Research On Influencing Factors Of Rural Supermarket Chains Consumption And Development Space Of Rural Supermarket Chains

Promoted by the "Market Project of Thousands of Villages and Townships", supermarket chains have witnessed a rapid growth in the vast rural areas in our country since 2005. Presently, related studies have been conducted by not a few scholoars from perspectives of economics, retailing and marketing, etc, while this article does the research mainly from a sociological perspective on the consumption of rural residents in supermarket chains in rural areas.This study bases on an empirical investigation founding in an administrative village in Changsha country, Eastern Hunan:(l)The consumption of rural residents in supermarket chains in rural areas shows the following characteristics: the type of commodity is limited; the average monthly spending is relatively low; consumption frequency has a time distribution;(2)The consumption of rural residents in supermarket chains in rural areas is affected by family income, family life cycle, reference to the group, and consumption concept. They are performed specificly as follows: the more the family net income of year is , the more the spending in supermarket chains is;at different family life cycle stages, residents' spending in supermarket chains is different; the spending of residents in supermarket chains is affected by the people around and the city people; when consumption concept is different, the spending of residents in supermarket chains is also different. These factors form a certain structure, on one hand, which makes restrictions on the people' consumption in supermarket chains, on the other hand, which provides necessary conditions for consumption activities in supermarket chains;(3)The consumption activities of rural residents in supermarket chains have to be room for the development of supermarket chains, mainly in the following three areas: First, the rural supermarket chains become the main shopping space; Second, the rural supermarket chains become the rural ideal place for symbol consumption; Third, the operating room of the rural supermarket chains expands gradually.