CUSTOMER’S AWARENESS IN HALAL FOODS IN SELECTED

FAST FOOD AT 4TH DISTRICT OF LAGUNA

A Thesis proposal
Presented to the faculty of the
College of Hospitality Management and Tourism
Laguna State Polytechnic University
Siniloan, Laguna

In Partial Fulfillment

Of the requirements for the Degree Bachelor of Science

in Hotel and Restaurant Management

JAINARE M. LINOG

2018

1
 VISION, MISSION, GOALS AND OBJECTIVES

Vision

The Laguna State Polytechnic University is a center of development

transforming lives and communities.

Mission

Goals

General objectives

2
 TABLE OF CONTENTS

Pages

TITLE PAGES

VISION, MISSION, GOALS AND OBJECTIVES

APPOVAL SHEET

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENTS

LIST OF TABLES

LIST OF APPENDIX PLATES

Chapter

1 PROBLEM AND ITS BACKGROUND

Introduction

Statement of the Problem

Literature Review

Theoretical Framework

Conceptual Framework of the Study

Definition of Terms

Significance of the Study

Scope and Limitation

3
2 METHODOLOGY

Research Design

Subject and Sampling Technique

Data Gathering Instrument

Data Gathering Procedure

Data Processing and Statistical Analysis

4
 Acknowledgement

Foremost of all I would to give thanks to our almighty god…….

I would like to express my sincere gratitude to my adviser________ the

continuous support of my study and research, for his patience, motivation,

enthusiasm, and immense knowledge. His guidance helped me in all the time of

research and writing of this thesis.

To his Language critic, _____________for giving time and assistance in

finishing his manuscript

to his Technical Editor, ____________for being considerate in those times

that the researcher is plunged into deep depression due to stress encountered

during their thesis defense.

To my Statistician __________for being a good statistician for giving good

statistical solutions and answers into the researchers thesis

To my supportive parents, _________________, for the unconditional love, for

their guidance in getting through such hindrances; for the moral support they

gave; for the wisdom to distinguish what is right from what is wrong.

To my __________for giving moral support and financial assistance when

he needed it.

To the respondents where the study conducted for actively participating to

finish the study

5
 Dedication

This work is lovingly dedicated first and foremost to our Almighty God for

the care and for giving knowledge and strength to accomplish this study. To my

parents_______________ (To my_______________ To my_________________

To my ______________. To My special someone(

--------------------------Who keeps on cheering him up during the conduct of

the study and giving trust and support.

<MRD

6
 Republic of the Philippines
Laguna State Polytechnic University
College of Hospitality Management and Tourism

Siniloan Campus

CERTIFICATE OF CONTENT VALIDATION

This is to certify that the instrument for the study entitled “CUSTOMER’S
AWARENESS IN HALAL FOODS IN SELECTED FAST FOOD AT 4TH
DISTRICT OF LAGUNA” prepared and submitted by _____________ has been
evaluated, is conform to the required standards for scholarly research.

In view thereof, we, evaluators have affixed our signature below as testament of
the examination and approval we made hereto.

Issued on this day of ___________, At LSPU Siniloan Campus, Siniloan,

Laguna.

Adviser Subject specialist

Technical editor/ RIU- head Statistician

Program Coordinator English Critic

Chairman

Dean, College of Hospitality Management and Tourism

7
 Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Halal is literally means permissible or in other words it is all the actions

that follow all the rules or regulations by the Law of Syariah. Consuming Halal

product is one of the responsibilities for Muslim. As per the Islamic tenets, it is

the responsibility of every Muslim to follow norms and values as provided by the

Holy Quran and Hadiths as best as they can in their daily life, even though it is

challenging to assimilate Islamic norms to a non-Muslim majority surrounding.

(Shahnazari, 2013). It is compulsory as a Muslim to follow all the rules and

regulations according to the law of Al Quran and as sunnah.

Abd Latif et al. (2014) suggest that Halal certification requirements by

Islamic Development Department of Malaysia (JAKIM) are the strictest among

nine Halal certification bodies worldwide in their study. Thus, halal food are

considered as one of the clean and healthy food in the market.

Government has started efforts from 2006 in order to make people more

aware of the advantages of considering halal food product in their daily diet. a

multiracial country, there are about 39.7% non-Muslim living here. The growth of

Halal food industry in the market has caused the curiosity regarding the level of

knowledge of non-Muslim towards halal product.

