The Influence of Muslim Consumer's Perception Toward Halal Food Product on Attitude at Retail Stores

Abstract

The existence of halal food product which presented in the POP displays of halal product at retail stores become increasingly important for Muslim consumers, particularly Muslim consumers who living in a country where the majority of the population are not Muslim. Consequently, the purpose of this research is to study and try to investigate and also clarify how Muslim consumer's perception toward the variables (safety, religious values, health and exclusivity) of halal food product which presented in the POP displays of halal product influence Muslim consumer’s attitude toward halal food product. In this study, the population of the research is the Muslims consumer who lives in Segamat and come from different backgrounds. Which they normally purchase halal food products which is present in the point of purchase displays of halal products at retail stores, especially meat food products or processed food products derived from meat. The results obtained have shown that the entire formulated hypothesis is proven to have positive and significant influence. The data was analysed by SPSS system.