International Journal of Academic Research in Business and Social Sciences

search-icon

Malaysia Halal Food Product Packaging Strategy in the Middle East and North Africa (MENA) Region

Open access

Mohd Azidan Abdul Jabar, Nor Asyikin Hasan Adali, Muhd Zulkifli Ismail, Wan Muhammad Wan Sulong, Abd Rauf Hassan

Pages 112-127 Received: 06 Dec, 2023 Revised: 09 Jan, 2024 Published Online: 12 Feb, 2024

http://dx.doi.org/10.46886/IJARBSS/v14-i2/9635
Packaging is a major marketing element as it can influence the purchasing decision of the consumer at the point of sale, especially for food products. Therefore, this research aims to explore as well as to discuss the packaging strategy implemented by the halal food industry in Malaysia in marketing food products in the MENA region. This research is a qualitative research which was done by conducting semi structured interviews of 20 halal food product industries in Malaysia that export food products to the MENA region. The technique used to analyse the findings of the qualitative interviews is the thematic content analysis approach. The findings of the research were that the industry gives attention to the language and cultural aspects for the packaging of food products marketed in the MENA region. Several Arabic language usage strategies specifically for labelling, branding and product slogan were applied by the industry. The findings of this research are significant for new industries which have plans to market products to the MENA region.
Abdul Sukur, A. S. (2022). Isu bahasa dan budaya dalam penterjemahan label makanan [Issues of language and culture in the translation of food labels]. PENDETA, 13(1), 58-69. https://doi.org/10.37134/pendeta.vol13.1.6.2022
Anam, J., Sanuri, B. M. M. S., & Ismail, B. L. O. (2018). Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing.
Ariffin, A. & Fadzlullah, W. N. F. W. M. (2019). The promotional language of the halal food industry: some preliminary findings. Glob. J. Al-Thaqafah, 103-113.
Asri, A. F., Chik, C. T., Rais, M. H. M., & Othman, N. (2020). SME product packaging: how to attract consumers?. International Journal of Business Society, 4(7), 102-109.
Azman, C. M. (2014). Translation of brand and food label products into Arabic: A preliminary linguistically analysis. International Journal of Languages and Literatures, 2(2), 121-135.
Bettels, J., Haase, J., & Wiedmann, K. P. (2020). Shaping consumer perception: effects of vertical and horizontal packaging alignment. Journal of Consumer Marketing, 37(4), 423-431.
Bukhari, S. F. H., Woodside, F. M., Hassan, R., Ali, O. M. S. H., Hussain, S., & Waqas, R. (2021). Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior: A study in the context of Western imported food. Journal of Islamic Marketing, 12(1), 70-94.
Bukhari, S. F. H., Woodside, F. M., Hassan, R., Hussain, S., & Khurram, S. (2022). Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region, Journal of Islamic Marketing, 13(2), 481-507. https://doi.org/10.1108/JIMA-05-2020-0139
Celhay, F., Boysselle, J., and Cohen, J. (2015). Food Packages and Communication through Typeface Design: The Exoticism of Exotypes. Food Quality and Preference, 39, 167-175. https://doi:10.1016/j.foodqual.2014.07.009
Creswell, J. W. (2003). Research design: Qualitative, quantitative and mixed methods approaches, 2nd ed., Sage Publications, Thousand Oaks, CA.
Cui, A. P., Hu, M. Y., & Griffith, D. A. (2014). What makes a brand manager effective?. Journal of Business Research, 67(2), 144-150.
Dass, M., Kohli, C., Kumar, P. and Thomas, S. (2014). A study of the antecedents of slogan liking. Journal of Business Research, 67(12), 2504-2511.
Deliya, M. M., & Parmar, B. J. (2012). Role of packaging on consumer buying behavior–patan district. Global Journal of Management and Business Research, 12(10), 49-67.
East, R. (1997). Consumer behaviour: Advances and applications in marketing. London: Prentice Hall.
Erlyana, Y. (2020). Semiotic analysis of packaging designs in promina puffs weaning food. In 1st International Conference on Folklore, Language, Education and Exhibition (ICOFLEX 2019) (pp. 133-138). Atlantis Press.
Ezan, P., Pantin-Sohier, G., & Lancelot-Miltgen, C. (2019). Colour of food as a vector for children’s well-being. International Journal of Retail & Distribution Management, 47(6), 659-679.
