Rural Consumers´ Purchase Behavior Tendency Analysis - A Study Based Sales Data of Chain Supermarket of the Country in Zhejiang Province

The paper based three retailers distributed in the Shaoxing country of Zhejiang Province, intercepting longitudinal data from 2005 to 2008.According to our analysis ,we find that our rural consumers´ purchasing behavior may by strongly influenced by Spring Festival and the beginning of new semester and reflects the highly centralization. So we conclude that retailers in rural could largely replenish on August and the end of the year, while inventory on April .And retailers could lead customers to buy goods which are useful and good for improving their living standard. The study follow the following order first to literature and research perspectives and then focus on describe of the background. Then we probe our data. Finally we give our conclusion and explanations or deduction, followed by a summary of our research.