ISSN 2167-0447
International Journal of Agricultural Sciences ISSN 2167-0447 Vol. 10 (2), pp. 001-006, February, 2020. © International Scholars Journals
Full Length Research Paper
Consumer-based brand research on agricultural machinery in China
*Song Su-mei, Han Chin and Sang Biao
Department of Agricultural Science, Nanjing University, Nanjing, China. E-mail: [email protected]
Accepted 20 February, 2014
Abstract
With the development of agricultural machinery industry in the modern market economy, brand variety of agricultural machinery will face an increasing strong competition in China, so a consumer-based brand research on agricultural machinery will be necessary. A questionnaire survey was conducted in this paper focusing on Chinese farmers’ perception toward brands of agricultural machinery. The empirical study with tractor brands indicated that farmers showed different awareness to domestic and foreign agricultural machinery brands. National tractor brands got more attention from consumers and Dong fang hong (YTO) brand gained the most familiarity. Foreign brands, New Holland and John Deere had higher perceptive price, but Chinese brands, Dong fang hong (YTO) and Foton acquired higher perceptive value, and domestic brands, Dong fang hong (YTO) and Shi feng got more preference and purchase intention from consumers.
Key words: Brand perception, perceptive price, brand value, agricultural machinery.