Effektivare traktordemonstrationer : femtio lantbruksföretag svarar

Abstract: The background to this paper is the fact that many products are demonstrated to show the consumer value of the product. This is generally the fact when it comes to agricultural products, such as tractors. The growing number of models makes this even more import for the retailer to perform a demonstration that really catches the interest of a prospect customer. One problem is that these demonstrations are expensive and many small retailers have difficulties to afford demonstrations of every model. Together with Åhmans Traktorcentrum AB a market investigation was conducted. The company has its primary sales area in the region of Östergötland and north part of Småland. Åhmans Traktorcentrum AB is a John Deere dealer. The owner of the company is Leif Åhman together with Claes-Göran Åhman and employs 25 employees. Leif Åhman and his son Magnus have been my contact at the company. During the season of 2004 the company launched a heavy campaign to demonstrate the whole product program of John Deere tractors in Europe. The purpose of this demonstration was to conduct a market survey. Åhmans Traktorcentrum AB had the intention to get feed-back from the experience of summer 2004. In particular the interest was in what manager of agricultural companies based their decisions on. Before I started my investigation all questions and experience of 2004 were discussed together with Leif and Magnus Åhman. We tried to formulate relevant questions. 50 agricultural companies were interviewed over the telephone and by doing it this way the frequency of answer could be kept at a high level. Another advantage was that I could discuss the answer and a clear picture of the answer. With the help of this inquiry it was possible to produce a document that could tell what each farmer valued and thought was important to him and his company. Hopefully the result of this paper will help retailer to make their demonstrations a better tool to increase sales and do a more efficient demonstration of available products. Results from the research are to have more efficient tractor demonstrations to each prospects.