Title: The Algerian consumer's orientations towards brands in light of Islamic marketing principles: a field study on frozen meat market

Authors: Mehieddine Abdelkader Meghraoui; Djilali Benabou

Addresses: College of Business and Economics, Laboratory of Analysis, Prospective and Skills Development, University of Mascara, Algeria ' College of Business and Economics, Laboratory of Analysis, Prospective and Skills Development, University of Mascara, Algeria

Abstract: The organisation's survival and growth are tightly related to its capacity for an accurate study of the consumer's behaviour. Give the awareness from the part of the consumer, organisations are supposed to strive to build a perfect image via brands that distinguish them from others. The diversity of commercial brands in the Algerian market has made it difficult for the Algerian consumer to make a choice from a variety of products; especially with the advent of novel marketing principles aiming basically at preserving the consumer as well as gaining their confidence and loyalty through producing what satisfies and convinces them on the long run. In this respect, we have stated the problem of the Algerian consumer's new consideration of frozen meat as far as Islamic marketing is concerned; this latter has as principles giving much care to society and its well-being, as well as depicting what influences the consumer.

Keywords: consumer behaviour; Islamic brands; Islamic marketing; halal meat; Algeria; consumer orientation; frozen meat market.

DOI: 10.1504/IJSEI.2014.067110

International Journal of Social Entrepreneurship and Innovation, 2014 Vol.3 No.3, pp.177 - 196

Received: 06 May 2014
Accepted: 08 Oct 2014
Published online: 31 Jan 2015 *

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