Marketing and Consumer Behaviour From an Islamic Perspective

Title: Marketing and Consumer Behaviour From an Islamic Perspective
Speaker: Asst. Prof. Dr. Ali Erkam YARAR, Post-Doctoral Researcher.

Synopsis:
THE MEASUREMENT OF MUSLIM CONSUMER’S ATTITUDES TOWARDS HALAL CONCEPT: A SCALE DEVELOPMENT STUDY

Halal concept is one of the most important concepts in terms of Muslim societies. They guide their lives according to this line. They determine the standards of their lives and daily life activities according to it. This also plays a major role in the consumption of goods and services and in the process of purchasing. Emerging technology and changing world has provided many halal products and services. Growing Muslim population had manufacturers to produce this type of product development. Increasing consumer satisfaction levels over time and rapidly changing preferences, product variety and development, fashion and similar factors have enabled halal products and services have emerged and existed in different forms in the market. The main aim of the study is to try to comprehend intercultural interaction of perceptions and attitudes of consumers towards halal concept and halal products / services. In this direction, the actual motivations for halal products / services of consumer groups of different structures and classifications (such as nation, religion, culture, lifestyle, gender, social class …), discovery of the halal concept in general, will to be attempted. Especially, comparative analyzes will be sought through sample products and services, particularly in order to identify differences between cultures. The main motivations that led the researcher to study this subject are as follows: The creation of the first formal and professional work and sub-structure in Malaysia, as well as in-depth research of the academic literature by the country’s universities and academics, especially the researches carried out by academicians who work in the undergraduate, graduate and doctorate programs of the University Tecnology of Malaysian (UTM), Raja Zarith Sofiah Centre for Advanced Studies on Islam, Scıence and Civilization (RZS-CASIS) and International Islamic University of Malaysia (IIUM), the contribution of the research and future publications to the Turkish and Islamic academic literature. For this purpose, interviews with expert academicians in the field will be carried out and a research program and research papers will be organized as a result of screening the relevant literature. On the other hand, marketing processes and marketing communications (halal product advertises) for halal products services, methods used and strategies will be investigated. As a result, a consumer analysis will be carried out that aims to reveal consumers’ perceptions, attitudes and motivations towards halal products and services.

The estimated research period is one year. From January 2019 than January 2020. Assoc. Prof. Dr. Khalif Muammar A. Harris acts as the supervisor consultant for this research. The cost of this research will be funded by himself and by The Scientific and Technological Research Council of Turkey (TUBITAK).