LIGHTING DEVICES TEST RESULTS Ghana Results June 2009
Slide 2
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 2 Report Overview 1Lighting Africa Overview /
Market Intelligence Program 2Market Research Approach 3Lighting
Devices Testing: Setting the Scene 4Lighting Devices Tested 5How Do
We Assess Potential? 6Brief Country Overview 7Main Product Findings
By Country 8Recommendations By Country 9Executive Summary
Slide 3
LIGHTING AFRICA OVERVIEW / MARKET INTELLIGENCE PROGRAM
Slide 4
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 4 What is Lighting Africa? Lighting Africa is
a World Bank IFC initiative aimed at supporting the global lighting
industry to catalyze a robust market for off-grid lighting products
tailored to the needs of African consumers. The Programs mission is
to make affordable, environmentally sustainable, durable, and safe
lighting available to the masses, who currently depend on kerosene
lanterns and candles to satisfy their lighting needs.
Slide 5
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 5 How does Lighting Africa support the
development the lighting market? The Lighting Africa program is a
market-based approach, grounded in the recognition that: There is a
considerable commercial market opportunity and willingness to pay
for off-grid lighting, substantiated by annual expenditures on
kerosene amounting to $38 billion and $17 billion, globally and in
Sub- Saharan Africa, respectively Recent technological advancements
in lighting, particularly in the area of Light-Emitting Diodes
(LED), demonstrate increased promise to deliver affordable
technological solutions tailored to the African marketplace and
beyond The most expedient and sustainable way to bring affordable,
reliable lighting to Africa is by supporting the industry to design
and deliver an array of products tailored to the needs of African
consumers
Slide 6
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 6 How do we ensure Lighting Africa program
activities respond to industry need? All Lighting Africa program
activities are designed with and for the industry and other
stakeholders. Through ongoing consultation with a wide array of
stakeholders (including private companies, NGOs, financiers,
governments and other key players along the supply chain)
opportunities are identified where Lighting Africa can play an
appropriate role in accelerating the off-grid lighting market in
Africa.
Slide 7
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 7 Lighting Africa: Program Areas Policy:
Addressing policy and regulatory barriers Financing: Improving
access to finance along the distribution chain - for example
through partnership with financial institutions Product Quality
Assurance: Addressing issues of quality with lighting products to
help consumers make informed purchase decisions and prevent market
spoilage Business-to-Business Linkages: Creating opportunities for
different players along international supply chain to meet,
exchange information and create business partnerships Market
Intelligence: Collecting & disseminating key market information
to support successful market penetration Business Environment:
Facilitating market entry through the provision of relevant
information, such as country-specific policy and regulatory
information
Slide 8
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 8 What has the market research provided? Key
Market Information on consumer needs, preferences and finances. The
information has: Informed on the desired functionality and design
attributes of different types of lighting products within several
product classes (Torch, Floodlight, Task Light, Lantern, Spot
Light) Enabled the industry to overcome potential challenges that
are likely to accompany market entry in the African off-grid
lighting market Created a baseline to quantify the size of
potential market segments in volume and value terms
Slide 9
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 9 Lighting Africa: Why Market Research? While
anecdotal evidence shows a substantial opportunity in the off-grid
lighting market in Africa, much of the industry lacks the
information needed to develop and market products appropriate to
meet the needs of African consumers This is the result of a
premature and undeveloped market, but one with demonstrable
potential the fuel-based lighting market in Africa is currently
worth more than $17 billion per year yet is still largely
undefined, untapped, and unrealized In response to the industrys
call to provide greater comprehension to the scope of this emergent
market opportunity, Lighting Africa developed a Market Research
program
Slide 10
MARKET RESEARCH APPROACH
Slide 11
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA Research International: Background and Related
Experience The research was conducted by Research International
East Africa, a subsidiary of the global market research firm:
Research International is one of the world's largest custom market
research agencies, with offices in 50 countries worldwide and over
30 years of expertise.
Slide 12
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 12 Research Methodology Currently, the
Lighting Africa market research program covers 5 countries: Ghana,
Kenya, Zambia, Ethiopia and Tanzania Two key market segments:
households & micro-businesses in rural and urban areas The
market study involves studies of the market in Africa to provide
insights that form the basis for innovative product ideas; and is
comprised of three research methods: 1. An exploratory phase
involving a qualitative product testing element 2. A quantitative
Habits and Attitudes survey of the population 3. Quantitative
Lighting Devices Testing, using the proprietary eValuate TM
methodology, to quantify the acceptance and likely uptake of
existing, new and revised product ideas for the market in
Africa
Slide 13
LIGHTING DEVICES TESTING: SETTING THE SCENE
Slide 14
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 14 Lighting Devices Testing Context The
purpose of the lighting devices research is to: Assess consumer
acceptance and potential for each of the lighting devices tested
within the context of norms Prioritise and provide guidance as to
which products to take forward to the next stage of
development
Slide 15
HOW DO WE ASSESS POTENTIAL?