Ganai, A., Hamid, N., Dwivedi, S., Kachroo, J. & Manhas, J.S. (2019). Influence of packaging elements of ready to eat food products on buying behaviour. Journal of Pharmacognosy and Phytochemistry, 8(2), 189-194.
Glossary of Packaging Terms. Stamford, CT: The Packaging Institute International, 1988.
Guetterman, T. (2015). Descriptions of sampling practices within ?ve approaches to qualitative research in education and the health sciences. Educational Psychology Papers and Publications, 16(2), 1-24.
Hall, E. T., & Hall, M. R. (1987). Hidden differences: Doing business with the Japanese. New York: Anchor Press.
Hanni, S. N. A., & Aghwan, Z. A. (2022). Issues of Halal Products Containing Alcohol with Reference to Regulations in Brunei Darussalam. Journal of Halal Science and Technology, 1(1), 74-85.
Ho, H. C., Chiu, C. L., Jiang, D., Shen, J., & Xu, H. (2019). Influence of language of packaging labels on consumers’ buying preferences. Journal of Food Products Marketing, 25(4), 435-461.
Hollensen, S. (1998). Global Marketing Management. Chichester: Wiley.
Hornikx, J., & van Meurs, F. (2017). Foreign languages in advertising as implicit country-of-origin cues: Mechanism, associations, and effectiveness. Journal of International Consumer Marketing, 29(2), 60-73.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277-1288.
Huang, L. & Lu, J. (2015). Eat with your eyes: package colour influences the expectation of food taste and healthiness moderated by external eating. Marketing Management, 25(2), 71-87.
Kamaruddin, N., & Wahid, H. (2020). Potensi dan Cabaran Pengusaha Perusahaan Kecil dan Sederhana (PKS) dalam Pemasaran Produk Makanan Halal semasa Pandemik Covid-19 [The Potential and Challenges of Small and Medium Enterprises (SME) in the Marketing of Halal Food Products during the Covid-19 Pandemic]. Journal of Management and Muamalah, 10(2), 1-20.
Khan, H., Lockshin, L., Lee, R., & Corsi, A. (2017). When is it necessary to localise product packaging? Journal of Consumer Marketing, 34(5), 373-383.
Kohli, C., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business horizons, 50(5), 415-422.
Kohli, C., Thomas, S., & Suri, R. (2013). Are you in good hands?: slogan recall: what really matters. Journal of Advertising Research, 53(1), 31-42.
Konstantoglou, A., Folinas, D., & Fotiadis, T. (2021). Comparison of consumers and industry managers concerning food packaging elements. British Food Journal, 123(3), 1103-1120.
Kotler, P. (2000). Marketing management: The millennium edition. New Jersey: Prentice Hall.
Kovács, L., Bóta, A., Hajdu, L., & Krész, M. (2022). Brands, networks, communities: How brand names are wired in the mind. Plos One, 17(8), e0273192.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.
Liang, S., Qin, L., Zhang, M., Chu, Y., Teng, L., & He, L. (2022). Win big with small: the influence of organic food packaging size on purchase intention. Foods, 11(16), 2494.
Mai, R., Symmank, C., & Seeberg-Elverfeldt, B. (2016). Light and pale colors in food packaging: When does this package cue signal superior healthiness or inferior tastiness?. Journal of Retailing, 92(4), 426-444.
Malhotra, S. (2014). A study on marketing fast moving consumer goods (FMCG). International Journal of Innovative Research & Development, 3(1), 1-3.
Mangan, J., Lalwani, C., & Gardner, B. (2004). Combining quantitative and qualitative methodologies in logistics research. International Journal of Physical Distribution & Logistics Management, 34(7), 565-578.
Mann, B. J. S., & Kaur, M. (2013). Exploring branding strategies of FMCG, services and durables brands: evidence from India. Journal of Product & Brand Management, 22(1), 6-17. https://doi.org/10.1108/10610421311298650
Marcella, R., & Davies, S. (2004). The use of customer language in international marketing communication in the Scottish food and drink industry. European Journal of Marketing, 38(11/12), 1382-1395.
Marckhgott, E., & Kamleitner, B. (2019). Matte matters: When matte packaging increases perceptions of food naturalness. Marketing Letters, 30, 167-178.
MATRADE. (2021, Mei 11). MATRADE Paves the Way for Malaysian Companies to Expand Exports to the Kingdom of Saudi Arabia (KSA) and the United Arab Emirates (UAE) Through Collaboration with Major Retailers and Healthcare Provider. https://www.matrade.gov.my/
