Effects of Marketing Mix Strategies on Halal Food Purchasing Decisions

Abstract

DOI: 10.14456/pnuhuso.2023.12

        The purpose of this study was to investigate personal factors and marketing mix strategies that influence the purchasing decisions of Halal food products among Muslim consumers in Bangkok. The samples used in the study comprised of 400 Muslim consumers who purchased Halal food products in Bangkok. Convenience sampling was used, and a questionnaire was employed as the data collection instrument. The statistical methods used to analyze the data included frequency, percentage, mean, standard deviation, one – way ANOVA and multiple regression analysis.
The study results revealed that personal factors such as gender, age, occupation, education level, average monthly income, and the nature of being a Muslim have an effect on the purchasing decisions of Halal food products. Additionally, the tested hypotheses regarding the marketing mix strategies component indicated that three components, namely price, contribution channels, and promotion, have a moderately positive effect on the purchasing decisions of Halal food products, with statistical significance at the 0.05 level. However, the component namely, product, was found to have no significant effect on the purchasing decisions of Halal food products. These findings provide valuable insights for businesses to develop their products and offerings to meet the needs of Muslim consumers.