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

Authors : Murat CANKURT, Bülent MİRAN

Pages : 13-17

View : 16 | Download : 7

Publication Date : 2010-02-01

Article Type : Research Paper

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 insert ignore into journalissuearticles values(AHP); is used in the analysis of the data. Results indicate that when durability insert ignore into journalissuearticles values(0.35); took first place among of the purchase criteria, fuel economy insert ignore into journalissuearticles values(0.28);, brand value insert ignore into journalissuearticles values(0.20);, low price insert ignore into journalissuearticles values(0.09); and the dealer’s reliability insert ignore into journalissuearticles values(0.08); have been following respectively.
Keywords : Tractor marketing, brand preference