Report On Consumer Behavior

2022
The Impact of Halal Cosmetic Products on

Consumer Purchase
Intention
PROJECT REPORT
SUBMITTED BY
ADIBA SOOMRO 20201-27665
HAMNA MUDASSAR 20201-27262
HANIYA RAJPUT 20201-28867
KOMAL SAKHIJA 20201-27553
PIRBHAT HADDAD 20201-28366
SYEDA SARWISH RIZVI 20201-27476
The Impact of Halal Cosmetic Products on Consumer Purchase Intention
TABLE OF CONTENTS
Table of Contents
TABLE OF CONTENTS .............................................................................................................................. 1
ACKNOWLEDGEMENT ............................................................................................................................ 2
ABSTRACT .................................................................................................................................................. 3
LITERATURE REVIEW ............................................................................................................................. 6
2.1 Theoretical Background ...................................................................................................................... 6
Halal ...................................................................................................................................................... 6
Knowledge and attitude towards Halal cosmetic products ................................................................... 6
Consumers concerns about Halal products ........................................................................................... 7
Product Ingredients ............................................................................................................................... 7
Intention ................................................................................................................................................ 7
FRUED’S THEORY OF PERSONALITY .................................................................................................. 8
What Freud’s theory can teach us about marketing? .................................................................................... 8
How can we use Freud’s theory to help us with targeting our audience? ..................................................... 9
CARL JUNG’S BRAND ARCHETYPES ................................................................................................... 12
FEAR ........................................................................................................................................................ 12
STRATEGY:............................................................................................................................................. 12
GIFT: ...................................................................................................................................................... ..13
MOTIVATION: ........................................................................................................................................13
Motivation of the customer and what creates a desire to buy? ......................................................................13
MASLOW’S HIERARCHY OF NEEDS ......................................................................................................13
TRIO OF NEEDS ......................................................................................................................................... 13
Means End Value Chain ............................................................................................................................... 14
MARKETING CAMPAIGN….………………………………………………………………………….....15
DECISION MAKING MODEL……………………………………………….............................................16
IMPLICATIONS…………………………………………………………………………………………....14
LIMITATIONS…………………………………………………………………………………………..…14
REFERENCES……………………………………………………………………………………………...15
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ACKNOWLEDGEMENT
Firstly, we would thank Allah without whom nothing is possible, who grant us the ability of comprehension
and understanding to successfully complete this report.
We would like to convey our sincere gratefulness to our Ma’am Ambreen Bashir Haris for providing us
with an opportunity to conduct this research for our course Consumer Behavior at IoBM., for her utmost
dedication and guidance at every step in the research project, because of which we could complete our
research and reach the best outcome. In compiling this report, we were able to experience and gain
valuable knowledge. We are very grateful for all her efforts that she has offered us.
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ABSTRACT
According to the Islamic viewpoint, a product's ingredients must adhere to the standards outlined by
Shariah law. Objective of the study is to understand the challenges and opportunities that comes with the
tag of Halal cosmetics specifically in Pakistani market. It is possible that Muslims' opinions about a
product's "Halalness" will be influenced by how knowledgeable they are with its ingredients. Islamic law
states that every Muslim must utilize only halal and wholesome products.
The questionnaire collected results based on the factors are Concern of halal products, Product ingredients,
Attitudes and Intention. The method which was Qualitative study and was taken to identify the opinion of
others on the Halal cosmetics label in Pakistani market was a likert scale survey which was filled by 100
respondents and sample size was 16-28 years of male and female but female response will be the
dominating one in our study.
The findings from the study that young customers were highly motivated to buy halal products and even
willing to pay more for it. The have a positive intention to buy halal cosmetics product. Hence research
was based on 4 factors- concern of halal products, product ingredients, attitudes, and intention. The study
shows the results such as Respondents have a high concern for Halal products, they are highly concerned
about product ingredients and them being Halal, they have a positive attitude toward halal cosmetic
products and they have a rigid and positive purchase intention related to Halal cosmetic products.
Keywords: halal cosmetics, halalness, product ingredients, intention, motivated, buy halal product
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BACKGROUND
Pakistan has been importing different kinds of cosmetic goods from numerous different producers across
the world, the majority of whom are non-Muslim producers. For this reason, the concept of "halalness" has
gained significant attention when discussing concerns about the formulation and components of cosmetic
goods. Prior research has shown that the majority of cosmetics goods sold in the market contain illegal
elements including alcohol and animal parts.
The halal status of these goods is still up for debate in the market. Muslims should refrain from consuming
these ingredients since, according to the Quran and Sunnah, they are banned in Islam. Because of this,
Muslims are currently having difficulty selecting consumable cosmetics that strictly comply with Islamic
regulations. The "halalness" of consumable products has attracted a lot of attention in recent years from
academics and practitioners. Muslim consumers' wants and preferences have been taken into
consideration, particularly with regard to their shopping habits. Numerous studies have been conducted,
mostly focusing on halal food items and Islamic banking services. There aren't many studies on this
subject specifically related to halal cosmetics, though.
As the demand for halal cosmetic goods grows every day, marketers need to be completely aware of the
variables that could impact Muslim consumers' inclinations to purchase halal cosmetics.
Marketers will be able to create halal cosmetic items that can satisfy the needs and preferences of Muslim
consumers by having a comprehensive understanding of this field. In addition, it will also
increase Muslims' brand loyalty. Therefore, the purpose of this study is to investigate the variables that can
influence Muslim customers' purchasing decisions for halal cosmetics in Pakistan.
In order to answer the question, "What is the relationship between purchase intention of halal cosmetic
products among Muslim consumers?" the purpose of this study is to investigate the relationship between
purchase intention of halal cosmetic products among Muslim consumers and to determine the relationship
between attitude and purchase intention of halal cosmetic products among Muslim consumers. and "What
are the correlations between Muslim customers' attitudes and their intention to intention to purchase halal
cosmetic products?"
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OBJECTIVE OF THE STUDY

