Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Abstract

Purpose The purpose of this paper is to investigate the key attributes that drive Muslim consumer purchase behavior in the context of imported Western food in Pakistan. Design/methodology/approach In-depth, semi-structured interviews were used as a data collection tool. In this research, the in-depth interview data were analysed by using the manual content analysis (MCA) technique. Moreover, Leximancer software was used to reanalyse the data to enhance the trustworthiness of the MCA results. A total sample of 43 Muslim consumers from three metropolitan cities in Pakistan participated in the research. The sample comprises professionals, housewives and both college and university students. Findings Muslim consumers in Pakistan look at both the intrinsic and extrinsic attributes when purchasing imported Western food. The ruling factors explored were product taste, ingredients, freshness, hygiene, brand name and overall product quality. However, product packaging and labeling also play a significant role. Participants were of the view that imported Western food provides a better, unique consumption experience and an opportunity to choose from a wide variety of food options. Interestingly, interview findings reveal that Western food product attributes surpass the Islamic concept of moderate spending, thus convincing Muslim consumers to engage in the consumption of imported Western food. Social implications The presence of imported Western food may improve quality of life by having more opportunities and healthier options for the nation. If the Western food products are stamped Halal or made with Halal ingredients the product has a fair chance of adoption and penetration in the society. Further, it may result in overall health improvements within the society, which is already a major concern in the Pakistani consumer market. Also, food products coming from the Western world induces mindfulness; people are more aware about innovative and useful ingredients that can satisfy their taste buds. Originality/value This paper found that Pakistani Muslim consumers are not really concerned about the Islamic concept of moderate spending, and thus, established that Pakistani Muslim consumers are more concerned about product value rather than their Islamic teaching of moderate spending. From a population, with 97 per cent Muslim majority, product packaging and labeling were found to be a dominant and deciding factor, which, in itself, is an interesting finding. Further, established Western brand names help Muslim consumers to recognize products and plays a vital role in their purchase decisions. However, within product labeling, the element of halal ingredients was found to be a deciding factor, but not a leading factor, in purchase decisions.

Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

“…The enormous growth and consumption of western imported food products in Pakistan seem to be contrary to the religious doctrine of moderate spending when western imported food products are highly priced as compared to the locally produced products (Bukhari et al, 2020;Pakistan Bureau of Statistics, 2020). Keeping in view the rising growth of western food products and spending from a Muslim-majority country, it is, therefore, inviting a thorough investigation with regard to motives behind this purchase behavior.…”

“…Moreover, the western food producers have shown keen interest in exploring an Asian consumer market, with a special focus on Pakistan. Considering Pakistan's demographic size, acceptability of imported food products and government support also convinced the Australian government and food producing firms to support Pakistan toward its growth and long-term sustainability (Bukhari et al, 2020;Department of Foreign Affairs and Trade, 2016).…”

“…Firms use a marketing mix as a controllable factor to influence consumers' purchasing process (Kotler et al, 2019). From a food retailing perspective, various studies support that conventional marketing mix elements like product's price, quality, package, store location and promotional tools influence consumer behavior in a sheer manner (Bukhari et al, 2020).…”

“…Firms are investing enormous marketing dollars on product development and marketing, with an objective to transform buying intention into final purchase behavior. Hence, a number of factors are involved to gauge consumer buying behavior such as product, price, product availability, promotion, social and cultural factors (Bukhari et al, 2020). The consumer insights with regard to their purchase behavior assist the marketing firms to alter their brand and communication strategy.…”

“…The consumer insights with regard to their purchase behavior assist the marketing firms to alter their brand and communication strategy. Thus, an opportunity to serve the consumers as per their personal choices, lifestyle and socio-economic class (Bukhari et al, 2020). Pakistan, with 97% of the Muslim-majority population, may have different motives toward the purchase of western imported food products.…”