消费者果蔬类农产品购买渠道选择行为研究——基于乌鲁木齐市消费者的调查

Consumer Selection Behavior of Purchase Channel of Fruits and Vegetables Based on a Survey in Urumqi

通过对消费者果蔬类农产品购买地点的选择及购买频率、购买渠道的选择和关注因素以及消费者个人特征与购买地点选择的调查研究发现,超市将逐渐成为果蔬类农产品零售的一个重要的营销渠道。超市应克服在果蔬类农产品经营方面存在的困难,合理规划超市选址与布点,有效划分与安排超市果蔬类农产品的经营区域,控制果蔬类农产品的销售价格,保持果蔬类农产品的新鲜度,加强果蔬类农产品品牌建设,以提升超市果蔬类农产品的竞争力。

Researching on where and how often people buy fruits and farming produce, personal consumption features, and what they are concerned about, the author concludes that supermarkets will be the first choice for consumers to pay for fruits and vegetables. We should plan on sites of supermarkets reasonably and arrange properly varieties of farming products at supermarkets. We should try to keep fruits and vegetables fresh, regulate retailing prices, and build on brands. As a result, we could improve the competitiveness of farming produce.