As the consumer mind is evolving, every passing day trends are also changing and to cater the needs of
Muslim women Halal cosmetics are launched which are permissible and have no harmful chemicals which
attract consumers like these.
Objective of the study is to understand the challenges and opportunities that comes with the tag of Halal
cosmetics specifically in Pakistani market. For Muslim consumers, knowing the origin of raw materials
and the production process of cosmetic ingredients is vital, due to the Islamic law stating that every
Muslim must consume only halal and wholesome products. The increased consciousness among
consumers have increased the demand for products like this and have a greater impact on their buying
decisions. The objective is also to identify the variables which affects the buying of halal cosmetics among
young consumers and what they look forward to when they buy such products and how it impacts their
purchasing.
RESEARCH GAP
As we were researching about this topic we found a variety of articles on this topic but the research paper
had different focus group, age and countries which were completely different from Pakistani consumers
and their buying behaviour.
Research papers on the consumption of halal cosmetics in Pakistan were not easily available on the internet as
there is very little research available regarding this topic.
PROBLEM STATEMENT
In today’s world cosmetics and personal care products are the daily essential of some consumer’s life and
they will never compromise on that. With the growing awareness people intent to choose products which
are cruelty free and are less harmful to them and to their beliefs. As Pakistan is a Muslim country cosmetic
consumers are more profound towards Halal cosmetics and its companies they become easily brand loyal
and would pay any price for these products.
Halal cosmetics has now become a trend for Muslim women who prefer 100% purity and they feel secure
when they hear the word halal because this protects their belief system as it is not permissible in Islam to
wear anything which contains alcohol and many of the perfumes contain it.
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However, there are still a variety of makeup products in the market which are considered as halal but still have
little to very low amounts of alcohol or other harmful chemicals in it.
LITERATURE REVIEW
2.1 Theoretical Background
Halal
The Arabic Word Halal means “permissible” or “lawful”, while its opposite, Haram, means prohibited or
unlawful. (Wilson & Liu, 2010; Alam & Sayuti, 2011) The common consensus is that livestock should be
slaughtered in line with Islamic law and that Halal goods shouldn't contain pork or alcohol. The fervour
surrounding religion and the notions that halal is cleaner, healthier, and tastier are both factors contributing
to its popularization. (Al-Harran & KCP Low, 2011) Halal operations for the production of both non-food
and food goods include transportation, storage, purchasing, materials, handling, equipment, and the flow
of documentation and information in accordance with the Shariah's rules. The definition of Halal
encompasses all consumables such as cosmetics, pharmaceuticals, toiletries, and services including
business, finance, and investments. and is not only limited to food. Prior to this, only meat items were
considered to be Halal food. Today, however, Pakistani media outlets are emphasizing the problems with
food contamination and non-Halal components found in Halal meals. When pork flesh and
alcoholextracted enzymes are used as a preservative, Muslim consumers seeking Halal products have a lot
of concerns about the process. (Mukhtar & Butt, 2012) Muslims are therefore worried about the
components in non-food goods. (Rusdi, Achim, Rashid, & Hayat, 2016)
Knowledge and attitude towards Halal cosmetic products

