Nowadays, the agricultural sector development directly affects the number of people employed in the economy, the development of rural infrastructure and living standards in rural areas, the country’s food security, public health, the state of other sectors of the economy, inflation and much more. One of the main conditions for ensuring food security of the country in case of problems in the livestock industry and feed production is the optimal complex of units with maximum efficiency of use and energy conservation. The research is dedicated to the construction of the perception map of agricultural machinery manufacturers in the Nizhny Novgorod region based on the analysis of non-price competition parameters and proposals for the development of this market. Feasibility and affordability of domestically produced agricultural machinery should be a priority national project. The research identified the two main factors that ensure a competitive position in the market of manufacturers: Quality and product safety and Social responsibility. The influence of factors helps to determine the competitive status and promising areas for the development of agricultural machinery market. The conducted research is based on data of compound feed equipment.