... about Halal foods. The qualitative data were analysed for thematic analysis by adopting Spiggle’s steps for data analysis. Findings – It was found out that majority of the non-Muslims have positive perceptions regarding the Halal products and services as far as quality is concerned. The themes...

... literature. Recently, marketing researchers have started paying attention to different perspectives of ethnic consumption in intra-national contexts. Halal is one of such fastest growing ethnic food in western societies. The purpose of this paper is to quantitatively study Halal food consumption in majority...