Facts, information, and abilities acquired via education or experience, or familiarity earned from
experience with a subject or situation by a group or individuals, are referred to as knowledge. (Ahmat,
2011) The necessity of educating consumers about halal has been stressed upon in order to give them the
power to make informed decisions about what they put on their bodies. According to earlier studies,
consumer attitude and desire to buy items are significantly influenced by knowledge. An increase in
knowledge is likely to affect consumers' intentions. Since attitude influences intention through
information, increasing knowledge is likely to have an impact on intention. Knowledge about organic
foods has a beneficial impact on attitudes toward those foods, according to prior knowledge study. (Aziz
& Chok, 2013) While there has been a lot of research on how knowledge affects the consumption of halal
foods, (Aziz & Chok, 2013) there is little information available on how knowledge affects the
consumption of halal cosmetics. The evidence from certain literature indicates that the rise in awareness of
non-halal components, safety concerns, and healthy lifestyle choices are what are driving the market for
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halal cosmetics. Literature has shown that Muslim customers' perceptions of halal non-food products are
mostly influenced by their knowledge of halal products. (Rahim & Shahwan, 2013)
Consumers concerns about Halal products
Due of its widespread acceptability among Muslim consumers, it is suggested that the Halal mark on items
increases consumer confidence. (Othman, Ahman, & Zailani, 2009) Customers are now interested with all
of the actions involved in the supply chain for Halal food items, not just the production process. (Jaafar,
2011) Halal awareness and concern demonstrates a high level of comprehension of religious duties,
requirements, and laws so that consumers are aware that the halal items they consume are unquestionable
and adhere to Islamic Sharia law. The degree of respondents' consciousness of the significance of halal
cosmetic products is the study's definition of the halal concern variable.
Product Ingredients
Consumers' plans to buy food are typically closely tied to personal, societal, and environmental aspects as
well as product elements. (Coderoni & Perito, 2020) According to the Islamic viewpoint, a product's
ingredients must adhere to the standards outlined by Shariah law. Due to the possibility of acceptance or
rejection throughout the purchasing decision-making process, it is crucial for consumers to be aware of the
product constituents. It is possible that Muslims' opinions about a product's "Halalness" will be influenced
by how knowledgeable they are with its ingredients. Most people are quite concerned about understanding
what they are eating, and labels provide them with the necessary information. It may be challenging to
grasp the vocabulary used to describe non-chemical and chemical additions input since producers use rare
and varied names for the ingredients. The buyers therefore have doubts about the unfamiliar ingredients'
halal status. Furthermore, according to Islamic law, Halal cuisine cannot contain any animal parts that
Muslims are not permitted to use or eat. (Ambali & Bakar, 2014)
Intention
In the link between attitude and conduct, intention is regarded as a key component. Purchase intention is
the consumer's attitude toward a product that will influence their decision to make a purchase. (Belch,
2014) By getting consumers to make subjective predictions about their future conduct, it is simple to
measure intention to behave. (Schiffman & Wisenblit, 2015) The greatest method for predicting future
purchasing behavior will be to measure intention to behave. Purchase intent, sometimes known as the
desire to buy something, is one indicator of consumer behavior intentions. A method for analyzing and
forecasting consumer attention to and desire to buy from a specific brand is called intention to purchase.
(Garg & Joshi, 2018)
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FRUED’S THEORY OF PERSONALITY

Human behavior is made up of three components. It is through interaction between the id, ego, and superego
that feelings, thoughts, and behaviors are created.
The Id is in charge of how we sense instant gratification. The pleasure principle states that you should
strive to avoid pain at all costs and that you should only want things to feel amazing. The ego, on the other
hand, behaves in accordance with the reality principle, engaging with the outside world and facilitates our
engagement with reality's requirements. Finally, the superego harbors our moral compass, which gives our
actions and behaviors a conscience.
What Freud’s theory can teach us about marketing?

Edward Bernay, the nephew of Sigmund Freud, used his uncle's theories as the foundation for his
marketing strategies. He believed that inspiring the three components of human behaviour in the proper
way might produce a powerful motor to drive sales. Public relations and marketing were created as a
result.
By studying Freud's theory, we can not only serve people's existing ideals, but the power of marketing can help
us define those ideals.
In this case, superego will help in validating both id and ego and allows driving sales for brands adapting this
strategy.
How can we use Freud’s theory to help us with targeting our audience?
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The ideal self and conscience are heavily influenced by parental beliefs and upbringing during
childhood. (Affected by authority, religious teachings, and schooling)
Freud thought that people chose to believe in God and his laws because they seek to feel safe and
absolve themselves of their own guilt. Freud saw God as a strong father figure who offers this
comfort.
The reason we don't buy halal or cruelty-free products, while having moral lessons, is because our
ego allows us to compromise on those teachings, when it is stated that it may not be rational to
constantly use things that are cruelty-free.
✓ However, marketers have the chance to activate the superego by enhancing the moral
aspects of personality and supplying a sense of good and evil.
CARL JUNG’S BRAND ARCHETYPES

Any company that wants to appeal to ethical consumers may position themselves as "Innocent Type."
Like nature, the Innocent brand archetype is pure and clean. These companies have high moral
standards and appreciate clarity and authenticity.
Some would even suggest that innocent brands are naive in their idealism and lack of desire to cause
harm to anybody or anything.
The cosmetics, skincare, and food businesses, which use organic or natural materials, would benefit
from the Innocent brand.
The innocent strives to act honorably, free from corruption or outside influence, and aspires to
improve both their life and the lives of people around them.
FEAR: Doing something wrong and fearing consequences
STRATEGY: Follow the guidelines and show transparency.

