The Research On Choice Of Fresh Agri-product Channel Of Wuhan Citizens

From the middle of 1990s, fresh Agri-product channel changed a lot evidently, and supermarket started to intervene in fresh Agri-product department, which leaded to powerful challenge to the operation of traditional agricultural product market and drastic competition and management individually. Meantime, the life style and consumption idea are committed by traditional idea and influenced by new idea. and the influence degrees of the two kinds of ideas are different for people in different areas. Consumption actions are strong dynamic and have multiplicity, so the choice of fresh Agri-product channel for consumers becomes even more difficult and complicated. This paper used interview, questionnaire and other investigate methods to obtain the first research data on the choice of fresh Agri-product channel of Wuhan citizens, and based on the data attained and previous data and conclusions, the paper analyzed and discussed the above data adopting some professional statistical methods, in order to do some quantitative examination and explain the consumption actions on the choice of fresh Agri-product channel.The whole paper is composed of four parts.Section one is introduction, which contains the positive analysis on the theories of fresh Agri-product consumption in city and channel research, and designs the development model of the choice of fresh Agri-product channel, which separates the decision-making of consumers into five stages, that's the purchase motivation forming stage, cognize perceive stage, decision-making stage, decision-estimation stage and circulation stage, then elaborates the consumption characters of every stage.Section two is positive analysis based on the investigation data, and concretely analyzes the characters of citizens' consumption and its change on fresh Agri-products, and the influence factors. The result indicates that, supermarkets have some obvious advantages of product safe, product quality, purchase surroundings and better service; traditional Agri-product market' advantages are convenience, high fresh degree, cheap price and all kinds of products. Citizens' education degree and salary per month have negative influence on consumption actions of the citizens, but purchase frequency per month has active influence on consumption actions of the citizens.Section three is model construction on the choice of fresh Agri-product channel. The paper uses regression analysis to construct Logistic Regression analysis model of citizens' choice of fresh Agri-product channel, and independent variables can explain the dependent variable commendably.Section four is conclusion, such as basic utility and difference utility decide consumer cognizance; supermarket and terminal-market will exist and complement together in a long time. meantime the paper also brings forward some strategies for the fresh Agri-product channel development. That's, the traditional Agri-product market should develop itself step by step, or transfer the management style or close; and supermarket should face to the problems in the fresh Agri-product management widely, and the process of transformation from traditional Agri-product market to supermarket also should be carried out step by step.