Factors influencing farmers' buying behaviour regarding agricultural tractors in the North West Province

Abstract

The agricultural tractor market in South Africa and more particular the North West province are fiercely competitive with all the main manufacturers of tractors competing in this province. Given this competitive environment, the main objective of this study is to determine the factors that influence the buying behaviour of farmer' in the North West province when they decide to purchase agricultural tractor. By identifying these factors, the researcher will assist the manufacturers and dealers selling agricultural tractors to compile a marketing strategy that is focussed on the target group. The first phase of the study was the literature study that consisted of defining buying behaviour. The Engel, Blackwell and Miniard consumer behavioural model was identified as the most suited for this study. The internal and external factors that influence the buying behaviour was identified and discussed. The literature study was concluded with the decision-making process. The literature study was done to set a strong foundation from where the researcher could build phase two. Phase two of the study consisted of the empirical research. A quantitative research design formed the basis of the empirical research, more specifically a descriptive research with a structured eight-part questionnaires were distributed to the study population at farmer' associations and study groups. The results from the empirical study showed that 62.20% of the farmer' are between the age of 35 to 54 years, 90.80% are male that speaks Afrikaans as their home language. The farmer' indicated that they only buy agricultural tractors in a "good" farming year. The twelve important factors that was identified as important by the farmer' was <i>Dealer competency and design quality, Pre-purchase considerations, Deal enhancers, Potential future savings, Perceived value, Dealership concerns, Financial implications, Mutual benefits, After sales competency of the dealer, Potential trouble, Availability of spare parts and post purchase peace of mind.</i> Finally, the study concludes with recommendations to the manufacturers and dealers.