Dana-Nicoleta Lascu

Halal and kosher foods are a growing sector in the food processing industry (Maddock, 2014). While halal and kosher labels primarily target Muslim and Jewish consumers adhering to laws that govern the production of “pure, safe, acceptable foods, consumers who do not follow either religion are increasingly showing a preference for foods with a halal or kosher label” (Maddock, 2014). This study attempts to assess whether consumers in the United States who do not follow either religion may perceive halal or kosher labels to signal a higher quality product. The study explores consumers’ understanding of the halal and kosher process, and attempts to identify the determinants of their assessments.

Keywords: faith branding, kosher, halal, Islamic law, Jewish law, food marketing.
JEL Classification: M31, K00

Most academic studies in marketing have focused on advanced economies and fast-developing, large emerging markets (Sharma & Lascu, 2018). Until recently, only a few marketing studies have addressed subsistence markets; yet, there are over 4 billion bottom-of-the-pyramid (BOP) consumers living below less than 1.25 dollars a day in underserved areas worldwide (Kaplinsky, 2011; Sharma & Lascu, 2018). The present study attempts to bridge the gap in the literature by providing a comprehensive review of the theory and practice addressing the subject of marketing at the bottom of the pyramid, focusing on marketing approaches to BOP consumers that both efficiently sell products to this market and enrich their quality of life. The study suggests that selling products to the bottom of the pyramid may be profitable, but companies must be creative in their approach to formulating marketing strategies in order to engage BOP consumers and earn a profit. Marketers should also cater to BOP consumers’ needs in order to foster strong and enduring relationships.