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New Consumers of Thai Halal Products NEW CONSUMERS OF THAI HALAL PRODUCTS Pibool Waijittragum1, Khwanchai Sukkon2, Jitima Suathong3, Duangrat Danthainum4 and Supatra Lookraks5 1,2,3,4,5 Department of Graphic and Multimedia Design, Suan Sunandha Rajabhat University, Bangkok, Thailand E-Mail: [email protected], Khwanchai [email protected], Jitima [email protected], Duangrat [email protected], Supatra [email protected], ABSTRACT A millennium generation can be classified as new consumers in the economic system as their consuming behavior has created a marketing opportunity in the modern trade cycle. This research intends to study the consuming behavior of the millennium generation of the Malaysian consumers in order to establish Halal food marketing strategy. An information in the field surveys, research tools, was derived from Malaysian Muslim students residing in Thailand. The consumers’ behaviors in the millennium generation can be characterized as brand ignorant, shopaholics, impersonator, media addicted, trend ignorant, anti-advertising, discount lovers, and marketing lovers. Due to various types of consumer behaviors, the marketing opportunities and a new marketing trend can be created in the modern-day Halal food markets: niche markets. The optimum way to introduce the premium food products into the Halal market is to inform the target consumers about the high-quality ingredients with an outstanding image of modern Halal. The findings of this research reveal the solution to improve the marketing communication for Thai Halal food products. The marketing concepts of Halal food exported to Malaysia should be emphasized on an international theme entwined with Islamic rules. The design of Halal food package in Malaysia tends to be based on the combination between an international feature and an Asian look. The consuming behaviors, attitudes towards the products, and purchasing reasons of Malaysian millennium generation have triggered the modern packaging design with a legible typography and an attractive picture. These components will catch attention of Malaysian consumers. Keywords: New Consumers, Thai Halal Products, Halal INTRODUCTION Halal means objects or products which are allowed to be consumed by Islamic rules commanded by Allah, the Islamic highest God. All Muslims absolutely believe in Allah as the one and only God who has created human beings [1], so the permissible objects from the god are believed to be useful and good for them. Halal can be generated into edible products: food, medicine, and herb, and non-edible products: clothes or any other basic equipment, etc. Therefore, any kinds of products or services, which are not contradicted to the religious rules, can be categorized as Halal products, as in Fig. 1. Fig.1. Halal Food Source(s): http://www.discoverhongkong.com/ca/dine-drink/what-to-eat/ halal-and-vegetarian.jsp © ICBTS Copyright by Author(s) The 2018 International Academic Research Conference in Lisbon 1 According to the rules, it is forbidden for Muslims to take drugs and fermented drinks. Nowadays, not only do Muslims consume Halal food products, but other people also take these products as their consumable products. It may be because Halal food has been prepared with a hygienic process and is considered as healthy food [2]. Although there are almost 20 million Muslims residing in Thailand [3], Halal food seems to be unfamiliar to Thai people. Recently, Halal food and products with Halal trademark have gained substantial interest and widespread acceptance from the markets, as in Fig. 2. Fig.2. Halal Products from Thailand Source(s): https://www.thaitradeusa.com/home/?p=22570 Department of International Trade Promotion among Muslim countries (2011) has illustrated the Muslim markets that there are 1,600 million Muslims worldwide which is proportionate to 23% of the world population. By the end of 2030, it is predicted that the number of Muslim will increase to be 2,200 people or 26.4% of the world population. Halal markets can be listed into two groups: 1. Muslim countries: Algeria, Iraq, Morocco, Tunisia, Bahrain, Jordan, Oman, Turkey, Egypt, Kuwait, Qatar, United Arab Emirate (UAE.), Lebanon, Iran, Saudi Arabia, Yemen, Pakistan, Syria, Malaysia, and Indonesia [4], as in Fig. 3. Fig.3. Islamic Countries – World Muslim Statistics Source(s): http://muhammadnazeefali.com/islamic-countries/ 2. Non-Muslim countries: India, China, United States of America (USA.), France, and Russia. Recently, the largest raw material food exporter for Halal products is Australia followed by Brazil, Argentina, Canada, India, New Zealand, Britain, and the USA. Malaysia has aimed to be the center of the international Halal food. However, more than half of the Halal food sold in Malaysia is imported from Thailand in the form of raw food