Empirical Study On The Convenience Demand Of Farmers During Seed Purchase

Full market competition,more and more high requirement to the enterprise,with the difference between the product quality,price and function reduced,consumers gradually transfer their attention to the service quality and service facilities and other factors,it also encourages farmers this special consumer groups to buy seeds of convenience demand process in the diversified characteristics.Seed enterprises should take this as a breakthrough,using the convenience needs of farmers to gradually expand the market impact of enterprises.What factors of farmers will affect their convenience needs? The needs to consider the following several questions: whether does the farmer choose before buying the seed and the outsider discuss? Do farmers receive relevant promotional information before purchasing?Where do farmers choose to buy? Farmers choose to ask people to help buy species? Are farmers buying home grown or direct selling seeds?This paper selects the corn farmers as the research object,to the farmers’ age,years of education,whether to join in agricultural technology training,and whether the industry is the basic characteristic of individual farmers,whether to have a computer and the farmers home farming income to total income ratio,corn planting area,corn planting varieties as the basic characteristics of peasant family.From the above 5 problems as the explanatory variable,select the farmers’ individual characteristics and basic characteristics of peasant households and regional dummy variables as explanatory variables,use of two yuan of Logit model and multinomial Logit model,study the influence of these factors on the farmers’ demand for convenience.The results show that: age,whether to participate in agricultural technology training,farming income to total income ratio,corn planting varieties and regional dummy variables have important influence on farmers’ purchase before the selection and outsiders to discuss.Whether to participate in agricultural technical training,whether or not industry,corn varieties and regional dummy variables have important impact on farmers before purchasing the relevant promotional information.Age,industry,and whether the family has a computer,farming income to total income ratio,corn planting area and the area dummy variables offarmers choosing purchase farming has significant effect.Regional dummy variables have important impact on farmers choosing to help others purchase.Whether participated in agricultural technical training,the proportion of planting income in the total income,the number of maize varieties and regional dummy variables have a important impact on farmers purchasing home management or direct marketing home seeds.Therefore,this paper makes the following suggestions: the seed enterprises need according to farmers’ individual and family characteristics to carry out business activities;seed enterprises should regularly carry out free agricultural technology training and experience exchange seminars and other activities of farmers;seed enterprises should choose to have experience in the cultivation of pure farmers as seed sales staff.