Farmers' brand perception toward agricultural machinery in China

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.