Consumer’s behavior on “HALAL” Food in Phitsanulok

Abstract

The research aims to study the consumer’s behavior on “HALAL” Food in Phitsanulok. The samples were 400 Muslims aged 20 years over and living in Phitsanulok. The study used by accidental sampling method. The tool used in data collection was questionnaires. Statistical formulas used in data analysis are mean, percentage, standard deviation and Pearson correlation. The results showed that product factor, price factor and value factor were related with frequency and consumption behavior of halal food by Muslim consumers in Phitsanulok.