Constraints on the growth of rural consumer demand factors are?

First, the low level of income of farmers, money less cautious to spend

The backward economic status quo determines the reality of low purchasing power. Rural consumer market is weak, low income of farmers is the main constraint. In recent years, as the country's investment in social security for urban residents to increase, the financial allocation of staff wages generally rise, the level of income of urban residents increased significantly. Comparatively speaking, farmers engaged in agricultural planting, breeding industry but due to the low elasticity of consumption of agricultural products, the price is not high, engaged in secondary and tertiary industries or go out to work and there are many constraints, etc., its income level has long been low and unstable, urban and rural income gap has gradually widened, directly affecting the rural residents of the consumer demand. Although in recent years the state has introduced a series of policies to benefit farmers, farmers' income has increased, but due to the farmers per capita possession of fewer means of production and technology, the market, natural conditions, etc., the comparative efficiency of agriculture is low, coupled with the consumer price index in recent years, rising prices of agricultural materials, prices of agricultural and sideline products, such as downturn diluted the central government's increase in the income of farmers to reduce the burden, resulting in the anomalous phenomenon of farmers increase production but not increase income increasingly prominent. At present, the urban-rural income gap is very large, farmers' income is still low, the reality of the purchasing power of farmers and the ability to bear the loan is still low, these have a direct impact on the start of the rural consumer market.

Second, the farmers are expected to spend too much money, money in the bank

Currently, China's rural health care, education, old age and other social security system is seriously lagging behind the establishment of social security and assistance to farmers is very little, along with the rural surplus labor? The employment pressure in the process of power transfer is increasing, and the corresponding income expectation is not optimistic. At this stage, the rural education, disease, old age, marriage, building, casualties, funeral and other expected expenditures become the majority of farmers can not avoid the reality of the burden and must bear the psychological pressure.

From the survey situation, farmers generally feel that the burden of future expectations is heavy, strengthened the tendency to preventive savings, weakened the immediate consumption, the phenomenon of money do not dare to spend the widespread phenomenon, let alone take the initiative to the bank to raise debt consumption. It is understood that the rural areas each year only to support a college student to spend about 15,000 yuan, training a college student total * * * spend between 5 to 60,000 yuan, the average farm household under normal circumstances need 10 to 15 years of accumulation to complete. And for a rural high school students, in the county high school for a year to 6,000 yuan or so, but also need to farmers 1 to 2 years of accumulation. In recent years, there has been a trend of expanding rural spending on weddings and funerals, with the current rural spending on weddings ranging from 10,000 to 30,000 yuan, all of which is a serious impediment to the expansion of rural consumer demand. Therefore, even if farmers increase income at this stage, in the current situation of rural social security is not sound, farmers will also be on the uncertainty of future income expectations and expected increase in consumption expenditure and worry, will inevitably lead to rural consumer demand willingness to weaken.

Third, the rural consumption concept is difficult to update, money is not willing to spend

Although the vast majority of farmers no longer advocate the "new three years, the old three years, sewing and mending and three years" way of life, but "the amount of money, thrift and frugality," is still the farmer's life, "no money, no money, no money, no money". However, "keeping expenditure within the limits of income and being thrifty and prudent" are still the norms of farmers' life, and "being debt-free and being ashamed of being in debt" is still the creed of farmers' life at home, and the concept of over-consumption of "eating all the food you can afford" has not been generally recognized in the rural areas, and farmers seldom get "in debt" or "in debt" to consume. Farmers seldom "go into debt" or "consume ahead of time" and are not willing to "advance tomorrow's money to today's use", their consumption psychology tends to be conservative, their consumption behavior is relatively prudent, and a large amount of purchasing power is deposited in order to obtain "future security". The need for "future security". Due to the slow economic development, many farmers still follow the money saved enough to consume, no money or not enough money not to consume or suspend consumption, so that consumer credit in rural areas to take root in the difficulties, farmers buy large durable consumer goods, often to save up a few years or more than ten years of money. In addition, the traditional "pro-child" consciousness, save money for decades, save money for their children to buy a house, do the wedding, a lifetime of savings in a one-time consumption, relatively abundant funds can not be overspent, to leave wealth for future generations, the concept of overspending on loans from the psychological is more difficult to door to accept. These are doomed to the consumer demand of the Commission library.

Fourth, the rural consumer environment is difficult to improve, money is afraid to spend.

First, the rural water supply, power supply conditions are poor, many places lack of running water, power supply is insufficient, unstable voltage, and higher electricity costs, weak TV signals, etc., restricting the farmers on the consumption of household appliances. Secondly, the poor conditions of rural road traffic, transportation costs, backward communication, not only led to the development of agricultural products and transport difficulties, resulting in a low degree of commoditization of agricultural products, but also not conducive to the input of external means of production, means of subsistence and agricultural science and technology, restricting the further upgrading of rural consumer demand. Thirdly, the layout of rural commercial outlets is not only decentralized, but also small in scale, with little room for farmers to make consumer choices. Fourthly, due to the weakness of rural market supervision, some counterfeit and shoddy commodities have flooded into the countryside, making the countryside become a "waste" market, which not only harms the legitimate interests of farmers, but also inhibits the higher level of consumption demand of farmers, so that the rural residents do not dare to feel assured about consumption, and slightly larger items are purchased in the city, which also restricts the consumption demand of farmers to a certain extent. The government's policy is to provide a comprehensive and effective solution to the problem.