CONSUMER AWARENESS AND USAGE OF HALAL STORE-BRAND PRODUCTS: A STUDY ON PURCHASING BEHAVIOR AND BRAND RECOGNITION

Abstract

The increasing demand for halal store-brand products has driven interest in consumer awareness, purchasing behavior, and brand recognition. The primary objective of this study is to assess the awareness, recognition, and usage frequency of halal store-brand products among consumers. A quantitative research approach was adopted, utilizing structured questionnaires distributed online to 440 respondents. Data analysis was conducted using Statistical Package for the Social Sciences (SPSS), focusing on descriptive statistics and frequency distributions. Findings reveal strong consumer awareness, with a mean score of 4.482 (SD = 0.773) for the statement “I am aware of the halal store-brand products”. Brand recognition is also high, as 4.384 (SD = 0.802) of respondents could recall the halal store-brand logo. Regarding purchase behavior, 51.36% had bought halal store-brand products in the past few days, and 32.73% within the past few weeks, highlighting their integration into regular consumption patterns. Food products emerged as the most commonly purchased category (51.36%), followed by toiletries (26.59%) and cleaning products (18.64%). Consumers also exhibited a positive attitude toward these products (Mean = 4.109, SD = 0.928). This study recommends that the high awareness and positive perceptions, retailers should enhance marketing strategies, improve halal branding visibility, and ensure competitive pricing. Further research could explore consumer loyalty and the impact of branding on long-term purchasing behavior.