UNDERSTANDING PURCHASE DECISION BEHAVIOUR OF MUSLIM RESIDENTS IN JAPAN: A QUALITATIVE SHADOWING METHODOLOGY

Abstract

Japan has been a destination of choice for Muslims to travel either for work, leisure, or study. While being a popular tourist spot, there are several concerns and challenges experienced by Muslims residing in Japan. Therefore, the purpose of this study is to obtain a complete understanding, in-depth information, and a need to identify the concerns and difficulties faced by Muslim consumers in Japan in accessing halal food. In addition to that, this study also looks into factors influencing Muslim consumers' behavior when buying foods in supermarkets. For this study, the methodology used qualitative shadowing methodology, whereby short observations and interviews took place for further clarity of the participants' backgrounds and purchasing decisions. Two participants have been observed during their trip to supermarkets. The finding shows that Muslim residents’ accessibility to halal food is relatively difficult in non-tourist areas.