Awareness and Perception Level Towards Halal Products among Muslim Consumers in Damaturu, Yobe State

Article Citation: Maigana Amsami & Habu Bah-YaYe Adamu (2020). Awareness and Perception Level towards Halal Products among Muslim Consumers in Damaturu Metropolis, Yobe State. DEGEL: The Journal of the Faculty of Arts and Islamic Studies, Vol. 18, No. 1. ISSN 0794-9316

AWARENESS AND PERCEPTION LEVEL TOWARDS HALAL PRODUCTS AMONG MUSLIM CONSUMERS IN DAMATURU, YOBE STATE

By

Maigana Amsami & Habu Bah-YaYe Adamu

Abstract

There is scarcity of studies on the level of awareness and perception towards halal products among Muslim consumers in Nigeria. This paper aims to examine the level of awareness and perception towards halal food products, halal cosmetics and personal care, as well as halal pharmaceutical products among Muslim consumers within Damaturu metropolis, Yobe state. Using Cross Sectional Survey, data was collected from 148 Muslim consumers in 2020. Frequency counts, simple percentages, and binomial test procedure were used to analyse the data. Findings showed that Muslim consumers within Damaturu have high level of awareness and perception towards halal food products, halal cosmetics and personal care, as well as halal pharmaceutical products. Similarly, result from hypothesis testing has showed that Muslim consumers within Damaturu understand halal products. Thus, the present study concluded that Muslim consumers in Damaturu have a high level of awareness and perception towards halal products as well as understanding of halal products. It is therefore recommended that policy makers in Nigeria should formulate policy to facilitate halal products production and marketing in Nigeria, so as to satisfy halal products needs of Muslim consumers.

Introduction

‘Halal’ is an Arabic word meaning lawful and permitted. The concept comes from the Qur’ān, which it uses to explain objects and actions (Elasrag, 2016). Several evidences can be found on halal consumption in the Qur’ān and the Hadith (the sayings, deeds and tacit approvals of Prophet Muhammad (PBUH). For example, the Qur’ān stated as follows: “O ye people! Eat of what is halal on earth and taiyiban (wholesome) and do not follow the footsteps of the evil one, for he is to you an avowed enemy (Qur’ān 2:168). Thus, with regards to products, halal goods encompass meat, food and beverages, fashion and apparel, cosmetics and personal care, and pharmaceuticals that are produced with the materials, stored and delivered to the consumer according to Islamic law (Kearney, 2007).

For Muslim consumers, choices for goods are greatly influenced by faith. It is necessary for Muslims to live the halal way of life by ensuring that their behaviours including consumption are aligned to the Islamic belief (EuroMonitor, 2015). Therefore, halal, is the key to tapping into Muslims’ spending power (Izberk-Bilgin, & Nakata, 2016).

The halal industry has become one of the important business sectors because of high demand of halal products especially by Muslim consumers. The current Muslim population is estimated to be 1.8 billion and is projected to rise to 2.2 billion in 2030 (Ashfaq, 2018). The global halal industry is projected to be worth around 2.3 trillion U.S. dollars (excluding Islamic finance), rising at a projected yearly rate of 20%. The industry is valued 650 billion U.S. dollars a year, thus making it one of the rapidly rising consumer segments in the world (Elasrag, 2016). The halal industry has since attracted the attention of industry players. Presently, Nestle, is a leading firm in the global halal industry, selling a variety of halal-certified products from chocolate to infant foods, including halal versions of kitkat, nescafѐ, maggi, and coffee-mate (Izberk-Bilgin, & Nakata, 2016). Similarly, fast-food restaurants like KFC and McDonalds have introduced halal food range in their food categories. Additionally, big retailers such as Carrefour and Alber Heijn have also introduced halal meat in their products collection (Awan, Siddiqui, & Haider, 2015).

