Multidisciplinary Research Seminar 2/2015
3 June 2015
Venue: Meeting Room 2, Room 6-5-36, Building 6, Level 5
Time: 12pm - 1pm
The Halal Ecosystem Multidisciplinary Platform invites you to a Research Seminar presented by Associate Professor Yunus Ali, Deputy Director of Halal Ecosystem Multidisciplinary Research and Education Platform.
Overview
Muslim Consumers’ Consumption Behaviour in a Muslim Minority Country Market Environment: A Study on Australian Muslim Market
Halal consumption is mandatory for Muslims. However, halal options may not be readily available in countries where Muslims are a minority. This paper reports findings of an exploratory research on Australian Muslim consumers’ perception towards Halal labelled products and consumer decision-making behaviour on other alternatives.
Focus Group studies in two Australian cities revealed that while Halal certification is important, the label alone has limited universal appeal. Instead, it was the country of origin and ethnocentrism which are found to play an important role. Muslim consumers also accept alternatives from trustworthy companies that do not contain any non-halal ingredients. This research contributes to the understanding of Muslim consumer behaviour for global marketers to design appropriate value proposition, catering to the fast growing domestic and global Muslim markets.
Speaker's Profile
Associate Professor Yunus Ali joined Monash University Malaysia in August 2007. Prior to that, he taught at Queensland University of Technology, Monash University, and University Wollongong in Australia and Rajshahi University in Bangladesh. Associate Professor Ali has published widely in several international business journals, as well as received international awards for research in marketing and international business. His areas of interest include – International Joint Venture, International Market Entry, Export Promotion Programs, and Relationship Marketing, Halal Branding and consumer research.
Click here to register online. For further information, kindly contact Elaine Yap via email or at +603-55145650.