Consumer’s perception towards halal food certified products in Kuching, Sarawak /Mafizawaty P.G Matussin... [et al.]

The Halal food industry is very important to all Muslims worldwide to ensure hygiene, cleanliness and not detrimental to their health and well-being in whatever they consume, use and purchase. The current development shows that the halal food industry has become one of important sectors that contribute to the societal development as well as it contributes to the national growth. The objective of this paper is to identify the consumer perception towards halal food certified products in Kuching, Sarawak. Basically, this study also aims to identify the Customer purchase intention in purchasing the halal food certified product. Through a survey approach, this study incorporated of 405 Muslim consumers' respondents across all major races in Kuching. Apart from that, this study also to assists Majlis Amanah Rakyat (MARA), in developing their entrepreneur in Sarawak Region that are retailing the food products in Kuching initially before they expand their market to another area. The results indicated the weak positive correlation between consumer purchase intention with the marketing mix (4Ps) i.e. Product, Price, Promotion and Place but with significance correlation between the consumer intention to purchase with the marketing mix. Hence, it is suggested that MARA and Jabatan Kemajuan Islam Malaysia (JAKIM) increase their awareness program to their entrepreneur on the important of the halal logo.