Research On The Factors Influencing Farmers Repurchase Intention On"Appliance To The Countryside"

In order to solve the domestic and international economic situation, improving the standard of peasants’living, expanding domestic demand, starting the rural consumption market and keepping our country economy development our government put forward to the strategic policy that "Home Appliances to the countryside" Policy. As the policy has been implementing, it has obtained the certain policy effect, but it still have defects, especially the consumption only got about half of the expected effect. This paper argues that for improving consumption, not only need new groups to join, but also needs to the repeat groups to buy again. New groups-to buy consumer behavior research has very system perfect, repeat groups to buy especially farmers to purchase the repetition of the research needs to be further enrich perfect.This paper will detmine the "appliance to the countryside" product as a unified brand, with the farmers in jiangxi province for the study object, using statistical description and logistic regression analysis to study the factors which influence the farmers repurchase intention on "appliance to the countryside". Draw the research results:(1) Generally speaking,33.8%farmers of jiangxi province had bought the "appliance to the countryside".47.2%of the them have repurchase intention on "appliance to the countryside"(2) Specifically, nine factors (customer satisfaction, quality, price, convenient after-sales service, household income, related groups influence, product policy, subsidy policy, price policy) have positive effects on the famers repurchase intention of "appliance to the countryside"Finally, this paper give some advices as follows, based on the above results, for the enterprise and government exploring rural markets, boosting the rural consumption, and benefiting the famers.(1) For the enterprise:First, research and development products for the rural market. Second, make rational marketing plan. Third, improve product and service quality. Four, perfect the after-sale services;(2) For governments:First, increase the categories of "appliance to the countryside" product. Second, improving farmer buy again of the "appliance to the countryside" product, and simplified subsidies for applying for the program. Third, improve "country home appliance" price fixing. Four, increasing the income of peasants. Fifth, strengthen supervision, to set up a good brand image.