The Influence Factors Study Of Household's Agricultural Products Sales Behavior

Food is the paramount necessity of the people,so agriculture is the founding and important support for economic development.Attention for a long time,household income is the main driving force of China's agricultural development.The key to solving the problem of agricultural efficiency and increasing household income is the sales of agricultural products.At present,the problem of agricultural product sales is mainly reflected in the sales process between "small household" and "big market","buying hard" and "selling difficult".Therefore,it is very important to study the problems in the sales process of farmers.Among them,the choice of household sales object and sales contract are the key of household sales behavior research.The survey data of 802 farmers in Jiangxi and Guangdong provinces were analyzed by literature and descriptive statistical methods.What's more,based on the Williamson analysis paradigm,this study used binary logistic model to analyze the important affecting factors of household sales behavior(object selection and contract selection.)from "proprietary","scale" and "uncertainty".Finally,the conclusions are as following: First,the asset specificity is one of the important influencing factors.The labor force population,the agricultural technical training,the distance from the market,the employment of labor,the degree of agricultural mechanization and the investment in agricultural machinery and equipment have a positive effect on the inclination for household to cooperate with the transportation traders and new agricultural organizations;village cadres,number of agricultural technology training,agricultural equipment investment have a positive effect on the inclination for household to sign a written agreement.The Second,the scale is one of the main factors.The larger the household operating scale,the more reluctant for household to cooperate with the bazaars;the larger the average land area,the more willing for farmers to sign a written contract.Third,the uncertainty is one of the key factors.The proportion of agricultural income,the frequent of natural disasters have a passive effect on the household to cooperate with the bazaars;when the household sales target is the bazaars,household are willing to sign a oral contract with “insider”;when the farmers cooperate with the new agricultural organization,household are willing to sign a written contract with “outsider”.Fourthly,regional differences are also one of the main influencing factors.Household in Jiangxi Province are more willing to cooperate with the transportation traders and new agriculturalorganizations.The household in Guangdong Province are willing to cooperate with the bazaars.Household in Jiangxi Province tend to sign oral contract in selling agricultural products,and household in Guangdong Province tend to sign a written contract.According to the conclusion of the study,this study puts forward some suggestions as following: Taking efforts to improve the farmer training mechanism,guiding the farmers to choose the object of marketing scientifically;carrying out household to exchange and merger actively,putting focus on improving household written contract awareness;promoting the construction of modern services,propelling information supporting services;Developing a variety of marketing subjects,focusing on cultivating new agricultural organizations.