A Study On Consumer's Purchasing Behavior In Rural Supermarket

Emerged in the 20th century 30's in U.S.,supermarket came to China in the initial period of 1990s and developed rapidly as a new retailing style. Promoted by the "Market Project of Thousands of Villages and Townships", supermarket chains have witnessed a rapid growth in the vast rural areas in our country since 2005.Developing supermarket chains in rural areas, on the one hand, can improve the shopping environment and shopping pattern in the countryside, raising the life quality of the rural residents;on the other hand, the cost reduction in circulation also helps reduce the commodity prices, which saves costs of the farmers.In according of that, the supermarket chains have been welcomed in majority of the rural areas, and got a rapid development in recent years.Presently, related studies have been conducted by some scholars from perspectives of macro government policy, the necessity and feasibility, etc.,while this article does the research mainly from the consumer's perspective on the consumption of rural residents in supermarket in rural areas.The founding of his study bases on an empirical investigation in Suizhou city of Hubei Province in China.This article mainly studies the influencing factors of consumers'consuming activities from the aspect of consumers' consuming psychology and preference behavior. Furthermore, this article provides decision-makings for the development of rural supermarket chains.This article altogether divides into six parts.The first part elaborates on the background and the significance of this research, and then simply reviews and narrates the domestic and foreign related research, and introduces the research design and basic mentality. The second part proposes and the method of the research. The third part analyzes the investigated data with the statistical software, and summarizes the factors which affect the consumer purchasing behavior in rural supermarket. The forth part gives the result of the data analysis.The fifth part puts forward the conclusion of the research, and gives some suggestions for the development of rural supermarket. The last part analyzes the defects of this article and proposes the prospect of the future research.