A Study On Choice Of Fresh Agri-product Purchase Channels Based On Cue Theory

In the current market economy condition, consumers have undergone tremendouschanges of fresh agri-products purchase channels, the traditional vendors, wholesalemarkets for agricultural products has changed, there have been some new type ofchannel terminal, it gradually evolved into a predominantly supermarkets and farmersmarkets purchase channels of fresh agri-products.Along with the continuousdevelopment of information networks, however, the diversity of social consumption,supermarkets and farmers markets exist different levels of security threat, in order toensure purchased product quality safety, also slowly derived some new channelsterminals, such as organic farmers market, specialty stores etc. Supermarkets andfarmer’s market, therefore, how to strengthen its own position, to a greater degree ofattracting consumers to choose their own channels to purchase is a problem ofsupermarkets and farmers markets need to pay attention to.This article mainly is on research the choice of consumers’ purchase chanelsbehavior from the Angle of the supermarkets and farmers markets, through the surveyfound that consumers made choice of chanels mainly by growing concern for somebuying leads factor for channel selection decision. Interviews, survey results show thatwhen consumers choose to purchase channels by focusing on product appearance,product prices, product packaging, product variety, country of origin, processingtechnology, brand, certification marks and purchase place environment, service level,word of mouth and food safety information disclosure.the numerous clues factormainly in three aspects of information to make decisions, respectively is productcharacteristics of clues, channel clues and situation clues. Due to product characteristicsrelated to buying leads factor is various, in order to be better to distinguish consumersbuying leads factor, this article through to buying leads factor for factor analysis clues tothe three dimensions of product characteristics, namely product search clues, theproduct experience clue and trust clue.For more consumer concern whether buying leads will be a significant impact onconsumers’ choice of purchase channels, based on the Logistic regression model toverify the influence of the above product buying leads significant, and the choice of thefarmer’s market as main variables, explore the buying leads for consumers to choose the probability of a farmers’ market size. Model validation results show that the productexperience clues and situation clues have not significantly influenced on channelschoice behavior, and products trust clues and search clues, have a significant influenceon chanel choice, and product trust clues and channel the higher the degree of attention,the greater the chance of consumers tend to buy at the supermarket, the importance ofproduct search clues can make consumers tend to buy in the farms market. In addition,consumers’ personality characteristics such as consumer’s age, educational level, familyincome and family structure also can produce significant impact on channel choice, it isalso a channel terminal in future marketing factors that cannot be ignored.The research framework of this article is mainly composed of five parts. The first isin view of the current consumer research status and background of fresh agri-productspurchase channels, points out the purpose and innovation of this study. The second partis mainly on existing theoretical research reviewed, and the cue theory research on theapplication of agricultural product quality perception and buying decision made analysisand comparison, discovered the existing clues mainly through using the theory ofproduct of internal and external impact product quality awareness, thus influenceconsumer buying behavior. Products clues with focuses on the study of product price,country of origin and brand, but with the increase of the consumers income levels, theprice is not the significant factors that affect consumer buying, the country of origin ofthe product and brand information are becoming more and more cause consumers toquestion, so only the above several factors of buying leads is difficult to judge theconsumer purchase channel choice. Because consumers focus on buying leads factorsincluding a lot of ways, only by constantly understanding consumer attention new cluesinformation can make the enterprise in the marketing strategy, achieve the target. Thethird part of this paper aims at research design about consumers focus on buying leadsfactor,also in this paper, join the personality characteristics of consumers, consumerspurchase channel preference model is constructed. The fourth part mainly aims at thestudy of the results of the survey, by binary Logistic model to explore the cueinformation when consumers choosing purchase channels focus on, then in the fifth part,summarized the research conclusion, and provides some suggestions on the marketingpromotion strategy of the supermarkets and farmers markets next. Finally, putforward the deficiencies of this study and future research.