Consumers' buying decision process toward halal product: a study in Bangladesh. (2018)

• Record Type: Journal Article
• Authors: Islam, Md. Monirul; Chowdhury, Mohammad Ashraful Ferdous
• Is Part Of: International journal of business innovation and research. Volume 16:Number 3(2018)
• Page Start: 285
• Page End: 301
• Publication Date: 2018
• Subjects: consumer buying process -- halal products -- religious -- Muslim -- Bangladesh; Management science -- Research -- Periodicals; Industrial management -- Technological innovations -- Periodicals; Industrial management -- Research -- Periodicals; 658.0072
• Languages: English
• ISSNs: 1751-0252

Abstract

The purpose of this study was to examine understanding consumers' buying decision process toward halal products. In this study, employing the Dewey (1910) five stages buying model, and analysed how the factors of need recognition, information search, evaluation of alternatives and post-purchase experiences affect the purchase decision. To conduct this study, data were collected from 204 Muslim students of Shahjalal University of Science and Technology, Sylhet, Bangladesh in a convenient way. Factor analyses were used to test the reliability and validity. Regression analyses were used to test the hypotheses. Findings revealed that need recognition and evaluation of alternative were influenced significantly on the buying decision of halal product, but information search and post-purchase experiences were not influenced significantly. Theoretically, this study is one of the first attempts to use five stages model empirically; and managerially the research results can be helpful to design marketing strategy related to Muslim consumers.