Halal certification mark, brand quality, and awareness: do they influence buying decisions of Nigerian consumers?

• Main Authors: Jaiyeoba, Haruna Babatunde, Abdullah, Moha Asri
• Format: Conference or Workshop Item
• Language: English
• Published: 2019
• Subjects: HF5001 Business. Business Administration; HF5410 Marketing. Distribution of products; HF5437 Purchasing. Selling. Sales personnel. Sales executives; HF5735 Business records management
• Online Access: http://irep.iium.edu.my/74267/7/74267%20Halal%20Certification%20Mark%20Brand%20Quality.pdf; http://irep.iium.edu.my/74267/

Purpose – This paper intends to ascertain whether halal certification mark, halal brand quality, and halal awareness influence Nigerian consumers when making buying decisions. Design/methodology/approach – The researchers reflect on the newly collected data to shed light on this issue from perspective of Nigerian consumers. To this end, questionnaire was developed and used to collect data from 282 respondents. The data collected were analyzed using both descriptive and inferential statistics. Findings – It was gathered that halal certification mark and halal brand quality are the most influential factors that contribute to consumers’ buying decisions in Nigeria. Originality/value – The study has argued that more efforts are needed in the area of halal awareness in Nigeria and to safeguard the genuineness of the halal certification marks issued by various certifiers in the country. Similarly, the study argues that halal brand quality should always be held at the esteem position. With our findings, we have been able to fill literature gap on Nigerian halal industry.