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Agricultural and food marketing management

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Added on  2020-12-23

Agricultural and food marketing management

   Added on 2020-12-23

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Semester February Session 2019/2020FSE 30403 AGRICULTURAL FOOD & MARKETINGConsumer perceptions towards food outletsdisplaying Islamic itemsBy:NAMEMATRIC NUMBERSITI NUR AISYAH NAJIHAH BINTI ROSLIF17A0116MENAGA VADAMALAIF17B0036MUHAMMAD HANIF BIN MOHD KHAZARUDDINF18B0090NORAZILA BINTI MISWANF18B0121NURUL IZZAHTE AIN BINTI MOHD FAUZIF18B0189SARANEEIAH LAKSHME A/P MOORTHYF18B0213COURSE: BACHELOR IN APPLIED SCIENCE (FOOD SECURITY) (HONS)EVALUATOR’S NAME: DR. ZUL ARIFF BIN ABDUL LATIFF-Faculty of Agro Based Industry-
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Consumer perceptions towards food outlets displaying Islamic items in MalaysiaABSTRACTThe choice of halal food and Islamic image is an important aspect to consider in lifeevery Muslim user. Therefore, a good understanding of the electoral aspect Halalfood is required to ensure Muslims take their food products Shariah-compliant. Thisstudy was conducted to identify perceptions and determinants consumers in thechoice of food outlets that displaying Islamic items. Respondents were selectedamong the people in Malaysia because here is the largest and most influential groupin deciding daily halal food selection. Data were collected via WhatsApp due to MCOusing the completed questionnaire form was developed based on two theoreticalmodels used in this study which are the model of knowledge, attitude and perception(KAP), and the theory of planned behavior (TPB). The key is understanding,knowledge, attitude and perception toward food outlets displaying Islamic items.Found four sub-constructs are considered through the deciding factors of halal foodselection at any food outlets, namely the halal logo, ownership, materials and brand.The results show three sub-constructs has a significant relationship with foodselection. Ownership factor is not contributing significantly to the choice of halal foodat the food outlets. The learning recommends that to upturn positive opinion ofconsumers toward food outlets that displaying Islamic item, significant bodies andmedia should amplify the promotion and publicity of halal certification by JAKIM toraise awareness among the people in Malaysia. Keywords: halal logo; KAP; TPB; ownership; brand; consumers’ attitude. ii
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Persepsi pengguna terhadap kedai makanan yang memaparkan barang-barangIslam di MalaysiaABSTRAKPemilihan makanan halal dan citra Islam adalah aspek penting untukdipertimbangkan dalam kehidupan setiap pengguna Muslim. Oleh itu, pemahamanyang baik mengenai aspek pilihan makanan halal diperlukan untuk memastikanumat Islam mengambil produk makanan mereka yang mematuhi Syariah. Kajian inidilakukan untuk mengenalpasti persepsi dan penentu pengguna terhadap pilihankedai makanan yang memaparkan barang-barang Islam. Responden dipilih dikalangan masyarakat di Malaysia kerana di sini adalah kumpulan terbesar danpaling berpengaruh dalam menentukan pemilihan makanan halal setiap hari. Datadikumpulkan melalui WhatsApp kerana MCO menggunakan borang soal selidik yanglengkap dikembangkan berdasarkan dua model teori yang digunakan dalam kajianini yang merupakan model pengetahuan, sikap dan persepsi (KAP), dan teoritingkah laku terancang (TPB). Kuncinya adalah pemahaman, pengetahuan, sikapdan persepsi terhadap gerai makanan yang memaparkan barang-barang Islam.Terdapat empat sub-konstruk yang dipertimbangkan melalui faktor penentupemilihan makanan halal di mana-mana kedai makanan, iaitu logo, pemilikan, bahandan jenama halal. Hasil kajian menunjukkan tiga sub-konstruk mempunyai hubunganyang signifikan dengan pemilihan makanan. Faktor pemilikan tidak banyakmenyumbang kepada pilihan makanan halal di kedai makanan. Pembelajarantersebut mengesyorkan agar meningkatkan pendapat positif pengguna terhadapgerai makanan yang memaparkan barang-barang Islam, badan-badan dan mediayang penting harus meningkatkan promosi dan publisiti pensijilan halal oleh JAKIMuntuk meningkatkan kesedaran di kalangan masyarakat di Malaysia.Kata kunci: logo halal; KAP; TPB; pemilikan; jenama; sikap penggunaiii
