Value Adding Strategy in Halal Food

Abstract

The research aims to study demographic data among gender, age, education level, career and average monthly income that effect on consumption behavior on “Halal” food in Bangkok metropolitan area. Sample size in the research is 386 Thai who consumer “Halal” food in Muslim restaurants in Bangkok metropolitan area. Tool for data collection is questionnaire. The data are analyzed and processed by computerization. Statistics for data analysis are percentage, mean and standard deviation. The results found that most of the samples of consumer in Bangkok metropolitan area are female, age between 30-45 years old, bachelor degree, private company employees, earn exceeding 20,000 baht. Most consumers give importance to value adding strategy in “Halal” food are cookbook knowledge and specific flavor taste, story creation with adhere to Islam religion, modern packaging creative, and new “Halal” food menu and “Halal” food processing for a long time respectively.