3. Methodology
The study was carried out using a descriptive research method as it is relevant to explain the non-
Muslims acceptance on halal food. Survey method is used to collect primary data from the respondents.
Questionnaires were structured based on the factors identified to have influenced the consumers in
accepting the products. The questionnaire was divided into three sections; the respondents demographic
background, market acceptance variable questions and open ended question. Demographic variables
include gender, age group, income level, religion and education background. The relevant demographic
variables were used as explanatory variables in determining underlying factors of the study. The second
section of the questionnaire was variables on market acceptance. This section consists of fourteen
statements derived from the four market acceptance variables identified through the literature.