gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
2.4 Islamic marketing dynamics in Muslim countries
The above text has roped in the works of various academicians on the subject of “Halal” food its
consumption, awareness and factors that shapes the consumer behavior. A lean amount of text is
available that focuses specifically on halal food. Researchers from various schools of thought
contemplate on the Islamic marketing practices among Muslim consumers and a general
observation is that religion is the driving force behind Muslim consumers’ behavior; (Hashim &
Mizerski, Khraim, Moschis & Ong, Muhamad & Mizerski, Rehman & Shabbir and Safiek);
Muslim consumers in Malaysia realize the importance of business being conducted in Islamic
way but they were uncertain whether the businessmen in Malaysia were adhering to Islamic
laws and regulations in running their affairs (Abdullah, 2010); Fatwa (Islamic religious ruling by
religious scholar and not mandatory to follow) verdicts are coupled with Malaysian Muslim
consumers choice of selection for certain product category, gender of respondent and religious
bearing (Hashim & Mizerski, 2010); age factor and religious inclination are to some extent
positively correlated but nevertheless there exist little evidence to support the fact that
consumer’s brand preference and store loyalty are effected by religious proclivity (Moschis &
Ong, 2011); number of factors such as commitment, motivation, affiliation, knowledge about a
religion and awareness of the social consequence of following a religion mediate on the
consumers’ market place behavior (Muhamad & Mizerski, 2010); religious stanchness also
impacts upon the shopping itinerary of Muslim consumers (Mokhlis, 2009) and on the same
note religious beliefs also maneuver the New product adoption behavior for Muslim consumers
(Rehman & Shabbir, 2010).
3.0 Research Methodology
3.1 Research design
The study is primarily exploratory in nature and following tools have been used for data
collection; (a) desk research; (b) In-depth interviews; (c) Focus group; (d) Surveys through
questionnaire and (e) Hypothesis developing and testing.
3.2 Sample selection
Sample of respondents were chosen from two major clusters; (a) corporate world associates: they
are a suitable candidate for the research because they are the opinion leaders of the society and
their insights can be generalized; (b) university students; evidence from past researches shows
that university students have been used for data collection in many psychological researches.
3.3 Sample size
Sample size was 600 respondents. We assume that larger the sample size more generalized will
be the findings. 95% population of Pakistan is Muslims; therefore the target population for this
study is presupposed to be homogenous (CIA- The World FactBook, 2011). Out of 600
questionnaires distributed around 550 were returned. Response rate was thus 91%. Of these 550
questionnaires 22 were incomplete and rejected. To sum up 96 % (528) questionnaires were
accepted and analysed.
3.4 Research instrument
The research instrument was systematically designed having structured and unstructured
questions. The questionnaire was framed to measure five important constructs which were
derived through literature review; (a) Religious Believes, an example of this construct is “I
believe in Allah, Muhammad (PBUH) as his last prophet, Quran & Sunnah; (b) Religious
Commitment, some of the items to measure Religious commitment have been developed through
using “Religious Commitment Inventory” (Worthington & Wade & Ripley & McCullough &
Berry and Schmitt, 2003). An example for this concept is “I often read books and magazines
about my religion”; (c) Awareness about Halal Food, sample items is “I am aware that there
might be some non-halal food items also available in local market”; (d) Attitude towards Halal
Food is measured through questions like “I read all the ingredients before buying the food
products” and (e) Identity. Example item for this construct is “I purchase halal food just because
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