Ayamas Food Corporation Sdn. Bhd: A Study on the Factors of Consumer Behaviour towards Halal Product Selection

On the rise of Muslims population and the values derived from the world Halal market, it is vital for companies to consider the opportunities to become global. For this reason, there is a call for understanding the consumer behaviour in meeting the needs and requirements for the demand of Halal products. A structured questionnaire will be used to elicit responses from the consumers using a convenience sampling techniques. There are five factors identified that may influence consumer behaviour in selecting Halal product: product label, certification body, source of information, company image, and product quality. In this research, these five factors will be examined in order to validate the consumer behaviour in selecting Halal products. The findings of this study can be of value to the producers and manufacturers of consumer products in order to take part in the Halal market and become comprehensive entities.