Abstract
The case is about the characteristics of tractor buyers and the process of buying decisions of a farmer going in for a tractor in Indian conditions in general and Gujarat conditions in particular. The case leads to information on consumer behaviour and mode of communication to such consumers, besides giving information on the factors which control the rate of growth of mechanization of Indian agriculture.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | CMA0165 |
| Title | Mr. Motibhai Patel Buys a Tractor |
| Pages | 11 |
| Published on | Jan 21, 1969 |
| Year of Event | 1969 |
| Authors | Patel, S M; |
| Area | Centre for Management in Agriculture (CMA) |
| Discipline | Communication, Marketing |
| Sector | Agriculture and Animal Husbandry |
| Keywords | Marketing, Consumer Behaviour, Communication |
| Country | India |
| State | Gujarat |
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