中文摘要：

在经济发展水平和人均收入达到一定水平后，超市将成为农产品销售的主体。2008年以来我国开展“农超对接”试点就是朝着这一目标发展的。目前我国农产品零售的主体仍然是农贸市场，就超市与农贸市场在购物环境、食品安全、价格等因素分析我国消费者的偏好，为超市企业发展农超对接选择适合的产品及改进自身提供一定的参考。

英文摘要：

The development of developed countries has been proved that supermarket sales of agricultural products will become the main market when the development of economy and per capita income reached a certain level. Carrying out agricultural super-docking, China aimed to do so since 2008. At present, the subject of Chinese agricultural product retail is still farmers＇ market. This paper makes an analysis of consumer preferences upon the factors as the shopping environment of supermarkets and farmers markets, food safety, prices etc. And the purpose is to choose the right products and provide some reference for the supermarket business itself.