CONSUMER

PERCEPTION
TOWARDS SOLAR
POWER SOLUTIONS
Imran Khan & Saurabh Gupta
EMBA,
Delhi Technological University

SOLAR ENERGY

What is Solar Energy?

A clean renewable source of

energy with zero emission

Conversion
ofsunlightintoelectricity,
either
directly
usingphotovoltaics(PV)
or
indirectly using concentrated
solar power(CSP).
Concentrated

solar power
systems
use
lenses
or
mirrors and tracking systems
to focus a large area of
sunlight into a small beam.
Photovoltaics convert light
into electric current using
thephotovoltaic effect.

Earlier View
Energy from the sun: source for all planets,

mainly for our earth, as it supports life.

Considered as primary energy source
It provides energy to all living beings
Helps in photosynthesis process
Also used for cooking food, drying clothes
etc.

Modern View
Today

SUN is not only used for preparing

food.
It is used as an ALTERNATIVE SOURCE OF
ENERGY.
Solar energy is widely used all over the world
as a source for generating power.
Used for heating water, transport and
reconnaissance, solar cooker, producing
electricity, water treatment , architecture
and horticulture.

Market Scenario
World population rising at an alarming pace
Doubled from 3.2 billion in 1962 to 7 billion in

2015
Forecasted to grow to 9.2 billion by 2050.
Natural resources (such as oil, gas, coal, uranium)
depleting @ approx same rate
Puts pressure on the energy sector to move
away from carbon burning to solar and other
environmentally friendly and renewable options.
India, with more than 1.25 billion people stands
fifth in the world in the production and
consumption of electricity.

Market Scenario cont..

The power produced in the country is mostly from

coal (53%) and it is predicted that countrys coal

reserves wont last beyond 2040-50.
More than 70% population living in villages and
half of the villages remain without electricity.
To meet this surging demand, solar energy is the
best form of energy to fulfil the energy needs of
India and bridge the energy demand-supply gap.
The geographical location (near to Tropic of
Cancer) of the country stands to its benefit for
generating solar energy.

Government Initiatives

Cont......
Subsidy Scheme to Promote Solar Energy through

the Jawaharlal Nehru National Solar Mission

(JNNSMWith a target of 20,000MW till 2022)
30% subsidy is given by central government for
home solar power plants and AP Govt. to offer
20% extra subsidy for solar units.
National
Bank for Agriculture and Rural
Development (NABARD) is giving 50% loan for
solar products.
For households below the poverty line, 100%
capital subsidy would be provided as per norms of
the Kutir Jyoti Program.

Solar Development Schemes

Generation based incentive for grid interactive solar

power generation projects (PV and Thermal both).

Programme
on
Accelerated
development
and
deployment of solar water heating Systems in
domestic, industrial and commercial sectors.
Revised Scheme on Demonstration and Promotion of
Solar Photovoltaic Devices/Systems in Urban Areas and
Industry.
Continuation of the Scheme on Promotion of Solar
Thermal Systems for air heating/Steam generating
applications, Solar buildings and Akshay Urja Shops.
Implementation of the programme on Development of
Solar Cities during 12th Plan period including 2012-17.

Types of Solar Power Products

Solar
Solar
Solar
Solar
Solar
Solar
Solar
Solar
Solar

Lantern
Home Lights
Street Lights
Power Plants
Water Heaters
Cooker
Stills
Add-On Systems
Chargers

OBJECTIVE & RESEARCH DESIGN

Research

Objective:
To
understand
the
consumer perception and attitude towards the
usage of solar power solutions in Indian context.

Research Design:
Exploratory till identification of parameters
Descriptive when it comes to assessing consumer
perception

METHODOLOGY & DATA SOURCE

Methodology : The study was conducted using

convenient sampling technique with the help of

structured questionnaire. The survey was
restricted to the residents of Delhi and NCR
only.
Data Source
Primary Data: collected by means of a survey.
Questionnaire was prepared and floated online.
Secondary Data: Books & articles from various
search engines like Google, yahoo search and
answers.com.

SAMPLE INFORMATION
SAMPLING UNITS

Delhi/NCR residents

SAMPLING SIZE

50 respondents

SAMPLING TECHNIQUE

Convenient Sampling

RESEARCH INSTRUMENT

Structured Questionnaire

MODE OF CONTACT

E-mail & Online availability

Data Collection Tool : The questions measuring

respondent attitudes used Likert Scale (1-5),
1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree
5. Strongly agree

DATA ANALYSIS & INTERPRETATION

Age
8% 2%
42%
48%

Gender
18-30
31-40
41-50
51-60
>61

13%

87%

Education

Income
2% 10%
25%
35%

28%

Male
Female

26%

10%

upto 25,000
25,001 50,000
50,001 75,000

29%
36%

Up to Class
12th
Graduate
Post Graduate

Frequency of Power Cuts

16
14
12
10
8
6
4
2
0

15
12

12
7
4

Counts

Awareness towards Solar Solutions

16%
6%
78%

Completely
Somewhat
Unaware

 KMO & Bartletts Test

Measure of sampling adequacy

Shows validity & suitability of responses collected
to problem
Value of .792 indicating good analytical tool for
factor analysis

Cronbachs alpha

Not a statistical test

A coefficient of internal reliability (or consistency)
Value of .855 indicative of internal consistency
within the data

 Rotated Component Matrix

Simplify interpretation of factor analysis

All factors such as performance, service,
durability, quality, etc. are strictly coherent to
each other

Correlation Matrix
Not a statistical test
A coefficient of internal reliability (or consistency)
Value of .855 indicative of internal consistency
within the data

Conclusions
Price is not a matter of concern for sample
respondents
Word of mouth communication appears to be
the most effective mode of communication.
Alternative energy solutions desirable by 78% of
sample respondents
However, only 22% are aware about solar power
solutions available as an alternative solution to
conventional electricity generation.

Recommendations
22% respondents awareness towards solar solutions
UNTAPPED POTENTIAL in an already existing market
situation

Increase awareness in rural areas.

Establish R&D setups to boost development and
efficiency in solar power solutions.
Roll out an educational course in Solar Engineering
considering the immense potential and market
existing and foreseen in this sector.

THANK
YOU