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Abstract—Indonesia was the largest Muslim country in the
world, with the comprising approximately 85% of populations
were Muslim adherents or around 210 million Muslims.
Indonesia was the member of Muslim country exporter for
Halal products, Meanwhile; in 2012, Indonesia has been
imported food products for 800 million US dollars from
Thailand. In the event of pushing Thailand to be the center of
Halal products, the turning point should has been considered
are: reforming the reliability, identity and national cooperation.
The only one advantage of Thailand is the preparedness of food
manufacturer system. The purpose of this research is to analyze
the Indonesian consumer behaviors within their food products.
Four elements of marketing strategy were research variables;
consists of Behaviors, Attitudes, Purchase reasons and Incentive
to Purchase. In addition, the graphic styles which Indonesian
consumers have been selected were studies. The fundamental of
graphic style consists of 1) Picture 2) Typographic 3) Color 4)
Motif and graphic form. The research result will be using for
setting a design brief of Thai Halal packaging. The expected
benefit is Thai Halal products which related to the way of life
for Indonesian consumers and also have been the marketing
strategy for building a brand of Thai exported Halal products
to Indonesia. The research methodology was applied using
qualitative and quantitative. Data analysis will be according to 3
categories of Indonesian food products; 1) Instant food 2)
Beverage and Snack 3) Seasoning ingredient. The results will be
explain the design trends of Thai Halal products packaging for
Muslim country; Indonesian foods. The application of the result
will be applies to the graphic design on Thai Halal products
packaging 1) Label design with the concept of Universal style 2)
Label design with the concept of Thai style 3) Label design with
the concept of Islamic style.
Index Terms—Thai Halal products, Halal products
packaging, Muslim country, Indonesian food products.
I. INTRODUCTION
The doctrines of Islam religion are Iman (Faith), Ibadat
(Practice) and Ishan (Ethic) are as follows:
The Faith (Iman) consist of six articles of belief; belief in
God (Allah), belief in all the Prophets (nabi) and messengers
(rusul), belief in the angels (mala'ika), belief in the Qur’an
and the books (kutub), belief in the day of judgment (qiyama)
and belief in destiny (qadar).
The Practices (Ibadat) consist of five pillars of Islam (the
term given to the five duties incumbent on every Muslim).
These duties are Shahada (profession of faith), Salah
(Prayers), Zakah (giving of alms), Sawm (fasting during
Ramadan) and Hajj (pilgrimage to Mecca).
Manuscript received November 13, 2014; revised January 21, 2015. This
work was supported in part by Suan Sunandha Rajabhat University, Thailand.
Pibool Waijittragum is with the Department of Graphic and Multimedia
Design, Suan Sunandha Rajabhat University, Thailand (e-mail:
pibool.wa@ssru.ac.th, cheeze56@gmail.com).
All of Muslim must follow the Ethic (Ishan). One of Ishan
is Halal; the laws regarding which foods can and cannot be
eaten and also on the proper method of slaughtering an
animal for consumption. All Muslims have to observe the
Halal. A variety of substances area considered as harmful
(haram) for humans to consume and forbidden according to
Qur’anic verses: pork, blood: all carnivorous and birds of
prey, alcohol and other intoxicants, food over which Allah’s
name is not pronounced etc. Any kind of food can be Halal as
produced in condition of the regulation of Islam. Halal and
Haram are universal terms that apply to all facets of life. They
are especially related to food products, food ingredients and
food contact materials and cosmetics and products of
personal care [1], as in Table I.
