design trends of thai halal products packaging for muslim ... · halal products, the turning point...

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:

[email protected], [email protected]).

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

mailto:[email protected]

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.


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).


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


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


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.


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O. Kevin, Thailand Halal Directory 2008 – 2009, Bangkok: Kevin

design trends of thai halal products packaging for muslim ... · halal products, the turning point...

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