Study Of The Fresh Agricultural Products Supply System Of City Based On Consumer Behavior

Fresh-agricultural-products are necessities to urban residents in daily life, and building a sound Fresh Agricultural Products Supply System (FAPSS) in a city is the basic guarantee for the stability of the urban residents' life, and it also can support the city's construction. With the rapid development of cities, urban residents demand more and more fresh-agricultural-products, and there are many types of sales terminals, such as farmers markets, supermarkets and even street vendors. In order to serve city residents better, many cities are building the FAPSS with great efforts, but what types of the sales terminals are exactly needed in a rational FAPSS, and what products should be provided? They are the key issues to the development of the FAPSS in cities.The criterion to realization of fresh-agricultural-product value is based on its consumption。Any FAPSS which cannot satisfy the consumption will be unable to continue, no matter how advanced its technology is and how perfect organization it has。In this paper, FAPSS is studied based on consumer behavior, that is, the study focuses on the fundamental purpose of fresh-agricultural-product logistics, and fully considers the demand of consumers, and then find the key factors which influence fresh-agricultural-product consumption.Firstly, based on the existing study on consumer behavior and combined with the actual consumption of urban residents, a pattern of fresh-agricultural-products consumer behavior is established in this paper, which has four stages:(1)the form of purchase motivation, (2)purchase decision-making, (3)implementation of purchase decision and (4) evaluation of purchase. In addition, based on the nature of consumer behavior, the formation mechanism of fresh-agricultural-products purchase decision is explained and the study system of purchase decision is established.Secondly, through the statistical analysis of the behavior expression in the process of purchasing fresh-agricultural-products by urban residents in Chengdu, the key factors which influence the consumer purchase decisions are found. As for the benefits expected by consumers, the general expectation for the fresh-agricultural-products attributes includes: quality and safety, freshness and taste; however the expectation for price level is subject to the income level; and expectation for brand, package and origin is low. The general expectation for the attributes of sales terminals includes:reputation, service, efficiency, type, distance and environment; but the expectation for shopping guide is low. As for the intensities given to consumers by sales terminals, different types of sales terminals have different intensities, the key factors influencing purchase decision-making of supermarket are high quality and safety, product variety, related shopping needs, good shopping environment, etc.; as for farmers market, the key factors are:low product prices, short distance, short queue time, higher freshness, etc.; but for the street vendors, the key factors only include short distance and low price levels.At last, by analyzing the operating characteristics of different sales terminals and combining with the benefits & intensities of consumer behavior of urban residents, the ideas of developing FAPSS are proposed, which show that street vendor is an unnecessary sales terminal from the angle of operating characteristics, consumer choice and even the future development. But supermarket and farmers market are necessary to exist in cities with their unique and different superiorities. For the coordinated development between farmers market and supermarket, many properties should be improved to meet the expectations of city residents, however, the difference in price is reasonable.