TRACTOR AND ITS

MARKET IN GUJARAT

SUBMITTED BY
ANKIT SINGH GREWAL
MBA- A&FB

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.

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

50,000 units in early 80s to 600,000 at present.
Mahindra is the biggest player of tractor in INDIA.

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.

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
HMT

FARMTRAC

NEH HOLLAND

TAFE

18

MAHINDRA

22

EICHER

10

ESCORTS

SWARAJ
JOHN DEERE

14
1

SONALIKA
0

7
5

10

15

20

25

Features looking for in a

Tractor
GOOD DESIGN AND STYLE
AVAILABILITY OF MECHANICS FOR SERVICE
AVAILABILITY OF SPARE PARTS
REASONABLE COST OF SPARE PARTS

4.33
0.66
1.33
2.66

SERVICE SUPPORT FROM COMPANY

DRIVING COMFORT

5.33
0.66

SPEED ON ROAD WHILE TRANSPRORTATION

7.33

LIFTING CAPACITY
GEAR BOX
PERFORMANCE IN FIELD
FUEL EFFICIENCY
ENGINE POWER

16
3.33
14.33
18.66
25.33

Which Tractor you want to

purchase
HMT
FARMTRAC
NEH HOLLAND
TAFE
MAHINDRA
EICHER
ESCORTS
SWARAJ
JOHN DEERE
SONALIKA
0

10

15

20

25

30

Price Range
8 above

6-8 lakh

4-6 lakh

1-4 lakh

10

15

20

25

30

35

40

Most attractive feature

35

30

25

20

15

10

Have you seen the

advertisement of Tractor
70
60
50
40
30
20
10
0
YES

NO

DOES ADVERTISEMENT
INFLUENCE THE BUYING
BEHAVIOUR ?
IF YES THEN ON WHICH BASIS
40
35
30
25
20
15
10
5
0
Brandname

Product Features

Sales offer

Brand celebrity

HOW DID YOU ORGANISED FINANCING

OF YOU TRACTOR PURCHASE?

41%
Tractor self financed
Tractor on loan
59%

Mahindra
Series 1
20

Fuel efficiency
Engine power

14

Availability of Parts

14
24

Low Maintenance

28

Operational Efficiency
0

10

15

20

25

30

Standard
60

57

50
40
30
20
10
0

21
7

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..
Drivers

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

Weakness

Government

support for the

agricultural sector.
Government want 4%
agriculture growth in 2015 .
Easy availability of Finance

Sale depend on
monsoon.
Indian farmer are low
income .
Farmer have little land
for farming .

Opportunity

Threats

Low penetration of tractors

in Indian agriculture.
Export of tractors worldwide.

Small farmers using

traditional equipment.

THANK
YOU