Impact of Ramadan on Halal Food Marketing Strategies in the Chinese Market: A Data Analytics Approach

Abstract

This study investigates the integration of halal food into Chinese multinational culture amid the Coronavirus epidemic. Applying a thorough data analytics procedure, the research focuses on the evolving e-commerce landscape within China. The adaptation under scrutiny includes a wide range of sociocultural transformations, including linguistic proficiency, social norms, dietary preferences, and e-commerce consumption habits from various cultural domains. A data-driven marketing strategy's analytical structure, supported by an updated Segmentation, Targeting, and Positioning (STP) model, carefully examines product differentiation criteria. Furthermore, the investigation includes the implementation of a prediction model that uses complex algorithms to estimate market trends and consumer preferences. The term "halal" comes from Arabic and refers to food that is considered permissible for consumption excluding porcine products, carrion, blood, and alcohol. Halal cuisine, which adheres to Islamic dietary regulations, is critical to Muslims' religious devotion around the globe. Halal dietary habits are integrated into Chinese cuisine through major e-commerce platforms. This study utilizes a data-analytics marketing model to analyze transactional data from Taobao.com and Tmall.com, aiming to understand purchasing patterns of halal food products in China. The analysis highlights significant seasonal fluctuations, particularly during major festivals such as Ramadan, Chinese New Year, and Eid, which heavily influence sales.