Knowledge And Awareness Of Working Women In Purchasing Brunei Halal Frozen Food Brand For Family Meal Preparation
DOI:
https://doi.org/10.33102/jfatwa.vol30no1.626Keywords:
Knowledge, Awareness, Working Women, Brunei Halal Frozen Food, Family Meal PreparationAbstract
This pilot study investigates the knowledge, awareness, and usage patterns of Brunei Halal frozen food products among working women in Brunei Darussalam. A cross-sectional survey was administered to a sample of 100 working women, aged between 18 and 50 years, using a snowball sampling technique. The study aimed to assess participants' understanding of the Brunei Halal frozen food brand, their awareness of halal certification, and the frequency of product usage for family meal preparation. The findings reveal that while respondents are generally aware of the brand’s halal certification and purchasing locations, there is a significant gap in their knowledge of the full range of products available. This highlights the need for enhanced communication strategies by Brunei Halal to improve consumer education. Participants also exhibited varying levels of awareness regarding the product's benefits, with some expressing uncertainty about its nutritional value and ingredients. Despite these gaps, the study found that marketing channels such as advertisements, social media, and promotions are effective in raising awareness, although there is room for improvement in consumer engagement and product education. Furthermore, purchasing patterns indicated that while Brunei Halal products are used occasionally, the frequency of their use for meal preparation is inconsistent, with cultural preferences for fresh, home-cooked meals being a significant influencing factor. The study concludes that Brunei Halal must refine its communication strategies to increase consumer confidence and product usage, particularly through clearer product information and more targeted educational initiatives. These efforts could significantly improve both the understanding and adoption of Brunei Halal frozen food products among working women in Brunei.
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