The Marketing Practices in the Rabbit Meat Industry: Basis for a Marketing Plan
Published 01/30/2023
Keywords
- 4Ps Model of Marketing Mix,
- Marketing Plan Framework,
- Rabbit Meat Industry
How to Cite
Copyright (c) 2022 The QUEST: Journal of Multidisciplinary Research and Development
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
This study aimed to describe the marketing practices in the rabbit meat industry in Region III based on the 4Ps Model of Marketing Mix. The descriptive research design was used which involved 59 rabbit meat producers. Revealed in this study was a decline in the 2021 annual production because of the apparent lack of demand, unpopularity despite claims of its nutritive value and prohibitive price of ₱400 per kilo in the market today. There was an attempt to introduce the said meat either as raw meat or palatable food by some sellers. Findings further showed that rabbit farmers in the region preferred to raise the New Zealand White stock for its various benefits, including its high-quality meat for commercial uses. The Department of Agriculture endorsed rabbit meat as an alternative meat source for Filipinos because of the onset of the African Swine Flu. Thus, the researchers encourage to use this study as a basis for the development of a marketing plan for the rabbit meat industry.
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