ABSTRACT
The study of the Muslim consumers' behaviour is an area that is gradually becoming the focus of academic and business professionals. Although the choice of buying Halal clearly suits the Muslim consumers in government institutions, it also makes good business sense given the large number of Halal suppliers and the greater competition within the Halal market, which is driving prices down and quality up. Businesses, drawn by the great potential of the Islamic market, are studying how to serve modern Muslim consumers who are attracted to glamorous Western lifestyles yet observe the teachings of their religion. Thus, companies need to choose carefully with whom they should be associated if they plan to deal with Muslim consumers. The massive boycott of Danish products came almost out of the blue: Danish producers did not anticipate it, and Muslim consumers had no previous concerns about Denmark because that country was relatively unknown to them.
