Market Analysis and Positioning of Processed Halal Chevon Food Products

Authors

Jalaloden B. Marohom, University of Southern Mindanao (USM)Follow
Ivy Mar B. Cabornida, University of Southern Mindanao (USM)Follow

Publication Date

12-31-2022

Abstract

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 different considering product, price, place, and promotion. In addition, it satisfies the requirement for food safety considering microbial, shelf-life, and nutritional, and were halal verified. It has a promising return on investment, and the projected total cost could be recovered within two years. Hence, the products were feasible for commercialization

Recommended Citation

Marohom, Jalaloden B. and Cabornida, Ivy Mar B. (2022) "Market Analysis and Positioning of Processed Halal Chevon Food Products," Journal of Economics, Management and Agricultural Development: Vol. 8: No. 2, Article 1.
Available at: https://www.ukdr.uplb.edu.ph/jemad/vol8/iss2/1