Rural Consumer Behavior Research

In recent years, with the rapid development of social economy, China has got rid of the shortage market, market environment has become a buyer's market from a seller's. The accompanied problem are: over-supply of major consumer goods, surplus production capacity, China's economy is facing a growing market constraints. China experience twice financial crisis, one occurred in 1997, the Asian financial crisis, another was in 2008 originated sub-prime crisis of U.S, two crises made Chinese exports reduce, economic growth was hindered, in order to keep the economy steady growth, the central authorities proposed that the main task should focus on the growth of domestic investment and consumer demand, Chinese government adopted proactive fiscal and moderately easy monetary policy to promote economic growth, and introduced the expansion of domestic demand and economic growth measures. In this context, it is a great significance to guide farmer to a reasonable consumption and start the rural market in order to expand domestic demand and promote economic development. farmer is the largest consumer group, the rural market has a larger capacity and development, depth research on rural household consumption problem can help an accurate grasp of the farmer demand, and identify the entry point for developing the rural market, improve the rural consumption policy ,which is a significance.This paper firstly introduces the Western consumption theory and the domestic study, on the basis of theoretical analysis, uses large consumption data of farmer, analyzes the consumption level of farmer and structure, to understand the changes and characteristics of rural consumption demand .With the qualitative and quantitative analysis, to study the behavior factors of famer, understand farmers' irrational consumer behavior, know the reality conditions constrain farmers behavior, to seek measures to promote consumption of farmer. In this paper, qualitative analysis and quantitative analysis, static analysis and dynamic analysis method are applied. In the analysis of consumption level and consumption structure, some qualitative analysis are applied in consumer behavior; the other hand, using statistical analysis method to analyze rural household consumption behavior. In the study of consumption, analyze the changes in a given year, and at the same time observe the trend in a longer period, with a large number of charts to trend analysis.By analyzing ,the results obtained are: In the Analysis of income, although the sets of absolute income hypothesis are very narrow, but it has strong interpretation to the consumption behavior of farmer; and the permanent income hypothesis and life-cycle hypothesis are good explanation. In the non-income factors, unless the price is expected to be well explained, the nominal interest rate and the proportion of rural population are not better explanatory power, and the three factors have little effect on the average propensity to consume. Therefore, the stable growth of income and increase in wealth is conducive to the increase in consumption expenditure of farmer.