A Study On Channel Choice Of Fresh Fruit Purchase Influencing Factors For Young People In Shushan District Hefei

With the upgrading of consumption,the acceleration of people's pace of life,the rise of mobile Internet and the development of e-commerce,the consumption mode of Chinese residents has undergone great changes,the increasingly diversified,differentiated and personalized purchase behaviors of consumers have made more diversified purchase channels.The difference of consumers' preference,the channel itself and the products provided which channel consumers choose to buy fresh fruits.At present,supermarkets,street vendors,farmers' markets and online shopping have become the main channels for Chinese residents to buy fresh fruits.The purchase channels complete the transfer of commodities from the production field to consumers,which are an important link between production and marketing.China is a marvelous country of fresh fruit production and consumption.Although fresh fruit circulation channels have made great progress,problems such as "difficult to sell" and "expensive to buy" caused great troubles to producers,operators and consumers,and also aroused great concern from governments at all levels.At present,China's fresh fruit industry is still in the upstream scattered production and operation,the middle reaches of the circulation links of quite a few levels,large losses,low gross profit of retail terminals,downstream traditional farmers' market,small vendors occupy more than half of the market share of the current situation of trading activities.It is the most direct and intuitive way to obtain consumers' needs to understand consumers' intentions and behaviors from the perspective of purchasing channels.Studying the influencing factors of purchasing channel selection can better deal with the issue of the connection between production and marketing and play an important role in promoting the rural revitalization strategy.Hefei is a "One Belt and One Road" and a strategic double-node city in the Yangtze river economic belt in China.It will attach great importance to the promotion of industrial transformation and upgrading.As one of the ten leading agricultural industries in Anhui province,it is an inevitable trend to vigorously develop this traditional industry.At present,the fruit industry has developed to a new stage of basic balance between supply and demand,but the problem of fruit sales downturn is serious,which brings difficulties to agricultural efficiency increase,farmers' income addition and meet the diverse needs of consumers.As the main purchasing power of fruit is young people,this paper selects the district with the largest GDP and the largest population in Hefei city,Shushan district as the research object to analyze the channel willingness and influencing factors of young consumers to buy fresh fruit.From the perspective of the subject of purchase behavior,this paper provides Suggestions and countermeasures for improving the fresh fruit channel marketing,broadening the channels of increasing farmers' income and providing farmers with production vents.First of all,this study empirical basis for the optimization of agricultural production and sales as a starting point,theory of rational behavior,planned behavior theory and transaction cost theory,on the basis of through reading,literature,this paper studies related concepts,research method,from two aspects of consumer channels factors and external environmental factors,put forward the research hypothesis and design the questionnaire.Secondly,I went to Shushan district of Hefei to issue and collect questionnaires,and conducted descriptive analysis,we apply reliability coefficient and validity test,correlation analysis and regression analysis on the sample data.The results show that freshness,price,brand and convenience are the main influencing youth's willingness to choose supermarket channels.Price,marketing activities and shopping convenience are the mainly factors affecting youth's willingness to choose vendor channel.Scale,marketing activities and purchasing convenience are the major influencing factors youth's willingness to choose farmers' market channels.Age,price,brand and shopping convenience are the principal influencing factors youth's willingness to choose online shopping channels.After verifying and summarizing the previous research hypotheses,it is concluded that the hypothesis that consumer factors only have an impact on online shopping channels is established,while the hypothesis that external channel environmental factors have an impact on supermarkets,street vendors,farmers' markets and online shopping channels is established.Finally,the empirical research is summarized.According to product factors and external channel factors,this paper starts from five aspects,namely,supermarkets,farmers market,online shopping,farmers and government,in order to fresh fruit marketing channel optimization and agricultural production direction put forward Suggestions and countermeasures.At the same time,it points out that this research deficiency and the outlook for the future.