The Influence of Market Positioning on the Fresh Supermarket Supplier Selection Decision——Based on Product Quality and Price Perspective
Farmers control product quality and production costs in accordance with supermarket purchasing requirements,which is an important prerequisite for effectively responding to modern enterprises and large markets.However,farmers'knowledge about supermarket purchasing decisions,especially product quality and purchase price decisions,is very limited,which has negative effect on their production and selling decisions.To address this issue,the authors conducted a survey of purchasing managers from 12 retail chain supermarkets in Shenyang,analyzing variations in procurement and supplier selection behavior among these supermarkets.This research reveals the following findings:(1)there is a significant positive correlation between a supermarket's market positioning and its product quality requirements for suppliers;(2)there is a positive correlation between the level of product quality requirement by supermarkets and the prices they are willing to pay.Finally,the study puts forward the following suggestions:effectively targeting customers,find out the demand of target customers,and effectively controlling product quality and cost.
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