Authors: Md. Monirul Islam; Mohammad Ashraful Ferdous Chowdhury
Addresses: Department of Business Administration, Shahjalal University of Science & Technology, Sylhet, Bangladesh ' Department of Business Administration, Shahjalal University of Science & Technology, Sylhet, Bangladesh
Abstract: The purpose of this study was to examine understanding consumers' buying decision process toward halal products. In this study, employing the Dewey (1910) five stages buying model, and analysed how the factors of need recognition, information search, evaluation of alternatives and post-purchase experiences affect the purchase decision. To conduct this study, data were collected from 204 Muslim students of Shahjalal University of Science and Technology, Sylhet, Bangladesh in a convenient way. Factor analyses were used to test the reliability and validity. Regression analyses were used to test the hypotheses. Findings revealed that need recognition and evaluation of alternative were influenced significantly on the buying decision of halal product, but information search and post-purchase experiences were not influenced significantly. Theoretically, this study is one of the first attempts to use five stages model empirically; and managerially the research results can be helpful to design marketing strategy related to Muslim consumers.
Keywords: consumer buying process; halal products; religious; Muslim; Bangladesh.
International Journal of Business Innovation and Research, 2018 Vol.16 No.3, pp.285 - 301
Received: 14 Apr 2016
Accepted: 10 Feb 2017
Published online: 14 Jun 2018 *