Rural Consumer Factors Influencing

Since the reform and opening up,China's economic restructuring strategy has scored great success, People's lives have been improved greatly, economic superpower has been basically established.however, struetural imbalance caused by insufficient domestic demand has not been completely resolved. In particular, the consumption rate is strikingly low in the vast rural areas, threatening the long-term and healthy growth of China's economy. The Problem is complicated with the coming of Post-crisis era for world economy as well as the deepening and widening of China's reform. Therefore, in-depth study of the factors influencing the household consumption in rural areas and of their mechanism is a subject with realistic significance and rich policy implication.This part of the survey is a random sample of 336 sample households, sample households in 2010 introduced the consumption level and consumption structure change. The fourth part analyze the status of consumption of rural residents in Xinyang.With the combination of the historic statistics and survey data, this research makes quantitativeand qualitative analysis about quantified and non-quantifiable factors that affect the consumption of rural households in Xinyang. Based on this, measures to expand the demand of rural households in Xinyang.The results show that:1.Income of rural residents is an important factor of consumption, furthermore, different types of income means different affection. Rural residents'consumption depends primarily on permanent income but has weak sensitivity of the temporary income. Permanent income elasticity and temporary income elasticity are 0.689 and 0.135.2. Income is a positive factor to consumption of rural residents in Xinyang.3. Consumption of rural residents have a greater consumption of inertia, past consumption on current consumption has a greater impact on consumption.4.some non-quantifiable factors such as consumer attitudes, consumer environment, the social security system, rural financial policies also have different levels of impact on consumption of rural residents of Xinyang.5.The analysis of the consumption structure of rural residents can be seen in recent years, the proportion of food consumption decreased year by year, health care and educational entertainment consumption has steadily increased, the Engel coefficient showing a declining trend, indicating that the lives of rural residents in Xinyang City Levels in the gradual improvement, starting from from quantity expansion to meet the subsistence phase to focus on quality of life stage.This research presents recommendations and countermeasures:1.To improve the income of rural households, and expand rural consumer demand;2.Accelerate the development of township enterprises, to increase non-agricultural income of rural residents; 3. To improve the rural social security system to further reduce the burden on peasants; 4. To improve the consumption environments. Strengthen the building of sales outlets in rural areas; 6. A sound system of consumer credit in rural areas.