GIFT: Belief and hope
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MOTIVATION: Consciousness and fulfillment
The innocent archetype is frequently seen in businesses such as non-profit organizations,

churches, neighborhood general stores, and organic or natural items. It may encourage feelings of
wholesomeness and honesty.
Motivation of the customer and what creates a desire to buy?
MASLOW’S HIERARCHY OF NEEDS

According to the corporate application of Maslow's theory, the fundamental requirements must be satisfied
before the business can concentrate motivation on the higher-level requirements, also known existential or
spiritual requirements like innovation, business creativity, aliveness, fulfillment, and brand meaning.
Although it may seem a bit pretentious for a company to claim that they support self-actualization, those
who really do have a few things in common: they are, imaginative, motivated to find solutions to issues, in
this case environmental and have a strong moral compass. Because it takes time to develop this kind of
trust and affinity, brand loyalty is a tie that is almost impossible to break.
• Brands that promote self-actualization are often life-affirming, feel connected to the humankind, and
show respect for all beings.
• Brands that are self-actualizing have an entirely internalized moral code that is reliant on outside
authority.
• Self-actualizing brands possess insight and the capacity to perceive everything clearly. There are no
biases.
TRIO OF NEEDS
There are several types of needs influencing the consumer’s behavior. In this case, “Need for Affiliation” is
what drives this brand’s customers.
A desire to have positive relationships with those around you makes up this need. It's a desire to receive
assistance and to command attention.
People participate in various philanthropic causes and make significant donations, such as those that
benefit animals, as a result. Sometimes, these behaviors have little to do with the desire to care for others
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or serve others. The urge to demonstrate to the majority that you are a valued member of the group and not
an outsider explains this behavior.
Means End Value Chain
I am thoughtful consumer
I feel responsible to help protect animals and

abide by my moral teachings
No harm is given to animals as a result

of the products
Responsibly prepared halal and

cruelty-free beauty
products
MARKETING CAMPAIGN
A marketer can use the experimental methods by giving free trials of the products on the launch so that
when people hear the word "halal," they try the product, and this will increase not only sales but also
awareness.
COMMUNITY AFFILIATION
In order to create awareness about the product, marketers can use influencer marketing by sending PR
packages to influencers asking them to use the hashtag #WeUseHalal. The influencers can then in turn ask
their followers to make videos using the products and use the hashtag #WeUseHalal. This can even be
used in the ad where they show a bunch of girls smiling and yelling #WeUseHalal, which shows
community affiliation.
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FAMILY AND CONSUMER SOCIALIZATION

Family greatly influences children, especially mothers, who are the biggest socialization agents. Daughters
often observe their mothers and follow in their footsteps. Marketers can benefit from this by showing a
mother using the “Halal” products in their ad. The mother is very conscious about the ingredients being
halal; therefore, she makes sure to only purchase from brands that are halal certified and only use halal
ingredients. The daughter learns this from her mother and decides to follow in her footsteps and only use
products from that particular brand.
RAMADAN
Marketers can increase their advertising and promote these halal products during ramadan. Women wear
less makeup during Ramadan because they are more focused in practicing their religious obligations and
also because their outings are reduced, however, with the promotional message that is being circulated
about “halal” products, it would encourage women to wear these halal products since it would not harm
their faith. They would feel confident and empowered knowing they are using products that are 100%
halal.
MEHENGA HAI LIKIN HALAL HAI

Through our responses, we learned that the majority of respondents had an income greater than PKR
100,000 and that they would pay more to buy products that are halal certified. Marketers can benefit from
these insights by justifying their high prices with the slogan “Mehenga hai, likin halal hai." People would
not be bothered by the high prices if it meant they were adhering to their rules and fulfilling their duties as
Muslims.
DECISION MAKING MODEL

Understanding the activities going on in the mind of a consumer makes it possible for a firm to come up
with a concept of a product specifically meant to offer value to the customer based on his priorities.
According to Schneider, Krieger and Bayraktar (2011), there are five steps involved in consumer decision
making process when planning to purchase an item.
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STEP 1: NEED RECOGNITION

