| Abstract [eng] |
60 pages, 8 charts, 17 pictures, and 71 references. The aim of the Master‘s thesis is to theoretically and empirically determine consumers’ priorities of choosing Halal products in Lithuania. Master’s thesis includes research methods of scientific literature analysis, documents analysis, anonymous questionnaire, statistical quantitative data analysis and interpretation. Evaluation of questionnaire results was performed using SPSS Statistics 23.0 software. To analyze questionnaire results and variables of construct descriptive statistics, mean, standard deviations functions were used. Cronbach Alpha coefficient was aimed to evaluate the reliability of the questionnaire statement. Pearson R correlation coefficient – to assess the strength of relations between independent statements. Multiple regression analysis – evaluate if the regressors are having an influence on dependant variable. What is more, non-parametric technique tests: one-factor dispersion and two independent samples T-criteria analysis was used to find if the differences of the same variable are statistically significant according to socio-demographic characteristics. Carts were drawn using Microsoft Office Excel software. Results of literature analysis revealed, that the market of Halal products is one of the most profitable and having the biggest influence markets in the World. The growing market involves not only more and more Muslim, but also non-Muslim consumers. Halal certified products distinguish from the whole product's market by the high requirements for the manufacturing of the products and company-related processes. Halal logo market products became attractive for exclusive characteristics as naturalness, high quality and hygiene and safety in the process of manufacturing. According to the analyzed literature, the theoretical model of the factors determining the consumers' choice of Halal products was created. In order model to be tested and adjusted for the consumers living in Lithuania, the quantitative author's empirical research was executed. By the method of the questionnaire, factors motivating consumers to chose the Halal products and the importance of them were identified. Results of the empirical research showed, that Halal product certificate is one of the vital elements determining the decision to buy Halal products. Also, choosing of the Halal products is influenced by the consumers' attitude towards eco-ethical aspects, attitude towards quality and safety of the food, knowledge and perception about Halal. Businesses that are considering entering this niche market should integrate Halal management system into the manufacturing process and pay attention to the identified variables, as they create the biggest value for the customer and are perceived as consumers’ priorities determining to choose of the Halal products. Keywords: Halal, certificate, quality, safety, consumers‘ priorities. |