Nawi, M. N. H., Ahmad, M. P. H., Ibrahim, H., & Suki, M. N. (2023). Firms’ commitment to Halal standard practices in the food sector: impact of knowledge and attitude. Journal of Islamic Marketing, 14(5), 1260-1275.
Nederstigt, U., & Hilberink-Schulpen, B. (2018). Advertising in a Foreign Language or the Consumers' Native Language?. Journal of International Consumer Marketing, 30(1), 2-13.
Noor, M. A. M., & Wahid, H. (2015). Daya saing industri peneraju hab makanan halal Malaysia[Industrial competitiveness of pioneers of halal food hub in Malaysia] . Prosiding Persidangan Kebangsaan Ekonomi Malaysia Ke-10, 131.
O’Shaughnessy, J., & O’Shaughnessy, N. J. (2000). Treating the nation as a brand: Some neglected issues. Journal of Macromarketing, 20(1), 56-64.
Pålsson, H., & Sandberg, E. (2022). Packaging paradoxes in food supply chains: exploring characteristics, underlying reasons and management strategies. International Journal of Physical Distribution & Logistics Management, 52(11), 25-52.
Rambabu, L., & Porika, R. (2020). Packaging strategies: knowledge outlook on consumer buying behaviour. Journal of Industry-University Collaboration, 2(2), 67-78. https://doi.org/10.1108/JIUC-10-2019-0017
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, 28–36.
Robertson, G. L. (2013). Food packaging: principles and practice. 3rd Ed. CRC press.
Rothman, R. L., Housam, R., Weiss, H., Davis, D., Gregory, R., Gebretsadik, T., Shintani, A., & Elasy, T. A., (2006). Patient understanding of food labels: The role of literacy and numeracy. American Journal of Preventive Medicine, 31(5), 391–8.
Run, E. C. D., & Chin, S. F. (2006). Language use in packaging: The reaction of Malay and Chinese consumers in Malaysia. Sunway Academic Journal, 3, 133-145.
Rundh, B. (2005). The multi?faceted dimension of packaging: Marketing logistic or marketing tool?. British Food Journal, 107(9), 670-684.
Rybaczewska, M., Jirapathomsakul, S., Liu, Y., Chow, W. T., Nguyen, M. T., & Sparks, L. (2020). Slogans, brands and purchase behaviour of students. Young Consumers, 21(3), 305-317.
Saad, Md.K., Idris, M.Z. & Johari, N.R. (2020). Evaluating SMEs food packaging design characteristics. Journal of Information System and Technology Management, 5(18): 19-25.
Safiah Karim. (1992). Beberapa Persoalan Sosiolinguistik Bahasa [Several Language Sociolinguistic Questions]. Kuala Lumpur: Dewan Bahasa dan Pustaka.
Schlossberg, H. (1990). Effective packaging talks. Marketing News, 24(16), 6.
Selvakumar, M., Rani, M. M. J., & Jegatheesan, K. (2013, February). Fast-moving consumer goods: A bright future in India. Market Survey, 10-13.
Sorensen, H. S., Clement, J., & Gabrielsen, G. (2012). Food labels–an exploratory study into label information and what consumers see and understand. The International Review of Retail, Distribution and Consumer Research, 22(1), 101-114.
Spence, C., & Velasco, C. (2018). On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage’ and ‘home and personal care’ categories. Food Quality and Preference, 68, 226-237.
Suci, A., Maryanti, S., Hardi, H., & Sudiar, N. (2022). Willingness to pay for traditional ready-to-eat food packaging: examining the interplay between shape, font and slogan. Asia Pacific Journal of Marketing and Logistics, 34(8), 1614-1633.
Utomo, G. T., & Suprajitno, S. (2018). Packaging consumption: Stylistic devices and persuasive functions of American and Indonesian advertising slogans. Kata, 20(1), 36-44.
Veflen, N., Velasco, C., & Kraggerud, H. (2023). Signalling taste through packaging: The effects of shape and colour on consumers’ perceptions of cheeses. Food Quality and Preference, 104, 104742.
Wagner, U., & Charinsarn, A. R. (2021). What language should be displayed on product packaging? How unconventional lettering influences packaging and product evaluation. Journal of Internasional Consumer Marketing, 33(1), 1-18.
Waheed, S., Khan, M. M., & Ahmad, N. (2018). Product packaging and consumer purchase intentions. Market Forces, 13(2), 97-114.
Yaakub, N. A. (2020). Halal Market Worldwide. In Halal Governance & Management Malaysia & Asean Countries: Intermediate to Advance. Nilai: USIM Press.