Marketing Strategies for Competition in the Thai Halal Restaurant Business
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Abstract
This study explores the impact of marketing strategies and value creation on consumer attitudes and purchasing intentions toward halal food, with a specific focus on both Muslim and customers of other religions in Thailand and to assess the invariance of the causal relationship model regarding the factors influencing marketing strategies for competition in the Thai halal restaurant industry. In addition, this paper analyzes the influence of religious affiliation on attitudes and intentions. By exploring the interplay of religion, marketing approaches, and perceived value, the research provide actionable insights for halal restaurants to effectively broaden their market appeal and enhance competitiveness within a diverse and dynamic food industry. The research utilizes a structured questionnaire distributed to 400 halal food consumers in Thailand, with respondents from both Muslim and customers of other religions. The findings reveal that while Muslims exhibit a more favorable attitude toward halal food, the other religious backgrounds also show positive attitudes, with only slight differences in their perceptions. Furthermore, the results indicate that marketing strategies and value creation efforts, such as innovation and halal food R&D, play a significant role in shaping consumer attitudes and purchasing intentions, regardless of religious affiliation. This research demonstrates that halal restaurants can effectively attract customers of other religions by employing targeted marketing strategies, thus broadening their market reach. The study provides valuable insights for halal food businesses aiming to diversify their consumer base and enhance their competitiveness in the global food industry.
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