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: Covered brands like John Deere, Case IH, Fendt, and New Holland. Preferences varied across regions.
• Purchase Behavior: Mix of new and used purchases, with recent models favored.
• Usage Patterns: Applications ranged 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.