The Factors Influencing Urban And Rural Consumers’ Decision-making In Purchasing GM Edible Oil

The main raw materials of transgenic edible oil are transgenic soybeans. The industry of transgenic soybean in china is just beginning, which needs the government to conduct the formulation and implementation of policy. To shape the competitive advantage of the industry of transgenic soybeans, the thesis starts from the buyers of transgenic soybean products. Firstly, it analysis consumers’decision-making in purchasing GMF entirely to find out the key factors which affect consumers’ decision-making in purchasing transgenic edible oil. Then the thesis puts forward policy suggestions and corresponding development strategy basing upon the political and economic environment in our country, so as to upgrade GM edible oil recognized degrees and sales and enhanced competition advantage of China GM soybean industry. The thesis is committed to providing certain reference value for rational government control of GM edible oil market and the healthy development of GM edible oil enterprises.Specifically, the idea of this study lies in the following five points: firstly, the thesis constructs the decision model of consumers’ decision-making in purchasing GM edible oil based on customer perceived value theory, utility theory and purchase decision theory. Secondly, combines consumers’decision-making in purchasing GM edible oil model constructed and previous research results in GMF especially in GM edible oil to judge the factors of consumers’decision-making in purchasing GM edible oil. Thirdly, according to the selected factors of consumers’ decision-making in purchasing GM edible oil, the thesis designs questionnaire for urban consumers and interview questions for rural consumers. Fourthly, apply descriptive statistical analysis and econometric analysis to the questionnaire investigation results of urban consumers and apply case analyses to the interview results of rural consumers, then draw conclusions. Fifthly, according to the conclusions of the study, put forward policy advice and development strategies adapt to the characteristics of urban and rural consumers.According to the empirical analysis result of consumer perceived value model, consumers who feel GM edible oil more convenient, less promotion, more positive media publicity, more safe and more relatives and friends support to eat than non-transgenic edible oil tend to buy GM edible oil. Effects of consumers’ perceived benefits and perceived cost of purchasing decisions are relatively large. The thesis proposes to reduce the consumer’s perception of costs and enhance the perceived benefits of GM edible oil due to this conclusion. To reduce the perceived cost of transgenic edible oil needs effort from three parts including information dissemination:the government and enterprises, and the information receiver:consumers. First of all, the Government should strengthen the safety control of transgenic technology. Then enterprises should strive to enhance brand reputation. Last but not the least, consumers should actively improve their perception of transgenic edible oil. In the aspect of raising the perceived value, the thesis gives three advise, such as strengthening convenience advantage of the channels, highlighting the price advantage, avoiding normalization and simplification of promotional. The empirical analysis result of individual and family characteristics model showed that:male, less educated, lower expected price for a barrel of edible oil inclined to buy GM edible oil more than others. According to differences in individual and family characteristics, genetically modified edible oils enterprises can carry out precision marketing to increase sales. Based on case studies of rural consumers, genetically modified vegetable oil producers should pay more attention to channel convenience, price advantage, taste preferences of rural consumers to improve rural market share.