Risk Control and Optimization of Local Agricultural Product Communities: A Case Study of the Pu'er Coffee Market

This study aimed to make clear the consumer colony, the choices consumers make to maximize their satisfaction, consummatory behaviors, and evaluations of the Pu'er Coffee Market in local agricultural product communities. Its research techniques involved semi-structured interviews, participatory observation, and questionnaires. After clarifying potential risks in market operations, this case study proposed targeted control and upgrading strategies. At the Pu'er Coffee Market, consumers were predominantly youthful, well-educated, and female individuals, who showed high purchase intention of coffee, cultural & creative products, and snacks, and reflected well on the market. However, the market was exposed to potential risks in product category and practicality, stall design, cost performance and promotions. To address these drawbacks by heightening the aggressive willingness to compete and raising the identification, monitoring, and control of risks at the Pu'er Coffee Market, this present study made a couple of solutions across increasing product variety at affordable cost, making optimal stall designs and layout, resorting to promotion and branding tactics, and balancing product quality and pricing.