Challenges encountered, marketing capability and coping strategies of rabbitry in Occidental Mindoro

Abstract

Rabbit farming, also known as cuniculture, is a relatively new but growing industry in the Philippines which often done on a small scale, with backyard or home-based operations being the norm. Rabbits are kept for their fur, as pets and for their meat which considered a lean and healthy source of protein. With proper management, it can also contribute to the country's food security by providing a low-cost source of protein. This research study was conducted to assess the challenges encountered, marketing capability and coping strategy of rabbitry in Occidental Mindoro. Mixed method type of research was used in this study. The result reveal that there are five (5) major challenges that the rabbitry encountered namely: lack of proper awareness, price, adaption as business, lack of capital, and poor marketing channel and interpreted as moderate to high extent. It was revealed that they employ six (6) coping strategies that help them to overcome the challenges like: early introduction, adoption of new technology, use of association, partnership with government, product quality, and price adjustment which is interpreted as high to very high extent. In terms of the marketing capability, it was measured using the MAIR Model and revealed that they have a moderate to high interpretations. In addition, the results of the three tests of hypotheses, namely: the challenges encountered have inverse influence on the marketing capability and coping strategy of rabbitries in Occidental Mindoro, and the marketing capabilities have a positive influence on the coping strategies employed by the rabbitries.