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FARMER QUESTIONNAIRE

A CASE STUDY ON MARKETTING STRATEGIES AND FACTORS


INFLUENCING SALE OF TRACTORS IN SELECTED DISTRICTS OF ASSAM
NO_____________ DATE_________________
SECTION A: - BACKGROUND INFORMATION
1. Name..
2. Village
3. District
4. State
5. Sex of the respondent i) Male [ ] ii) Female [ ]
6. Age.
7. Educational Qualification
8. Sources of income
i) Primary source
ii) Secondary source
iii) Any Other..

SECTION B: - AGRICULTURAL AND TRACTOR INFORMATION
9. How much of operational land holding do you have and what crops do you grow?
S.no Crops Area (in Ha)
1.
2.
3.
4.
5.
6.
7.
8.
Total

10. Do you use tractor in your agricultural operations?
Yes [ ] No [ ]
(If yes then skip question no. 11)
11. Why is it that you do not use tractor in your agricultural operations?
i) Financial constraints [ ]
ii) Small land holding [ ]
iii) Price is too high [ ]
iv) Tractors do not increase yield [ ]
Any other.
12. Do you own a tractor or you utilised it by hiring?
Own [ ] Hiring [ ]
(If you own a tractor skip question no. 13)
13. What are the factors influencing the leasing of tractors?

................................
14. What is the annual use of tractor in days?

15. What is the per day use of tractors in hours on an average?

16. According to you, what is the average life of a tractor?
i) 5 10 years [ ]
ii) 11 15 years [ ]
iii) 16 20 years [ ]
iv) >20 years [ ]

SECTION C: - PURCHASING BEHAVIOUR OF FARMERS
17. What are the sources of fund for purchase of tractor?
Cash [ ] Credit [ ]
If credit then name the organisation.
18. How much percentage of loan margin does the organisation provide?
i) 10 - 15% [ ]
ii) 16 20% [ ]
iii) 21 25 % [ ]
iv) > 25% [ ]
19. Which security did you give for obtaining the loan?
i) Mortgage [ ]
ii) Hypothecation [ ]
Any other_________________________
20. What is the purpose of purchasing a tractor percentage wise?
S.no Particulars Percentage
1. Farming Operations [ ]
2. Transportation [ ]
3. Contruction purpose [ ]
4.
5.

21. What are the different information source that instigated you to purchase a tractor?
(Pease tick all that apply)
i) Dealer [ ]
ii) Salesman [ ]
iii) Relatives [ ]
iv) Demonstration [ ]
v) Government agencies [ ]
vi) Advertisement
Any other_______________________________
22. Which is the most popular brand, model and HP in the area?
Brand Model HP


23. Which brand, model and HP of a tractor do you preferred?
Brand Model HP


24. What are your reasons for preference of a particular brand? (Please tick all that
apply)
i) Brand image [ ]
ii) Best features [ ]
iii) Trial [ ]
iv) Dealer pressure [ ]
v) Advise of other farmers [ ]
vi) Outlet situated nearby [ ]
vii) Low repair cost [ ]
Any other__________________________


25. How much of maintenance cost do you spend annually?
i) Upto Rs. 5,000 [ ]
ii) Rs. 5,001 to 25,000 [ ]
iii) Rs. 25,001 to 50,000 [ ]
iv) > 50000 [ ]
26. What are the different factors that you consider while purchasing a tractor? (Please
tick all that apply)
i) Horse Power [ ]
ii) Fuel/oil efficiency [ ]
iii) Good Service [ ]
iv) Low price [ ]
Any Other____________________________________
27. Based on the factors selected, on a Likert scale of 5, how will you rate the
following factors of what a farmer prefers on purchasing a tractor? ( Please indicate 1
for Very Low, 2 for Low, 3 for Medium, 4 for High and 5 for very High)
S.no Attributes Rating
1. Horse Power
2. Fuel/ oil efficiency
3. Good Service
4. Price
5.
6.
7.
8.
9.
10.














28. a) What according to you are the top 3 promotional activities that you like related
to tractor?
1. ___________________________
2. ___________________________
3. ___________________________

28. b) Based on the above answer, on a Likert scale of 5, please rate the top 3
promotional activities accordingly in each of the following attributes below. ( Please
indicate 1 for Very Low, 2 for Low, 3 for Medium, 4 for High and 5 for very High)
Attributes Rank 1

Rank 2 Rank 3
Highly effective
Farmer is satisfied
Highly informative
Captures good attention
Facilitates tractor purchase
Generates awareness
Source of entertainment
Only attractive but not
effective

Waste of money and time








29. a) What according to you are the top 3 brands in giving best after sales service? List
the services and period of warranty.
Brand Warranty (in years) Services
1.


2.


3.













29. b) Based on the above answer, on a Likert scale of 5, please rate the top 3 brands
accordingly in each of the following attributes below with regards to after sales service.
( Please indicate 1 for Very Low, 2 for Low, 3 for Medium, 4 for High and 5 for very
High)
Attributes Rank 1

Rank 2 Rank 3
Free Services
Door to door service
Availability of spare parts
Technical demonstration
Building long lasting
relations

Values customer time
















SECTION D: - PROBLEMS OF FARMERS AND THEIR SUGGESTIONS

30. What are the major problems that you face in purchasing a tractor? (Please tick
all that applies)
i) High Price of the tractors [ ]
ii) Complicated procedures in obtaining loan [ ]
iii) No market promotion from the company [ ]
iv) Poor after sales service [ ]
v) Late delivery [ ]
Any Other

.







31. What are your suggestions for improvement in the marketing and distribution of
tractors?

....











Thank You So Much For Your Valuable Time And Data.