N. V. Rychkova, G. R. Stolyarova, S. Yu. Rychkov, Z. B. Saknys. Halal Marketing in a Multicultural Region

UDC 339.13:28:2-442.4
DOI: 10.15507/2413-1407.103.026.201802.278-295

Nadezhda V. Rychkova, Associate Professor of Departament of Management and Entrepreneurship, Kazan National Research Technological University (68 Karl Marx St., Kazan 420018, Russia), Ph.D. (History), ORCID: http://orcid.org/0000-0001-9789-4597, Scopus ID: 56114715700, Researcher ID: М-5473-2016, nadvas2@rambler.ru

Guzel R. Stolyarova, Leading Research Worker of Research Laboratory of Interdisciplinary Innovative and Scientific-Practical Archaeological and Ethnological Research, Institute of International Relations, History and Oriental Studies, Kazan (Volga) Federal University (18 Kremlyovskaya St., Kazan 420008, Russia), Dr.Sci. (History), Full Professor, ORCID: http://orcid.org/0000-0001-5905-8686, Scopus ID: 56530730500, Researcher ID: M-2604-2013, guzelstol@mail.ru

Sergey Yu. Rychkov, Head of Departament of Management, Kazan Innovative University named after V. G. Timiryasov (42 Moskovskaya St., Kazan 420111, Russia), Ph.D. (History), Associate Professor, ORCID: http://orcid.org/0000-0003-1999-5258, Scopus ID: 57188642055, Researcher ID: Q-5837-2016, rychkovkazan@ rambler.ru

Zilvytis B. Saknys, Senior Research Worker of Department of Ethnology and Anthropology, Lithuanian Institute of History (5 Krazii) St., Vilnius, LT-01108, Lithuania), Dr.Sci (Humanities), ORCID: http://orcid.org/0000-0002-2594-2155, Scopus ID: 56600820600, Researcher ID: D-6445-2018, shaknys@gmail.com

Introduction. While Halal market is a dynamically developing and promising one, it has not been sufficiently studied. Its potential in the multi-confessional Republic of Tatarstan is associated with the growing demand for goods and services that are in accordance with the canons of Islam, which stimulates marketing activities. The article is of particular relevance as it is essential to have better scientific understanding of marketing aspects of the rapidly developing Halal products market. The goal of the article is to assess the state of marketing in several segments of a regional market of Halal products using the case of the Republic of Tatarstan.  Materials and Methods. The research applied the methods of comparison, analysis and synthesis; Internet resources and the authors' field materials were used as examples. Results. Economic, social and cultural conditions for the development of Halal industry are listed. It is proved that the popularity and development prospects of the trend make it very attractive for business and cause the expansion of areas and forms of application of marketing tools to promote it on the market. The international experience of Halal industry development is analyzed, the problems of Halal market, the emergence of which was caused by the existing practice of marketing tools application, are revealed. Formulated are the framework proposals concerning the need to coordinate the efforts of the state and the Muslim community in the field of protection of the interests of consumers of Halal products as well as those regarding the centralization of procedures for certification of Halal products by Muslim organizations.  Discussion and Conclusions. The authors' conclusions on the need to strengthen cooperation between the state and religious organizations in the field of quality control of Halal products, as well as proposals for a careful study of the relevant experience of Lithuania, have practical significance. The prospects of the research are in more thorough scientific examination of the steadily growing Halal products marketing practice. The article will be useful for managers of companies which are part of the Halal market, for specialists in certification of products in accordance with the standard of "Halal", for government and municipal officials responsible for the regulation of the consumer market as well as for scientists engaged in studies of the Islamic economy.

Keywords: Halal marketing, Halal industry, Muslims, standard of "Halal", Republic of Tatarstan

Acknowledgments. The article has been prepared with the financial support of the Russian Foundation for Basic Research, project No. 16-01-00285 "Religious Determinants in the Culture of Nutrition (the Case Study of the Tatars and Tajiks Living in the City of Kazan)".

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Submitted 05.03.2018; accepted for publication 11.04.2018; published online 29.06.2018.

Contribution of the authors:
Nadezhda V. Rychkova - formulation of the goal, scientific novelty and practical significance of the research; identification and analysis of problems in the field of regional Halal marketing.
Guzel R. Stolyarova - development of the research methodology; collection of data and evidence; drawing conclusions; computer work.
Sergey Yu. Rychkov - analysis of literature and Internet sources on the research problem; characterization of the segments of the Halal market.
Zilvytis B. Saknys - data and evidence collection; Lithuanian case study development.

For citation: Rychkova N.V., Stolyarova G.R., Rychkov S.Yu., Saknys Z.B. Halal Marketing in a Multicultural Region. Regionologiya = Regionology. 2018; 27(2):278-295. DOI: 10.15507/2413-1407.103.026.201802.278-295

All authors have read and approved the final version of the manuscript.

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