A Study On Household Awareness

and Attitude Towards the Domestic

Usage Of Solar Power System In
Madurai City

Industry profile
International scenario :

Russellpatented the first modern solar cell in 1946

Global market is expected to have an installed capacity of 227

(GW) by 2016

China to become worlds largest producer

Indian scenario

Energy demand-supply gap is almost 12%.

Nodal body - Ministry of New and Renewable Energy (MNRE)

JNNSM plans to produce 22 GW of solar power by 2020

Local market : Focus on institutions & industries

BORG

ENERGY

INDIA (P) Ltd

Established on 14 October 2011

Subsidiary of US-based Borg Energy Inc.

Renewable Energy Company providing Solar, Wind &

Hybrid Energy Solutions

Unique product - BORG Astra Plus Home Series - 3 in 1

micro solar power plants

Borg Power Play

Tie up with Shriram City Union Finance Limited- Solar

Finance Scheme

Review of literature

Rogers (2003)- knowledge leads to persuasion or interest.

Naveen (2007) - government initiatives and institutional

finance.

Amit (2014) - focus on design, correct installation practices

and proper after-sales service.

Timothy Paul (2013) 90 % of respondents stated cost

savings as their primary driver for installing a SWH,
approximately 80 % have positive attitudes towards SWHs
and 70 % have low awareness of SWH technology

NEED FOR THE STUDY

Power crisis
Technological improvement

RESEARCH QUESTIONS
What is the level of awareness ?
What is the Attitude of prospect consumers towards
solar PV?
What are the Factors affecting purchase of solar PV?
What are the Barriers in adoption of solar PV ?

Objectives

To know the awareness level of prospect customers.

To study the attitude of households towards solar power systems.

To find out the factors influencing customers towards the purchase

of Solar power system

To identify possible barriers in adoption of solar power system

To offer suggestion to the policy makers

Scope
Guide to the firm in meeting customer needs and
expectations

RESEARCH METHODOLOGY
RESEARCH DESIGN Descriptive research
DATA COLLECTION
1) Primary data

Questionnaire

2) Secondary data

Journals, Internet, Newspaper & Magazines

STUDY AREA

Madurai City

SAMPLE DESIGN

Simple Random sampling

SAMPLE SIZE

50

TOOLS USED

1.
2.
3.
4.

Percentage analysis
Weighted average
Correlation
t- Test (independent sample test)

Analysis and interpretation

Age

Electrical device at home

54%

No of respondents

No of respondents
34%
24%

10%

28%

10%

2%

28%

8%
2%
20-30

level of awarness towards Solar PV

No of respondents
34%
6%

48%
8%
4%

30-40

40-50

50-60

above 60

likely to install solar power system in 2 years

50%
40%
30%
20%
14%
10%
0%

46%
34%
2%

4%

Belief towards Solar Power

Systems

Strongly
agree

Agree

Strongly
disagree

WX

WX/W

rank

long period to recap the

financial benefits

15

22

196

13.06

IX

Reduces Electricity Bills

23

22

218

14.53

III

Requires low maintenance

15

13

10

175

11.67

Eco Friendly

29

14

220

14.7

Better performance

26

18

219

14.6

II

Affordable

21

18

206

13.73

VIII

Reliable source of power

24

18

216

14.4

IV

Trendy

22

22

215

14.33

Need more awareness

26

19

219

14.6

II

Compatible with modern living

19

24

211

14.07

VII

way of the future

23

20

214

14.27

VI

Neutral Disagree

Factors influencing
purchase of solar power
system
Government subsidies
Technology Development
Aesthetic appearance
Status

Strongly
Agree

Agree

25

25

30

19
13
15

Strongly
Disagree

WX

WX/W

Rank

225

15

216

14.4

II

24

12

199

13.3

17

183

12.2

VII

Neutral Disagree

Generate savings

26

18

215

14.33

III

Environmental concern

18

21

203

13.53

1V

Post purchase services

14

24

195

13

VI

12

21

175

11.67

VIII

Family and Friends

influence

Strongly
agree (5)

Agree
(4)

Neutral
(3)

Disagree
(2)

Strongly
disagree
(1)

WX

WX/W

Rank

Higher initial cost

27

21

225

15

Dont pay attention to

advertisements

13

24

192

12.8

VI

Cant find outlets

15

18

15

194

12.93

Dont have enough

space

14

20

185

12.33

VII

There arent many

advertisements

20

22

208

13.866

II

Adequate power supply

17

17

11

195

13

IV

Weather dependant

16

24

202

13.46

III

Not Willing to pay

more

11

10

16

164

10.93

VIII

Barriers in switching
to solar power system

Hypotheses

H0 = there is no significant relationship between Educational qualification and

level of awareness about solar power system.
H1 = there is significant relationship between Educational qualification and level
of awareness about solar power system.

H0 = there is no relationship between occupation and level of awareness about

solar power system.
H1 = there is relationship between occupation and level of awareness about
solar power system

H0 = there is no relationship between level of income and level of awareness

about solar power system.
H1 = there is relationship between level of income and level of awareness about
solar power system.

H0 = there is no difference among male and female in the willingness to buy

solar power system
H1 = there is difference among male and female in the willingness to buy solar
power system

Findings
52% of the respondents were female.
34% of the respondents fall under age category 20-30.
42% of the respondents had completed their UG.
28% of the respondents were professionals.
50 % of the respondents belonged to the income level
10,000-50,000 p.m.
68 % of the respondents had own house.
50% spent Rs 1,000 to 5,000 per month on Electricity.
54% of the respondents household had Inverter.

Findings

48% of the respondents believed that they have average

level of awareness.
46% of the respondents are willing to install solar power
system in the next 2 years.
Government subsidy is the highest ranked factor that
influenced customers in purchasing solar power system.
Higher initial cost is the highest ranked barrier in switching
to solar power.
Majority of the respondents believe that solar power
systems are eco friendly .
No relationship between income and level of awareness.
No relationship between educational qualification and level
of awareness
No relationship between occupation and level of awareness
No difference among male and female in the willingness to
buy solar power system.

Suggestions

Free demonstrations and stalls in local fairs to increase

awareness about the product and its usage.

Installation charges must be made lesser.

Consumers must be made aware of the subsidies provided

by the Government for domestic uses through:
Advertisements in national newspapers with government incentives
mentioned
Pamphlets to tap local audience

The solar power system should be made suitable for all

climates by increasing the storage power of solar cells.