materials. Malaysian food manufacturers [5], then, process the Halal food products, themselves, which will be marketed into the other Muslim markets in different regions of the world. Those Thai raw food materials are transformed and repackaged under the Malaysian brands with Muslims’ preparation, as in Fig. 4. © ICBTS Copyright by Author(s) The 2018 International Academic Research Conference in Lisbon 2 Fig.4. Malaysian Halal Export Value 2011 - 2015 Source(s): http://economists-pick-research.hktdc.com/business-news/article/Research-Articles/Malaysia-A- Leading-Global-Halal-Food-Hub/rp/en/1/1X000000/1X0A92JB.htm Therefore, Thai exporters can only be an original raw material source for Malaysian food industries. This will cause the deficiency of brand building for Thai manufacturers in the Malaysian markets. This might be because the Muslim consumers are scarcely confident of Thai food manufacturers which are not originated in Muslim countries and might not proceed under Muslim code of conducts. Thus, this research has been aspired by the consuming behaviors of Muslims to study the consumers’ behaviors, attitudes towards food products, and consumers’ motivations so as to design Thai food package which can attract the millennium consumers’ attention. RESEARCH OBJECTIVES 1. To study the consuming behavior of the millennium generation of the Malaysian consumers. 2. To establish Halal food marketing strategy. METHODOLOGIES AND PROCEDURES This research has been conducted as qualitative research through interviewing 108 Malaysian Muslim students who took educational courses in Thailand. The samples were selected with Purposive Sampling Method because, according to the data from Office of the Higher Education Commission, a number of Malaysian students studying in institutions around Thailand in 2011 were well under 150 students. As well as this, the Malaysian market is counted as an important market for Thai food exporters. RESULTS AND IMPLICATIONS According to the Islamic rules, the standard of Halal food distributed in Malaysia is emphasized the proper process of food preparation which is refrained from any contaminated substances. Department of Islamic Development Malaysia (JAKIM) is an office who conducts the food inspection of domestic food and imported food including advertisement, regulations, and explanations on the package and label, as in Fig. 5. Fig.5. Malaysian Halal (JAKIM) Source(s): https://www.halalverified.com © ICBTS Copyright by Author(s) The 2018 International Academic Research Conference in Lisbon 3 The research findings have revealed the consumers’ behavior, attitudes, and purchasing reasons and motivations, as follows. 1. Consumers’ behavior It is important for Malaysians to check the Halal trademark on the food package as they trust the inspection process delivered by Department of Islamic Development Malaysia (JAKIM). They do not consume the food without Halal trademark. Most of Malaysians are likely to buy the food from their own country, but imported food products can become their favorites, too. Hence, the millennium consumers tend to take graphic designs and features of the package, brand names, and the pictures on the package into their considerations. On the other hand, the middle age and the senior consumers have emphasized the Halal food process rather than the attractive package design, as in Fig. 6. Fig.6. Thai Halal (Instant Food) Source(s): Waijittragum, P. 2010 2. Attitudes toward food products Malaysians’ attitudes toward their food products are in moderate level as they trust the food inspection standard from the Department of Islamic Development Malaysia (JAKIM). They believe that Halal products are suitable for Muslims and have been appeared with the international look. However, the millennium generations are not keen on the products with Middle East appearance. In order to serve their demands, the places of distributors need to offer a wide variety of Halal products from international suppliers such as Thai, Chinese, Japanese, and Korean suppliers, as in Fig. 7. Fig.7. Thai Halal (Ready to Drink) Source(s): Waijittragum, P. 2010 3. Purchasing reasons Malaysians’ purchasing reason is always related to Islamic rules, so the marketing of the products in Malaysia have to strongly stick on the religious rules. Most products available in the market are produced by local manufacturers. Nonetheless, the millennium consumers are likely to buy imported products from Thailand, Japan, Australia, China, Korea, European countries, the USA., and the UAE. because of the reputation and embedded stories of the countries of origin. Unlike the middle-aged and senior consumers, those people incline to the healthy products, which are free from any chemical substance and money valued, as in Fig. 8. © ICBTS Copyright by Author(s)
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