Abstract

In this paper, we take the consumers in Chengdu vegetables market as samples, in the form of questionnaires and interviews, to study the consumer motivations and psychology, and make market segmentation of consumers. Results show that the consumers in Chengdu vegetables market can be divided into four types: the safety-pursuing type, the convenient and economical type, the family healthy type, and the fashionable type, among which the safety-pursuing type is the largest. Finally, authors put forward some suggestions for Chengdu vegetables market based on current conditions.

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