The promotion mix and its impact on consumer's purchase of frozen halal product

Zulhairy , Hassan (2015) The promotion mix and its impact on consumer's purchase of frozen halal product. Project Report. UTeM. (Submitted)

Text ZULHAIRY HASSAN B061110075 BTMI.pdf Download (551kB)

Abstract

This research paper aims to study the impact of promotion mix consist advertising, sales promotions, public relation, personal selling, and direct marketing in influence consumer’s purchase of frozen halal products. As outline in the Third National Agricultural Policy (NAP3), there is need to enhance competiveness and to increase value–added to the whole supply chain as well as the position Malaysia as an international halal food hub. Halal products is not confined to just Muslim anymore because with an estimated halal food market worth anywhere between US$500 billion to US$2.3 trillion anually. With an estimated two billion Muslims scattered around the world, Malaysia as a Muslim country, has all the elements and is well positioned to be the centre for the promotion, distribution and production of halal food, non-food products and other services. The research used a quantitative research method. Data were collected through questionnaires. The sample of this research comprises entrepreneur’s involved frozen halal product in Melaka especially in Melaka Halal Hub Sdn. Bhd, Serkam. The data collected will be analyzed using Statistical Package for the Social Sciences (SPSS) version 20. The findings will assist marketer in determining the factors that can enhance consumer’s purchase of frozen halal products. It provides the impacts of promotion mix strategy in influencing consumer’s purchase of frozen halal products and executing the promotion mix strategy that contributes to consumer’s purchase of frozen halal products. This research was founded the elements of advertising and personal selling only was contributed to the consumer purchase frozen halal product in Melaka.

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