According to the responders, the first step was realizing the need. According to the Maslow Hierarchy of
need the need arise when a person has some unfulfilled need like self-actualization, self-esteem, love,
safety and psychological. Here the first thing that trigger the customer will be Self-actualization, esteem
and love. When a person saw an ad of halal cosmetic his moral values will trigger and she think it is better
to get halal products as per the teaching of Islam then she move forward and realize that halal cosmetics
will also fulfill the need of confidence and achievement. In addition the halal cosmetics can trigger the
consumers emotionally and biologically more deeply as it is a halal cosmetics and target market is a
Muslim country by doing so everyone will think what they actually have which is halal and cruelty free
that’s the point where the need arise because 90% people don’t actually know the products they consume
is halal or not this ad will trigger their super-ego and where the game begins for a marketer. Victimization
Psychological trait of Freud Theory could help us understand how consumers identify this need each time
they need to purchase a certain product.
STEP 2: INFORMATION SEARCH
After shaping the need and giving it a taught consumer will search around for more information about
halal cosmetics. People with more openness kind of a personality will search and willing to use what
products a halal cosmetic have. In general, information search can be an exciting procedure, especially
when establishing a detailed comparison between two or more products. At this point, the shopper can
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collect all pertinent information regarding the product of interest. When one plans to purchase a new thing,
the assumption is that it will outperform the already utilized item. The research time begins in which a
person search for the company who is making halal or cruelty free products and if that particular company
is just claiming to be halal or cruelty free or does it have certification about it so a consumer search
through it and get the satisfaction about the company and its claims.
STEP 3: ALTERNATIVE EVALUATION

In this third stage, the buyers will be in decision process in which the buyer uses information gathered to
make a final choice between the products in the evoked set. It will be much easy for a customer if she can
use the product for free before the purchase so halal cosmetics also targeted this point and start giving free
samples and discount/coupon every Friday to make people aware of the product and also they know the
results of the product. The approach method will impact the brand on a very large scale and people will
start buying it more as they know the product more in comparison with the other products that they
haven’t try. This approach help the consumer to opted for a product. By doing so she also compared the
products and then measure the attributes which are important for him like price, packaging, color,
pigmented, quality, size etc every buyers has some her own attributes set according to which they made
the decision which one to buy and which one to forgo. Influence theory of learning lie where a person will
attract towards the halal and cruelty free products by getting more able to experience the product.
STEP 4: PURCHASE DECISION

The fourth and extremely necessary stage is that the purchase decision. Decision-making method of a
personal planning to buy a cosmetic is extremely different because it’s a matter of face and skin, if the
product have harmful ingredients then you skin might breakdown rather than the choice of choosing a
clothes is much easier as you only see the design and stuff. But in cosmetics it’s very important to invest
in good products so you shine with using several products it must not affect the skin of the consumer as
the consumer already gotten a chance of trying the product through the strategy marketer used to spread
the product and brand by giving free samples on Friday and special discounts, it all happens if the buyer is
satisfy with the product psychological first that my product is halal and cruelty free and have the products
that doesn’t affect my skin in a bad way that’s quality and so on. So here a buyer made a purchase one
product by letting go the other options as he is more aware of halal cosmetics because of free samples ,
now the buyer have high hopes with the cosmetics and all brand image is depend upon the experience of
the buyer. But the strategy marketer used in marketing the product also let the people use the product
before purchase so samples made them purchase.
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STEP 5: POST PURCHASE BEHAVIOUR

The last stage of this method is that the post-purchase behavior. At this point of time the buyer uses the
product and compare it with the past experiences and with the ones they left for this particular one halal
and cruelty free product. Before purchase the consumer used the product and I assume she must have a
better experience with product which made her buy the product, it is a pretty good sign because consumer
have already used the product and now the ones that invest in it have good experience with the samples
and now they want to experience it with a whole. In this case the performance exceeds the expectations of
the customers, they'll be excited and are doubtless to advise others to use that product as they find the
product worthy. Once the performance meets their expectations, they will be satisfied. They will suggest
to their friends through word of mouth. Just in case if their expectations don't seem to be met, then the
shoppers are dissatisfied. This impact the brand image on a very large scale, for any product that people
uses on their face as a makeup or on skin as a skincare mostly run on experiences if one person’s bad
experiences goes viral many brand shut down and similarly if positive experience goes viral and people
appreciate the brand efforts and work quality then they literally build overnight and this is the path
marketer want its product to be like because of the strategies and marketing techniques the marketer use to
promote will bring 97% positive response.
METHODOLOGY AND RESULTS

