Advertising Of Agricultural Products And Consumer Response Research

The selling problem of agricultural products will exit in the long term because of the pressures from imported farm products from abroad, modulation of agricultural structure and vast increase in product ability to agricultural production in China. The main reason is the asymmetry of information between production and consumption. Capability to marketing of agricultural producers and operators and marketing strategy are the key factors which influence the competitive power of agricultural products. How to enliven the distribution of farm products and improve the competitive power is the very important problem to the scholars and practitioners in China. The practice in developed countries shows that modern promotion means, such as advertising, are becoming more and more important to improve the competitive power of agricultural products.Based on such background, this paper summarized and evaluated the research results fully on agricultural advertising, effectiveness of advertising and consumer decision-making theory. And more, it introduced and summarized the advertising practices of foreign farm products and analyzed the problem on the advertising practices of agricultural products in China. After that , first-hand data and material was obtained by face-to-face interview and questionnaire investigation, and data and material was analyzed and processed by logistic regression, regression analysis, cross-over analysis and structural equation modeling, then hypotheses of research in this paper were examined and a model of research on willingness to advertising in Zhejiang fruit market was constructed and thoughts of improving effectiveness of advertising was researched from a specific point of collecting information by consumers. At the end of this paper, relevant policies and suggestions were put forward for improving the effectiveness of agricultural products' advertising in the actual environment.The paper was divided into four parts, as follows:The first part is an introduction, includes chapter 1. In this chapter, research background and signification were put forward, and basic concepts about farm products, advertising and consumers were defined and study methods, technical line and study structure of paper were introduced briefly.The second is the theoretical analysis, includes chapter 2, 3 and 4. Chapter 2 is a summary and panorama of relevant research results from aspects of basic theories, relevant research development and study methods and so on, mainly includes concepts, categories and characteristics of advertising and effectiveness of advertising, models of consumer behaviors, theories of consumer decision-making and involvement theory, in addition, relevant research results on advertising of foreign farm products was overviewed and innovation of this paper was introduced. Chapter 3 is about theoretical foundation of advertising of farm products. It includes three parts. The first is about theoretical foundation which was introduced from the aspects of market environment and characteristics of products from theories of industrial system, models of consumers' behaviors and marketing and so on; the second is an analysis of actual circumstances of market of farm products, which is a actual basis of farm products' advertising; the third is an analysis of effectives of advertising from economics. From which the necessity and probability of advertising of farm products was analyzed as a theoretical foundation for this paper. Chapter 4 is an introduction to actual circumstance and confinement factors of advertising of farm products in China. In this chapter, development and actual weakness of advertising of farm products was analyzed, which is provided for the actual foundations for following analysis. Some good examples of advertising of foreign farm products was introduced and relevant experiences and lessons were concluded.The third part is empirical research, includes chapter 5 and 6. Chapter 5 is a research on willingness to advertising for producers and operators in Zhejiang fruit markets. At first, actual conditions about advertising and promotion at present for fruit producers and operators in Zhejiang province was introduced, then willingness to advertising of producers and operators was studied based on the planning behavior theory, last the major factors on advertising were probed from the aspects of attitude, subject normal and perception behavior control, a model of advertising behavior of fruit producers and operators was constructed by structural equation modeling, and all relationship between dependent variables and independent variables . The conclusion is: attitude to advertising makes a minor difference on advertising intensions and behaviors; however reference groups have a distinctive influence. In advertising, the influence of perceptions behavior control is prominent. There are some differences in the choice of advertising according to varied enterprises. The capability and capital of enterprise make a significant influence on advertising.Chapter 6 is an analysis of advertising on consumers' purchasing behavior. First the main factors were recognized and sources of information in purchasing behavior were analyzed by factor analysis, regression analysis and so on, main influence factors were concluded and the status of advertising in purchasing behavior was identified. At last an advertising model was constructed by the same method based on the analysis of low-involvement purchasing behavior. The conclusion is: repeated and magnetic advertisements have an impact on consumers. Consumers focus on their attentions on perceived quality and sources of products, business information is concluded into the area of information collecting. Advertising has no direct impact on fruit purchasing behaviors, but have significant influences on brand, categories, news about product, public information and so on. TV is the most attractive in all kinds of media. Funny information is useful for these consumers who have a good job, high pay and high academic qualifications. Consumers are not very interested in technical knowledge in advertising.The fourth part is conclusions and suggestions, includes chapter 7. Chapter 7 includes conclusions and suggestions. Based on the entire research and actual status in advertising of farm products in China, some relevant suggestions about how to improve the effectiveness of advertising were put forward, such as all kinds of agriculture associations are suitable as advertisers in farm products advertising; the advertising expenditure should be depended on more than one source; the planning and specialty in advertising is very useful to improve the effectiveness of advertising.