Analysis of consumer habits and attitudes on the Hungarian rabbit market

Abstract

Experts start to recognise that it is rabbit meat among white meats that has the most favourable nutritional properties. But despite the favourable nutritional advantages the consumption of rabbit meat per capita per year inHungary is only Y.Z kg. Researches to reveal the reasons for this low consumption – except for Z or [ – have not been carried out in Hungary before, so the results of the primary research shown in the article can be regarded long-needed. The representative questioning by questionnaires was carried out with \YY people in seven regions of Hungary in August [YY`.The data were collected with standard questionnaires, face-to-face interviews in the respondents’ homes.During data evaluation both means and percentage ratios were calculated with scale-type questions, in case of the others they were calculated in percentage and with cross-tables. In case of percentage divisions we carried out significance analyses with Chi-square test, in case of multivariate statistical analyses we made ANOVA-test. According to the results about one third (b\ people, \ZX) of the respondents have rabbit meat with some frequency, which is a very low rate. In case of most non-consumers the main reasons are prejudice, the different habits and attitudes, as well as misbelieve. Most consumers have rabbit meat more rarely than every other month (_Y.ZX), as well as every other month ([[._X).When they do purchase, first they take into consideration the product’s appearance, and if it is nice, then they deal with quality and taste.The next influencing factor is the family: if all the members of the family like the product, then they put it into their basket more easily, otherwise shopping willingness decreases. Price is next among influencing factors, which is just the opposite of the preference order of the mass food products (where price is dominant).Most respondents buy rabbit meat right from the producers ([bX), probably on the market place.Next is consumption from own production, but special shops also have an important part in sales. In the course of the attitude-examinations most respondents agreed with that rabbit meat has low fat content, which is usually true compared to other types of meat.The result is important, because rabbit meat – supported by effective marketing communication – could be included in the elements of healthy nutrition. But the companies that want to enter the Hungarianmarketmust face a seriousmarketing challenge, because shoppers are uninterested (unmotivated) in buying rabbitmeat, since almost half of the respondents wouldn’t buy rabbit meat even if the prices were lower, or if the product was available everywhere.That’s why collective marketing campaigns will have to pay special attention to instoremarketing (product sampling),where the shoppers can identify themselves with the excellent enjoyment value of rabbit meat. There will be need for the presence of the press and other programs for the consumers (eg. exhibitions, programs of the Rabbit Marketing Board with leaflets, receipts) that have a mind- and attitude-forming effect on the consumers.