Purchasing Behavior And Management Strategy Research Of Fresh Agricultural And Subsidiary Products In The Supermarkets

Emerged in the 20th century 30's in U.S.A, supermarket came to China in 90's initial period and have developed rapidly as a new retailing style. By providing fresh agricultural and subsidiary products, one hand supermarkets improve consumer's shopping environment, the shopping methods and people's life-quality, on the other hand because the reduction circulating links, farmers can make more profits by their products. Through the integration of the entire supply chain of fresh agricultural and subsidiary products, supermarkets provide the security, convenience and variety of fresh agricultural and subsidiary products for the city people. So supermarkets have made profound influence to city people's social life, and how to manage this chain becomes very important and significant.This article mainly studies on dealing environment of fresh agricultural and subsidiary products, key factors and dealing trends from the expense choice behavior angle. And furthermore this article provides decision-makings for management. This article altogether divides into seven parts. The first part elaborates on the background and the significance of this research, then review and simply narrates the domestic and foreign correlations research, and proposes the research basic mentality and the method. In the second part, introduces the related theory of this research: the consumer motive theory, the customer value theory, and the consumer purchasing behavior theory. The third part stresses to analyze supermarket-management environment of the fresh agricultural and subsidiary products. The fourth part is the supermarket lives the fresh agricultural and subsidiary products purchase behavioral analysis. The fifth part proposes the management strategy of supermarkets live the fresh agricultural and subsidiary products. In part six, with relevant factors selected by Behavior of Consumer Choice, data based on the samples of agricultural and subsidiary products consumption choice of 300 consumers in wuhan, this study makes a positive analysis on where the consumers make their purchases and analyze the direction and extent of their influence. The seventh part analyzes in front in the foundation proposes the summary to this article.