消费者选择生鲜农产品零售终端的行为分析——基于消费者效用的理论解释

The Behavior Analysis of Consumer Selecting Raw Farm Product Retail Terminal——Theory Explain Based on Consumer Utility

已有的实证研究显示,消费者选择超市和农贸市场这两个生鲜农产品零售终端的频率存在差异。许多学者分析了造成这一差异的影响因素。但消费者选择不同零售终端的频率安排决策是如何做出的,这种频率安排又说明了什么等问题仍需深入探讨。从消费者效用角度出发,对这一频率安排差异进行理论解释,得出消费者效用最大化的层次还有待提升的结论,并提出提升这一层次的措施。

Research show, the frequency exist difference which consumer select raw farm product retail terminal. Some scholars analyzed the reasons of making these differences. But how the consumers make their decision, and what we could get from these frequency arrangements. Based on the consumer utility theory, this thesis explained this difference, and pointed out that the levels of consumer utility need to be advanced, at the same time, this thesis put forward the measures.