| Jilin Province is China's major grain-producing province, per capita has arable land 2.3l acres, it is higher than the national per capita cultivated land 1.14 acres ; soil is mostly black, and much fertility, terrain is flat, arable land is concentration , it is suitable for mechanized operation;The frost-free period of year is120-155 days, annual rainfall is 400-800 mm. Light, heat, water and corn growing period is synchronized.That is comparable with U.S. corn belt and very suitable for grain growth. So, the state of seed industry development and its exist problem in Jilin Province directly impact on national food security. Seed, as a special commodity, has a very important significance to farmers to organize agricultural production.It is unique and irreplaceable, and is the most basic means of production and the carrier of agricultural science and technology. In the long-term production practice, Jilin Province farmers have accumulated a wealth experience in grain growing, forming a complete set of cultivation techniques and cultivation of food customs and traditions.In the process of buying seed, although the purchase is also a commodity, but because of seed is a special commodity, farmer`s buying behavior is different from the purchase behavior of urban residents, or other purchase act. So the article takes the example of Jilin Province,Through seed distribution to farmers at the purchasers to buy kinds of kinds of conduct random sampling survey, Sum up the important factors of peasants to buy seed, at the same time compara with the seed marketing status.Looking for the foundation of the existence of seed retailers and its commercial value.With a view to explore a new seed marketing model, thus better service to farmers, and their needs, improve the marketing capability and profitability of seed retailersThrough depth interviews and field surveys, the author summary the following conclusions for farmers behavior in buying seed in Jilin Province :1,From buying seeds to hard work for six months, and then to harvest, farmers look forward to have a good harvest, from the production and expenditure survey is not difficult to see, in the current production conditions, an increase in seed input, that is, choice is even more for the excellent varieties, increasing fertilizer inputs, an increase of fertilizer inputs for grain production, increasing farmers benefit of great significance.In addition, because seed inputs per unit area most of the cases is fixed, increasing input means choosing a higher priced seed. The original research, seed production increase for the proportion is quite large, now, fertilizer input affect the larger and perhaps also illustrates, the difference between seed varieties in the smaller. The inputs of fertilizer effects on production output role is increasing.2,The cognitive approach, information sources that farmer to buy seed , mainly through friends, neighbors, introduction of acquaintances, and his own personal experience. Only when they know someone else planted or see the high yield varieties or had a good growing experience, the farmers would go to accept it.3,Seed, as the means of production of goods attributes, the quality requirements of the farmers is very high, here the "seed quality" is the evaluation of the final output and income after using, rather than itself quality that the seed industry generally considered .The great expectation and preference, determine its final purchase option. Farmers not only buy a seed, but a good harvest expectation.4,For the farmers, brand recognition of buying seed is very weak, it mainly reflected that half farmers are not aware seed production factory and source that they bought. They were also not interested in.Farmers are more concerned about its effect after useing, as long as what they choose with high yields, that the fundamental manufacturers does not matter.5,Mostly in the autumn harvest, farmers can compare that which varieties with high yields, and which is not high. When farmers in their heart had determined to buy which variety next year's, but now they do not buy, they wait until around the New Year or Mailiang , this time difference would bring some notices to seed vendors.Therefore, by consumption and summarize the purchase and using behavior fof behavior of farmers , the following recommendations can be given for seed marketer in Jilin Province: 1,The real concern that farmers to buy seed are production and income , the quality that farmers believe is the absolute factor to impact farmers to buy the kinds of seed. High-quality means outstanding production and a higher income. So sales should not only focus on the seeds themselves, should provide production guidance for seed user. And as much as possible to influence and control the production process. This can finally reflect the quality of seed. Seed merchants should not only provide the means of production, but also should give farmers a high yield and efficiency production program. This is the only way to stand out in the fierce competition2,The information source that vast majority of farmers informed by acquaintances introduce, and they can easily accept the intuitive things, and have a strong herd mentality. For the seed markers are concerned, it is useful to play the role of the user's mouth spread and establish a typical model, pay attention to play the role of opinion leaders, it is important to promotin the new varieties.3,The seed marketers should focus on the neglected status that manufacturers in the eyes of farmer. I think the impact and penetration of manufacturers for the farmers has not been realized. Because the demand of farmers to buy seed is nature, manufacturers only provide a seed in kind, but not effectively meet its revenue requirement in seed harvest.It is a serious shortage of marketing . farmer buy seed directly from factory accounted for only 1%. If it realized factory directly sell seed, it will be able to better meet the needs of farmers. This is worth vigorously explore and try. |
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