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

Zaidi Mohd Aminuddin; Rugayah Hashim; Siti Hafsyah Idris; Janiffa Saidon; Iman Prihandono

doi:10.21834/ebpj.v8i23.4475

Authors

Zaidi Mohd Aminuddin Faculty of Business & Management, Universiti Teknologi MARA Cawangan Selangor, Puncak Alam, Selangor, Malaysia
Rugayah Hashim Faculty of Business & Management, Universiti Teknologi MARA Cawangan Selangor, Puncak Alam
Siti Hafsyah Idris Faculty of Law, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia
Janiffa Saidon Faculty of Business & Management, Universiti Teknologi MARA Cawangan Selangor, Puncak Alam
Iman Prihandono Faculty of Law, Airlangga University, Surabaya, Indonesia

DOI:

https://doi.org/10.21834/ebpj.v8i23.4475

Keywords:

Food Security Environment, Marketing Issues, Cuniculture Industry, Socio-Economy

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.

References

Carayannis, E. G. (2021, November 17, 2021). How knowledge creation contributes to economic growth, business creation, and innovation. Springer Nature.

Mills, J., & Birks, M. (2014). Qualitative methodology: A practical guide: Sage. DOI: https://doi.org/10.4135/9781473920163

Njie, B., & Asimiran, S. (2014). Case study as a choice in qualitative methodology. Journal of Research & Method in Education, 4(3), 35-40. DOI: https://doi.org/10.9790/7388-04313540

Source, T. (2023). The Importance of Public-Private Collaboration to the Success of SDG Agenda.