Study On Rural Consumers Purchasing Behavior And Influencing Factors Of Micro Subcompact Cars In Shao-yang

Gradually increased in recent years,China's rural residents income and consumption level has improved significantly,the consumption structure has been optimized,with the improvement of the rural transport facilities,and the government adopted a policy of car to the countryside,the rural consumers for mini car has a desire to buy,and will start the auto enterprise development in the rural market sights,the rural market has great development prospects.So for mini research and analysis on the rural consumer buying behaviors will have certain practical significance.This article will mini car as an example,study the rural consumer buying behavior in Shao-yang city,for the characteristics of the rural consumption market overview in the first place,theory is based on consumer buying behavior,rural consumer spending behavior and so on.Second,with the method of questionnaire,through the author's field investigation visit,and analyzed by statistical software for survey materials,so as to get the current rural consumption market conditions of micro and subcompact cars,and buying patterns and characteristics of rural consumers in Shao-yang city.Again,the author build the rural consumers purchasing behavior influencing factors model of micro and subcompact cars,puts forward some assumptions,based on the model and the empirical analysis,including binary regression analysis,factor analysis,etc.,the analysis results show that the current rural factors that affect the consumer buying behavior of micro and subcompact cars more in Shao-yang city,including social factors related to personal factors,environmental factors,consumer groups,product service factors and so on.In terms of individual consumers,the cultural level,family income and living environment of micro car purchase behavior will produce great influence;Marriage status and the influence of professional status for purchasing behavior is weak;Gender and age over car buyer behavior basically there was no effect;Consumer values for mini car purchase behavior will produce certain negative influence;Related social groups and social policy,products and services to rural consumers purchasing behavior of micro and subcompact cars have great positive influence.Finally,according to the analysis and research,the author from product,price,channel,and to promote the four aspects,puts forward some Suggestions to develop the rural market of micro and subcompact cars.