Factors affecting the behavior of farmers from professional cooperatives on building brand——Based on cooperative director's perspective

From the four aspects of individual characteristics, family characteristics, cooperatives characteristics, social economic and cultural environment characteristics, this paper studied the factors influencing the brand building of the farmers爷professional cooperatives by using two element Logistic model, based on the perspective of farmers爷professional cooperatives’director. The research results showed that, the degree of culture, whether having the background of economy and management specialty, the net income per person in a family, the proportion of agricultural income, the proportion of agricultural products sales amount, the cost joining into the cooperatives, the time of cooperatives had established, regional sales market, agricultural product prices, bank loaning and government supporting for farmers爷professional cooperatives had positive influence on brand building, while the age had negative influence on building brand; The influence of gender and the number of family people on building brand were not significant. Compared with other kinds of agricultural products, the cooperatives which produced food crop or breeding products had more possibility to build product brand.