Abstract:

This paper explores how Muslims who newly arrived in the UK identify halāl food outlets. 9 adult Muslims were interviewed. Signalling Theory and Cue Consistency Theory guided the analysis. Respondents used 3 primary sources to get needed signals: The Internet, observational cues, and personal experience, each branching out further. Exploring how newly arrived Muslims identify halāl food outlets in the UK has not been researched before. Using Signalling Theory and Cue Consistency Theory in the context of halāl food further adds to the novelty. It can help in wide-scale quantitative research and longitudinal study based on the model formed. It will help halāl food outlets to align their signalling for enhanced surety for all Muslims. It will also support halāl certifying bodies in educating the sellers and the consumers about issues in halāl food.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Branding and Identity;Consumer behaviour and psychology;Marketing communications;Retail;Services marketing

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Prof Muhammad Jan