| | | | PROBLEMS OF MODERN ECONOMICS, N 1 (73), 2020 | | | | PROBLEMS OF MARKETING. LOGISTICS | | | Cherenkov V. I.
Chair of Marketing, Higher School of Management, St. Petersburg State University, PhD (Economics), Professor
Tanichev A. V.
Assistant Professor, Chair of Economics, Organization, and Enterprise Management, D.F. Ustinov Baltic State Technological University (“Voenmeh”) (St. Petersburg), PhD (Economics)
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| | | The article discusses the phenomenon of halal that creates a specific demand on B2C markets. The binary logic of temporal development on the Russian market demonstrated the lack of the formal brand of halal or expectations of the high quality of products in the halal category — alongside with the presence of the technical standard (GOST) making that guarantees not only consumer security, but also the high quality of the goods thus marked in the USSR, together with the inversion of this perception in contemporary Russia. The authors describe the main trends of foreign halal markets in comparison to the Russian one, distinguish specificities of consumer perception of halal products. The disappearance of the regulating role of GOSTs that used to reflect fixed recipe composition and other objective determinants of quality made consumers intuitively look for other signs of acceptable quality. In spite of the ambiguous attitude of Russian non-Muslim population to Islam symbolism as a result of extremist terrorist acts of the last decades, they nevertheless turned to halal products. The article is based on the results of the empirical research on the market for meat and meat products in St. Petersburg, with the extrapolation to the halal market in general. Positive attitude to halal product might interestingly transfer to the Muslim culture in general. | | Key words: brand, GOST, quality mark, Islam, Koran, meat products, quality standard, halal, halal market | | Pages: 79 - 85 |
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