农产品渠道终端选择的影响因素及选择群体的特征分析--以武汉市居民生鲜农产品消费调查为例

不同地区、不同群体农产品渠道终端的选择行为具有多样性和动态性,尤其是近些年受到生鲜型超市的影响,居民的购买行为特征已经发生了很大的变化。本文利用Spss应用统计软件对武汉市居民生鲜农产品(蔬菜、水果、淡水产品和畜禽产品)消费的调查数据进行了实证研究,对生鲜农产品渠道终端选择的影响因素以及各自选择群体的属性和特征重新作了评估和分析,并结合项目组以往调查数据对其变化和发展趋势作了概述。

Analysis on Influential Factors of the Terminal Channels of Farm Products and Characteristics of the Selected Groups--A case study on fresh food consumption in WuHan

The customer purchase characteristics have changed a lot for the various and dynamic choosing behaviors of farm produce terminal channels for different customers in different areas,especially influenced by the supermarket in recent years.The paper analyzes the investigation data of inhabitant fresh food consumption in Wuhan by SPSS,demonstrates the influential factors on consumer to choose terminal channels of fresh food and analyzes the characteristics of the selected groups of "supermarket" and "terminal-market" again.And it also summarizes the changes and development trend according to the prior data.At last,it probes into the prospects of the way to "changing terminal-market to supermarket",and concludes the prospective of farm products marketing channels.