tractor market india

2. Synergy Technofin Pvt. Ltd.
PROJECT OBJECTIVE
 To study on the behavior for the uses of
tractor in local area
 To identify elements that act as satisfies
and dissatisfies for each individual.
 To understand the Tractors market and
its dynamics in various districts of
Gujarat.
 To find out farmers media usage
behaviours and preference.

3. Areas Covered:
 Visnagar , Tharad, Amirgarh , Suigam, Bolodhar,
Deesa, Dhanera, Godha , Kherola , Lakhani,
Mota kapara, Palanpur, Patan, Peeplu.
 A sample size from near about 14 districts, where
no. of sample is about 300 was taken from
Gujarat.
Sources of Data:
 Primary Source of Data was direct interview with
farmers by the field workers.
 Secondary Source of Data was Internet and
Telephonic interview.

4. Tractors – The Mobility in
Farming
 Tractor is a vehicle especially designed for
farming works, the vehicle has integrated
parts which lead the vehicle for the best of
farming use.
 It can be used for planting, cultivating,
ploughing, feeding spraying fertilizers and
pesticides, etc.
 Tractors have contributed a lot to farmers,
and made their crops and business grow
hand in hand.

5. Old Images of Tractors

6. New Generation Tractors

7. Indian Tractor Industry
 Accounts for 1/3rd of global production. Other major tractor
markets – China & USA.
 The opportunities are still huge considering the low farm
mechanization levels in the country, when compared to other.
• 50,000 units in early 80’s to 600,000 at present.
• Mahindra is the biggest player of tractor in INDIA.

8. The detailed steps of the research are
as follows:
Introduction and briefing
Problem identification and planning of the study
Research proposal
Research proposal was prepared
Questionnaire preparation
Survey and data collection
Data collection from farmers
Data analysis and interpretation

9. Brand Choice
7
1
14
7
10
22
18
5
1
1
0 5 10 15 20 25
SONALIKA
JOHN DEERE
SWARAJ
ESCORTS
EICHER
MAHINDRA
TAFE
NEH HOLLAND
FARMTRAC
HMT

10. Features looking for in a
Tractor
25.33
18.66
14.33
3.33
16
7.33
0.66
5.33
2.66
1.33
0.66
4.33
ENGINE POWER
FUEL EFFICIENCY
PERFORMANCE IN FIELD
GEAR BOX
LIFTING CAPACITY
SPEED ON ROAD WHILE TRANSPRORTATION
DRIVING COMFORT
SERVICE SUPPORT FROM COMPANY
REASONABLE COST OF SPARE PARTS
AVAILABILITY OF SPARE PARTS
AVAILABILITY OF MECHANICS FOR SERVICE
GOOD DESIGN AND STYLE

11. Which Tractor you want to
purchase
0 5 10 15 20 25 30
SONALIKA
JOHN DEERE
SWARAJ
ESCORTS
EICHER
MAHINDRA
TAFE
NEH HOLLAND
FARMTRAC
HMT

12. Price Range
0 5 10 15 20 25 30 35 40
1-4 lakh
4-6 lakh
6-8 lakh
8 above

13. Most attractive feature
0
5
10
15
20
25
30
35

14. Have you seen the
advertisement of Tractor
0
10
20
30
40
50
60
70
YES NO

15. DOES ADVERTISEMENT
INFLUENCE THE BUYING
BEHAVIOUR ?
IF YES THEN ON WHICH BASIS
0
5
10
15
20
25
30
35
40
Brandname Product Features Sales offer Brand celebrity

16. HOW DID YOU ORGANISED FINANCING
OF YOU TRACTOR PURCHASE?
59%
41%
Tractor self financed
Tractor on loan

17. Mahindra
0 5 10 15 20 25 30
Operational Efficiency
Low Maintenance
Availability of Parts
Engine power
Fuel efficiency
28
24
14
14
20
Series 1

18. Standard
0
10
20
30
40
50
60
57
21
7
7 8

19. Findings & Recommendations
 Farmers are not concern with technical
changes and facilities provided in
machine but if a brand will fixed in their
mind then they will go for it.
 According to survey of tractor drivers,
they recommend both pedal and hand
accelerator.
 Cabin should be spacious: It makes
functioning of the machine easy which is
comfortable for the driver.
 If Shifting of pulley will automatic then it
will be better.

20. CONT..
 Driver’s thought that there is no
requirement of high horse power
because it can also be work very well
with less power.
 Parts and body of a machine should
be rust resistance.

21. Cont..
 Mahindra is good in performance and low in
price.
 Escorts are providing more driving comfort
and good engine power.
 Farmtrac is good in lifting capacity.
 Sonalika is providing high engine power and
high performance in field.
 John Deere is having low maintenance cost
and good engine efficiency. Fuel consumption
is also less. It is working good in wet land in
these region.
 Main challenge in maintaining tractor is its
high maintenance cost.

22. CONT..
 Swaraj is preferred for its low
maintenance.
 Standard is preferred because of its
good operational efficiency.
 Preet is preferred because its low
maintenance & good operational
efficiency.

23. CONT..
 According to farmers sometimes their
choice of disliking the brand is costly
or unavailability of spare parts of
sonalika tractors.
 In case of Farmtrac, fuel efficiency is
the major problem.
 In case of Eicher, lifting capacity is not
that good.
 In case of swaraj, Tractor design is not
so good.

24. CONT..
 Tractor market there is mainly 30-50
hp.
 Farmers are focusing more on tractors
because of reduced availability of farm
labor.
 Higher expectations on comfort level.
 Tractors with longer life is demanded.

25. SWOT Analysis of Tractor
Industry
Strength
 Government support for the
agricultural sector.
 Government want 4% agriculture
growth in 2015 .
 Easy availability of Finance
Weakness
• Sale depend on monsoon.
• Indian farmer are low
income .
• Farmer have little land for
farming .
Opportunity
• Low penetration of tractors in
Indian agriculture.
• Export of tractors worldwide.
Threats
• Small farmers using
traditional equipment.