Slide 16
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 16 Sample structure Twenty interviews were
conducted per country Main purchasing decision makers were
interviewed both prior to use and after recall. Consumers also
filled out a questionnaire during usage of the test lights.
Interviews were conducted in peoples homes to ensure that
observations were made about the space lit and the kind of lighting
used Ghana LOCATIONLSMNO.OF INTERVIEWS Urban1-41-5 Urban5-106-10
Rural1-411-15 Rural5-1016-20
Slide 17
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 17 Is the idea genuinely new and unique? Is it
relevant to you?Is the idea clear to you?Do you find it exciting?
How often would you buy it? Do you believe it? Do you think it
would offer value for money? Do you actually like the idea? Key
Questions Asked To Qualitatively Evaluate Lighting Devices Would
you buy it? Supported by spontaneous likes and dislikes
Slide 18
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 18 Key qualitative questions Interviews
focused on answering these questions: Who is the consumer? Consumer
demographics and characteristics of households How does the
consumer use light? Current lighting habits, attitudes, preferences
and needs How do consumers perceive the products? Assessment of the
new products versus product characteristics, features, learning and
marketing approach What does the consumer want? Assessment of needs
for current lighting in and around the home Which products do
consumers prefer? Product preferences (performance and design
features) and developing a quality standard for lighting How much
is the consumer willing to pay? Consumer economics (intent and
capacity to pay for lighting)
Slide 19
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA What we know about successful product launches
is that there is a lot more at stake than merely identifying which
products should be launched versus which shouldnt. In predicting
the likelihood of a successful product launch we must also identify
key drivers that will ensure long term success Within developing
markets, measures of new product success are slightly different
from other parts of the world. In developing markets consumers have
little disposable income which means their behaviour with regards
to new purchases will be quite conservative they will not take
chances buying into new products if they are not sure whether the
product will work for them or not In order to predict the
likelihood of successful product launch, it is important to
understand 3 critical measures: the WHAT?, the WHY? and the WOW?.
These will be discussed in further detail in the next slides
Additional to these three measures, it must be kept in mind that
the cost of the new product, in this case the lighting device, will
undoubtedly remain a main driver in creating purchase intent
amongst consumers with low levels of disposable income Predicting
the likelihood of successful product launch 19
Slide 20
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA The WHAT? Test The WHAT test involves a check
of the consumers understanding of the various lighting devices
under consideration For the lighting devices to be successful in
the market, consumers need to be sure that the lighting devices:
Have a recognisable point of difference, i.e. that it is better
than what they are using currently or that it could impact and
improve their life in a significant manner Are understood it has to
be clear how the devices will work The product must have a
recognisable point of difference 20
Slide 21
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 21 The WHY? Test The WHY test involves a check
of the consumers need for the various lighting devices under
consideration For the lighting devices to be successful in the
market, consumers need to be convinced that they will be relevant
to their lifestyle If the lighting device is perceived to be
technologically too advanced or too difficult to operate, consumers
will feel alienated it will be perceived as a device for them- i.e.
those people who have more money, and not for me This point of
difference has to be perceived as a benefit
Slide 22
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 22 The WOW? Test The WOW test involves a check
of the consumers excitement for the various lighting devices under
consideration For the lighting devices to be successful in the
market, consumers need to be convinced that the devices will be
innovative and creative If the devices do not stand out from what
is in the market currently, they wont generate sufficient interest
from consumers to encourage purchase and substitution away from
other product types This benefit must be exciting enough to
overcome barriers to trial and usage
Slide 23
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA Traffic light rating system A traffic light
system has been used to report the overall rating provided by the
respondents for the features and characteristics of each of the
lighting devices: Overall, the respondents were positive about the
specific feature/characteristic + +/- Overall, the respondents were
positive about the specific feature/characteristic, however some
respondents had remarks that require attention - Overall, the
respondents were negative about the specific
feature/characteristic
Slide 24
BRIEF COUNTRY OVERVIEW Ghana
Slide 25
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 25 Brief Country Overview: Ghana Ghana
Interesting Facts: Ghana is well endowed with natural resources,
with gold and cocoa being its principal exports. The per capita
income of Ghana is twice that of the poorest West African country.
