Analysis of Household Purchasing Behavior for Rabbit Meat in Calamba City, Laguna, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Charis Mae T. Neric

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

The general objective of the study is to analyze the purchasing behavior of households for rabbit meat in Calamba City, Laguna. Specifically, it aimed to characterize the household consumers of rabbit meat; assess the level of knowledge and awareness on rabbit meat; determine the purchasing patterns of households on rabbit meat; analyze the preferences and satisfaction of households for rabbit meat; analyze the factors that influence the purchasing behavior for rabbit meat; and provide recommendations based on the findings of the study. Using systematic sampling, the study surveyed 75 randomly selected household food decision-makers in Brgy. 2 (Poblacion), Calamba City, Laguna. The findings revealed that the majority (67%) of the respondents were non-consumers of rabbit meat and they were mostly females. On the other hand, rabbit meat consumers were found to be dominantly males. Generally, respondents were aware of rabbit meat as a food. However, they were unaware of how much it is sold and the existing rabbit farms and raisers in the city. Nevertheless, they were classified as moderately knowledgeable on rabbit meat. Households considered taste as the most important attribute of rabbit meat among others. Using Kendall-test, almost half (48%) of the respondents were found to agree with the attribute rankings considering as well the color as the least important attribute among others. They were generally most satisfied with the taste of the air-fried rabbit meat which was more often described as identical to chicken. Out of the 75 respondents, 38 expressed their willingness to purchase rabbit meat. Results from the binary logistic regression analysis indicated that sex, educational attainment, number of household members aged 18 years and below, and knowledge score were statistically significant factors influencing households’ willingness to purchase rabbit meat. Specifically, males and high knowledge scores had positive effects on the willingness to purchase rabbit meat. On the other hand, higher levels of education and household members aged 18 and below had negative effects on the willingness to purchase rabbit meat. A chi-square analysis was also used to determine the association between the socio-economic characteristics and purchasing patterns of rabbit meat consumers. Among the socio-economic factors, only the educational attainment was found statistically significant with a high degree of association to the place of rabbit meat purchase. Policymakers, future investors, and the local government of Calamba may consider promoting rabbit meat focusing on its nutritional properties. Consequently, it is suggested for marketing managers to position rabbit meat as a safe and healthier alternative than other types of meat. Food processors may also consider processing and value-adding of rabbit meat to increase its market offer. Future studies may also consider estimating the willingness to pay for rabbit meat to provide a concrete measurement of its premium value.

Language

English

LC Subject

Rabbit meat industry, Consumer behavior, Purchasing—Management

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 M356

Notes

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Document Type

Thesis

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