Consumer’s Buying Motives towards Agricultural Equipment: a Study in Vidarbha Region

Studying consumers buying motives becomes more important because they make their buying decisions in each and every aspects of life. All promotional activities are basically dependent on consumption pattern of the consumers which is directly or indirectly affects the sales of the products and services. The framed objectives of the paper, to study buying motives of agricultural equipments and to evaluate the most important factors like products brand, availability of products, financial subsidy, product capacity, after sales services etc considered for the buying of any agricultural equipments. Descriptive research design has been used in this study. The study was carried out in districts of Vidarbha region in Maharashtra. Research paper has used to primary as well as secondary data. The researcher has been collected the primary data from the equipments owners who had bought their equipments for services to the dealer points during the study period in districts of Vidarbha region. Factor analysis was used to find out the most influencing factors considered by the respondents while making the buying decision of agricultural equipments. It is found as per the ranking given by the respondents subsidy is ranked first and followed by sources consulted, horse power, after sales service, price and brand name respectively are considered for buying of agricultural equipments