engleski

PRODUCTION OF CROATIAN HALAL PRODUCTS AS A RESULT OF MONITORING CONSUMER BEHAVIOR

Experts in the field of food marketing today recognize the growing importance of the Halal certificate even in those countries (like Croatia) that are not primarily Muslim. The certificate serves in those countries as an important attribute and provides added (new) advantage in positioning a certain product on the food industry market. The process of certification, that some Croatian companies have already completed, serves as yet another proof of their quality and commitment to fulfill their customers’ needs, even on new markets. The production of Halal products means a lot more than merely filling a market niche for the Croatian food industry, as well as for the small and medium producers of food products. It provides an opportunity to enter larger market segments, in the region, as well as on the global market. In addition, by producing Halal products, Croatian companies enrich the gastronomic offer of the region, which is very important for Croatia as a tourist destination. Certified Halal products carry an added meaning based on the certificate, and the buyers will buy them because they express the buyers’ positions and desires. The Halal certificate plays an important role in building and maintaining the image of the consumer.

Halal food ; Halal certificate ; consumer behavior ; Croatian products

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