Lock-in Brands or Lock-in Stores? The Farmers' Characteristics Analysis of Different Lock-in Purchasing Behavior Pattern of Agricultural Materials

In the relatively closed rural social network environment, farmers repurchase a particular brand product or patronize a particular store frequently in a long term. We define this consciousness and behavior as Lock-in Purchase Behavior Pattern. According to existing customers' behavior theory and agricultural materials' marketing situation, this article divides farmers' lock-in purchasing behavior into lock-in brand purchasing behavior and lock-in store purchasing behavior and empirically researches on the relationship between householder's characteristics, family management features, purchasing characteristics and different lock-in purchasing behaviors. We found that the groups which tend to lock-in brand purchasing behaviors are the famers who are males, older, higher education, higher family agricultural incomes, longer cultivating years, fewer cultivated area, the more importance of purchasing, buying the seed products; the groups which tend to lock-in store purchasing behavior are the famers who are females, younger, lower education, higher family agricultural incomes, shorter cultivating years, more cultivated area, the more importance of purchasing, buying the pesticide products.