Stringent economic policies as well as high prices for gold and
cocoa have helped steady economic growth. Six out of ten Ghanaians
are employed in the agricultural sector.
Slide 26
ELECTRICITY
Slide 27
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 27 Suggestions for improvement- living
standards Supply of electricity Street lights Supply of water
Construction of gutters Sanitation Roads Youth development programs
Electricity (getting connected to the national grid) Light Better
housing Proper drainage Get personal meter, not shared Supply of
electricity is the main suggestion in improving living standards.
If we get electricity, we will be happy because we are in the dark
Male, rural, higher LSM SurroundingIn-home
Slide 28
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 28 Likes and dislikes of not having
electricity Not having electricity keeps me outdoors because there
is no music or movie for entertainment and also no fan to reduce
the heat in my room Male, urban, lower LSM We have to go to other
peoples homes to charge our mobile phones or to iron Male, rural,
higher LSM I cant sleep well because of the heat in the room
Female, rural, higher LSM Alternative lighting sources Likes of not
having electricity Dislikes of not having electricity Candles
Torchlight Kerosene lamp Lantern Generator Rechargeable light Power
surges destroy equipment Economical due to high electricity tariffs
Too much heat/no fan Cannot watch TV, listen to radio Cannot work
at home Food wastage (no refrigeration) No chilled drinking water
Cannot charge my mobile phone Cannot iron
Slide 29
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 29 Electricity connection usage &
attitudes Connection Likelihood Determinants of connection
Perceived Benefits of connection Barriers to connection 0-3 months
Money/finance Proximity to the national grid/electric poles Speed
of response by the Electricity Company of Ghana (ECG) Lighting
Entertainment Reading (for school going children) Refrigeration of
food Awareness of current happenings Cost of connection (to grid)
Cost of running Outstanding debts with the electricity company Slow
connection process/bureaucracy by ECG 3-6 months 6-12 months 12
months plus Not likely The key barriers to getting connected to
electricity are non affordability (either financial constraints or
outstanding debts) and the lack of prompt response by the
Electricity Company of Ghana (ECG). Ranging from = few respondents
to= many respondents
Slide 30
LIGHTING
Slide 31
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 31 Current lighting situation As I was saying,
the only source of lighting is the candle and the torch light. I
think it is crude, it is an obsolete system of lighting your house
male, urban, lower LSM Oh its deplorable, because at times with the
lantern I find it difficult to read female, urban, lower LSM Not
all that good, because my rechargeable lamp stay on for a few hours
then goes off, so most of the time I cannot do the things I would
like to do at night male, urban, lower LSM Its a simple method as I
said, l always put these candles on various places in the room
male, rural, higher LSM
Slide 32
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 32 Current Lighting Products Usage ProductUsed
CurrentlyMost Often UsedLeast Often Used Lapsed usage 1. Candles 2.
Firewood 3. Torch 4. Tin lamp (Bobo) 5. Kerosene Lamp 6.
OthersRechargeable lamp; Generator Rechargeable lampGenerator
Kerosene lamps, also referred to as lanterns locally, are the most
commonly used lighting products. Torches and candles are mostly
used as supplementary lighting devices. The use of the tin lamp and
firewood for lighting is quickly becoming obsolete due to the smoke
emitted and the health risks associated with them.
Slide 33
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 33 Summary of lighting products presently used
LIGHTING PRODUCTADVANTAGESDISADVANTAGES Kerosene lamp (including
tin lamp) Affordable Durable Safety as compared to candles Poor
eyesight and pain in the eyes Shell breaks easily Cleaning is time
consuming Emits heat Cannot use it to charge phone or listen to
radio Goes off when there is a draft Candles Can carry it anywhere
Easy to use Affordable Unsafe (can cause fires) Not durable Poor
eyesight Breathing problems Torch Affordable Can carry it anywhere
Easy to handle Delicate Other (Rechargeable light, Generator) Low
level of illumination Does not last Expensive Generator is costly
and produces fumes
Slide 34
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 34 Choice determinants & influencers of
current lighting product Cost/affordability Brightness/ lighting
need Durability Safety Prestige/ status Husband/Man Wife Children
(usage needs like reading) Parents Choice DeterminantsKey
Influencers In most cases the husband, who is the principal bread
winner decides which lighting product is used at home. Childrens
reading and homework are important choice determinants and most
parents buy at least one good quality lamp strictly for these
purposes. Safety has a lower priority compared to
affordability.
