Pakistan, one of the largest Muslim populated countries, is not benefiting from the $2 trillion halal food market, and has a negligible share in the industry. Today, Islam is one of the fastest growing religions on earth, both by birth and adoption, with the Muslim population estimated to reach 2.4 billion by 2013. The study of consumer behavior is very important when it comes to marketing of halal products. The fact of the matter is that Muslim consumers are very much similar to any other consumer segments, demanding healthy and quality products, which must also conform to Shariah requirements. McDonald's in Singapore can be seen as a prime example; it has seen an influx of 8.0 million patrons a year after obtaining a Halal certification. Since being certified, "Halal, KFC, Burger King and Taco Bell have all seen an increase of 20% in customers " Halal logo has now become a symbol of quality and religious confo
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