Consumer Behavior of Rural Customers Regarding Tractors: A Descriptive Study of haridwar District

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INTRODUCTION


Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product).


The word “TRACTOR” derives its origin form the word TRACTION MOTOR. It is a self propelled machine, used either for pulling or pushing loads or for stationary belt work. It is a versatile machine that can be used for not only seed bed preparation, inter culture operation, pre-harvest and post-harvest operations like plowing, leveling, spraying, threshing, winnowing and transportation etc



CRITICAL PARAMETER FOR GROWTH OF TRACTORS INDUSTRY
Agriculture Credit
Nearly 90-95% tractors are purchased with the help of bank credit. It plays an important role in determining the demand for tractors.

Pricing of Tractors
The financial inability of the Indian farmers makes the pricing a critical parameter. Companies that managed to keep their cost low are the ones that managed to survive during the recession period.

Monsoon and Crop Price
The farmer has to pay say 15% of the total price of tractor, in cash, at the booking stage, consequently, of the farmer is faced with bad monsoon and low crop price,he will not in the position to make the initial payments.

Government Policies
To enable farmer to purchase a tractor against these oods, the government introduced subsidies in this sector.during the union budget 1994-95 the government exempted excise on small HP tractors i.e 1800cc.