Economics Commons^™

Market Analysis And Positioning Of Processed Halal Chevon Food Products, Jalaloden B. Marohom, Ivy Mar B. Cabornida

Journal of Economics, Management and Agricultural Development

Halal has gained popularity as a result of consumer concerns about food safety and ethical issues. Chevon is an important source of protein. However, no halal chevon products are commercially produced. Hence, the study aimed to develop positioning strategies to commercialize the products. A survey was undertaken of 400 potential consumers in the Philippines. The majority of the respondents were willing to buy halal food products. Descriptive statistics were applied, and findings revealed that products were generally acceptable. Potential consumers prefer it in wide assortment, in proper packaging, has informative labels, and easy to locate. However, their preference is significantly …