Halal vs non-halal cosmetic: Positioning in Malaysian market / Azahar Harun … [et al.]

Harun, Azahar and Naseri, Roszi Naszariah Nasni and Zolkifly, Nur Hazwani (2017) Halal vs non-halal cosmetic: Positioning in Malaysian market / Azahar Harun … [et al.]. In: 2nd International Islamic Heritage Conference (ISHEC 2017), 14-15 November 2017, Avillion Hotel Melaka.


An increase of global Muslim population contributes to booming in Halal market. Halal Industries Development Organization predicted that the population will rise to over 30% of the world population by 2030 thus contributes to changing landscape of cosmetic buying behavior among Muslim consumer. Unfortunately, Halal cosmetic products suffer from poor product positioning strategy which makes it difficult to compete with non Halal brands. Therefore, this conceptual paper aims to explore the dimensions that consumers use to evaluate products offered in the market thus proposing a conceptual framework namely Halal Cosmetic Positioning Model (HCPM). Through document reviews, four dimensions i.e. Halal label, product quality, product ingredients and safety have been identified to differentiate Halal cosmetics with non Halal brands. The findings shall be find useful for manufacturers, producers, and marketers of Halal cosmetics in strategizing effective positioning strategies thus capturing Malaysian markets. The outcomes of the study can be verified further by using empirical methods to validate each dimension.


Item Type: Conference or Workshop Item (Paper)
CreatorsID Num. / Email
Naseri, Roszi Naszariah NasniUNSPECIFIED
Zolkifly, Nur HazwaniUNSPECIFIED
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus
Event Title: 2nd International Islamic Heritage Conference (ISHEC 2017)
Event Dates: 14-15 November 2017
Page Range: pp. 513-518
Item ID: 20130
Uncontrolled Keywords: Halal cosmetic; Non-halal cosmetic; Malaysian market
URI: http://ir.uitm.edu.my/id/eprint/20130


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