Research on World Agricultural Economy

Consumer Profile and Rabbit Meat Preferences: Analyzing Marketability and Acceptance Using the 4A’s Model of Marketing

Clarizza L. De Leon

Angelo R. Santos

College of Management and Business Technology, Nueva Ecija University of Science and Technology, Cabanatuan City 3100, Philippines

DOI: https://doi.org/10.36956/rwae.v6i1.1651

Received: 4 January 2025 | Revised: 24 February 2025 | Accepted: 6 March 2025 | Published Online: 14 March 2025

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Abstract

This study analyzes the consumer profile and preferences for rabbit meat using the 4A’s Model of Marketing: acceptability, affordability, accessibility, and awareness, to provide insights for enhancing marketability and acceptance. A descriptive research design with snowball sampling identified 177 rabbit meat consumers in Central Luzon. Quantitative and qualitative data were collected through a self-structured questionnaire and interviews. Findings revealed rabbit meat’s popularity among young male professionals with higher income and education levels. Consumers allocated a small budget for rabbit meat, purchasing it occasionally and preferring it for its health benefits, primarily as celebratory food. Processed rabbit meat products are valued for convenience, but price sensitivity remains a challenge. Accessibility relies heavily on online platforms due to the absence of rabbit meat in public markets, while awareness is driven by producer interactions emphasizing health benefits. Tailored marketing strategies focusing on identified consumer profiles can strengthen demand. A customer-centric approach enhances marketability, acceptance, and sustainability in this sector, aligning with evolving consumer demands. This study contributes to achieving the United Nations Sustainable Development Goals (SDGs), particularly SDG 2 (Zero Hunger), SDG 3 (Good Health and Well-being), and SDG 12 (Responsible Consumption and Production), by promoting rabbit meat as a sustainable, nutritious protein source.

Keywords: 4A's Model of Marketing; Accessibility; Affordability; Awareness; Consumer Preferences; Rabbit Meat Marketability; Sustainable Protein Source

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