A STUDY ON PROMOTIONAL STRATEGIES AND BUYING BEHAVIOR OF TRACTORS IN ADILABAD DISTRICT OF TELANGANA STATE
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Date
2021-01-01
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PROFESSOR JAYASHANKAR TELANGANA STATE AGRICULTURE UNIVERSITY
Abstract
Agriculture today cannot be imagined without tractor because all the agriculture
implements such as combine harvesters, transplanters, land levelers, rotavators and
threshers are tractor mounted and run by the tractor. Tractor is highly versatile machinery
having many uses, used in agriculture for both land reclamation and carrying out various
crop cultivation activities. In 2006-07 production of tractors in India was 3, 52,368 units
which has increased to 7, 90,673 units in the year 2017-18. Whereas, sales of tractors in
2006-07 was 3, 52,827 units which increased to 7, 96,873 in 2017-18. (Agriculture
Research Data Book, 2019).
The Adilabad district of Telangana state is spread across an area of 4,153 km2 and
gross cropped area of the district is 3, 52,262 Ha. Major crops cultivated in the area are
cotton, soybeans, pluses like red gram and bengal gram and grains (wheat, rice and
sorghum). Farmers in the district are adopting various farm implements/machinery which
are tractor mounted and run by tractor for their cultivation practices.
Author : BHURE KAUSTUB
I.D. NO : RMBA/18-14
Title of the thesis : A STUDY ON PROMOTIONAL STRATEGIES AND
BUYING BEHAVIOR OF TRACTORS IN ADILABAD
DISTRICT OF TELANGANA STATE.
Degree : MASTER OF BUSINESS ADMINISTRATION
Faculty : AGRICULTURE
Department : AGRIBUSINESS MANAGEMENT
Major advisor : Dr. B. GANESH KUMAR
Principal Scientist, Agribusiness Management,
ICAR - National Academy of Agricultural Research
Management, Rajendranagar, Hyderabad – 500030
University : PROFESSOR JAYASHANKAR TELANGANA STATE
AGRICULTURAL UNIVERSITY
Year of
Submission : 2021
The study was undertaken with the following specific objectives: -
1. To analyse the promotional strategies adopted by various tractor firms in Adilabad
district of Telangana State.
2. To identify and analyse the factors influencing buying decision of farmers with
regard to tractors in Adilabad district of Telangana State.
3. To identify the market segments and the penetration level of tractors in each market
segment.
The data was collected through personal interview method from farmers, dealers
and company personnel with the help of schedules. For the study a total of twelve sample
dealers were selected from six tractor companies (i.e., Mahindra, Eicher, Tractor and
Farm Equipments Limited, John Deere, Escorts and Swaraj) in the Adilabad district. As
for the farmers a total of 120 sample farmers were selected from six talukas of Adilabad
district (20 sample farmers from each taluka) viz., Jainad, Bela, Adilabad rural, Tamsi,
Talamadugu and Echoda.
The study focused on factors influencing buying decision of tractors by farmers
and penetration level of tractors in each market segment in Adilabad district, Telangana
state. The study reveals that Fuel/Oil efficiency as the most important factor in purchase
of tractor, followed by subsidies, maintenance cost, horse power, low price,
recommendations by relatives/friends/local mechanics/dealers/company persons, brand
reputation, spare parts availability, product appearance, service of the company, sales
promotion/ gift scheme, easy availability of finance and resale value in the descending
order of ranking. According to dealers 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 availability, recommendation of people about the 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. Above 50 horse power tractor segment was the next suitable segment.
Among the promotional tools demonstration was ranked first followed by the
word of mouth promotion by fellow farmers, dealer and sales persons, van campaigning
and hoardings which are ranked second, third, fourth and fifth respectively by the sample
farmers as the promotional activities influencing tractor purchase in the study area.
The study suggested that door to door service and training (related to daily service
and hourly service) and imparting knowledge about tractors to farmers is important.
Government schemes related to subsidy for tractors also play an important role in
encouraging farmers to purchase tractors, increase in the number of dealers per district
for proper distribution, more promotional activities in local language and taking proper
feedback from the dealers and maintaining good contact with the customers also
important measures that can be adopted by the tractor companies to increase their sales
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Citation
D10634