A Study On Buying Seeds Behavior Of Rice Farmers

In 2000,the law of the seed was carried out,marking the stage of Chinese seed industry market coming.With the new law of the seed adopted by 2015,the trend of mergers and acquisitions was evident,which would further enhance the comprehensive competitiveness of Chinese seed enterprises.Facing a larger number of seed companies,as well as the market situation increasingly competitive,seed companies not only should understand the development of potential enterprises with the intention of restructuring,but also must further consolidate their own power before mergers and acquisitions,including actively expanding its market and improving its market share.So seed enterprises should be initiative to understand demand from rice farmers and their evaluation for products,services.And for questions the rice farmers generally reflecting,seed enterprises should put forward reasonable solutions to better serve the rice farmers in order to achieve agricultural production and farmers' income increasing.Jiangsu is a major agricultural province,is also the major grain-producing province,where rice yield accounted for a large proportion in crop production.So the rice seed industry in Jiangsu agriculture occupies the important position,which would promote adjustment for agriculture structural,and enhance market competitiveness of crops having great significance.And in recent years,the Jiangsu government positively responding to the national seed industry development strategy,which focused on improving the core competitiveness of the seed industry to make the number of seed companies and the scale being increasing.However,on the background of our country gradually integrating into the international seed industry development and Chinese seed industry being more open,provincial seed enterprises will face challenges from foreign seed enterprises or enterprises out of Jiangsu province.Finally,increasingly fierce market competition will appear.Based on the above background,this paper had surveyed 330 rice farmers about buying rice seed's behavior at six cities,in Jiangsu Province.Using descriptive statistical analysis,factor analysis,regression analysis and other analysis,the resultsshowed that the farmers lack of understanding of the enterprise service,and enjoying less service,radio/TV propaganda and so on became the main channel of information for farmers obtaining rice seed,and one rice seed breed planted and producing better results on which farmers evaluate options primarily based in the purchase;and going to a reputable store to purchase seeds become a common way that farmers bought seed,and township of sale agricultural materials,village agricultural materials outlets became the principal places where farmers can buy seed;and 47.1%of households in the sample when making purchasing decisions to first consider the level of last year's rice production,the level of received education and so on will have more significant impact on farmers' final purchasing decisions;and score of overall satisfaction after farmers bought seeds is not high.And perception,conditions of purchase and product quality of service-aware features,its intensity on farmers satisfaction is different.Finally,this paper put forwards some sugestions:encourage breeding innovation,improve seed quality,strengthen the efforts to advertise and develop targeted publicity and so on.