TABLE I: THE CATEGORY OF THAI HALAL PRODUCTS
Category of Halal Category of Products
Edible Products Meat and Fat Products
Frozen Products
Instant Products
Fruit and Vegetable
Sugar and Grains and Flour
Seafood
Spices and Seasoning
Soft Drink and Beverage
Food Additive and Infant Meal
Medicine and Herb
Inedible Products Cosmetic
Personal care Products
Services Hotel and Accommodation
Spa and Restaurant
Logistic
Banking and Service
Thai Halal products have been similar to ordinary food
products as available in Thai convenience stores. It has been
appeared to the public with ordinary character packaging and
with a Halal mark, meanwhile; that packaging has not any
Muslim characters such as brand name, visual, graphic and
symbolic, Islamic mood and tone. Furthermore, there is not
any advertisement for Thai Halal products. One of the causes
is; Islam is a minority faith in Thailand with an estimated 10
million believers. Many of Thai Muslims cook their Halal
food themselves or purchase local Halal products which non
Islamic sign package from the Muslim community. However
most of Thai Muslims purchase by seeking the Halal mark by
only trust in their seller. Therefore, it is cause to Halal
advertising seems to be unnecessary and not worth the
investment [2]. This situation will have not been in Muslim
country.
The research of The National Food Institute (NFI),
Kingdom of Thailand reported a SWOT analysis of Thai
Halal products. Overall, the findings of that research reveal
Pibool Waijittragum
Design Trends of Thai Halal Products Packaging for
Muslim Country: Indonesian Food Products
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
47DOI: 10.7763/JOEBM.2016.V4.365
Strength, Weakness, Opportunity and Treat. Each element
has significant cause as following [3]:
The Strength as are: 1) preparedness of food material 2)
preparedness of exported food products 3) preparedness of
food manufacturer system such as labor skill, technology and
investment funds 4) preparedness of The Department of
Islamic development to conducted Halal products
The Weakness as are: 1) lack of integrated management,
without involvement of concepts of Islam 2) lack of ability to
competition with Halal products from Muslim country such
as Indonesia 3) lack of reliability with in Thai Halal food
image 4) high cost of logistic system of exporting to Middle
East country.
The Opportunity as are: 1) the acceptance of The
Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) to
authorize Thailand as the hub of IMT-GT Halal products and
Services 2) the commitment of the participation of Halal
products development between The Halal Standard Institute
of Thailand and Muslim Organization in various country 3)
high potential of Thai food entrepreneurs to serve Halal
products and Services.
The Treat as are: 1) confused mindset in Halal products of
Thai food entrepreneurs within consumer behaviors, attitudes,
reasons to purchase and incentive to purchase 2) the
deprivation from Muslim country that Thailand was not an
Islam.
Indonesia was the largest Muslim country in the world;
most of their populations are Muslim. Moreover, they were
the member of leader of Muslim country exporter Halal
products; meanwhile, Thailand was not. In the event of
pushing Thailand to be the center of Halal products, the
turning point should has been considered are: reforming the
reliability, identity and national cooperation. The only one
advantage of Thailand is the preparedness of food
manufacturer system.
Currently, the consumers are more complicated. There is a
wide gap in age, gender, occupation, social class, lifestyle,
culture and religion. The lifestyles of Muslim consumers can
be categorized into 9 groups [4]: 1) Modern life group 2)
Information exposure group 3) Religious group 4)
Self-concern and social care group 5) Sporty and challenge
group 6) Cyber and friend group 7) High vision and brand
name group 8) Home sweet home group 9) Enjoy life and
open minded group. These different lifestyles are
encouragement to propaganda Thai Halal products. This is an
opportunity to set up a niche market for Muslim consumer,
and respond to their emotional needs.
All of Halal products in Indonesia have been conducted by
The Indonesian Ulemas Council (MUI). The considerations
of MUI in Halal products consist of manufacture process,
factory, material, laboratory, packaging, container and
logistic. MUI will be issue the Halal Certificate as Halal
Assurance System (HAS) for any imported Halal products
and setting the state Printing Company (Perum Peruri) to
print all Indonesian Halal products labels and packaging.
Indonesian Muslims trustfully in the duty of MUI. The
Central Islamic Council of Thailand (CICOT) as an agency of
The Kingdom of Thailand that has been accredited by MUI
within processed in accordance with Islamic principles. For
Indonesian consumer benefit, all of imported food products
from any country must be certified from Indonesian national
agency of drug and food control (BPOM). ML mark issued
for imported products and MD mark issued for products of
Indonesia, as in Fig. 1.
