Investigation into the Effects of Marketing Factors on the production of Rabbitss ( A Case of Selected Breeders in Ruai and Mbotela, Nairobi)
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Date
2013-02-19
Authors
Gachanja, Peter Mugo
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Abstract
Rabbits are raised for a variety of reasons. As a source of food, rabbits produce white
meat that is fine-grained, high in protein, low in fat, highly palatable, low in Cholesterol,
and can be substituted for poultry in most recipes. Rabbit's carcasses are only 20 percent
bone. For non food purpose, the high quality rabbit's skins are used in fur garments and
trimmings. Medical and cosmetic researches also require a large number of rabbits each
year. Also, rabbit's fur is used in coat liners when weaved with other wool, and the pelts
(skin) are used for making children's shoes, ladies pursues, toys, gloves, pillow cases,
warm coats, and caps. Rabbits are also used as laboratory stock for experiments, their
manure is rich in humus, and generates income through the sale of rabbits and its
products. Despite of all these, the documented data shows that the production and
marketing of rabbits in Kenya is still very low.
The main objective of the study was to investigate the effects of marketing factors on the
production of rabbits. Specifically, the study intended to; identify the marketing factors
that influence the production of rabbits, determine the effects of the identified marketing
factors on the production of rabbits and suggest ways in which these marketing factors
might be utilized to improve rabbit production.
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The researcher eHi~ioyed a descriptive research design. The target population was 71
rabbit breeders ih ~thii and Mbotela regions in Nairobi. This comprise of 56 rabbit
breeders frotrt Ruai and ~ breeders from Mbotela. The sample consisted of 42
respondents representing 60% of the target population. The researcher used stratified
random sampling to select the respondents. Data was collected using questionnaires
which were administered through the "drop and pick latter method". Data was analyzed
using descriptive statistics such tis frequencies, percentages, mean score and mode.
Analyzed data was presented in tables, charts and graph.
The researcher found that The marketing factors that in influence the Level of Rabbit
Production include Promotion and advertising, Market Prices, Competition from other
meats, Consumer demand, Distribution and Product diversification. It was also revealed
that these factors influence production of rabbits at different extent. Promotion and
advertising and market prices affect production of rabbits to a very high extent while
Description
Department of Business Administration, 44p. The SF 453 .K4G3 2011
Keywords
Rabbits. --Kenya