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 The integrity of halal food products encompasses the whole supply chain,

from farm to table. However, there are concerns on the authenticity of halal food

products for consumption. As such, there is a need to enhance the integrity of

halal products by leveraging expertise through an integrated approach of social

and applied sciences in the ASEAN countries.

The aim of this paper is to increase the awareness of customers towards

halal food, some question that might be arise is how well the knowledge and

understanding of customers towards halal product and how the information about

halal product will influence their buying decision to choose halal product in their

daily lives. In attempt to answer these questions, the following objectives are

aimed to find out the relationship between the information and their purchase

decision on halal product and to find out the dominant factors that can increase

the awareness of customers towards halal product and food.

It this statement that the researcher found interest to determine

customer’s awareness in halal foods in selected Fast food at 4th district of

Laguna.

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 Background of the study

According to Republic Act no. 10817 sections 9. Accreditation of Halal

Certification As the agency mandated to handle the accreditation of certification

bodies, inspection bodies, and testing and calibration laboratories, the Philippine

Accreditation Bureau (PAB) is hereby empowered to: (a) formulate accreditation

policies and guidelines which shall govern the accreditation of Halal certification

bodies; and (b) grant or deny accreditation of Halal certification bodies and

suspend or withdraw such accreditation in accordance with established policies

and guidelines.

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 REVIEW OF RELATED LITERATURE AND STUDIES

Literature Review

This will help the readers and the future researchers of the same study to

improve and develop or to have a better understanding of the study.

Halal from an Arabic word means food permitted under the Islamic Law.

The concept of Halal suggests that the word ‘Halal’ is associated with the word

‘good’ and does not consist of or contain anything which is considered to be

unlawful according to Islamic Law.

The basic guidance about the halal food laws is revealed in the Quran (the

divine book) from God (the Creator) to Muhammad (the Prophet) for all people.

The food laws are explained and put into practice through the Sunnah (the life,

actions, and teachings of Muhammad) as recorded in the Hadith (the compilation

of the traditions of Muhammad). In general, everything is permitted for human

use and benefit. Nothing is forbidden except what is prohibited either by a verse

of the Quran or an authentic and explicit Sunnah of Muhammad. These rules of

Shariah (Islamic law) bring freedom for people to eat and drink anything they like

as long as it is not haram (prohibited). Food is considered one of the most

important factors for interaction among various ethnic, social, and religious

groups. All people are concerned about the food they eat: Muslims want to

ensure that their food is halal; Jews that their food is kosher; Hindus, Buddhists,

and certain other groups that their food is vegetarian.

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 According to Blackler and Bonne (2015), and supported by Shafie and

Othman (2006) for Muslim consumers the products that carry Halal logo have

more meaning and for them the Halal logo is more important rather than those

which are carried ISO or similar certification. As stated in the Quran and Hadith,

Islam has proposed the general guidelines when selecting food for consumption,

as a Muslim they are obliged to consume only Halal food and this could lead to a

different decision making process. However, according to Othman and Hashim

(2010), the impact will depend on the religion itself and at the same time on the

individual‟s interpretation and his or her commitment to follow the religious

principles.

According to Randolph (2003), the word “awareness” means the

knowledge or understanding of the particular subject or situation. Awareness in

the context of Halal can be conceptualized as the informing process for

increasing the levels of consciousness to what is permitted for Muslims to eat,

drink and use.

As stated by Ambali and Bakar (2014), it means having special interest in

or experience of something and/ or being well informed of what is happening at

the present time on Halal foods, drinks and products

General Quranic guidance dictates that all foods are halal except those

that are specifically mentioned as haram. All foods are made lawful according to

the Muslim scripture The Glorious Quran. The haram foods are mainly pork,

alcohol, blood, dead animals, and animals slaughtered while reciting a name

12
other than that of God. This may also include halal items that have been

contaminated or mixed with haram items. In general, most Muslims deem meat

and poultry items not slaughtered in the name of God to be haram or makrooh at

best.

These guidelines are general in nature, and specific guidelines for

different product types appear in subsequent chapters. Here, foods are broadly

classified into four

According to Marzuki, Hall and Ballentine (2011), Muslims must adhere to

the Halal food standards and abstain from taking the prohibited food (haram).

These foods may contain harmful substances that are disguised as healthy.

Recent years, Halal food issues becoming booming among consumers demand

in Malaysia, especially to non-Muslim acceptance.

The general guidelines in Islam state the specific motives behind Halal

concept. Apart from religious value, the motives also include to preserve life, to

safeguard future generations, and to maintain self-respect and integrity

(Muhammad, Norhaziah, Nuradli and Hartini, 2007).