SAMPLING UNIT
The sampling unit or targeted audiences for this study are females and males belonging to the age group of
16 to 28, who reside in Karachi.
SAMPLE SIZE
The sampling size selected for this research is 100 respondents
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SAMPLING PROCEDURE
As your sampling procedure we have used convenience sampling so that we could easily access the target
market
RESEARCH DESIGN
The research design of our study is of a qualitative research and a questionnaire for survey was circulated
to collect responses from the respondents. While 100 individuals’ people to the sampling unit responded,
Likert scale was used in the questionnaire to collect the responses. Our questionnaire was adapted from
(Ahmed, Najmi, Faizan, & Ahmed, 2018). The questionnaire collected results based on the following
factors
• Concern of halal products

• Product ingredients
• Attitudes
• Intention
RESULTS
1- Gender
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Gender Responses Percentage

Female 72 72%
Male 28 28%
Out of 100 respondents, 72 are Female (72%), and 28 are Male (28%)
2- Age
Age Responses Percentage
16-18 15 15%
19-21 30 30%
22-24 25 25%
25-27 17 17%
28 and above 13 13%
Out of the 100 respondents, 15 belonged to the age group 16-18 (15%), 30 belonged to the age group of
19-21 (30%), 25belonged to the age group of 22-24 (25%), 17 belonged to the age group of 25-27 (17%),
and only 13 were 28 and above (13%)
Education Completed Responses Percentage

3-Education
Matriculation/Completed
O-Levels 16 16%
Intermediate/ A-Levels 34 34%
Bachelors 31 31%
Masters 11 11%
PhD 8 8%
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Profession Responses Percentage

Student 41 41%
Out of the 100 respondents, 16 have completed their Matriculation/ O-levels (16%), 34 have completed
their Intermediate/ A-Levels (34%), 31 have completed their bachelors (31%), 11 have completed their
Masters (11%) and only 8 have completed their PhD (8%).
Public Sector Employee 11 11%
Private Sector Employee 22 22%
Self Employed 17 17%
Other 9 9%
Out of the 100 respondents, by profession, 41 are students (41%), 11 are public sector employees (11%), 22 are
private sector employees (22%), 17 are self-employed (17%) and 9 voted for Other (9%).
Monthly Income Responses Percentage

5- Monthly Income
Less than 10,000 25 25%
10,000- 30,000 19 19%
30,001-60,000 11 11%
60,001- 100,000 14 14%
More than 100,000 31 31%
Out of the 100 respondents, monthly income of 25 respondents is less than 10,000 (25%), 19 respondents
is between 10,000 to 30,000 (19%), 11 respondents is between 30,001 to 60,000 (11%), 14 respondents is
between 60,000 to 100,000 (14%), and 31 respondents have their monthly income above 100, 000 (31%)
6- Concern on Halalness
6.1- It is Very Important for Respondents to Consume Products That Are Halal
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Likert Scale Responses Percentage

Strongly Disagree =1 13 13%
2 6 6%
Neutral=3 3 3%
4 29 29%
Strongly Agree= 5 48 48%
Likert Scale has been used in this part, where 1 represents strongly disagree, 5 represents strongly agree
and 3 represents neutral to determine if it is important for respondents to consume products that are halal.
13 people have chosen 1(Strongly Disagree), 6 respondents have chosen 2, 3 respondents chose 3( neutral
response), 29 respondents chose 4 and 48 respondents chose 5 (strongly agree). The 29 responses at 4 and
48 at 5 shows that respondents it is indeed very important for the respondents to consume products that are
halal
6.2- Respondents Are Often Concerned About Halalness Of Product That They
Consume
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2 7 7%
Neutral=3 4 4%
4 26 26%
and 3 represents neutral to determine if respondents are often concerned about the halalness of the
products they consume. 13 people have chosen 1(Strongly Disagree), 7 respondents have chosen 2, 4
respondents chose 3( neutral response), 26 respondents chose 4 and 50 respondents chose 5 (strongly
agree). The 26 responses at 4 and 50 at 5 shows that respondents are often concerned about the halalness
of the products they consume
6.3- It Is Very Important For The Respondent That The Ingredients Of Product Are
Halal
Likert Scale has been used in this part, where 1 represents strongly disagree, 5 represents strongly agree and 3
represents neutral

2 6 6%
Neutral=3 6 6%
4 24 24%
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and 3 represents neutral to determine if it is very important for the respondents that the ingredients of the
product are halal. 11 people have chosen 1(Strongly Disagree), 6 respondents have chosen 2, 6
agree). The 24 responses at 4 and 53 at 5 shows it is very important for the respondents that the ingredients
of the product are halal
7- Product Ingredients
Likert
7.1 Scale
-Information Responses Is Very Important To The
About Product Ingredients Percentage
Respondents
2 1 1%
Neutral=3 12 12%
4 26 26%
and 3 represents neutral to determine if information about product ingredients is important for the
respondent. 13 people have chosen 1(Strongly Disagree), 1 respondents have chosen 2, 12 respondents
chose 3( neutral response), 26 respondents chose 4 and 48 respondents chose 5 (strongly agree). The 26
responses at 4 and 48 at 5 shows that information about product ingredients is important for the
respondent.