Fig. 1. Indonesia Halal mark.
All Muslim country was the main market of Indonesian
Halal products. But low manufacturing capacity of
Indonesian food industry was the weakness. For the condition,
they have been imported food ingredient and instant food
products from Thailand, Australia, New Zealand and various
countries to serve their inner demand.
The various brands of Halal products from various
countries with disrupted format of packaging may make
confused to the consumer. This is the problem that needs a
solution to distinguish Thai Halal products. One of many
ways is setting new marketing strategy. The marketing
strategy consist of 4 essential elements for brand building
process that focus on different aspects of the product [5];
Benefit, Attribute, Value and Personality. An outstanding
branding with suitable identity is an alternative way to setting
brand identity, sustainable the products, services and value
added. Strong organization could be further more
development, widely competitive in all situations and all
regions. One of the objectives of this research is to setting the
design trends of Thai Halal products packaging for Muslim
country, especially Indonesia.
II. METHODOLOGY
This research intends to analyze 4 elements of Indonesian
consumer behavior, which were research variables (Research
Framework) consists of; Behaviors, Attitudes, Purchase
reasons and Incentive to Purchase. In addition, the graphic
style on packaging or label of over 300 food products brand
which Indonesian consumers have been selected will be
studies. The fundamental of graphic style consists of 1)
Picture 2) Typographic 3) Color 4) Motif and graphic form.
The research result will have been setting a design brief of
Thai Halal packaging. The expected benefit is to design Thai
Halal packaging which related to the way of life for
Indonesian consumers and also have been the marketing
strategy for building a brand of Thai exported Halal products
to Indonesia, as in Fig. 2.
Fig. 2. Research framework.
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
48
The research methodology was applied using qualitative
and quantitative; Thai Minister Counselors (Commercial) of
Indonesia were interviewed. In addition, a field survey of 179
Indonesian students in Thailand was studied. The sampling
group was selected from 323 Indonesian students from 24
Thai University. These are two lines of primary data were
used to analysis.
The questionnaire consists of 4 elements of consumer
behavior. Each part consists of 20 questions of consumer
behavior keywords as following: 1) Behaviors; daily
activities that consumer do about consumer products that sold
in Malaysia. 2) Attitudes; the perception that consumer have
about consumer products that sold in Indonesia. 3) Reasons
to Purchase; the reasons that make decision to purchase
consumer products that sold in Indonesia. 4) Incentive to
Purchase; the motivations drive to purchase consumer
products that sold in Indonesia. In addition, the questionnaire
of graphic style was collected. In order to investigate the
fundamental of graphic elements consists of 1) Picture 2)
Typographic 3) Color 4) Motif and graphic form.
Data analysis will have been according to 3 categories of
Indonesian food products; 1) Instant food 2) Beverage and
Snack 3) Seasoning ingredient, as in Fig. 3.
Fig. 3. Categories of food products.
The values measurement using Rating Scale with Rensis
Likert: Likert Scale and the respondent’s criteria with 5 levels
score answers. The standard values of this research
considering to the score of 3.41 or above. The results will be
used as a benchmark for branding process and to setting the
design trends of Thai Halal products packaging for Muslim
country.
The statistical analysis: using the software package SPSS
(Statistical Package for the Social Sciences) for Windows
Version 17 as follows:
Descriptive statistics; a statistic used to summarize
information and personal opinions of the designers included
frequency and percentage.
Inference Statistics; a statistic used to test the hypothesis.
Test the relationship between the independent variable and
the dependent variable.
T – Test; to test the difference between the two groups of
variables, including gender.
The variance of the data with F - Test used to compare the
difference between the averages of the variable over the two
groups, including age, education, and occupation by
analyzing the ANOVA (One - Way ANOVA) to analyze the
differences of Variable between the groups.
Analyze the difference over two groups by the Multiple
Comparisons Test with Fisher's Least Significant Difference
(LSD) at the 0.05 significance level.
