To study the factors effecting sales of leading tractor brands in Haryana (India)

Abstract

Abstarct : Every aspect of the economic life in India is influenced by the agriculture. Agriculture contributes nearly 32% of the national income of India and it offers live hood nearly 70% of the total population and the agriculture is influenced by the tractors industry. Tractor industry plays an important role on the development of agriculture. Indian tractor market is very complex so marketer must care in analysing consumer behaviour. Green Revolution in India had its origin in northern India where Haryana is situated. Thus Haryana’s Contribution to Green Revolution in India is the maximum, In 1966-67 production of food grains in Haryana was 2090 thousand tones. In 1970-71 it increased to 3939 thousand tones and in 1994-2000 it further rose to 131 lakh tones, all this due to the development of tractor manufacturing industries like FARMTRAC, HMT, EICHER, TAFE etc. Present work covers studying sales of different tractor brands in Haryana (India) and how various brands have become the choice of agriculturist on the basis of getting experienced by others. The best brand so for is found to be FARMTRAC by agriculturist by the recommendation of relatives who have experinecd the same. It was depicted from the studies that farmers purchasing tractors by recommendations of relatives are not much educated.