ASSESSING MARKETING STRATEGIES OF HALAL CERTIFIED FOOD MANUFACTURERS IN MINDANAO, PHILIPPINES: A QUANTITATIVE ANALYSIS

Abstract

This study conducted a comprehensive analysis of the marketing strategies employed by halal-certified food manufacturers in select provinces of Mindanao, with a specific focus on evaluating the efficacy and implementation levels of these strategies. Employing a descriptive-correlational research approach, the study surveyed 70 marketing personnel from various manufacturers, alongside 398 Muslim consumers residing in Marawi City. Data analysis utilized weighted mean and independent sample T-test methodologies. Results from the assessment of marketing personnel indicate that the strategies implemented by halal-certified food manufacturers largely adhere to halal standards across product, price, place, promotion, people, and process. However, contrasting perspectives emerged from the evaluation conducted with Muslim consumers. Product, promotion, and people elements were found to be compliant; nevertheless, there were implementation issues and limited effectiveness in the areas of pricing, place, process, and physical evidence. Manufacturers are advised to give priority to improvements in areas that have been identified as less compliant in light of these findings. At the same time, attempts ought to be made to maintain the application of tactics that are thought to be successful in fulfilling halal requirements. Manufacturers can facilitate sustainable growth in the halal-certified food sector by taking this action.