Compare the difference between the independent variables
and the dependent variable by using statistical methods, with
a correlation coefficient of Pearson Product Moment
Correlation Coefficient criteria, the relationship between the
independent variables and the dependent variable.
III. RESULT
Overall, the findings of this research reveal to 3 categories
of Indonesian food products; 1) Instant food 2) Beverage and
Snack 3) Seasoning ingredient. The analysis of all categories
according to 4 elements of consumer behavior as are: 1)
Behaviors 2) Attitudes 3) Purchase reasons 4) Incentive to
Purchase and also analyze the graphic elements. Detail of
each element as following:
A. The Behaviors
Indonesian consumers have been confidence in the
verification of The Indonesian Ulemas Council (MUI) to
conducted Halal products in Indonesia. The graphic style on
packaging or label was very important for Indonesian
consumers. They always check for Halal logo on the
packaging and will not consume any foods if there is no Halal
logo. And also focus on outstanding graphic style; vivid
picture and striking illustration should be using for
distinguish the category of product. A modern style
typographic with readable text was also important. They are
appreciating in the products of Indonesia, the values
measurement; as in Table II. And the sample sizes had shown
as in Fig. 4.
TABLE II: THE VALUES MEASUREMENT OF CONSUMER BEHAVIORS
Consumer Behavior Measurement Mean S.D. Ranking
Did you confidence in the verification of The Indonesian Ulemas Council (MUI)
4.79
.52
1
Did you consume Halal food Did you focus on the Halal logo
4.64 4.41
.78
.63 2 3
You will not consume any foods
if there is no Halal logo
4.08
.79
4 Did you always checking for Halal logo
on the packaging
Did you appreciate in an imported product
3.98
3.95
.80
.74
5
6 Did you appreciate in the products of
Indonesia
3.69
.69
7
Average 3.78 .29
Fig. 4. Indonesian food products.
B. The Attitudes
Indonesian consumers have been confidence in the
verification of The Indonesian Ulemas Council (MUI).
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
49
Several consumer products in Indonesia are Halal products
and suitable products for Muslims. The products with
ordinary image and universal style were popular packaging
style in Indonesia. In addition, a distinctive style of Thai,
Arabian, Chinese, Japanese and Korean style also using for
imported convenience goods, The values measurement
shown as in Table III. And the sample sizes had shown as in
Fig. 5.
TABLE III: THE VALUES MEASUREMENT OF ATTITUDES
Consumer Attitudes Measurement Mean S.D. Rankin
g
The products that verify from
The Indonesian Ulemas Council (MUI)
4.57
.50
1
The suitable products for Muslims The products with ordinary image
4.35 4.31
.62
.67 2 3
All of consumer products are
Halal products
3.73
.68
4
Average 3.32 .29
Fig. 4. Legend and reputation of the manufacturer.
C. The Purchase Reasons
TABLE IV: THE VALUES MEASUREMENT OF PURCHASE REASONS
Incentive to Purchase Measurement
Mean S.D. Ranking
Indonesia Halal mark 4.79 .52 1
Packaging has an ordinary look Product images or illustration of
ingredients
4.35
4.18
.62
.75
2
3
Logo or trademark 3.98 .80 4 Products description
Motif or Graphic decorations
3.98
3.69
.80
.69
5
6
Packaging has a distinctive look of Thailand
3.44
.71
7
Average 3.53 .34
Mindsets of Indonesian consumers were considering all
detail of the product; produced under the regulation of
Muslims, Quality of ingredients such as fresh and clean,
Nutrients Nutrition and healthy food, good smell, colors,
reasonable price and value, Legend and Reputation of the
manufacturer. There is a few numbers of products of
Indonesia because it is not a core marketing strategy of
Indonesian food products. However, The Civet coffee was
the only one of the best products from Indonesia. Although,
Indonesia is Muslim country but there are variety population;
Muslim, Chinese and Hindu. It is cause to variety life style. It
is an opportunity for products from Thailand, China, Japan,
Korea, European Union, The values measurement; as in
Table IV. And the sample sizes had shown as in Fig. 6.
Fig. 6. The values measurement of purchase reasons.
