Analysis On Influential Factors Of Consumer Mentality And Behavior Of Rural Supermarkets

The rural supermarket has played an important role in the rural consumer markets. But many operators of rural supermarkets are lack of systematic and scientific management experiences and have no idea about the consumer mentality and behavior, which arrests the long term growth of the rural supermarkets. Under the circumstances of buyers'market and intensive competition, only do the operators know and master the consumer mentality and behavior and the influencing factors, can they make the right marketing strategies and give the rural supermarket a bright future.First of all, the dissertation makes a review of the consumer mentality and behavior as well as the characters of rural supermarkets. Also the dissertation makes a detailed analysis of the current status and existing problems of medium and small rural supermarkets.The study of this dissertation is outspreaded in this logic way:Choose a medium rural supermarket as the typical case and obtain abundant first-hand information by making investigation on the spot, from which, we try to find out the discipline and common characters of the consumer mentality and behavior. We hope that the results of this research could give those operators of rural supermarkets the consultation and revelation on the daily operation.Through the analysis of spot investigation, we find out some results as follows:The consumer behavior is becoming gradually reasonable and consumer judgement is more and more sensible. The psychological effect of advertisement is limited. The quality of the supermarket goods is the most important property.In the last, suggestions and consultations are as follows:The rural supermarkets must offer consumers the services with good faith. More attention should be paid on the quality of goods as well as the consumer loyalty. Try the best to lower the operation cost and make innovative marketing strategies, which may mean a promising profit for the rural supermarkets.