消费者生鲜农产品购买渠道选择影响因素研究——基于武汉市武昌区的调查

The Study of Influential Factors on Purchase Channels Choice of Fresh Agro-products:Based on Researches in Wuchang District of Wuhan City

利用实证分析法研究影响武汉市武昌区消费者生鲜农产品终端渠道选择的因素,结果表明,农贸市场和超市的购买群体是有区别的,农贸市场和超市各自的经营特点也是不同的。因此,在生鲜农产品市场上,超市和农贸市场应该被看作两个不同的细分市场而不是两个相互取代的市场。个人消费习惯很重要的消费者和对价格更敏感的消费者更倾向于选择在农贸市场购买生鲜产品;而越关注新鲜度的消费者并不会越倾向于选择农贸市场购买生鲜农产品;消费者对商家的信誉关注越高,也并不会导致他越倾向于选择超市购买生鲜农产品。这些结论可以为经营主体在制定渠道政策时提供参考依据。

This paper researches influential factors of impacting fresh agro-products terminal channels choice by empirical analysis method in Wuchang District of Wuhan City. The result shows that purchase groups are different between terminal-market and supermarket, and the operating characteristics are different between terminal-market and supermarket. Therefore, terminal-market and supermarket should be seen as two different market segments rather than substitute of each other. Consumers who think personal spending habits are very important and more inclined to choose terminal-market to buy fresh agro-products, and consumers who are more sensitive to the price tend to choose the terminal-market to buy. Consumers who attend to the fresh degree will not lead to their preferred choice of the terminal-market to buy fresh agro-prod- ucts, and the consumers who concern about the credibility of the merchant will not lead to his preferred choice of the supermarket to buy. These conclusions can provide reference for enterprises when channels policy is formulated.