**6. Practical Implications**

The western world always seeks opportunities to export food products to emerging markets. With this strategic export vision, Asian consumer markets present grea<sup>t</sup> opportunities for many western food growers and businesses to explore [12]. Hence, this study may facilitate western food producers and exporters to understand Asian consumer behavior in particular western imported food products in Muslim Markets. They may then adjust their current marketing strategy, enabling them to export to such consumer markets. The outcome of this study brings in numerous opportunities for those western marketing practitioners interested in exploring and developing the Asian Muslim majority consumer market. Western food producers may di fferentiate their product o fferings by emphasizing key attributes extracted from this study such as taste, quality, attractive packaging, and ingredients. Having a di fferentiated product may add a meaningful benefit which may enhance consumers' quality perception or may decrease the perceived risk associated with the use of western imported food products. The enhancement in product attributes may develop brand trust and justification of premium price charged by these western food producers. Since this research is based on a Muslim majority population country, western producers must consider the element of religiosity at the time of developing their marketing strategy. Incorporating the halal logo or stamp, which displays halal product authentication, is highly important for western imported food producers as this builds trust among Muslim consumers to purchase and consume such food. The findings witnessed a positive association with purchase intention towards western food items. Thus, this validates the importance of religiosity and, in particular, the halal authentication is the most important factor for the prospective consumer.
