Research On The Purchase Behavior Of Green Agricultural Products In Daqing Urban Residents

With the frequent occurrence of food safety problems,consumers no longer blindly pay attention to product prices,in the choice of agricultural products from the traditional pursuit of the number gradually to high-quality,nutrition-oriented change.Therefore,this paper will carry out the questionnaire survey on Daqing city residents,use the survey data to analyze the main influencing factors of the purchase of green agricultural products of Daqing city residents.Based on the analysis results,the marketing scheme for Daqing city consumers is made,and the green agricultural enterprises in Daqing are fast development of.According to the relevant theory of questionnaire design,and the questionnaire is divided into two parts,respectively,Daqing urban residents to buy the internal and external factors.Internal factors are divided into personal factors,cultural factors,social factors,heart factors;external factors are divided into product purchase convenience,product price level,product promotion.The questionnaire survey of 309 Daqing city residents in Daqing City,as the research object,the use of descriptive statistical analysis and binary logistic regression model for analysis.The results of the model estimation show that the purchase behavior of green agricultural products of Daqing city residents is mainly affected by the marital status of residents,whether they live with the elderly or children,the awareness of green agricultural products,the trust of green agricultural products and the motive of purchase.Based on the results of the study,given the green agricultural enterprises in Daqing City,the corresponding five marketing strategies: First,the market segmentation to implement the correct consumer positioning.The green agricultural products will be divided into several different grades,according to different target customer groups to promote classification,to attract the attention of target groups,so as to improve the purchasing power of green agricultural products Daqing urban residents;Second,increase the green agricultural propaganda.Will be a variety of marketing communication integration,improve the awareness of urban residents in Daqing;Third,to improve the city of Daqing city residents of green agriculture trust.The establishment of mass supervision mechanism in the green agricultural consumer groups randomly selected a number of personnel for green agricultural production,storage,transportation and sales of all aspects of supervision,so that the entire production and transportation sales link to be open and transparent;Fourth,appropriate to reduce product prices.Research and development of new technologies to improve the level of production management to reduce product prices,so thatmore residents to participate in the purchase activities;five,expand distribution channels to improve the purchase of green agricultural convenience,thereby increasing the sales of green agricultural products Daqing.