Factors Influencing the Purchase of Agricultural Tractors: An Empirical Study

Abstract

Consumers make purchase decisions in each and every aspect of their life. Thus studying consumer behaviour becomes more vital. All marketing decisions & activities are based on assumptions about consumer behavior. The following objectives were framed for the paper, to study the factors influencing the purchase of agricultural tractors and to evaluate the most important factors like brand name, subsidy, horsepower, maintenance etc considered for the purchase of agricultural tractors. The study was carried out in Sivaganga district of Tamilnadu state. Descriptive research design has been used in this study. The researcher has used both primary and secondary data for this research. The researcher has collected primary data from the tractor owners who had bought their tractor for service to the dealer point during the study period in sivaganga district. Factor analysis was used to find out the most influencing factors considered by the respondents while making the purchase decision of tractor. It is found as per the ranking given by the respondents subsidy is ranked first and followed by sources consulted, horse power, after sales service, price and brand name respectively are considered for purchase of tractors.