Marketing practices and sustainability challenges of halal food enterprises in a muslim-majority public market

Nor-N S. Ebrahim; Evelyn M. Guialal; Rasul A. Gulo; Shahida M. Lintang

doi:10.29244/hass.3.2.27-31

Authors

Nor-N S. Ebrahim Department of Islamic Studies, College of Arts and Sciences, Mindanao State University–Maguindanao, BARMM, Philippines
Evelyn M. Guialal Department of Islamic Studies, College of Arts and Sciences, Mindanao State University–Maguindanao, BARMM, Philippines
Rasul A. Gulo Department of Islamic Studies, College of Arts and Sciences, Mindanao State University–Maguindanao, BARMM, Philippines
Shahida M. Lintang Department of Natural Sciences, College of Arts and Sciences, Mindanao State University–Maguindanao, BARMM, Philippines

DOI:

https://doi.org/10.29244/hass.3.2.27-31

Keywords:

Halal entrepreneurship, Halal food Enterprises, Halal marketing, Muslim-majority communities, Sustainability Public markets

Abstract

The rapid expansion of the halal economy has increased the need for sustainable business practices among small-scale halal food enterprises operating in local markets. Therefore, this study aimed to examine the marketing practices and sustainability challenges of halal food enterprises in a Muslim-majority public market, focusing on Dalican Public Market in Datu Odin Sinsuat, Maguindanao del Norte, Philippines. Data were collected from 30 halal food enterprise operators selected through purposive sampling using a structured survey questionnaire and a descriptive quantitative design. This study assessed marketing practices in terms of product, price, place, and promotion, identified challenges affecting business sustainability, and explored strategic measures to enhance enterprise competitiveness. A very high extent of marketing practices overall (WM = 4.53) was reported, with product obtaining the highest mean (WM = 4.91), followed by price (WM = 4.57), place (WM = 4.39), and promotion (WM = 4.24). The results showed that sustainability-related challenges obtained an overall mean of 3.61, indicating agreement, with limited space or poor location and lack of marketing knowledge developing as the most strongly reported challenges (M = 4.83 each). Proposed strategic improvements received strong support overall (M = 4.85), particularly the development of digital marketing skills (M = 4.88). Halal food enterprises placed strong emphasis on product quality, halal compliance, and pricing while identifying operational constraints and capacity-building needs as important areas for improvement. This study provided empirical evidence on marketing practices and business challenges among halal food enterprises in a Muslim-majority local market.

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