Focus Group Guide
Class ERP: 7031
Group Members:
Ammar Malik (24756)
Abdullah Ahmed (24696)
Zoha Batool (24103)
Zunaira Jamil (24596)
“Perceptions on Halal Certifications and Its Impact on Buying Behavior in Pakistan”
Characteristics
We will conduct 2 focus group interviews. The first group will consist of undergrad students
at IBA, while the other will be of adults who are of age 30 years and above. There will be 6-8
members per group lead by a moderator and assistant moderator.
Introduction
Welcome and thank you for agreeing to take part in this focus group. My name is Ammar
Malik, and I am conducting this research as part of a larger study on consumer behavior and
Halal certifications. Today, our discussion will concentrate on your views on Halal
certification and how it affects your purchasing decisions. This conversation is designed to be
open and respectful of all opinions. Please be assured that your responses will be kept
confidential and used for academic purposes only.
Guidelines:
1. Please allow one person to speak at a time.
2. Feel free to express your thoughts freely; there are no right or wrong answers.
3. You may choose not to answer any question you are not comfortable with.
4. The session is being recorded for accuracy in documentation, but will remain
confidential.
5. Engage respectfully with the views of others, even when they differ from your own.
Questionnaire:
Opening Questions:
1. What are your initial thoughts and feelings when you come across a product with a
Halal certification?
2. How do you think societal norms and the opinions of people around you influence
your choice of Halal-certified products?
Transition Questions:
3. Have you ever encountered a situation where finding Halal-certified products was
within or outside your control? Can you describe that experience?
4. How aware are you of the Halal certification process and what it entails for the
products you use?
Key Questions:
5. In what ways do you believe Halal certifications contribute to the perceived quality
and safety of food products?
6. Can you describe how marketing promotions influence your perception of Halal-
certified products? Are there any specific campaigns that come to mind?
7. When it comes to health and beauty products, such as cosmetics and medicines, how
does Halal certification influence your purchasing decisions, and how do you assess
the certification's credibility in these categories?
Probing Questions:
8. How does a brand's reputation affect your trust in its Halal certification?
9. In your experience, how have changing lifestyles and sociocultural trends in Pakistan
impacted the importance placed on Halal certification?
Follow-Up Questions:
9. When purchasing Halal-certified products, what risks do you perceive, if any, and
how do you manage them?
10. Describe how involved you are in the process of selecting Halal-certified products. Is
it a passive choice or an active search?
Ending Questions:
11. How does your level of religiosity intersect with your decisions to purchase Halal-
certified products?
12. Does the price of Halal-certified products influence your purchasing behavior? Are
you willing to pay more for these products, and if so, why?
Additional Key Questions:
13. How do you believe the Halal certification of a product aligns with your personal
attitudes towards ethical consumption?
Additional Probing Questions:
14. In what ways do subjective norms in your community or family shape your decisions
related to Halal food consumption?
15. Have you ever felt more in control of your purchasing choices when it comes to
Halal-certified products compared to non-certified products? Can you provide an
example?
Additional Follow-Up Questions:
16. How does your awareness of the specifics of Halal certification influence your trust in
the certification itself?
17. Has there been an instance where the quality assurance provided by Halal certification
conflicted with your personal perception of the food quality? How did you reconcile
this?
Additional Ending Question:
18. Reflecting on all the factors we've discussed, how do you prioritize them when
making a purchase? For instance, if you had to choose, would you prioritize brand
reputation, price, or the presence of a Halal certification?
Closing: Thank you all for your valuable insights and participation today. Your contributions
are significant to understanding the consumer mindset regarding Halal certifications in
Pakistan. The information gathered here will form the basis of a report that will help in
academic research and may also inform policy recommendations.
End of Focus Group Guide
This guide includes a sequence of questions designed to facilitate a smooth flow of
discussion, from general understanding to specific attitudes and behaviors. It also takes into
consideration the cultural context of Pakistan, where religion and daily life are closely
intertwined. The questions are structured to address various aspects of consumer behavior
related to Halal certification, encompassing demographics, culture, and education level.