Slide 35
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 35 Current lighting products - bring it
alive
Slide 36
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 36 Current lighting products- different
settings and the torch light, I hang it in the kitchen when I want
to cook female, urban, lower LSM We use candles in the bathroom,
lamp in the bedroom and at times we use a candle in the kitchen
male, rural, upper LSM Lighting products generally have a set
position in each room, mainly being placed on table tops.
Slide 37
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 37 Product UsedOverall satisfactionSuggestions
for improvement Candle Replace with electricity Torch Use solar
energy instead of batteries Kerosene lamp Produce one that doesnt
generate heat Produce lantern thats charged with solar Reduce
electricity tariffs Electricity Company should help in a way of
providing poles and cables Other Rechargeable lamps Stronger and
more durable battery Very satisfiedNot satisfied Current Lighting
Products- satisfaction rating
Slide 38
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 38 Current lighting products ideal product
Powered by solar energy Self-designed Torch-like Silver-bowl design
with fluorescent bulbs Easy to use/ handle Solar with a slot to
power television and fan Uses batteries Circular Blue and white in
colour Bright Has an indicator to show when charging is complete
Lights a large surface Has many colours Most of the consumers
envision their ideal lighting product as one that uses solar energy
to recharge; this ideal light is designed with a notion of
cost-free running and thats how solar energy fits in. Generally, it
should be as bright as electricity light. Key features Ideal
product
Slide 39
MAIN PRODUCT FINDINGS
Slide 40
TM41
Slide 41
TEST PRODUCT EVALUATION Before Placement
Slide 42
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 42 Test product usage demonstration TM41
Slide 43
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 43 Overall evaluation Uniqueness Relevance
Excitement Clarity This product is very new and different to
consumers in this market. Similarly, the use of solar is a very
unique feature of this product as most consumers have never seen
solar operated devices before. It is also perceived to be very
relevant to the consumers lighting needs. Clarity and excitement
are rated highly as well. Test product evaluation none very
TM41
Slide 44
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 44 What comes to mind when you see this
product ? Test product association TM41 Perfection and brilliance I
feel I am on top of the world It uses solar power This is new and
splendid The first impressions of the product are very positive;
consumers see it as a brilliant and innovative idea that can
improve their social status within the community. Its something I
can boast of to my friends
Slide 45
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 45 1.Portability 2.Handling - easy to handle
3.Colours - black and white 4.Controls - simple 5.Design and shape
It is okay, it is easy to handle and portable so it is possible to
carry it anywhere female, urban, lower LSM The handling is good, it
is easily carried from place to place female, urban, lower LSM The
controls are easy and the black and white colour of the lamp is
good male, rural, higher LSM Its new, and different, and trendy
male, urban, lower LSM The colours are very harmonious and blend
perfectly female, urban, lower LSM The roundness of the light, the
square figure of the solar panel, its attractive female, urban,
lower LSM Test product evaluation likes TM41
Slide 46
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 46 1.Battery - big & heavy
2.Writing/labelling of constituent parts 3.Controls I like the
shape but it should be a little larger or bigger than the way it is
female, rural, higher LSM The writing I think should be written on
the charger and lamp to show which is which male, rural, higher LSM
I think the size of the battery is big and should be reduced male,
urban, lower LSM The controls are complicated, I cant easily
understand it unless someone explains it to me female, urban, lower
LSM The battery is what I think is big for the lamps male, urban,
lower LSM Test Product Evaluation Dislikes TM41
Slide 47
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 47 Feature Overall rating Comment ShapeSimple,
beautiful, attractive SizePortable, handy, manageable, but the
battery is too big DesignAttractive, alluring and eye catching
Handling/ controlsThe product is viewed as portable, however has no
handle ColoursThe colours are good, inviting, bright and attractive
Writing/ labellingAttractive but small Test product features
evaluation TM41 In general, the TM41 got a very positive assessment
for most of the product features especially in the aesthetic
qualities such as the shape, design and colours. Some of the
consumers interviewed however, felt that the battery was too big
and heavy consequently reducing portability of the product. On
functionality, the controls were perceived to be complex, and only
understood after the demonstration given by the interviewers. The
writings though considered attractive, were found to be too small
by some, especially those who could be having eye problems.
