Problems and Challenges on the Islamic Marketing Mix of Selected Halal Food Manufacturers in Mindanao, Philippines

Aldrich June B. Caraecle

Abstract


The study assessed the problems and challenges encountered by selected Halal food manufacturers on their marketing mix. It conducted a survey to 70 certified halal food manufacturers in Mindanao, Philippines. The findings revealed that the manufacturers have faced a lot of problems and challenges. Based on the result, three of the marketing mix elements have encountered problems and challenges very seriously. Among these Ps, price got the highest weighted mean of 3.61, followed by place with a weighted mean of 3.46, and then physical evidence with a weighted mean of 2.30. Meanwhile, the challenges and problems in all other Ps, namely product (3.20), people (3.19), promotion (3.17) and process (3.06) were also seriously encountered. Given the findings of the study, manufacturers should critically study the possible causes of the problems and challenges they have encountered, and then necessary actions should be taken to mitigate the problems and challenges met, thereby ensure compliance of their operation with Islamic standards.

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References


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Proceeding International Conference of Islamic Economics and Business (ICONIEB)

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