Tractor Brand Preferences of Farmers: An Analytic Hierarchy Process Approach*

Year 2010, Volume: 6 Issue: 1, 13 - 17, 01.02.2010

Murat Cankurt Bülent Miran

Abstract

Decision making is a process of making a choice among alternatives, in
order to achieve the goals and objectives. Farmers' decision-making tractors
brand choices are the process of making a choice among alternatives also. The
purpose of this study, farmers in the choosing of the tractor brand to
determine what criteria they are given priority. And according to these criteria,
to determine which brands they preferred. As criteria; low price, durability,
fuel economy, dealer’s reliability, and brand value are taken into account in
the model. Analytical Hierarchy Process (AHP) is used in the analysis of the
data. Results indicate that when durability (0.35) took first place among of
the purchase criteria, fuel economy (0.28), brand
value (0.20), low price (0.09) and the dealer’s reliability (0.08) have been
following respectively.

Keywords

Tractor marketing, brand preference

Tractor Brand Preferences of Farmers: An Analytic Hierarchy Process Approach*

Abstract

Decision making is a process of making a choice among alternatives, in order to achieve the goals and objectives. Farmers' decision-making tractors brand choices are the process of making a choice among alternatives also. The purpose of this study, farmers in the choosing of the tractor brand to determine what criteria they are given priority. And according to these criteria, to determine which brands they preferred. As criteria; low price, durability, fuel economy, dealer’s reliability, and brand value are taken into account in the model. Analytical Hierarchy Process (AHP) is used in the analysis of the data. Results indicate that when durability (0.35) took first place among of the purchase criteria, fuel economy (0.28), brand value (0.20), low price (0.09) and the dealer’s reliability (0.08) have been following respectively.

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