An Empirical Study On Influential Factors Of The Rice Retail Price In Supermarket

In the context of economic transformation and the agricultural industry's constantly stronger upgrading,along with the improvement of people's living standards and the relative surplus of food supplies,people's consumption preference shows a trend of diversification.The added value of agricultural production is reflected in the price of retail market,individual characteristics of rice products gradually became the main factors which can determine its retail price.Rice is the principal food which plays an important role in the consumption of residents' consumption in our country.By studying the influential factors of the rice retail price,we can not only clear people's consumption preference and excavate their potential of consumption,but also make decision function on the pricing of suppliers and regulating rice market of government.Based on the above problems,this paper is going to analyze the influntial factors from the angle of individual characteristics.It is based on the investigation into nineteen supermarkets in Nanjing.The investigation included various individual characteristics and price data of rice.And a hedonic price model is built to measure to what degree those factors such as level standard,shape,packaging,labels and some other individual characteristics of rice can account for rice retail prices.The results show that rice level has certain influences to the retail prices,but lacks enough explanatory power.Japonica rice,rice specification,boxed rice,transparent packaging and characteristics of place of sale have significant impact on rice retail price.Producing area of rice has had little impact on retail prices,all the producing areas are negatively related with rice retail price except Thailand area.Furthermore,the brand and label certification of rice are very chaotic,regression results show that famous brand has significant negative correlation effect to the price of rice,and the green products certification is no exception.According to the results of this analysis,this paper points out that the rice manufacturing and processing enterprise should positively adopt advanced technology,make full use of its advantages in technology,pay attention to brand building,in order to improve the added value.Relevant government departments should strengthen the supervision and management of rice retail market,and provide necessary support and guidance for the rice processing enterprises.