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TABLES OF CONTENTCONTENTPAGE ABSTRACTii ABSTRAKiii TABLES OF CONTENTiv-v LIST OF FIGURES LIST OF TABLES CHAPTER 1 : INTRODUCTION1.1Background of study1-21.1.1 Islamic items31.2Problem statement1.3Hypothesis1.4Objective41.5Significant of study1.6Organization of studyCHAPTER 2:LITERATURE REVIEW2.1Model of theoretical52.1.1 KAP model2.1.2 TPB model62.2Consumer perceptions towards food outlets displaying Islamic items2.3Consumer perceptions based on knowledge towards food outlets displaying Islamic items72.3.1 Islamic items knowledge2.4Consumer awareness based on attitude towardsfood outlets displaying Islamic items.82.4.1 Religiosity2.4.2 Subjective Knowledge2.4.3 Subjective norms2.4.4 Self-efficacy92.4.5 Perceived availability2.5Consumer awareness based on perception towardsfood outlets displaying Islamic items.2.5.1 Demographic profiles2.5.2 Religious factor2.5.3 Age102.5.4 Education levelSummaryiv
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Chapter 3:METHODOLOGY3.1Conceptual Framework113.2Data Collection123.2.1 Study Area3.2.2 Pilot Study3.2.3 Sampling Technique133.3Data Analysis3.3.1 Descriptive Analysis3.3.2 Reliability Test3.4 Factor analysis14SummaryChapter 4:RESULTS AND DISCUSSION4.1Descriptive Analysis15-164.1.1Demographics Background of Consumer4.2Mean174.2.1 Consumerexperience on visiting food outlets184.2.2Consumer’s attitude on visiting the food outlets19-214.2.3Subjective Norm of Consumer224.3Reliability Test234.4Chi-square Analysis Test244.4.1 Demographic Factor and Consumer experience on visiting food outlets254.4.2Demographic Factor and Attitude of Consumer Test4.4.3Demographic Factor and Subjective Norm of Consumer264.5Factor AnalysisSummary27CHAPTER 5:CONCLUSION AND RECOMMENDATION5.1Conclusion285.2Recommendation29REFERENCES30-32TURNITINRESULT 33LIST OF FIGUREv
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FIGUREPAGE1. The diagram of KAP Model52. The diagram TPB model63. Proposal Model of study84. Flow of method to construct questionnaire11LIST OF TABLESTABLESPAGE1. Demographics background of respondents15-162. Consumer experience on visiting food outlets183. Attitude of Consumer.20-214. Subjective norm of consumers. 225. Reliability Statistic236. Relationship between Demographic factors and Consumer experience on visiting food outlets 247. Relationship between Demographic factors and attitude consumer on visiting food outlets258. Relationship between Demographic factors and subjective norms consumer on visiting food outlets26vi
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CHAPTER 1INTRODUCTIONThis section will deliberate the consumer perception towards food outlets displayingIslamic items in Malaysia. This covers the problem statement of the objectives,research hypothesis, research questions, significance of the study, and organizationof the study.1.1Background of study1.1.1 Islamic item Malaysia is a country that consist mainstream of Muslim population. Although,of their geographical and cultural range, Muslim pursue their faith and the religion ofIslam. Besides, Halal is very crucial part of religion performance for all Muslim. Theawareness consumers take of a commercial plus its goods or deal have an affectedinfluence on purchasing manners. That’s why dealings apply so abundant cashmarketing themselves, enhancing their consumer facility and exploit whatsoever elsethey can to satisfactorily effect the perceptions of aim customers. With warypreparation and execution, a business can impact those perceptions and stand-ingainful consumer behaviors.Halal is derived from Arabic described in the Language Dictionary and thefourth version of the law requires any act (in Islam), justified or unjust, to be carriedout. The behavior permitted by Shariah. Shariah is defined as something in relationto Islamic law. In the context of food selection, it is necessary make sure the foodyou choose complies with all the laws outlined in Islam. This latest trend in behaviorchange among Muslim consumers is due to two crucial reasons, namely theincreasing number of Muslims around the world and awareness-raising amongcurrent generations (Ahlam et al. 2015). Psychological processes with theassumption that every behavior begins with intention behaviors