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Market Research for Tractors
Introduction
In this project, we conducted a web-based market research study focusing on tractor owners across various countries. The study aimed to understand purchasing behaviors, brand preferences, and usage patterns of tractors in the 100–180 hp range.
Objective
The study's main goal was to gather comprehensive data on tractor ownership, including purchase patterns, brand preferences, and the influence of various factors on purchasing decisions among farmers and contractors.
Methodology
A combination of web-based and telephone interviews was used, allowing participants to view stimuli and respond to a structured questionnaire. The study targeted farmers and contractors with at least 5-10 years of experience and involved in purchasing decisions for tractors manufactured from 2018 onwards.
Key Findings
- Brand Preferences: The study covered popular tractor brands like John Deere, Case IH, Fendt, and New Holland, among others. Preferences varied significantly across different regions.
- Purchase Behavior: There was a notable mix of both new and used tractor purchases, with recent models being favored.
- Usage Patterns: The research also provided insights into the diverse applications of tractors, ranging from livestock farming to mixed-use and crop farming.
Conclusion
The market research revealed critical insights into the preferences and behaviors of tractor owners, helping manufacturers understand their target audience better and tailor their products and marketing strategies accordingly.
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