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Halal logistics and the impact of consumer perceptions

Bruil, R.R. (2010) Halal logistics and the impact of consumer perceptions.

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Abstract:This report describes the research on halal logistics, which is part of a research project on ‘Effective Halal Supply Chains: Principles to improve the Halal integrity of chicken meat supply chains’. Halal logistics is based on three basic principles: -­‐ Avoiding (cross) contamination -­‐ Avoiding mistakes -­‐ Ensuring that operations are consistent with the expectations of the Muslim consumer. Logistical literature is available on the first two principles whereas the last one has never been addressed before. A logistical system is composed of a large number of variables, which have to be managed properly in order to deliver final products in the right quantities at the desired time and quality at the right place and at a reasonable cost. This puts challenging requirements on the quality of the different logistics processes, especially in view of the specific characteristics of the halal food chain. This leads to the following problem formulation: What are the Muslim consumer requirements concerning the distribution of halal meat and how can logistics be arranged accordingly? A consumer survey followed as a logical method since group sessions from the International Halal Integrity (IHI) alliance on the topic of halal logistics and its literature revealed that the consumer opinion is necessary to measure, to develop a logistical standard and to conclude where the Critical Control Points (CCPs) of the halal food chain really are. The focus of the report is on the physical distribution according to Christopher (1998) and Van Goor (1993), which comprises of transportation, sea/airports, warehouse/storage and supermarkets (retailers) The survey revealed that complete separation of halal food from non-halal is necessary in Malaysia. The minimum separation in the Netherlands is acceptable when distribution and storage takes place in separate carton boxes. They would like to see a separate fridge or rack to be assured that cross-contamination cannot take place during display in the supermarket. Another important outcome is that the responsibility of halal logistics is both brand- and retail- oriented and consumers are willing to pay more for products, which are distributed according to a halal logistics upcoming standard. Furthermore, the research can be used as a starting point for the upcoming international standardisation of halal transportation in Muslim and non-Muslim countries around the world.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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