a study covering 5,000 brands across 16 Indian cities, ‘Mahindra’ tractors,
part of the Mahindra Group, have been recognised as India’s Most Attractive
Tractor brand by Trust Research Advisory (TRA) in the fifth edition of its
report, titled ‘India’s Most Attractive Brands’ – India Study 2018. The study
is based on TRA’s proprietary ‘Brand Attractiveness Matrix’ which comprises 36
attributes of Brand Attractiveness.
being conferred the TRA award, Rajesh Jejurikar, President, Farm Equipment
Sector, M&M Ltd. said. “The TRA award is a recognition of our work in
building a global customer focused brand, with the widest range of tractors for
every kind of farming application. At Mahindra, we constantly strive to work
with the customer and connect with their needs to drive success. While thanking
TRA for this award, we will continue to work toward the development of newer
products both in tractors, as well as the farm machinery space driven by our
focus on innovation and technology”.
‘Buying Propensity’ index is a scientific methodology that gets to the root of
the consumer’s buying process to understand and measure their buying keenness.
It attempts to understand this through the overt, covert and contextual buying
drivers of consumer influences. Creating Buying Propensity is to create a
natural pull for the consumer toward the brand that is manifested on the basis
of the consumer’s Trust (the transactional drivers to buy) and Attractiveness
(the psycho-socio-cultural drives to buy).
Bhosle, Research Director, TRA Research, said, “Mahindra Tractors communication
plays a dual role in building Brand Appeal. Firstly, it enhances the inherent
attractiveness of the brand, & secondly, it also helps to communicate this
attractiveness to customers across the Indian farming sector. Mahindra is
synonymous with tractors, and as a brand it resonates highly on recall among
all Indian tractor brands. We congratulate Mahindra on this achievement.”
Source: Mahindra Tractors
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