e-journal

Halal Food Marketing: A Case Study on Consumer Behavior of Chicken-based Processed Food Consumption in Central Part of Java, Indonesia

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Global awareness of halal product is rising. Indonesia is a huge market for halal product, and has just legalized regulation on halal product guarantee. The recent dynamics urge the importance of knowledge of consumer’s behavior on halal product. This study attempted to describe consumer’s behavior, especially on the consumption of chicken-based food that is very popular in Indonesia. The case study was done in Yogyakarta and its surrounding. The findings suggest that consumers considered the halal of food, although they put it second after the food taste. The consumer’s knowledge about halal seemed differ among consumer’s groups, but they agreed on perception that religion as well as nutrition were factors influencing their decision to consume halal food.

Keywords:marketing; halal; consumer’s behavior; chicken-based food

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Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

Agriculture and Agricultural Science Procedia

No. Panggil

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Penerbit

: Elsevier., 2015

Deskripsi Fisik

Agriculture and Agricultural Science Procedia 3 ( 2015 ) 169 – 172

Bahasa

English

ISBN/ISSN

doi: 10.1016/j.aaspr

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

3 ( 2015 )

Subjek

Pertanian

Info Detail Spesifik

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Pernyataan Tanggungjawab

Wati/Agus

Versi lain/terkait

Lampiran Berkas

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