An Analysis On Optional Behaviors And Causal Factors Of Vegetable Households' Selling Pattern

As the agricultural products transaction and price system continuously reform , rural economy and plant products industry structure reasonably adjust, especially the establishment and running of socialism market economy, the people's living standard is raised to a good level, which promotes our country's vegetables producing impetuous development. Up to present, vegetables have become the second biggest plant products industry which is just inferior to the grains, the development of vegetable industry plays a very important role in china's agriculture and rural development.The peasant households are the principal parts of vegetables producing and managing, whose producing and selling behavior directly determines their incoming increasing and decreasing, which also affects the development of the rural economy. Researching the affecting factors of the peasant households' vegetables selling behaviors and selling patterns choosing, which have the important significances on solving the selling difficult, circulate block issues which exist in vegetables industry at present, and the government formulating vegetable industry development policies. Therefore, based on the peasant households' behavior theory and transaction cost theory, we can get the following conclusions through the positive research of vegetables selling behaviors and the choosing behavior of vegetables selling pattern among 218 investigation samples from the north of Jiangsu:(1) Because vegetables are easily rotten and dispersing, which make vegetables display the features of the high frequency dealing and high risk, what the peasant households mainly consider should maintain the stability and continuous status of their vegetables selling incoming, whose main motive is reduce dealing cost and avoid the price risk.(2)The attitudes on the risk of the peasant households have the significant affects on their vegetables selling behavior choosing. When the other conditions remain unchanged, the households prefer the risk better, they are not willing to choose the contract selling methods, while they adopts the traditional marketing selling patterns. (3)Whether the peasant households will hire the people help has the significant influence on choosing contract selling patterns for the peasants when meeting the busy vegetables planting and selling seasons, which shows the insufficient labors family are willing to choose contract selling patterns. From this point, we can see the quantities of the labors in the family have a quite big influence on the selling patterns choosing.(4)The vegetables planting scale and professional level have the close relationship with the behaviors of the peasant households choosing contract selling patterns. The vegetables planting scale is larger, which is more possible for the peasant households to adopt contract selling patterns to reduce dealing cost and avoid price risk. If the vegetables incoming holds the higher proportion among the whole incoming of the family, which shows the vegetables producing professional level better, which is easy for peasant households to choose contract selling patterns.(5)The outside environments for the peasant households such as the distance between house and market, vegetables price fluctuating level, which all have the significant positive influence on the peasant households choosing contract selling patterns behaviors.Bases on the above research conclusions, this article proposed following policy suggestions: Enhance the vegetables planting scales and professional level; Developing vegetables processing business positively; Guiding the peasants to establish their own peasants cooperation organizations; The government should create a good outside environments for the vegetables industry development to promote the vegetables selling and increase the peasants incoming.