A comparison of halal beef consumer preferences in majority and minority Muslim areas in Indonesia
by Akhmad Mahbubi; Tomohiro Uchiyama
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 4, No. 3/4, 2019

Abstract: Even though Indonesia has a majority Muslim population, there are several regions with different religious concentrations, such as the Bali region, which has a minority Muslim community. A deeper understanding of consumer preferences in several areas provides a unique value for the specific segment of consumers. This study examines halal beef consumer preferences in majority and minority Muslim areas. This study is descriptive, using quantitative data. The participants of this survey were 290 middle-class Muslim consumers. Data analysis used a chi-square (t-test). The top five beef attributes are the halal label, newness, appearance, aroma, and hygiene. However, there are additional attributes for middle-class Muslim consumers in minority Muslim areas, specifically, the beef is free of residue, has good prices, and a Muslim shop owner (p-value = 0.000). The pattern of buying and consuming beef in minority Muslim areas has the characteristics of rarely shopping for meat specifically, with less frequent meat purchases and less overall consumption of meat.

Online publication date: Mon, 11-May-2020

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