Awareness of the Halal Mark and International Marketing Mix’s That Affected the Decision to Purchase Processed Halal Food That Imported from Europe by Muslims who work in PP Island, Krabi Province.

Abstract

This research consists purposes were 1. To study the awareness of the halal mark affecting the decision to buy halal food, processed food imported from Europe of Muslims working in PP Island Krabi Province 2. To study the factors of international marketing mix that affect the decision to buy halal food of Muslims working in PP Island Krabi Province and 3. To study the importance of purchasing decision of processed halal food imported from Europe. It’s Quantitative Research and research tool are questionnaires. The sampling group is the population of PP Island Krabi province. It is based on the calculation of the sample size of 400 people using the Taro Yamane (1967) formula at 0.05 sampling error from random sampling. Then, the data collected from the questionnaire are analyzed using descriptive statistics. The percentage, average, standard deviation, and compare by t-testing. The research found that 1) personal factors categorized by gender, age, status, occupation, income and education affect the purchasing decision of processed Halal food imported from Europe by Muslims working in PP, Krabi province. Overall, the level was 0.05, with 400 people sampling 2) awareness of halal food imported from Europe of Muslims working in PP Island, Krabi Province, the average is the highest (x̅= 4.68, S.D =0.589) 3) International market factors that influence Muslim consumers' decision to buy processed Halal food imported from Europe in PP, Krabi Province, the average equal (x̅= 4.54, S.D =0.548) and 4) the importance of buying processed Halal food imported from Europe the highest in all categories with an average (x̅= 4.62, S.D =0.508).