TRACTOR AND ITS MARKET IN GUJARAT

SUBMITTED BYANKIT SINGH GREWALMBA- A&FB

Synergy Technofin Pvt. Ltd.

PROJECT OBJECTIVETo study on the behavior for the uses of

tractor in local areaTo 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.

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.

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.

Old Images of Tractors

New Generation Tractors

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.

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

 

Brand Choice

SONALIKA

JOHN DEERE

SWARAJ

ESCORTS

EICHER

MAHINDRA

TAFE

NEH HOLLAND

FARMTRAC

HMT

0 5 10 15 20 25

7

1

14

7

10

22

18

5

1

1

Features looking for in a Tractor

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

25.33

18.66

14.33

3.33

16

7.33

0.660000000000001

5.33

2.66

1.33

0.660000000000001

4.33

Which Tractor you want to purchase

SONALIKA

JOHN DEERE

SWARAJ

ESCORTS

EICHER

MAHINDRA

TAFE

NEH HOLLAND

FARMTRAC

HMT

0 5 10 15 20 25 30

Price Range

1-4 lakh

4-6 lakh

6-8 lakh

8 above

0 5 10 15 20 25 30 35 40

Most attractive feature

BRAND IMAGE

COOLING S

YSTE

M

DRIVIN

G COM

FORT

ENGIN

E PO

WER

FIELD

PER

FORMANCE

FUEL

EFF

ICIE

NCY

GEAR B

OX

LIFTI

NG CAPA

CITY

MAINTE

NANCE COST

RESALE

VALU

E

TRACTO

R DES

IGN

TRACTO

R PRIC

E0

5

10

15

20

25

30

35

Have you seen the advertisement of Tractor

YES NO0

10

20

30

40

50

60

70

DOES ADVERTISEMENT INFLUENCE THE BUYING BEHAVIOUR ?IF YES THEN ON WHICH BASIS

Brandname Product Features Sales offer Brand celebrity0

5

10

15

20

25

30

35

40

HOW DID YOU ORGANISED FINANCING OF YOU TRACTOR PURCHASE?

59%

41%

Tractor self financedTractor on loan

Mahindra

Operational Efficiency

Low Maintenance

Availability of Parts

Engine power

Fuel efficiency

0 5 10 15 20 25 30

28

24

14

14

20

Series 1

Standard

0

10

20

30

40

50

6057

21

7 7 8

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.

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.

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.

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.

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.

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.

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.

THANK YOU