Market Research on Factors Influencing the Buying Decision on Tractors by Farmers in Adilabad District, Telangana

Consumer makes buying decision in everything they buy in their lives. It deals from purchasing to evaluating it after purchase so, market research on factors influencing the buying decision is necessary. Hence, the study focus on buying decision on tractors by farmers and penetration level of tractors in each market segment in Adilabad district, Telangana state from January –march 2020. Garrett ranking technique and arithmetic mean were used to analyse the data. The study revealed that 5 different tractor brands of tractors, viz. Eicher, Mahindra, Swaraj, John Deere and Escorts with different models. Farmers ranked Fuel/Oil efficiency as the first factor in purchase of tractor Farmers ranked fuel/oil efficiency as the first factor in purchase of tractor followed by subsidies, maintenance cost, horse power, low priced tractor, recommendations by relatives/friends/local mechanics/dealers/company persons, brand reputation, spare parts, product appearance, service of the company, sales promotion/ gift scheme, easy availability of finance and resale value in the descending order of ranking. Dealer ranked the factors that the farmers considered in tractor purchase were subsidy followed by fuel efficiency, maintenance cost, low price, horse power, recommendation by relatives/ local mechanics/ dealers/ company persons, spare parts, recommendation of people on brand, product appearance, service of company, sales promotion/gift scheme, and resale value in the descending order of ranking. Apart from these, the sample farmers believed that 40-50 horse power segment was the most suitable segment for the selected area and it is ranked first by sample farmers. Greater than 50 horse power segment was the next suitable segment 3 per cent 30-40 horse power segment was preferred by 2 per cent of the sample farmers.