In an Islamic market, religious teachings clearly influence the choices of Muslims. For example, the concept of Halal affects every single aspect of a Muslim's life; it affects the decisions of what to buy and what to sell; the terms, time and place of the sale; the promotional activities and with whom to transact. It also affects margins, mark-ups and ingredients. The study of the Muslim consumers' behaviour is an area of interest that is gradually becoming the focus of academic and business professionals. The definition of the Muslim consumer is not as straight forward as it might seem. Being a Muslim by birth does not necessarily signify that a person does actually search for, adopt or consume products that are Shariah-compliant. Consuming non-Shariah-compliant products is a complicated and serious concern to those Muslims who consume them, due to the stigma that surrounds the consumption of these products.