Research showed that Nigeria has the potential to rise as one of the main players in halal industry because the country has a high Muslim population (Oyelakan, & Yusuf, 2018). But, the relevant research information for both the policy makers and the companies is to have a coherent and clear level of awareness and perception regarding halal products among the Muslim consumers. Accordingly, studies have been conducted in this direction but confined to specific halal products, as well as geographical context. Within the products’ context, Isa and Ismail (2015); Hasan (2016); Muslichah, Abdullah & Abdul Razaq (2019) examined the case of halal foods. Shahid, Ahmed and Hasan (2018) focused on halal cosmetics and personal care products. Similarly, Annabi & Wada (2016) examined the case of halal pharmaceutical products. Thus, findings of these studies provided limited evidence as they were narrowed to a specific halal product type. In terms of geographical scope, Hasan & Sengupta (2019) and Savitri and Kurniawati (2019) examined halal products awareness in India and Indonesia respectively. Thus, little is known on the level of awareness towards multi halal products among the Nigerian Muslim consumers.

Consequently, in contrast from previous studies, the present study employs a multi products approach to examine awareness and perception towards halal products which include halal foods, halal cosmetics and personal care products, and halal pharmaceuticals among Muslim consumers. Therefore, the primary objective of this study is to investigate the level of awareness regarding the above-mentioned halal products among Muslim consumers in Damaturu metropolis in Yobe state. Damaturu was chosen because of of its large population of Muslims and commercial activities. Additionally, as the capital of the state, it has high concentration of educated working class with stable sources of income, thus stable purchasing power. Furthermore, Yobe state was chosen because of its large Muslim population as well as its status as one of the sharī’ah implementing states in Nigeria. In order to achieve the objective of the present study, the following hypotheses were developed and tested.

Null Hypothesis (H₀₎: Muslim consumers in Damaturu do not understand halal products.

Alternate Hypothesis (H_1): Muslim consumers in Damaturu understand halal products.

The significance of the present study stems from the fact that it was conducted in a different geographical setting (Damaturu, Yobe State) from previous works. Finding of the study is envisaged to expand the body of knowledge on Muslim consumers’ awareness and perception toward halal products. It is also expected to serve as a policy guide to both policy makers and the business firms concerning offering halal products in Nigeria.

The rest of the paper is structured as follows: the second section is devoted to literature review and it covers halal and halal products, awareness and perception toward halal products, and review of related studies; section three discusses the methodology of the study; section four presents result of the study and discussion of findings, and lastly, section five concludes the paper and made recommendations.

The Concept of Halal

‘Halal’ is an Arabic word meaning allowed, authorized, approved, legal or legitimate (Alhabshi 2013). The concept comes from the Qur’ān which, it uses to explain objects and actions, (Elasrag, 2016). Also, halal illustrates the daily application of Islamic law in daily living of the Muslims including consumption (Kearney, 2007).The opposite of halal is haram, which in the Arabic language refers to anything prohibited under Islamic law (Aisyah, 2017). Evidences regarding halal actions are found in the Qur’ān and the Hadith. For instance, regarding halal consumption, it is mentioned in the Qur’ān as follows: “O ye people! Eat of what is halal on earth and thaiyiban (wholesome) and do not follow the footsteps of the evil one for he is to you an avowed enemy (Qur’ān 2:168). The consumption of halal products by Muslims is regarded not only as an obligation in serving Allāh, but also obedience to halal indicates that material and ingredient are not harmful to health, because Allāh permits only what is good for human existence (Ambali, & Bakar, 2017).

Halal Products

In Islam, all foods are generally lawful, except for those derived from prohibited animals which include pigs, dogs, predators or carrion, blood and blood by-products, food and beverages containing alcohol and other harmful and poisonous ingredients, and intoxicants. And meat of animals not slaughtered according to Islamic law (International Trade Centre [ITC], 2015; Ambali, & Bakar, 2014). In the Qur’ān, Allāh has said: “He hath forbidden you only carrion, and blood, and swine flesh, and that which hath been immolated to (name of) any other than Allāh. But he who is driven by necessity, neither craving nor transgressing, it is no sin for him, Lo! Allāh is Forgiving, Merciful” (Qur’ān, 2:173).