D. The Incentive to Purchase
The Motivation of Indonesia n consumers were tangible
and intangible values. This factor was depending on the
consumer personality; it is reflection of consumers thought.
The Personality feedback to them after they were consumes
this product; urbanism look and multicultural celebrity,
health care persons, modernism look, active look and news
additive person, thoughtful person like a progressive thinking
and social activist. The Motivation also came from an
Attribute; the exterior images that attract to consumer.
Indonesian consumers will purchase this product with the
reason of; Use outstanding images of product, material or
ingredients. There are description of product and ingredients.
There are marks of standard proof, mark of food and drug
secure proof and Halal products mark. Packaging and its
materials should be draw attention. Use an attractive graphic
and color. There is a brand name, logo or trademark; the
values measurement; as in Table V. The sample sizes had
shown as in Fig. 7.
TABLE V: THE VALUES MEASUREMENT OF INCENTIVE TO PURCHASE
Purchase Reasons Measurement
Mean S.D. Rankin
g
Produced under the regulation of
Muslims 4.79 .52 1
Imported products from Thailand Imported products from Europe
4.57 4.31
.50
.70 2 3
Legend and Reputation of
the manufacturer Imported products from Japan
4.30 4.22
.72
.71
4 5
Average 3.88 .36
Fig. 7. The elements of incentive to purchase.
E. The Graphic Elements
The graphic design elements are the principle tool to make
up an exterior image that attract to consumer. It is not only
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
50
printed matter but it is visual communication tools that could
be representing its self to the consumer. Always use
outstanding images of product, material and ingredients to
draw attention. It is a good idea to using the description of
product and ingredients to make attraction. Graphic elements
which attractive to Indonesian consumers consist of; using
clear picture and outstanding illustration for distinguish the
category of product, using a modern style typographic with
readable text was also important, using the marks of standard
proof and Halal products mark. In addition, packaging style
and its materials should be draw attention. Use an attractive
graphic and color, the values measurement; as in Table VI.
And the sample sizes had shown as in Fig. 8.
TABLE VI: THE VALUES MEASUREMENT OF GRAPHIC DESIGN ELEMENTS
Fig. 8. The values measurement of graphic design elements.
F. The Utility
The application of this research result will applies using
to the graphic design on Thai Halal products packaging and
label which export to Indonesia. The category of them as are:
1) Instant food 2) Beverage and Snack 3) Seasoning
ingredient. Detail of each category as following:
1) Graphic design on label of Instant food with the concept
of Universal style. This idea wants to draw attention with
Universal style, a modern image and urban look. Use an
outstanding visual with clean and clear style of
illustration. Use the modern and simply typography, slim
and light stroke font on white space. A sentence of
product character, legend and value has been using to
provoke consumer desire. There is an identification icon
to Halal product with Indonesia Halal products mark. All
of design element has been dominated in elegant mood
and tone; soft and pastel color scheme, avoid contrast
look and complex element, as in Fig. 9.
Fig. 9. Label Design with the concept of universal style.
2) Graphic design on label of Beverage and Snack with the
concept of Thai style. This idea wants to draw attention
with an exotic, funny and Thai local look; flowers, banana
leaves, coconut tree, lotus and Tropicana fruits. Actually,
Indonesian consumer appreciated to Thai consumer
products; food, snack, skill care and hair products,
detergent. Use an outstanding visual with lively and
natural style. Use the modern and simply typography,
slim exotic typeface and light stroke font on moist green
banana leaves background. A sentence of product
description, legend and value has been using to provoke
consumer desire. There is an identification icon to Halal
product with Indonesia Halal products mark. All of
design element has been dominated in enjoyable mood
and tone, vivid and dazzling look [6], as in Fig. 10.
Fig. 10. Label design with the concept of Thai style.
