Helal sertifikalı gıda ürünlerinin pazarlamasında tutundurma faaliyetleri üzerine bir araştırma

With the facilitation of trade between countries, the tastes and preferences of consumers have also diversified. The number of consumers who search for halal certification when purchasing food products is increasing and companies that target this consumer group need to obtain halal certificates. These companies carry out various promotional activities to attract the consumers' attention and it is essential to understand how companies can reflect the halal concept in their promotional activities. In this context, the primary purpose of this research was to analyze the promotion activities of companies that have received halal food certificates. The research was designed as exploratory research, and a qualitative data collection method was applied. The „in-depth‟ interview method was preferred and the managers of ten companies in the food industry with halal certification from GIMDES were interviewed. According to the results obtained, the reasons for the preference for halal certificates are the demand and the creation of a loyal customer base, as well as the feature of inclusion in a commercial halal chain. It provides easy entry to the halal food market and includes it in the distribution channel. Also, it can be said that companies mostly think that halal certification increases their sales. The companies generally try to reflect the concept of "halal" in their promotion activities. In the literature in Türkiye, no study has been found on the promotional activities used in the marketing of halal-certified food products. Since this study is one of the first studies on this subject, it is expected that this study will contribute to theoretical literature and help companies with halal certification that need support in reflecting this on their promotional activities.