Similarly, halal also applies to cosmetics and personal care products. Muslims must therefore use these products that are certified as halal. Halal cosmetics and personal care products should be free from ingredients derived from pig, carrion, blood, human body parts, predatory animals, reptiles, and insects among others (Sugibayashi, et al., 2019). Many cosmetics contain alcohol as humectants as well as some of the fatty acids and gelatin used in products such as moisturizers, shampoos, face masks and lip sticks are derived from pigs which Islam has prohibited (The Chemical Engineer, 2010). Halal cosmetics ingredients are any constituents obtained from plants, soil, water, permissible animals slaughtered in line with Islamic law, marine animals considered halal, and synthetic materials that are safe for consumers and unadulterated with filth (Sugibayashi, et al., 2019).

The concept of halal also applies to the pharmaceutical products. In this respect, halal pharmaceuticals are drugs that are produced with ingredients permitted in Islam (Saha, Rifat, & Shimanto, 2019). Similar to the other halal products, halal pharmaceuticals cannot be produced from prohibited animals and things mentioned above, poisonous ingredients and intoxicants.

Awareness and Perception toward Halal Products

Awareness and perception are referred to as the ability to perceive, to feel, and to be conscious of events and objects. Additionally, they imply the understanding and perception toward the events or subjects (AbdulAziz, & Chok, 2013). Parallel to the concept of brand and halal awareness can be interpreted as the capability of consumers to recognize and remember halal products in different situations. Halal awareness and perception among the Muslim consumers is critical as it influences their buying decisions (Nurhayati, & Hendar, 2019). Muslichah, Abdullah & Abdul Razaq (2019) have found that halal awareness has a positive influence in buying halal products.

Review of Related Studies

Isa & Ismail (2015) examined awareness towards halal foods among Muslim and non-Muslim youths in Malaysia. Result revealed high level of halal foods awareness among both Muslim and non-Muslim youths. In a related study, Hasan (2016) studied awareness and perception toward halal foods among students’ consumers in Malaysia. The author has found awareness toward halal foods among the students. Muslichah, Abdullah & Abdul Razaq (2019) examined the effect of halal foods awareness and purchase intention in Brunei Darussalam. Result demonstrated high level of awareness towards halal food among the consumers.

Similarly, Shahid, Ahmed & Hasan (2018) explored consumption of halal cosmetic products in India. Findings showed that Indian consumers had knowledge and awareness regarding halal brands. Likewise, Annabi and Wada (2016) examined the perceptions and awareness of halal pharmaceuticals in Nigeria. Findings indicated that there was a lack of awareness regarding halal pharmaceuticals in Nigeria. Hasan and Sengupta (2019) examined perception of halal products among Indian consumers. The authors found that the market and the consumers are gradually becoming more aware of halal products in India. In a related study, Savitri and Kurniawati (2019) explored awareness and perception toward halal products among the Indonesian consumers. Result revealed high level of awareness and perception toward halal products among the consumers in Indonesia.

Findings of the previous studies reviewed above have provided useful information regarding the level of awareness and perception towards halal products, particularly among Muslim consumers. Nevertheless, majority of studies were confined to a single halal product sector and focused on Asian countries. Moreover, little is known on the level of awareness and perception towards several categories of halal products among Nigerian Muslim consumers. Therefore, unlike the previous studies, the present study adopted a multi product approach to examine the level of awareness and perception towards halal products which include halal foods, halal cosmetics and personal care products, and halal pharmaceuticals among the Nigerian Muslim consumers.

Research Methodology

This present study adopted Cross Sectional Survey (CSS) and obtained responses from the Muslim consumers in 2020. Survey was chosen because it is a fast, low cost, and accurate way of assessing information concerning a population (Zikmund, Ward, Lowe, & Winzar, 2007). Nevertheless, in a survey research, it can be difficult to ascertain the truthfulness of respondents, thus a drawback (Hair, Bush, & Ortaniau, 2006). However, in this study, effort was made to obtain honest responses by assuring the respondents that their responses will be kept in confidence.

