ABSTRACT
In today’s complicated world of branded and generic products, niche and general categories, and consumer-specific products, many companies are turning toward finding ways to market their products to specific segments of the population. These segments can be split along various lines, including age, sex, eating habits, politics, race, and religion. One subgroup of the religious niche that increasingly is getting attention from large and small companies is the population that purchases based on the product having a kosher symbol. To attract this population to purchasing their products, companies pursue kosher certification.