followed by individualbeliefs about outcomes and social pressures. An attitude factor is a person'sconfidence that every behavior will make certain decisions and evaluate others'decisions. Factor normative is the perception or way of thinking of others he thinksit's important for him to decide what to do. As Muslims, whether they are in theMuslim majority community or a non-Muslim majority group, they are very seriousabout the focus on halal food. Positive mindset and knowledge of halal commodity isimportant to Muslim consumers. Halal product is a part of religious duties. Here confirms our belief that the halal food we consume can shape the souland Muslim personality. In Malaysia, the status of halal food products can be verifiedthrough the logo halal distributed by the jabatan kemajuan Islam Malaysia (JAKIM).However, these Halal status guidelines should be reviewed periodically and byparents Muslims need to be aware of the need to research the materials used tomake the product food. Therefore, knowledge of the meaning of halal is veryimportant for Muslim consumers to make the right election action. That what we saythat every Muslim needs to confirm the source of product taken is halal plus thewhole process of halal food production it is in line with Shariah principles.1
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Consumers persistently manufacture wholly the data they have about an enterpriseto make a choice whether that food outlets offers worth. Logically, consumer acuity isa guesstimate of truth. Businesses challenge to effect this awareness of realism,sometimes through fraud and influence but regularly just by bestowing themselves inthe greatest conceivable bright. For illustration, advertisements habitually boast thevalue and suitability of a product or facility, wanting to stand-in a consumerperception of great rate, which can wage off with amplified sales. Halal and illegal is an important Islamic diet rules that non-Muslims must obeyin halal commerce. The trial is that many non-Muslims may not know theconsequences this regulation. In Malaysia consumers usually do not accept foodproduct or food outlets that are not certificated as halal by JAKIM (Ahasanul et al.,2015). Halal contains different procedures such as slaughter, loading, show,preparation, cleanliness, and hygiene. Therefore, Muslim users are worry whenutmost halal food products become introduced from non-Muslim states. Usually, theworldwide supply of halal meat is from Australia, Brazil, India, France, Netherlands,Spain, and China which these country ate not Muslim states (Aljazeera, 2017). Food fraud or scam are alert and deliberate substitutions, additions,interruptions, confusing statements in product labeling with the intention of makingmoney easy to exploit profit besides minus losses. Halal food scam is grasped asirresponsible manufacturer and manufacturer which fakes halal logo, only just showIslamic item like Arabic word, and non-compliant logistics facilities to Shariah law. Incontrast, . There are some undependable producers who exploit halal food marketby using the unrecognized halal logo to attract Muslim consumers. Another case iswhen non-Muslim producers label with fake Islamic brand. Some food operatorsshowed Arabic words on their food outlets or premises to charm Muslim consumersto come to their food outlets.Additional, we took the initiative to run a deeper study of consumerperceptions towards food outlets displaying Islamic items. Perception is the processof organizing or interpreting based on individual senses the individual gives meaningto the elements around them. It means that each individual will see the same thingphysically and individual differing opinions on the matter. For example, perceptionsunderstanding of the issues that individuals have gone through is one factortemporary interiors of historical effects, the role of society and the fabric. Consumerbehavior concerning halal food selection in this learning it is influenced by internalfactors such as experience, attitude, and perception about the food available in themarket. Subsequently, recapture consumers’ trust on suspicious or uncertain halalproducts will not be occurred in a short period and it will be much difficult. 1.2 Problem Statement2
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