To test the hypotheses of this research, the study sample should, by rights, be randomly chosen. But, due to lack of full accessibility to the population and other constraints in carrying probability sampling, the study adopted convenience sampling method in sample selection. 150 Muslim consumers in Damaturu metropolis were chosen as sample. This sample size chosen was considered sufficient because thirty (30) cases are adequate for studies in which statistical analysis is to be done (Cooper & Schlindler, 2006 as cited in Chigamba & Fatoki, 2011).

The items measuring the various halal product types in the study’s questionnaire were obtained from previous studies and adapted to suit the context of the present study. Specifically, the indicators were obtained from Kurniawati and Savitri (2019) and Ambali, and Bakar (2014). The Head of Department of Islamic studies of Yobe state university and some research experts within the above named University validated the questionnaire using face validity approach. This was performed to ensure that the measurement items in the questionnaire are precise, clear and relevant in measuring what it is meant to measure. Some observations were made by the experts and consequently, corrections were made based on their recommendations before administrating the questionnaire.

Descriptive statistics in form of frequency counts and simple percentages were applied to analyse data. Hypotheses of the study were tested using the binomial test procedure. Binomial test procedure is a non-parametric statistical procedure which compares the observed frequencies of the two categories of a dichotomous variable to the frequencies that are expected under a binomial distribution with a specified probability parameter. Statistical Package for Social Sciences version 21.0 software was used in the data analysis.

 Result

150 copies of questionnaire were distributed, out of which 148 copies, representing 99% response rate were retrieved and considered adequate for further analysis.

Demographic Profile of the Respondents

Table I below showed that majority of the respondents representing 58.3% are males. Regarding age of the respondents, majority are between the ages of 18-30, accounting for about 65%. In terms of education, majority (38%) of the respondents possessed Diploma /NCE. Income level of the respondents showed that majority (50%) earn between =N=10,000- =N=25,000.

 Table 4.1 Demographic Profile of the Respondents

Gender  Male  Female Missing Values	Frequency   85 61 2	(%)   58.2 41.8
Age 18-30years 31-43 44-56 57 and over Missing Values	94 33 13 4 4	65.3 22.9 9.0 2.8
Level of Education Secondary Diploma/NCE Bachelor Degree/HND Master Degree PhD Missing Values	23 56 54 12 2 1	15.6 38.1 36.7 8.2 1.4
Income 10,000-25,000 26,000-41,000 42,000-57,000 58,000 and over Missing Values	67 33 13 20 15	50.4 24.8 9.8 15

 Source: Field Survey 2020

Level of Awareness and Perception towards Halal Products among Respondents

Level of awareness and perception towards three categories of halal products namely, halal food products, halal cosmetics and personal care products, and halal pharmaceutical products was examined in this study. Respondents were asked to express their level of awareness and perception on various aspects relating to the aforementioned products on the basis of yes or no response. Thus, this section presents the results of the frequency counts and percentages (%) of the respondents’ responses.

Frequency and Percentage of Responses on Level of Awareness and Perception towards Halal Food Products

Table 4.2 below presents the result of the respondents’ level of awareness and perception towards halal food product. The results showed that majority of the respondents have higher level of awareness and perception towards halal food product because their level of ‘yes’ responses ranged between 92.7% and 78.8%. 92.7 % being the highest level of awareness and perception was on ‘you know that food made from pigs, dogs, blood, blood by-products, alcohol, human part and dead animal is not halal(haram)’. On the other hand, 78.8% being the lowest level of awareness and perception was on ‘consuming halal food is significant for you’. Finally, respondents who are having ‘no’ responses regarding level of awareness and perception towards halal food product ranged between 22.2% and 7.4%. 22.2% being the highest level was on ‘consuming halal food is significant for you’ while 7.4 % being the lowest level was on ‘you know that meat of animal, chicken and bird not slaughtered according to Islamic law are not halal (haram)’.