Slide 48
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 48 Test product characteristics Suggestions
for improvementSummary of satisfaction rating Include a handle/
lamp stand Reduce the size of the battery for portability Make the
writing bold/ legible Add a slot for TV charging Simplify the
controls Quality of service (lighting power) Reliability of
service- battery life/availability Uniqueness- new & different
A product for someone like me Ease of use Though the batteries are
considered as having a long battery life, the availability of
batteries is a cause for concern amongst the consumers, especially
because they have never encountered such a product. TM41
Slide 49
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 49 Overall evaluation Likelihood to purchase
Worth more than other products Approximate cost Most consumers are
very likely to purchase this product provided they can afford it.
They unanimously believe the product is worth much more than other
products in the market due to the unique solar charging system.
Purchase Intent & Price US$ 24.1 - 27.5 TM41
Slide 50
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 50 Test product summary before testing This
product made a very good first impression on the consumers. The
design of the lamps, the colours, the solar recharging aspect, the
slot for charging a radio, the brightness of the light, all these
unique attributes excited the respondents. In terms of aesthetic
features, the product was very well rated, that is, the shape,
design and colours. Though the product is perceived as very easy to
use, some respondents found the controls as rather complex, the
writings on the label were a little small, and the size of the
battery was too big and heavy. Some of the suggestions for
improvement include adding a handle/stand, simplifying controls,
making the writings on the label bolder, reducing the battery size
and adding a slot for powering the television and mobile phone.
TM41
Slide 51
TEST PRODUCT EVALUATION After Recall
Slide 52
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 52 The product received very good ratings both
before placement and after recall. The product is viewed as very
new and different, and was found relevant as the light it provided
was sufficient for their needs. Consumers are excited because of
the adequate light, the opportunity to listen to radio and the long
battery life. The consumers were also clear on what to expect from
the product especially after the demonstration from the
interviewers. Test product comparative evaluation EvaluationBefore
PlacementAfter Recall Uniqueness Relevance Excitement Clarity
TM41
Slide 53
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 53 FeatureratingComment Product uniqueness No,
I have never seen anything like this before. Some people came to
ask how I managed to get it and how they can get some male, rural,
higher LSM Lighting adequacy It gives adequate light like what
electricity does... male, rural, higher LSM Battery life The
battery is good, because when charged it lasts long female, rural,
higher LSM Ease of operation I did not have any difficulties at all
because you explained the charging process and how to use male,
rural, higher LSM Relevance Yeah, it was very relevant to my needs,
because when I charge it, it brightens my room well and at the same
time it lasts long male, urban, lower LSM Durability I would rate
it as very durable because the solar energy on the charger has no
effect on it male, urban, lower LSM Test product evaluation-
general characteristics TM41 None of the consumers interviewed had
seen such a lighting product before and they were generally very
impressed by it. The light produced by this product is bright and
adequate and was likened to that produced by electricity. The
product is generally easy to operate and most consumers feel it is
a product for someone like them as it is perceived to be trendy and
stylish while consumers feel they can identify with it.
Slide 54
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 54 Feature Rating before Rating after Comment
ShapeAppealing; fine and simple SizeCompact size; Size of the
battery is too big and heavy DesignGood, very attractive Ease of
handlingVery handy and you can carry it about, very easy to handle
ColoursVery attractive and enhancing; suitable Writing/
labelingClear; cool with me Test product features comparative
evaluation TM41 None of the consumers gave a negative evaluation of
the controls or the writings/labelling after placement, probably
due to the fact that they got accustomed to the controls and the
writings. The battery is however still perceived as too big and too
heavy.
Slide 55
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 55 1.Solar recharging 2.Brightness of light
3.Design 4.Colour 5.Radio charging aspect The light, it was very
brightit can last the whole night male, urban, lower LSM What I
like about the product is the head, it is very bright female,
urban, lower LSM It uses solar energy to charge female, rural,
higher LSM The bell-like shape of the lamps, and the silver and
black colour make it attractive male, urban, lower LSM I like the
mould, the shape, everything about it male, urban, lower LSM I like
the radio aspect connection male, rural, higher LSM Test product
evaluation Likes TM41
Slide 56
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 56 1.Battery life 2.No handle or stand 3.Size
of battery It did not last the way I thought it would male, rural,
higher LSM I like everything except that when it rains, I have to
take it down. male, rural, higher LSM The only thing I dislike
about the product is that it doesnt have anything to hang on, it
doesnt have a handle female, urban, lower LSM My problem is with
the size of the battery, I think it is heavy and big so it should
be reduced and made lighter male, urban, lower LSM Test product
evaluation Dislikes TM41 Suggestions for improvement: The solar
panel should be water proof so that I dont have to take it down
when it rains. In addition, should water pour on it accidentally,
it will not be affected. Reduce the battery size to make it lighter
to carry. Make the controls simpler and sensitive to touch to ease
operating of the product. Add a handle so that it can be easily
carried as well as a stand on which the solar panel can be placed.
