The Research On Consumer Behavior And Marketing Strategy Of Changsha Area In The Period Of Agricultural Introduction

With the development of economy, people’s living standards improve, the importance of food safety, the balcony agriculture as a set of "ecology, production and living in one of the new mode of agricultural production also walk in the front of people, people’s demand on balcony agriculture also is growing day by day. Due to the characteristics of the development of Changsha area balcony agriculture at present stage formulated corresponding marketing strategy balcony agriculture and balcony agriculture enterprise development will become increasingly important.This study is based on the enterprise’s point of view, on the basis of domestic and foreign literature review, on consumer behavior, balcony agriculture, introduction, briefly introduces the concept of purchase decision behavior, select the "5W2H" analysis method in the consumer purchase balcony balcony agriculture is agricultural products (Why) for what? What is the balcony agriculture, consumers buy goods category and product brand? (What)?, consumers in the purchase of what balcony agriculture (When)?, where the purchase of balcony agriculture (Where)? What is the number, consumers buy balcony agriculture (How much) and EKB model of consumer evaluation? The purchase of external stimuli, cognitive problems in the decision process of information collection, program, demographic characteristics analysis of factors influencing consumer behavior research area Changsha introduction period balcony agriculture characteristics and consumer behavior. This article through the questionnaire survey Characteristics and consumer behavior influencing factors on consumer behavior information were collected, and analyzes the statistical information collected, that consumers in Changsha area balcony agriculture to monthly income in 5000 yuan of above, education in junior college and above in the aged from retired female dominated the conclusion. From the brand strategy, product strategy, channel strategy, promotional marketing strategy of these four aspects of strategy of agricultural enterprises in Changsha area balcony provide a reference scheme.