Analysis Of The Factors Affecting Consumers' Choice Of Purchase Channel Of Processed Aquatic Products

There are a large number of rivers and lakes in China with a long coastline.The rivers and coastline of China cover a wide range of area which are rich in aquatic products.Aquatic product is one of the most important natural resources of China and Chinese people have made historical use of aquatic products since ancient times.Nowadays,the development of reform and opening up is deeper and the development of economy is sustained and rapid in China.The trade of Chinese aquatic products is playing a more and more important role in the trade of global aquatic products.Over the past thirty years,the disposable income of Chinese people is improved continuously.Consumers pay more attention to the quality of life.Having a healthy diet is considered as an important part of the life with high quality and consumers are increasingly concerned on healthy diet.Aquatic products are more and more popular among consumers due to high protein,low fat and high safety.The demand of aquatic products becomes stronger.There is a wide development space for aquaculture.The development of the technology and the improvement of the production efficiency of processed aquatic products are rapid at present.The development of aquatic products processing industry,one of the important part of aquaculture,is swift and violent.Aquatic products processing industry runs through all stages of production,processing and consumption of aquatic products.Aquatic products processing industry solve the problem of the limit by time and space which provides a new opportunity for the production and consumption of aquatic products.The development of aquatic products processing industry is very important.On the one hand,it can not only diversify the types of consumption of aquatic product,even expand the consumption of aquatic products and stimulate the production of aquatic products;On the other hand,on the basis of expanding the consumption and production of aquatic products,resources of aquaculture industry can also be integrated reasonably and industrial structure can also be adjusted and upgraded.As a result,the added value and total output value can be increased and the development of aquaculture will be promoted.It can be said that the development of China's aquatic products processing industry is one of the driving forces for the development of China's aquaculture.However,although the total production of aquatic products has grown constantly and the demand of aquatic products has been increasing year by year in China,the consumption of aquatic products remains less optimistic and the industrial added value not very high.Consumers buy processed aquatic products through the purchase channels.Purchase channels are the medium from producer to consumer.Purchase channels play an important role in consumers' purchase of processed aquatic products.Exploring the factors that affect consumers' choice of purchase channels of processed aquatic products can not only make aquatic products processing enterprises optimize the present situation of sales model of processed aquatic products and improve the present situation of purchase channels of processed aquatic products in order that processed aquatic products can be flown more smoothly to consumers and stimulate the consumption of processed aquatic products,but also it can make aquatic products processing industry,aquaculture and the government formulate more reasonable policies on this basis.Therefore,this paper chooses the aquatic product processing industry,and in this field the factors that affect consumers' choice of purchase channels of processed aquatic products is studied.On the basis of the research,it is expected that this article can provide some suggestions and countermeasures for aquatic products processing enterprise,aquatic products processing industry,aquaculture and the government.This paper is made up of three parts:The first part——the foundation of research: The first chapter is the background of the paper,including the purpose and significance of the study,the main contents of the study,the research of the methods of the study and the innovation and shortcomings of this paper.The second chapter of the paper is the literature review from three parts: research perspectives,research methods,factors affecting channel selection,and the summary is given on the basis of review.The second part——the focus of the study(the third,fourth or fifth charter): First of all,the development status of processing aquatic products and the development of purchase channels are analyzed and summarized in the third chapter;Secondly,on the basis of the relevant research theory,the fourth chapter analyzes the process of the purchase of the processed aquatic products,and then the choice model of consumers' purchase channels of processed aquatic products can be established and the related factors are identified.Finally,the fifth chapter analyses the data from Nanchang by descriptive study and the econometric model is established,using Multi-logistic method to analyse the four categories of factors,including consumer's personal factors,channel product factors,channel factors,environmental factors which affect the choice of consumers' purchase channels.Based on the above research,the empirical results are obtained:(1)The per capita consumption of Nanchang residents' aquatic products is not very high;(2)Consumers like to go to the supermarket and farmer's market to buy processed aquatic products,fewer consumers choose wholesale market to buy processed aquatic products,and there is no consumer choose stores and online shop as the main channels to buy aquatic products;(3)The adequacy of consumer purchase time,the price of processed aquatic products on the channel,the quality of processed aquatic products,shopping environment,the abundance of processed aquatic products on the channel,the quality of sales service,the behavior of profit sharing and the traffic convenience are the critical factors which affect consumers' choice of purchase channel of processed aquatic products.The third part——the summary(the sixth chapter).This part summarizes the paper and combines with the analysis of the factors that affect consumers' choice of purchasing channel of processed aquatic products and some suggestions are given: First,strengthen the publicity and promotion of processed aquatic products;Second,broaden the purchase channels for processed aquatic products;Third,strengthen the management and supervision of the sales of processed aquatic products in the supermarket and farmer's market.