Aligning Consumer Preferences with Marketing Practices: A Study of Halal Restaurants in Thailand

Abstract

The halal restaurant industry in Nonthaburi Province plays a vital role in Thailand’s food sector, catering to both Muslim and non-Muslim consumers who value quality, hygiene, and halal certification. As demand for halal dining rises, innovative marketing strategies are essential for businesses to remain competitive. This study investigates effective marketing approaches for halal restaurants, applying the 7Ps marketing mix and utilizing SWOT and TOWS analyses to address challenges and opportunities.
A mixed-methods approach was employed, combining quantitative surveys and qualitative interviews with restaurant operators. Descriptive analysis revealed overall customer satisfaction with halal restaurants at a mean score of 3.8 (S.D. = 0.65), with the highest satisfaction for authenticity (mean = 4.2, S.D. = 0.58) and hygiene (mean = 4.0, S.D. = 0.62). However, promotional activities scored the lowest (mean = 3.3, S.D. = 0.70), indicating a need for better marketing communication.
The study identified strengths in halal certification and adherence to dietary standards, with weaknesses in promotional efforts and service differentiation. Opportunities include the rising demand for halal food, while threats stem from competition and operational costs. The research recommends strategies such as digital marketing and enhanced customer engagement to improve competitiveness.
By aligning marketing strategies with consumer preferences and addressing operational challenges, halal restaurants in Nonthaburi can strengthen their market position. This research offers valuable insights for operators and policymakers to promote sustainable growth in the halal food sector.