GANESH KUMAR, BKAUSTUB, B2023-03-212023-03-212021-03-21D10634https://krishikosh.egranth.ac.in/handle/1/5810195610Agriculture 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 salesEnglishThesis