, Raudah, and Nurazizah (2012) has stated that the concept of being

healthy means being watchful over what is taken into the body, on the

cleanliness of the food, the source of the food and also the method of handling

and preparing the food. The main reason is to minimize any harmful effects to the

body. Rezai,

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 Mohamed and Shamsuddin (2011) stressed that the benefits of halal food

are explained from other contexts including food safety.

Lampila and Lähteenmäki (2007) agreed that consumer acceptance is

often the key of success as far as food processing method is concerned.

According to Nity, Matthew, Raudah, and Nurazizah (2012), consumers

respond positively and accept products with high quality. In terms of food, quality

is defined by its cleanliness and freshness. In order to achieve this, food

processing methods are vital in sustaining the cleanliness and freshness of the

food and directly affect the nutritional quality of food consumed.

Therefore, this study was seeks to examine the relationship between

animal welfare towards non-Muslim acceptance on Halal food matters. Animal

welfare refers to the state of the animal treatment that an animal receives is

covered by other terms such as animal care, animal husbandry, and humane

treatment.

Farouk et al., (2014). The spiritual quality of this meat is foundationally

important for Halal consumers (Farouk et al., 2014), and therefore all spiritual

aspects must be met including animal welfare standards of the meat production

(Aidaros, 2014). Rahman and Aidaros (2011, 2012) detailed some of these

unacceptable practices.

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Conceptual Framework

Conceptual framework consists of two boxes, the first box is Independent

variable consisting of the Demographic profile of the respondents, level

of awareness of the respondents in Halal foods and significant relationship

between the Demographic profile of the respondents and level of awareness of

the respondents in Halal foods the second box is dependent variable consisting

the Customer’s Awareness in Halal Foods in Selected Fast Food at 4th District of

Laguna.

Independent Variable Dependent Variable

 Demographic profile of the

respondents in terms:

 level of awareness of the

respondents in Halal foods
Customer’s Awareness in
Halal Foods in Selected Fast
 significant relationship
Food at 4th District of
between the Demographic
Laguna
profile of the respondents
and level of awareness of
the respondents in Halal
foods

Fig1. Research Paradigm

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Statement of the Problem

This study aim to determine the Customer’s Awareness in Halal Foods in

Selected Fast Food at 4th District of Laguna. More specially, this study aim to

answer the following question:

1. What are the Demographic profile of the respondents in terms of:

1.1. Sex

1.2. Religion

1.3. Age

1.4. Educational Attainment?

2. What is the level of awareness of the respondents in Halal foods in terms

of :

2.1. Certificate(Logo/labeling)

2.2. Policies and guideline?

3. Is there a significant relationship between the Demographic profile of the

respondents and level of awareness of the respondents in Halal foods?

Hypothesis of the study

There is no significant relationship between the Demographic profile of the

respondents and the level of awareness of the respondents in halal.

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Scope and Limitations of the Study

This study will focus to determine the Customer’s Awareness in Halal

Foods in Selected Fast Food at 4th District of Laguna. The researcher will be

conducting this study on September-October this year,

However, the result of this study was based on the respondents’ answer on the

item of the questionnaire made by the researcher.

Definition of Terms

The following terms will be operationally defined for a better and clearer

understanding of the study.

Demographic or demographic profile is a term used in marketing and

broadcasting, to describe a demographic grouping or a market segment. This

typically involves age bands, social class, and gender

Age The amount of time during which a person or animal has lived.

Halal means “proper and permitted.” Halal food is permitted by Allah (God) for

Muslim consumption

Haram means “prohibited” or “forbidden” by Allah for Muslim consumption.

Halal Food - Food permitted under the Shariah law. That it does not contain any

parts or products of animals that are non-halal to Muslims or products of animals

which are not slaughtered and does not contain any ingredients that are najs

according to Shariah law. Also, the food is safe and not harmful.

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 Shariah Law Islamic Laws that governs personal behavior as well as larger

matters such as politics and economics.

Dhabīhah is the prescribed method of slaughtering all meat sources, excluding

fish and other sea-life, per Islamic law.

Najis Things that is filthy or unclean according to Islamic law. They contaminate

products and equipment. e.g. Blood, Urine, Wine, Pig, Carrion etc.

Halal products -a symbol of cleanliness, safety and high quality products

Halal certificate -a document issued by an Islamic organization certifying that

the products listed on it meet Islamic dietary guidelines, as defined by that

certifying agency.

