Research On The Factors Influencing The Purchase Channel Selection Of Fresh Agricultural Products By Urban Residents In Hegan

As our country’s economic development has entered a new situation and entered a new normal,people’s pursuit of living standards and quality has also continued to improve,and their yearning and requirements for a better life have also risen to new heights.A series of living material needs are also Constantly refreshed,therefore,consumers’ requirements for fresh agricultural products and their choice of purchasing channels have undergone new changes.Hegang City is located in the northeast of Heilongjiang Province.Heilongjiang Province is a major agricultural province in my country,which makes Hegang City have a certain market advantage in fresh agricultural products.On this basis,this paper explores the development of fresh agricultural product channels in Hegang City from the perspective of consumers,investigates the status quo of Hegang urban residents’ choice of fresh agricultural product purchasing channels,and analyzes the causes that affect Hegang urban residents’ choice of different purchasing channels.A brief elaboration and analysis are provided to provide a basis for making recommendations to promote the development of various channels.First,this paper combs the domestic and foreign literature on consumer purchasing behavior,channel migration behavior and consumer purchasing channel selection,and builds a theoretical framework for this paper.Secondly,combined with the data from the statistical yearbook and field research,we sorted out and selected the influencing factors of urban residents in Hegang on the purchase of fresh agricultural products,including 20 influences from four aspects: individual consumers,channels,products,and scenarios.Factors,the purchase channels studied in this paper are selected as the five purchase channels of large supermarkets,farmers markets,fresh supermarkets,roadside vendors and others and online ordering,to analyze the purchase channels of fresh agricultural products by urban residents in Hegang under different influencing factors select differences,and construct a multivariate logistic regression model to analyze the influencing factors of urban residents’ channel selection differences under five types of purchase channels,and draw relevant research conclusions.In the research on the differences in channel selection,it is concluded that with the large supermarket channel as a reference,age,promotion strength,variety,freshness,attitudes and opinions of people around have a significant impact on the selection of farmers’ market channels;individual Monthly income,convenience,and promotions have a significant impact on the choice of fresh supermarket channels;education,convenience,purchasing environment,freshness,packaging,attitudes and opinions of people around,weather conditions,distance to roadside vendors and others The choice of channels has a significant impact;education,convenience,and purchasing environment have a significant impact on the choice of online ordering channels.According to the results of regression analysis,relevant development suggestions were put forward for the purchase channels of five types of fresh agricultural products: Continue to give full play to the advantages of large supermarkets in the promotion and purchasing environment to enrich the variety of fresh agricultural products;farmers’ markets give full play to the advantages of a variety of varieties while ensuring the freshness of fresh agricultural products;Street vendors need to improve the purchasing environment,strengthen the learning of fresh agricultural product safety knowledge,and ensure the freshness and safety of products;encourage the promotion of online ordering methods,and build a green and healthy online sales environment.