Marketing Issues in the Cuniculture Industry: The case of rabbit farmers in Hilir Perak, Malaysia

Abstract

The paper aims to showcase the findings on the marketing issues in the cuniculture industry, focusing on rural rabbit farmers in Hilir Perak, Malaysia. Rabbit meat or broilers has taken a backseat in the domestic market compared to beef, mutton, and chicken. From the qualitative analyses, the marketing issues in the cuniculture industry include a lack of resources by the farmers, limited agency assistance, price, promotion, and awareness of the nutritional value of the broilers. The study’s implications showed that broilers must be promoted as part of the local food security environment to fulfill the sustainable development goal (SDG) of zero hunger. Keywords: Food Security Environment; Marketing Issues; Cuniculture Industry; Socio-economy eISSN: 2398-4287 © 2023. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v8i23.4475

To Farm or Not to Farm: Cuniculture Issues Towards Green Marketing Practices at Hilir Perak, Malaysia

“…Mutual support will result in finding common interests; effective interaction can be promoted (González-Mariscal, 2012). This paper extends a prior investigation on the marketing issues rabbit farmers face in the same district of Cenderong Balai, Hilir Perak, Malaysia (Aminuddin et al, 2023). Thus far, the entrepreneurship endeavors for rabbit farmers in this area have been limited.…”

Deterring Factors Why Rabbit Meat Is Not Popular Among Malaysian Consumers

“…Apart from that, rabbit meat might be perceived as expensive meat compared to other types of meats such as chicken and beef (Aminuddin, et al (2023). Its expensive price is partly due to the limited supply of rabbit meat in Malaysia's market.…”

“…This finding is supported by other statistics in Table 2, in which 39% of the respondents moderately believed that less number of Malaysians eat and consume rabbit meat. It is partly because of the awareness, meat' availability as well as its expensive price (Aminuddin, et al, 2023).…”