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 CHAPTER 2

RESEARCH METHODOLOGY

This chapter presents the methods and procedure used by the

researchers in accomplishing the research .This includes the research Design,

research instrument, Data gathering procedure, Statistical treatment.

RESEARH DESIGN

This study used the descriptive method of research involving survey as a

technique to determine the demographic profile of the respondent and to

Customer’s Awareness in Halal Foods in Selected Fast Food at 4th District of

Laguna.

Descriptive method is explained as a nature of situation as it exists at the

time of the study to explore the causes of a particular phenomenon.

SETTING OF THE STUDY

This study will be conducting in Customer’s Awareness in Halal Foods in

Selected Fast Food at 4th District of Laguna such as Jollibee, Mcdo, Mang

inasal, Greenwich, and .Shaskey.

SAMPLING TECHNIQUE

This study will be conducting in Customer’s Awareness in Halal Foods in

Selected Fast Food at 4th District of Laguna. Purposive sampling will be used in

this study.

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RESEARCH INSTRUMENT

To attain the objectives of this study an interview will conducting with self-

formulated question as a guide to gather the necessary information needed in the

study the question were divided into several parts such as: demographic profile

of the respondent and the view of the respondent in the Customer’s Awareness

in Halal Foods in Selected Fast Food at 4th District of Laguna the gathered

information was supported with direct observation.

RESEARCH PROCEDURE

The prepared set of question was used as guide during the interview

schedule to gather all necessary information. The researcher use question in

order to secure enough and accurate information. Explanation and clarification

was done where never necessary. The gather information such to assess the

Customer’s Awareness in Halal Foods in Selected Fast Food at 4th District of

Laguna.

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STATISTICAL TREATMENT

Descriptive statistical measure such as particularly MEAN and chi-square were

used to interpret some date, also ranking.

Statement Statistical tools

Demographic profile of the respondents Frequency, Percentage and rank

in terms:

level of awareness of the respondents Weighted mean, Frequency, rank

in Halal foods

significant relationship between the Chi-square/ correlation

Demographic profile of the respondents

and level of awareness of the

respondents in Halal foods

 Republic of the Philippines
Laguna State Polytechnic University
College of Hotel And Restaurant Management
Siniloan Campus

Dear respondent,

I am currently conducting my thesis entitled “CUSTOMER’S AWARENESS IN

HALAL FOODS IN SELECTED FAST FOOD AT 4TH DISTRICT OF LAGUNA. In

this connection I would like to seek for your help by answering this questionnaire

towards the attainment of the objectives of my study. Rest assured that you

answer will be treated with utmost confidentiality and it will be used solely for this

study.

Thank you very much for your kind help and cooperation.

JAINARE M. LINOG
Student Researcher

Please fill-in the following information by putting a check mark on the parenthesis

Part 1. Demographic profile of the respondents.

Name (Optional)____________________________________

Age: ________

Sex ( ) Male ( ) Female

Educational Attainment: ( ) Elementary ( ) High school

( ) College Other pleases specify___________

Religion: _________
Part 2. A. Level of Customer’s Awareness as perceived by themselves with

respect to in Halal Foods in terms of Logo Certificate, Rules and guideline

Legend:

5-Very much Aware

4- Moderate Aware
3-Moderate Aware
2-Not Aware
1-Very much Not Aware

Certification (Logo/Labeling) 5 4 3 2 1

1. Red tractor symbol on packs of meat means it is

slaughtered in halal slaughterhouses

2. I believe I have knowledge about halal foods

3.Logo means one of the clean and healthy food in

the market

4.I always concern about the halal issues

5.Logo influences my buying decision

6. Halal logo on your food products unless you get

official certification.

7.The halal product with halal certificates are clean

8.The halal certificate shows true information about

the product

9.The products with halal certificate healthy

10It represent the symbol of hygiene

 Guideline 5 4 3 2 1

1. the product does not consist of or

contain anything which is considered to
be unlawful according to Islamic Law;
2. The product has not been prepared,
processed, transported or stored using
any appliance or facility that was not
free from anything unlawful according to
Islamic Law
3 The product as not in the course of
preparation, processing, transportation
or storage been in direct contact with
any food that fails to satisfy
4 The product of Halal food can be
prepared, processed or stored in
different sections or lines within the
same premises where non-halal foods
are produced, provided that necessary
measures are taken to prevent any
contact between halal and non-halal
foods;
5 The product of Halal food can be
prepared, processed, transported or
stored using facilities which have been
previously used for non-halal foods
provided that proper cleaning
procedures, according to Islamic
requirements, have been observed

Thank you!!!!