Introduction
1.0 Overview
This chapter introduces the brief background of the research problem, raises and
discusses important research issues. The possible contribution of proposed research
work is discussed with its justification. Current research focuses on the factors
influencing the Indian Muslim consumers' purchase intention of halal-certified
packaged food products. In other words, the research looks into the matter, what if the
Muslim consumers are offered halal certified food products? Will Muslim consumers
in India accept such products? What will be the factors behind such motivations? To
tackle this problem the present research employs a widely accepted behavioural
intention model, the theory of planned behaviour (TPB) by inculcating important
contextual constructs available in the literature.
1.1 Background
This thesis investigates the factors influencing purchase intention of halal-certified
packaged food products in India. Further, the present research finds out the relative
configuration of various relevant factors which may shape halal purchase intention of
Indian Muslim consumers. Following paragraphs in the background section discusses
chief motivations pertinent to the present study. First the halal has become a
buzzword in the global scenario. Second, the concept of halal has importance for
many stakeholders: researchers, marketers, entrepreneurs, policymakers and the
ultimate consumers. In subsequent paragraphs, the author discusses the emergence of
halal in the global scenario and why researchers have called for a need to understand
Muslim consumers' behaviour better.
Globally a new phenomenon among marketers and researchers has emerged. They are
now more interested in Muslim consumer as their target consumers and subjects of
study like never before. This trend has its roots in a recent marketing innovation
known as halal branding. A number of companies are tapping into the market
including both new entrants and old established companies. A new wave of
enthusiasm about halal branding and Islamic marketing among marketers has led to,
