中国农村零售业态的成长性评价——基于辽宁农村消费者满意度视角的研究

Growth Evaluation of Different Formats of Rural Retailers: A Study Based on Rural Consumers' Satisfaction in Liaoning Province

通过对辽宁农村消费者满意度的调查,可以有效评价农村现行四种典型零售业态——杂货店、集贸市场、超市、专业店——的成长性。选址因素、商品因素、价格因素、服务因素和环境因素在不同业态中对农村消费者满意度的影响存在显著差异,但是价格因素的影响程度最大,环境因素的影响程度最小。杂货店和集贸市场具有不可替代的价格优势,在农村具有一定发展空间,而超市和专业店这两种新型业态从长远看具有良好的发展势头。

A survey on rural consumers＇ satisfaction in Liaoning province was clone to evaluate the growth opportunities of different formats of rural retailers, i. e. , the grocery, wet market, supermarket and category store. Empirical study showed that the effects of location, merchandise, price, service and environment on rural consumers＇ satisfaction are significantly different from each other and the price is the most important decisive factor, while the environment functions slightly.