Empirical Analysis Of Influential Factors On The Farmer Households Purchase Behavior Of Home Appliances To The Countryside

Focus on expanding consumer demand especially consumer demand, is time our government crisis after the national economy and keep good and fast development of important strategic measures. With over700million people, more than210million families in rural areas is a consumer groups the huge number of market, how to expand the rural consumer is very important. And with the reform and open policy, our country rural residents income increase, the consumption of the original farmers from the problem of food and clothing to improve quality of life, the most prominent a performance is buying of household electric appliances farmers on increased greatly. So, the country in order to meet the needs of the rural consumption upgrade and to deal with the international financial crisis, to the February1in the nationwide implementation for four years of "home appliance to the country" policy. From the statistical data of the ministry of commerce see,"home appliance to the country" policy has made some achievements, but how to further exert policy effect much attention. Policy effect is the most direct reflect the purchase of the farmers is, therefore, the peasant household "country home appliance" purchase behavior is particularly important.So this article selects the Jiangxi province as the research object farmers, by using descriptive analysis and multivariate logistic regression model of farmers fields home appliance buying behavior, empirical studies conducted by the research results obtained:(1) Overall, different country farmers on the purchase of the home appliance each are not identical, single out the248copies from effective data to see,60.9%of households chose not to buy home appliance product to the country,25%of farmers choice to purchase a country home appliance, only14.1%of farmers choose to buy two or more to the country the home appliance. Obviously, most of the farmers don’t buy home appliance product to the country, and a very few farmers to buy a home appliance to the country. Farmers buy from the kinds of home appliance to the country to see, refrigerators, air conditioners and washing machines in rural buying of occupied the main part, than respectively26.6%,20.6%and19%, the farmers on the row in the next computer purchases, accounting for more than10.9%. The refrigerator, air conditioners and washing machines those three appliances in the rural home appliance to buy up to66.2%of the market rate.(2) Particularly, the different characteristics of different choices the farmers. Farmers in and did not buy home appliance contrast to the country, affecting farmers buy1/a country home appliance factors affecting farmers and buy more Taiwan/a (2Taiwan/a and above) with the same factors to the country home appliance parts, and a differences between the parts. Common factors of family per capita net income of farmers in factors and the head of household personality factors, farmers water supply power supply case located factors,"home appliance to the country" policy factors, enterprise service attitude and after-sales maintenance factor. In addition, affecting farmers buy1/a country home appliance factors and:farmers householder cultural degree and mainly engaged in the work of the master two factors. Affecting farmers buy more Taiwan/a (2Taiwan/a and above) went to the country home appliance factors:householder sex, farmers and local TV signal accept neighborhood relatives and the three factors opinion.Finally, based on the above results, for enterprise and government put forward the exploring rural markets, boosting the rural consumption, to support and benefit of the countermeasures as follows:(1) For companies, they should develop to produce high technical content, function multipurpose, practical and cheaper products, do good propaganda and product pre-sale during sale and after-sale service, to the enterprise maintain old customers and form a new customer base has very great help.(2) For the government, it should back up the development of rural economy support, various channels to improve farmers’income level, to be "home appliance to the country" policy of the propaganda work, simplified subsidies program, and make the gradient type subsidy policy and more scientific and reasonable product price policy, let more good product also added to the ranks of the country home appliance product, rich country electrical appliances product type, and in addition, strengthen the supervision of the rural market and rural infrastructure construction is the indispensable link.