Investigation of Tractor Dealer Profile in Aydın Province

Abstract

Tractor sales and usage varies depending on many factors like of the region and the products. The main purpose of this study is to investigate of sales and marketing profiles of tractor dealers operating in Aydın Province. Survey form was conducted through face to face interviews to authorized tractor dealers operating in Aydın Province (14 total). Data about firms (number of employees, brand preferences, customer portfolio, marketing campaigns, marketing calanders, approach to the expected scrap reduction and customer’s brand expectations) were obtained with questionnaires. Half of the dealers are selling the tractors produced by domestic firms. The brands ranking which are most preferred by dealers, first is New Holland (42%) and the second is Turk-Fiat (35%). Dealers stated that, the most important criteria for customers' preferences are engine parts and price and the most intense period for sales is spring. Results of this study are, state-sector cooperation must be developed in order to increase competitiveness of the Turkish firms in the tractor market, modern marketing tecniques must be used, consumer behaviors must be determined and the firms which makes sales according to these factors must improve themselves for the future of the tractor industry.

Keywords: Advertising, Dealers Profile, Marketing, Sales, Tractor