7.2-
2 Unfamiliar Ingredients Create
5 Suspicious In Term O f "Halalness"
5%
Neutral=3 7 7%
4 27 27%
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and 3 represents neutral to determine if unfamiliar ingredients create suspiciousness in terms of halalness.
47 at 5 shows that unfamiliar ingredients create suspiciousness in terms of halalness..
7.3- Product Ingredients Reflect The Safety and Quality of Halal Product
Likert Scale has been used in this part, where 1 represents strongly disagree and 5 represents strongly
agree. Likert Scale has been used in this part, where 1 represents strongly disagree, 5 represents strongly
agree and 3 represents neutral

2 5 5%
Neutral=3 6 6%
4 32 32%
and 3 represents neutral to determine if product ingredients reflect the safety and quality of Halal Products.
46 at 5 shows product ingredients reflect the safety and quality of Halal Products
22
8- Attitudes
8.1- Respondents Like To Choose Halal Cosmetic Products

2 5 5%
Neutral=3 5 5%
4 23 23%
and 3 represents neutral to determine if respondents like choosing halal Products . 13 people have chosen
1(Strongly Disagree), 5 respondents have chosen 2, 5 respondents chose 3( neutral response), 23
respondents chose 4 and 54 respondents chose 5 (strongly agree). The 23 responses at 4 and 54 at 5 shows
that respondents like to choose halal products
8.2- Respondents Always Look For The Halal Label When They Buy Cosmetic P roducts
2 5 5%
Neutral=3 6 6%
23
Likert Scale of Halal Cosmetic Products
The Impact Responses
on Consumer Purchase IntentionPercentage
4 23 23%
and 3 represents neutral to determine if respondents always look for Halal label when buying cosmetic
products. 13 people have chosen 1(Strongly Disagree), 5 respondents have chosen 2, 6 respondents chose
3( neutral response), 23 respondents chose 4 and 54 respondents chose 5 (strongly agree). The 23
responses at 4 and 54 at 5 that respondents always look for Halal label when buying cosmetic products.
8.3- Using Halal Cosmetic Products Is Important For The Respondents

2 4 4%
Neutral=3 4 4%
4 28 28%
and 3 represents neutral to determine if using halal cosmetic products is important for the respondents. 13
people have chosen 1(Strongly Disagree), 4 respondents have chosen 2, 4 respondents chose 3( neutral
51 at 5 show that it is important for respondents to use halal cosmetic products.
24
9- Intention
9.1- Respondents Are Willing To Pay More For Cosmetic Products With An Authentic
Halal Logo
Likert Scale has been used in this part, where 1 represents strongly disagree, 5 represents strongly agree and 3
represents neutral

2 3 3%
Neutral=3 10 10%
4 27 27%
and 3 represents neutral to determine if respondents are willing to pay more for cosmetic products with an
authentic halal logo. 16 people have chosen 1(Strongly Disagree), 3 respondents have chosen 2, 10
agree). The 27 responses at 4 and 44 at 5 shows respondents are willing to pay more for cosmetic products
with an authentic halal logo
9.2- Respondent Are Willing To Shop Around To Buy Cosmetic Products With An
Likert Scale
Authentic Halal Logo Responses Percentage
Strongly Disagree =1 13 13
2 1 1
Neutral=3 8 8
4 35 35
Strongly Agree= 5 43 43
25
9.3- Respondents Intend To Purchase Halal Cosmetic Products in the F uture

and 3 represents neutral to determine if respondents are willing to shop around to buy cosmetic products
with an authentic halal logo. 13 people have chosen 1(Strongly Disagree), 1 respondents have chosen 2, 8
agree). The 35 responses at 4 and 43 at 5 shows respondents are willing to shop around to buy cosmetic
products with an authentic halal logo
2 3 3%
Neutral=3 9 9%
4 26 26%
and 3 represents neutral to determine if respondents intends to purchase Halal Cosmetic Products in the
future. 12 people have chosen 1(Strongly Disagree), 3 respondents have chosen 2, 9 respondents chose
3( neutral response), 26 respondents chose 4 and 50 respondents chose 5 (strongly agree). The 26
responses at 4 and 50 at 5 shows respondents are willing to shop around to buy cosmetic products with an
authentic halal logo shows that respondents intend to purchase Halal cosmetics in the future.
26
CONCLUSION
This study focuses on the impact of Halal cosmetic products on purchase intention. The sample
size of the study was 100 individuals, males or females belonging to the age group of 16 to 28,
residing in Karachi. While the research used Likert Scale in the form of a questionnaire as
qualitative research, the results of the research were based on 4 factors- concern of halal products,
product ingredients, attitudes, and intention. The study shows the following results
• Respondents have a high concern for Halal products