Table 4.2 Responses on Level of Awareness and Perception towards Halal Food product

Measurement Items	Response System
	Yes (%)	No (%)
You understand what is halal You are highly aware of halal food products You know that food made from pigs, dogs, , blood, blood by-products, alcohol, human part and dead animal is not halal(haram) You know that meat of animal, chicken and bird not slaughtered according to Islamic law are not halal(haram) You believe you have adequate knowledge on halal food products When purchasing food product definitely in your mind is the food product must be halal Consuming halal food is significant for you	145(98%) 137(92.7%)     130(88.4%)   137(92.6%)   128(86.5%)   135(91.2%) 108(78.8%)	3(2%) 11(7.4%)     17(11.6%)   11(7.4%)   (17(11.5%)   13(8.8%) 29(21.2%)

 Source: Field Survey 2020

Frequency and Percentage of Responses on Level of Awareness and Perception toward Halal Cosmetics and Personal Care Products

Table 4.2 below presents the result of the respondents’ level of awareness and perception towards cosmetics and personal care products. The results showed that majority of the respondents have higher level of awareness and perception towards halal cosmetics and personal care products because their level of ‘yes’ responses ranged between 85.7% and 71.8%. 85.7 % being the highest level of awareness and perception was on ‘you always use the halal cosmetics and personal care products’. On the other hand, 71.8% being the lowest level of awareness and perception was on ‘you believe you have adequate knowledge on halal cosmetics and personal care products’. Finally, respondents who are having ‘no’ responses regarding level of awareness and perception towards halal cosmetics and personal care product ranged between 28.2% and 14.3%. 28.2% being the highest level was on ‘you believe you have adequate knowledge on halal cosmetics and personal care products’ while 14.3 % being the lowest level was on ‘You always use the halal cosmetics and personal care products’.

Table 4.3 Responses on Level of Awareness and Perception towards halal cosmetics and personal care product

Measurement Items	Response System
	Yes (%)	No (%)
You are highly aware of halal cosmetics and personal care products You know cosmetics and personal care products made from pigs, dogs, blood, blood by-products ,alcohol, human part and dead animal are not halal(haram) You believe you have adequate knowledge on halal cosmetics and personal care products You always use the halal cosmetics and personal care products Consuming halal cosmetic and personal care products is significant for you You purchase halal cosmetics and personal care products if labeled halal	109(74.7%)     118(81.4%)   84(71.8%) 126(85.7%)   114(78.6%)   122(85.3%)	37(25.3%)     27(18.6%)   33(28.2%) 21(14.3%)   31(21.4%)   21(14.7%)

 Source: Field Survey Data 2020

Frequency and Percentage of Responses on Level of Awareness and Perception towards Halal Pharmaceutical Products

Table 4.4 below presents the result of the respondents’ level of awareness and perception towards halal pharmaceutical product. The results showed that majority of the respondents are having higher level of awareness and perception towards halal pharmaceutical product because their level of ‘yes’ responses ranged between 92.5% and 68.1%. 92.5 % being the highest level of awareness and perception was on ‘you purchase halal cosmetics and personal care products if labeled halal’. On the other hand, 68.1% being the lowest level of awareness and perception was on ‘you are highly aware of halal pharmaceutical product’. Finally, respondents who are having ‘no’ responses regarding the level of awareness and perception towards halal pharmaceutical product ranged between 31.9% and 7.5%. 31.9% being the highest level was on ‘you are highly aware of halal pharmaceutical product’ while 7.5 % being the lowest level was on ‘you purchase halal cosmetics and personal care products if labeled halal’.

Table 4.4 Responses on Level of Awareness and Perception towards halal pharmaceutical product

Measurement Items	Response System
	Yes (%)	No (%)
You are highly aware of halal pharmaceutical product You know that pharmaceutical product made from pigs, dogs, blood, blood by-products, alcohol, human part and dead animal is not halal(haram) You believe you have adequate knowledge on halal pharmaceutical product When purchasing pharmaceutical definitely in your mind is the pharmaceutical product must be halal Consuming halal pharmaceutical product is significant for you You purchase halal cosmetics and personal care products if labeled halal	92(68.1%)     123(84.2%)   111(76.6%)   128(87.7%) 112(76.7%)   136(92.5%)	31(31.9%)     23(15.8%)   34(23.4%)   18(12.3%) 34(23.3%)   11(7.5%)

