Document Type
Conference Proceeding
Conference Track
Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing
Publication Date
2016
Abstract
Religion is a major cultural variable that can affect the purchase behavior of consumers. This non-empirical paper examines how the Muslim concept of Halal influences consumers in the Middle East and Muslims all over the world. The paper reviews brief history of the marketing concept and consumer behavior. It then explains the role that cultural generally plays in the consumer decision making and marketing concept. The paper explains the basic concepts behind Halal culture. The paper makes recommendations to marketers for how to reach consumers who seek products that are Halal certified and Shariah-compliant. It also discusses how to compete with these marketers.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Mozammel, Soleman and Haan, Perry, "The Influence of Religion on the Marketing Concept: A Case of Halal Culture" (2016). Association of Marketing Theory and Practice Proceedings 2016. 39.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/39
About the Authors
Soleman Mozammel (Ph.D., Capella University) is Director, Quality Assurance Center, Gulf University, Bahrain. He is also a Project Consultant at D3 Consultant in the Kingdom of Bahrain. He has over 10 years of corporate experience in management and finance as a banker in Canada. He is writing a book on leadership and employee engagement. His research interests include leadership, employee engagement, motivation, entrepreneurship, sales and sales management, education management, marketing, and cultural influence in business.
Perry Haan (DBA, University of Sarasota) is Professor of Marketing at Tiffin University, Tiffin, OH. He has authored or co-authored over seventy peer reviewed articles that have appeared in conference proceedings and journals, including the Journal of Marketing in Higher Education and the International Journal of Sports Marketing & Sponsorship. He co-authored a textbook, Practical Statistics for Business. His research interests include entrepreneurship, international business, ethics, sales and sales management, education marketing, sports marketing, and leadership.