims Living in The Four Most Southern Provinces. [Master’s thesis] Bangkok University. http://dspace.bu.ac.th/handle/123456789/3511?mode=full
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Tanmavad, K., & Khanthachai, N. (2022). Production and Marketing Potentials of Halal Food Business in Bangkok and vicinity. Kasem Bundit Journal, 23(2), 81–98.
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