Research On Consumers’ Channel Choice Of Fresh Aquatic Products

As an effective complement to agricultural products on land, the output of aquaticproducts in China is huge, it has been ranked first in the world since1989. It accountsfor around10percent of the total output of agricultural products, and has an importantimpact on China’s food security. At the same time, however, aquatic productsconsumption of China has been increasing after reform and opening up, but the percapita consumption is still low, the link of each sector of the value chain is still notvery good. Channels is an important part of the aquatic products industry chain, itconnects producers and consumers, and has an important impact on the developmentof the aquaculture industry. The development of the channel ultimately depends onthe choice of consumers, so this article studies fresh aquatic products distributionchannels from a consumer’s perspective.This paper discusses consumers’ channel choice behavior of buying fresh aquaticproducts. Based on previous research and relevant theories, we construct frameworkof consumers’ channel choice in purchasing fresh aquatic products. Then, relying ondata from Qingdao, using the Multi-logistic regression method, we study thedecision-making mechanism of channel choice in purchasing aquatic channels, andmake some policy recommendations. The results will improve the framework ofconsumers’ channel choice in purchasing fresh aquatic products, and provide areference for the policymakers.The empirical results show that: the per capita fish consumption of Qingdaoresidents is also low; farmers’ markets and supermarkets are the main channel inconsumers’ buying of aquatic products, a small number of consumer choose streetstalls, consumers select the fishing port and stores rarely; consumers’ factors, product factors, channel factors affecting consumers’ channel choice in purchase of freshaquatic products; more specifically, age and education of consumers’ factors, priceand the shopping environment of product factors, time usage and sales promotion ofchannel factors, have a significant impact on the channel choice of consumers’ freshaquatic products purchase; on the whole, channel factors is more important thanproduct factors, the latter is more important than consumers ’ factors.To promote the sustained and healthy development of aquaculture and serve thepublic better, the relevant departments should do the following four aspects: First,improve the supervision and management system to ensure the quality of fresh aquaticproducts; second, improve the environment of farmer’s markets, increase its number,improve the layout; third, increase the number of street stalls nearby communities,improve the spatial coverage of aquatic products sales terminal; fourth, supportaquatic producers to improve the organization of production and the mode ofoperation.