 Source: Field Survey 2020

Hypothesis Testing

This section presents results of the hypotheses testing. The hypotheses proposed in this study are H₀: Muslim consumers in Damaturu do not understand halal products. Alternate H_1: Muslim consumers in Damaturu understand halal products. As earlier explained, the binomial test procedure compares the observed frequencies of the two categories of a dichotomous variable to the frequencies that are expected under a binomial distribution with a specified probability parameter. By default, the probability parameter for both groups is 0.5. The decision criterion is: reject H₀ if the p-value (Asymptotic significance probability i.e. the value in the last column of the table above) is less than the level of significance (i.e. less than 0.05). Accept H₀ if p is greater than the level of significance. Responses to the variable ‘You understand what is halal’ were used to test null hypothesis of this study.

Table 4.5 present result of hypothesis testing. The result in the Table 4.5 showed that P=0.0000; obviously is less than 0.05. We therefore reject the null hypothesis and conclude that Muslim consumers in Damaturu understand halal products.

Table 4.5 Result of the Hypothesis Testing using Binomial Test

Binomial Test
		Category	N	Observed Prop.	Test Prop.	Asymp. Sig. (2-tailed)
You understand what is halal	Group 1	YES	145	.98	.50	.000(a)
	Group 2	NO	3	.02
	Total		148	1.00

Source: Field Survey 2020

Discussion of Findings

The present study examined Muslim consumers’ level of awareness and perception towards halal products which included halal food products, halal cosmetics and personal care products and halal pharmaceutical products within Damaturu metropolis. Result showed Muslim consumers have high level of awareness and perception towards halal food product. This finding is consistent with the finding of Muslichah, Abdullah and Abdul Razaq (2019) who found high level of awareness toward halal food among the consumers in Brunei Darussalam. This means that the Muslim consumers have exposure regarding food products approved in Islam. Additionally, result of the present study has shown that Muslim consumers have high level awareness and perception regarding halal cosmetics and personal care products. This finding concurred with the finding of Shahid, Ahmed and Hasan (2018). The authors have found Muslim consumers had knowledge and awareness regarding halal cosmetic and personal care brands. This finding might mean that Muslim consumers have regard to cosmetics and personal care products accepted in Islam. Furthermore, result has shown that Muslim consumers have high level of awareness and perception towards halal pharmaceutical product. In contrast, Annabi and Wada (2016) have found that there was a lack of awareness regarding halal pharmaceuticals among the Muslim consumers.

Finally, the result of the hypothesis testing has shown that Muslim consumers in Damaturu metropolis understand halal products. This finding is consistent with the findings of Hasan and Sengupta (2019) and Savitri and Kurniawati (2019). This means that Muslim consumers are knowledgeable about Islam and equally have concern regarding halal products.

Notwithstanding the useful knowledge received from this study, the study has some limitations. Firstly, the study did not examine the level of awareness and perception towards halal services. Lastly, the study did not ask information regarding the respondents’ level of Islamic education. Consequently, future researches may examine Muslim consumers’ level of awareness and perception towards halal services such as hotel and tourism, and halal entertainment. Also, future studies might assess the Muslim consumers’ level of Islamic education because knowledge of Islam is paramount when examining halal products.

Conclusion and Recommendations

The research concluded that majority of the Muslim consumers who participated in this study have high level of awareness and perception towards the three types of halal products examined which included halal food product, halal cosmetics and personal care products and halal pharmaceutical product. The study recommends that policy makers in Nigeria should design policy towards halal products production and marketing in Nigeria so as to meet halal products needs of the Muslim consumers. Additionally, business firms in Nigeria should introduce halal products in their product lines to satisfy halal product needs of the Muslim consumers. This can be done by identifying halal raw materials and ingredients for halal products production, altering production process to accommodate halal products production and introducing halal storage and distribution system.

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