NEW GENERATION TRACTOR BUYERS DEMANDING MORE

Tractor industry has been witnessing paradigm shift in customer buying preferences. New age customers (less than 30 years old) are becoming major buyers of tractors in recent times. These next gen tractor buyers are now aware of services being provided by the other segments like car or bike. They now understand the gap between the two service experiences. So their demands and expectations towards after sale services of tractor are increasing.

Thus improved post sales service has become a preference among the tractor buyers similar to PVs & 2Ws brand purchase experience. As a result, customer satisfaction with tractor after sales services has improved on a yearly basis. As per a renowned global market research company, customer satisfaction with tractor after sales service has improved to 784 out of 1,000 (a rating based on various parameters like service initiation, service advisor, service facility, and vehicle pick-up and service quality) in 2017 against 751 in 2016.

Now it’s time to revolutionize the strategies of tractor marketers to gratify these young tractor customers.