Analysis On The Purchase Behavior Of Rural Residents In The Context Of Urbanization

Since the implementation of the urbanization strategy in China,the exchanges between rural areas and cities have been smooth,and rural residents have gained a large amount of non-agricultural income through working in cities and outsourcing of land,which has greatly improved their spending power before urbanization.Starting the rural consumer market,guiding healthy rationalization of rural residents' consumption,and promoting stable growth of rural consumption are not only the key to ensuring China's economic growth,but also an opportunity for the development of enterprises.Most companies have always focused their attention on urban residents.Marketing strategies for rural consumers are also often a simple copy of urban consumer marketing strategies.Therefore,companies need to study in-depth the purchase behavior of rural residents and put forward marketing strategies.This paper adopts a combination of theoretical analysis and questionnaire survey,based on the theoretical basis of consumer purchase behavior research,starting from the status quo of rural residents' purchase behavior in China,namely the income level and consumption structure of rural residents.On this basis,qualitative and The combination of quantitative analysis and comprehensive analysis of the factors affecting the purchase behavior of rural residents in China mainly consist of eight aspects: rural residents' income,rural consumption environment,consumption structure,consumer psychology,government policy,education level,price level,and consumption concept.Conducted a detailed discussion.The prominent feature of this article is its strong relevance.After consulting a large amount of relevant data,a typical survey method was used to select rural residents to conduct field interviews and questionnaire surveys.A large number of data were collected and specific and detailed surveys were conducted.Based on the situation,the research hypothesis and verification model were put forward,focusing on the factors that influence rural residents' purchase behavior under the background of urbanization,and the impact of these factors on the purchase behavior of rural residents,and the impact of this It puts forward that the government should do a good job of designing top-level designs on a macro level,and micro-level enterprises should make recommendations on how to deal with marketing.