The Study On Consumer Behavior Of Agricultural Products And Market Dynamic Pricing Model

In the21st century, China began into the high-speed comprehensive development, people’s lives getting better, requirements for food gradually becomes higher, especially on the issue of health hazards. Quality agricultural consumption is bound to be future consumption trends. However, the domestic safe agricultural industry started late, its development is relatively slow, product categories and value-added products are less. Research on consumer behavior, especially the awareness, attitudes, and the main factors, can promote the development of safe agricultural industry largely.This study used SPSS18.0and AMOS17.0statistical analysis software to process data survey data, combined with factor analysis, structural equation model and probit multiple regression analysis to study consumer behavior, and studied dynamic pricing of Supermarket which is important sales channel of safe agricultural products on the basis of studies about consumer behavior. Making full use of pricing as a means to get competitive prices in the market, is a means to maximize profits for enterprises. The greatest test of supermarket operators have to face is how to use the means of dynamic pricing to Pursue profit maximization. This paper systematically analyzes consumer behavior preferences and consumer demand about safe agricultural products, on this basis, I constructed dynamic pricing strategies and models of safe agricultural products in supermarket.According to the results, there is significant difference in Consumer willingness premium of different regions, occupation, age, income level of consumer groups. Different levels of education, income and other factors will lead to the different proportions of spending of different groups of consumers about safe agricultural products. At present, the holistic consumption trend is experiencing the transform from ordinary to quality safe agriculture products, but safe agricultural products are relatively low in family food consumption. Due to the restriction of the factors such as cost, supply level, compared with the ordinary farm produce the price of safe agricultural products is much higher and far more than the average consumer’s willingness premium. Because of serious information asymmetry at the same time, the inert consumer behavior become more serious, But with the improvement of the consumption level and conditions of supply, the safe agricultural products gradually replace ordinary is the inevitable trend.From the perspective of consumer’s short-sighted and strategic consumer preferences., Because perishable agricultural characteristics lead to reduce consumer willingness to pay, Introducing of consumer willingness to pay diminishing factor and agricultural inventory loss rate,Build dynamic pricing models of agricultural products in supermarket based on short-sighted and strategy type of consumers. Optimal pricing for supermarkets stage, stage expected profit and gross profit were studied. And provides the optimal path supermarket prices of agricultural products. The study also shows the dynamic pricing strategy supermarket that consumers are not simply short-sighted type of consumer, accurate analysis of consumer type of supermarket (fresh) agricultural pricing, total revenue supermarkets are of great significance. It is founded in the case study supermarket dynamic pricing model that proportions and supermarket price cut strategy type consumers are negatively correlated, that is, the more the number of types of consumer policy, the smaller supermarket corresponding price cut. This also provides a reference method for supermarket to prevents strategy consumer behavior, that is supermarkets should consider studying the price cut in pricing decisions, enable consumers to benefit from the implementation of the price lower than the purchase price benefits before implementing purchasing behavior, so policy-based consumer would not choose to wait, to promote its products as soon as possible to sell out.According to that consumer willingness to pay and consumer preferences impact on consumer demand, Introducing policy-based consumption ratio and Willingness to pay diminishing factor (WTP consumers with the quality of agricultural products and reduce the recession), Strengthen the effectiveness and accuracy of consumer demand forecasts, taking into account the dynamic changes supermarkets operating costs of agricultural products, to build a supermarket produce dynamic pricing model based on demand forecasts. And on this basis, further research stage optimal inventory and supermarket pricing relationship between total revenue and total profit, and examples of analysis when stocks uncertain, the Initial inventory which makes supermarket get maximum total profits and total revenue is not necessarily the same.