• Respondents are highly concerned about product ingredients and them being Halal
• Respondents have a positive attitude toward halal cosmetic products
• Respondents have a rigid and positive purchase intention related to Halal cosmetic products
IMPLICATIONS
According to the study's findings, some elements that influence purchase intention are more important and
relevant than others. For instance, attitudes can be linked to consumers' concerns about the consequences
of their purchases and motivations would encourage consumers to drive the market toward greater ethical
standards. This further suggests that this consumer awareness is likely to influence the strategies of
businesses. Therefore, marketers and product manufacturers in the halal cosmetics business can benefit
from understanding the elements that were examined in this article. which will allow them to comprehend
the priorities and issues that consumers have while buying cosmetics. Additionally, it has been highlighted
that there is pressure on companies to invest in alternatives to animal testing, and that this is largely
motivated by by individual customers. This research can help marketers in understanding the favourable
impact on consumers' buying intentions about the Halal label. THEREFORE, this research gives
marketers insight of the variables influencing female millennials' purchase intentions for a particular
category of cosmetics. Knowing these factors might provide a competitive advantage to firms within this
particular industry. Due to market changes throughout time and the fact that millennials are one of the
most influential customer groups, leaders must constantly develop their products, production techniques,
and sourcing strategies to meet consumer demands. Inshort , this study identifies the main factors
27
influencing customers' intention and willingness to pay for halal logistics and how they affect the level of
demand for companies that offer halal logistics certification.
LIMITATIONS
It should be emphasised that this study used a non-probability sampling method, which limits the
population's statistical ability to be generalised because it does not provide each member of the population
an equal chance of being chosen, since participants are included in the sample depending on how easy it is
to recruit them. Convenience sampling method was applied, which increases the likelihood of bias that is
beyond the researcher's control. Since participants included in the sample are based on the ease of
obtaining them. Due to time limitation, therefore, the sample consisted of 100 participants, which could
also be criticized to limit the research. Despite the small sample size, this research was nonetheless able to
collect significant and helpful data. Additionally, this study was set out to generalise about theory rather
than necessarily the population because its goal was to evaluate the theories that underlie the conceptual
framework. Therefore, non-probability sampling is sufficient in this study to identify the variables that
influence the intention to purchase Halal cosmetics. Since 74% of respondents were between the mid
twenty ages of 20 and 25, there may not be enough information to adequately represent the entire
millennial population. This is because older age groups were slightly underrepresented. This could also be
followed by the fact, that the majority of the participants were students, limiting the result from
representing the employed or middle to high-income millennials. However, concerns about halal vary
from country to country, particularly among non-Muslim nations. Thus, Future researches could therefore
use the same model in different countries.
References
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29

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2022

The Impact of Halal Cosmetic Products on

DECISION MAKING MODEL……………………………………………….............................................16

OBJECTIVE OF THE STUDY

Knowledge and attitude towards Halal cosmetic products

FRUED’S THEORY OF PERSONALITY

What Freud’s theory can teach us about marketing?

CARL JUNG’S BRAND ARCHETYPES

FEAR: Doing something wrong and fearing consequences

STRATEGY: Follow the guidelines and show transparency.

MOTIVATION: Consciousness and fulfillment

The innocent archetype is frequently seen in businesses such as non-profit organizations,

Motivation of the customer and what creates a desire to buy?

MASLOW’S HIERARCHY OF NEEDS

Means End Value Chain

I feel responsible to help protect animals and

No harm is given to animals as a result

Responsibly prepared halal and

FAMILY AND CONSUMER SOCIALIZATION

MEHENGA HAI LIKIN HALAL HAI

DECISION MAKING MODEL

STEP 1: NEED RECOGNITION

STEP 3: ALTERNATIVE EVALUATION

STEP 4: PURCHASE DECISION

STEP 5: POST PURCHASE BEHAVIOUR

METHODOLOGY AND RESULTS

• Concern of halal products

Gender Responses Percentage

Age Responses Percentage

28 and above 13 13%

Education Completed Responses Percentage

Profession Responses Percentage

Monthly Income Responses Percentage

Likert Scale Responses Percentage

Likert Scale Responses Percentage

Likert Scale Responses Percentage

Likert Scale Responses Percentage

Likert Scale Responses Percentage

8.1- Respondents Like To Choose Halal Cosmetic Products

Likert Scale Responses Percentage

8.3- Using Halal Cosmetic Products Is Important For The Respondents

Likert Scale Responses Percentage

Likert Scale Responses Percentage

Likert Scale Responses Percentage

• Respondents have a high concern for Halal products

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