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The Confidence Level of Purchasing Product With Halal Logo Among Consumers

Norhabibah, Che Harun (2011) The Confidence Level of Purchasing Product With Halal Logo Among Consumers. Masters thesis, Universiti Utara Malaysia.

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Abstract

This study is about the discoveries on the confidence intention on food product with the Halal logo in Malaysia especially toward teacher in the area Changlon, Kedah. In today's modern world, consumer's lifestyle has emerged especially in attitude and subjective norm of consuming food product with Halal certification and Halal logo. This situation has occurred because people are beginning to be aware of the importance of consuming and purchasing healthy and food safety in their daily life. A naturally clean, food safety and good healthy food is important as there are a lot of the ordinary foods that are mostly prepared with the use of unsafe additives, preservatives, flavor, and coloring. The study aims to identify factor such as religious, safety food, health consciousness, knowledge, perceived value, and its impact towards the customer confidence intention. The study uses correlation and regression frequency of analysis. A total of 200 questionnaires were distributed and just 148 questioners returned.The finding of the study indicated that out of five factors (religiousness, health consciousness,perceived value, food safety and, knowledge), three factors food safety, religiousness, and health consciousness) influenced the customer confidence intention. While the factors of knowledge and perceived value does not have a strong relationship to influence the purchase of food products with the halal logo.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Consumers, Confidence Level, Purchasing Food Product, Halal Logo
Subjects: H Social Sciences > HF Commerce. > HF5001-6182 Business
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 19 Dec 2011 09:18
Last Modified: 19 Apr 2016 04:10
URI: http://etd.uum.edu.my/id/eprint/2626

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