3) Graphic design on label of seasoning ingredient with the
concept of Islamic style. This idea wants to draw attention
with a Geometric pattern; Arabesque floral motif and
Modern Arabian look [7]. Use an outstanding visual with
Arabesque symbolic style. Use the modern typography,
slim and light stroke font on pastel color background. A
sentence of product description, legend and value has
been using to provoke consumer desire. There is an
identification icon to Halal product with Indonesia Halal
products mark. All of design element has been dominated
in casual mood and tone, classic and elegant look, as in
Fig. 11.
Fig. 11. Label design with the concept of Islamic style.
According to research result, the data has been identified
to 3 categories of Indonesian convenience goods; 1) Instant
food 2) Beverage and Snack 3) Seasoning ingredient. The
analysis of all categories have been considering to 4 elements
Graphic Design elements Measurement
Mean S.D. Ranking
Picture
Typographic
4.57
4.35
.50
.62
1
2 Color
Motif and Graphic form
4.31
3.73
.67
.68
3
4
Average 3.32 .29
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
51
of Indonesian consumer behavior as are: 1) Behaviors 2)
Attitudes 3) Purchase reasons 4) Incentive to Purchase.
Therefore, Indonesian consumers will be confidence in their
Halal product; forasmuch, the verification of The Indonesian
Ulemas Council (MUI) to conducted Halal products in
Indonesia. Several consumer products in Indonesia are Halal
products and suitable products for Muslims.
Most of Indonesia Halal products were produced under
the regulation of Muslims, Quality of ingredients such as
fresh and clean, Nutrients Nutrition and healthy food, good
smell, colors, reasonable price and value, Legend and
Reputation of the manufacturer.
Graphic design on packaging and label for Indonesia
Halal products should be outstanding with images of product,
material or ingredients. There are description of product and
ingredients. A modern style typographic with readable text
was also important; thus, it was the reflection of consumers
thought. The Personality feedback to them after they were
consumes this product; urbanism look and multicultural
celebrity, health care persons, modernism look, active look
and news additive person, thoughtful person like a
progressive thinking and social activist. The most important
is declared Halal products with a mark from The Indonesian
Ulemas Council (MUI).
ACKNOWLEDGEMENTS
This research would not have been possible without the
contribution, support, kindness helpful and encouragement of
Associate Professor Dr. Suppakorn Disatapundhu, Assistant
Professor Dr. Julispong Chularatana, Assistant Professor Dr.
Adis Idris Raksamani and Mr. Tamniab Saeng nguen. Finally
with a great thank you to Chulalongkorn University and Suan
Sunandha Rajabhat University for all supports.
REFERENCES
[1] Organizer Co., Ltd and Biggoal Creative Co., Ltd., 2009.
[2] P. Waijittragum, “Brand identity creation for Thai Halal products,” Bangkok: Suan Sunandha Rajabhat University, 2013.
[3] P. Chinabutr, “The role of the center of Thai Halal products,” Bangkok:
Matichon, vol. 1776, pp. 31, 2014. [4] Y. Hasan, “Lifestyle, knowledge and consumption behavior of Halal
food by Muslim consumers,” Bangkok: Chulalongkorn University,
2003. [5] P. Kotler, Principles of Marketing, Boston, MA: Pearson, 2012.
[6] S. Kobayashi, “Color image scale,” Japan: Nippon Color & Design
Research Institute, Inc, 1990. [7] P. Waijittragum, “The standard development of Islamic identity in
graphic design for halal products and services,” Bangkok:
Chulalongkorn University, 2013.
Pibool Waijittragum was born in Yala Province, Thailand on November 9, 1967. He is a doctor of
fine and applied art (2011) and majors in graphic
design from the Faculty of Fine and Applied Art, Chulalongkorn University, Bangkok, Thailand.
He is a former senior graphic designer for an
Advertising Agency, J. Walter Thompson for over 18 years. Currently, he is the head of the
Department of Graphic and Multimedia Design,
Suan Sunandha Rajabhat University, Bangkok, Thailand. He has several research topics for Halal products, history of Mosque in Bangkok, signage
system, packaging and print media.
Journal of Economics, Business and Management, Vol. 4, No. 1, January 2016
52
O. Kevin, Thailand Halal Directory 2008 – 2009, Bangkok: Kevin