Analysis of Consumption of Rural Residents in Henan Province

Since the global financial crisis,the problem of insufficient domestic demand has been prominent in china. Since rural residents constitute the main population,it is significant for Henan province to explore the rural consumer market. The article analyzes the constraint factors of rural residents’consumption,including lower income level and higher consumption cost. Finally,some suggestions are presentedincluding: promoting the rural residents’income to increase stably and sustainably; enhancing the rural residents’ confidence; developing appropriate products to meet rural residents’demand; improve the consumption environment in rural areas; and reducing the expected consumption costs.