할랄 주요국 소비자 행태 분석을 통한 할랄식품 수출전략 모색 - 말레이시아 소비자 행태조사를 중심으로 -

Abstract

The purpose of this study is to seek export strategy through Halal food consumer investigation of awareness and their behavior analysis about Korean Food for advancing Halal market in Malaysia. First, according to consumer recognition to Halal certification mark , consumers mostly buy goods after checking Halal certification mark. Especially, they have high reliability of 'JAKIM'(their own Halal certification mark). Therefore, Korean export companies may have advantages if they take mark of 'JAKIM'. Second, consumers mostly buy imported foods which are frozen foods, snacks, neat processing products, canned products and they find information about Halal foods on the internet, TV/radio, newspaper and etc. So when Korean export companies choose export goods for selling in Malaysia, they need to choose relatively inexpensive snacks, canned products which of logistics delivery is easy. And also they need to utilize relatively inexpensive promotion method such as power blog and facebook. Third, Malaysian consumers think Korean foods have good quality and good taste, but their price is expensive. Therefore, export company should establish high-quality & high- cost strategy. Finally, we find Korean export company need to make strategic export approach to expend Halal export targets.