Empirical Case Study On Marketing Behavior Of Mushroom Farmers And Its Influening Factors

In the field of agriculture, the mushroom industry as one of the important industry are playing an increasingly important role in the efficiency of agriculture, increased farmers’ income and adjusted the agricultural industry. Mushroom industry has become a modern new agriculture, which contains efficiency, cycle, low carbon and sustainable features. With developing of the mushroom industry, there are many problems. For example, in the production of mushroom, the scale is more fragmented which caused the industrialization level is low, and in the consumption of mushroom, the consumers are confused with the problems of heavy metals and pesticide residues exceed, and in the sale of mushroom, the government has not set up the strict rules and regulations of transactions, which directly affected the mushroom farmers’vital interests.This paper stood at sales point, and made mushroom farmers as the research object. Based on the theory of planned behavior and the industrialized operation of agriculture theory, the article used factor analysis method and stepwise regression analysis. By theoretical analysis and empirical analysis, the paper made some major conclusions following the factor of management characteristic, the factor of the head of household characteristic, the factor of market characteristic, the factor of traffic condition, and the factor of wholesale environmental are comprehensive factor influenced mushroom farmers’sales choice behavior. Among these, the factor of traffic condition was the core factor, the second one was the factor of wholesale environmental, the third one was the factor of management characteristic, the fourth one was the factor of market characteristic, the lastest one was the factor of the head of household characteristic.The following suggestions are proposed on the basis of empirical results:the government should strengthen the support and propaganda to create a good sales environment; it should also strengthen the education and guidance on farmers cultivating mushrooms, in the while upgrade mushroom cultivation techniques to improve their awareness of market operations; the main producing areas of mushrooms should play a leading role, accelerate the markets development and complete the mushroom circulation system.The possible innovation points in this article are as follows. Firstly, innovation on selection of research topics, the topics is more targeted, focused on the characteristic industry of edible fungi. This paper may expand the previous studies of the paradigm and enrich the research object. The second innovation is the research methods, this article will combine qualitative analysis with quantitative analysis and take an empirical test through data obtained by field surveys to make the results more convincing. The third innovation is the feasibility in countermeasures and suggestions.This paper based on the empirical results and came up with series of corresponding countermeasures, the recommendations are from actual conditions.