There are many factors that affect consumers＇ buying decisions in chain supermarkets of agricultural produce. A- nalysis of these factors is helpful to the development of the supermarket chains. This paper gets data through a random sampling survey of consumers in Changsha City, from which 16 factors are identified as having significant influence on consumers＇ pur- chase decision. Using structural equation （SEM） and R type cluster analysis, the paper demonstrates the influencing effects that the 16 factors have on the purchasing decisions o...
