Authors
ABSTRACT
Halal has gained popularity as a result of consumer concerns about food safety and ethical issues. Chevon is an important source of protein. However, no halal chevon products are commercially produced. Hence, the study aimed to develop positioning strategies to commercialize the products. A survey was undertaken of 400 potential consumers in the Philippines. The majority of the respondents were willing to buy halal food products. Descriptive statistics were applied, and findings revealed that products were generally acceptable. Potential consumers prefer it in wide assortment, in proper packaging, has informative labels, and easy to locate. However, their preference is significantly different considering product, price, place, and promotion. In addition, it satisfies the requirement for food safety considering microbial, shelf-life, and nutritional, and were halal verified. It has a promising return on investment, and the projected total cost could be recovered within two years. Hence, the products were feasible for commercialization