Add a slot for charging mobile phones and television.
Slide 57
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 57 Test product evaluation product usage TM41
Of course I would use it because it is economical.and it would
provide light for me at night male, urban, lower LSM I would use it
in the sitting room because I cannot move it around female, rural,
higher LSM It wasnt that hard to use, neither was it too easy
female, rural, higher LSM Every area of my room, every corner,
because it produced adequate lighting male, rural, higher LSM The
product is generally very well understood and simple in terms of
usage. After using the product for a few days, all respondents
could envision themselves using the product in the future in
different settings: the bedroom, living room, kitchen and others in
every corner of their homes including the veranda.
Slide 58
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 58 The likelihood to purchase this product
both before and after placement is very high among consumers. After
recall, the price of the product is considered to be much higher
than that of other products. Test product evaluation pricing &
purchase intent FeatureBefore PlacementAfter Recall Likelihood to
purchase Worth more than other products TM41
Slide 59
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 59 Test product pricing scenarios TM41 Pricing
Scenarios Amount US$ ResponseReasons Willingness to pay more than
was willing to pay before placement 24.1 - 27.5 No because of
financial constraints Yes, Ive tried it, I know what to expect,
easy to use Willingness to purchase at the RRP63.6 No, because of
financial constraints Willingness to purchase if financing is
available to offset part of purchase and maintenance cost Financing
makes it easier on the consumers budget Reactions were mixed as to
how much consumers were willing to pay for the product; most
consumers felt the products recommended retail price was too high
and they could not afford it despite the high rating of the
product, i.e. they agree it is worth that price, they just cant
afford it A good number were comfortable with the price and were
willing to pay more than they had quoted before testing With the
option of financing, most consumers who could not afford the
product were willing to purchase it at the recommended retail price
under the perception that it would be manageable
Slide 60
KO 13
Slide 61
TEST PRODUCT EVALUATION Before Placement
Slide 62
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 62 Test product usage demonstration KO 13
Slide 63
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 63 Overall evaluation Uniqueness Relevance
Excitement Clarity The product is not entirely unique to the
consumers as most have seen similar products that have different
features such as size or design. The main difference being that the
other products use battery and are not solar charged. Otherwise,
consumers are very excited about the product, they are clear on
what to expect and are convinced the product will directly and
positively impact their lighting situation Test product evaluation
Not at allvery KO 13
Slide 64
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 64 What comes to mind when you see this
product ? The cords and switches make me feel like I am using
electricity Test product association KO 13 Excitement! I think of
light! The first impression of the product is very positive;
consumers automatically see it as a solution to their current
lighting situation even before using the product. The product is
exciting and they immediately compare it to electricity supply. Its
good, it looks solid, durable Exciting but battery looks like a
radio set An opportunity to read my book Electricity!
Slide 65
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 65 1.Flexibility of lamp 2.Portability
3.Brightness of the light 4.Ease of use 5.Colour 6.Fashionable
because it is very flexible you can turn it at any angle you want
female, urban, lower LSM it is portable, simple to handle and the
colours are very attractive female, rural, higher LSM I like it
because it has 2 illuminating bulbs you can just twist and turn to
the direction you want male, rural, higher LSM From what I can see,
I would say yes because even though it is small it produces a good
amount of light male, urban, lower LSM I like fashion and this is a
fashionable lighting product so we match perfectly male, urban,
lower LSM Test product evaluation likes KO 13
Slide 66
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 66 1.Lack of a handle/ stand 2.Solar panel-
fragile and exposed to theft 3.Solar panel- too big 4.Battery
availability 5.Long cords & huge battery 6.Product too small It
has no hanger to hook it on the walland if it can be made to stand
on its own without any support I think that will be good female
rural Maybe if you have children and they are very stubborn, they
can break it and spoil it. not everybody has time to stay in the
house to charge it female urban I think I will prefer the battery
to be inserted into the cords or to the wires connecting the bulb
so that it will be something small and portable female rural I
would like the light to be a bit bigger so that it can even be
placed outside or be used to illuminate the whole household well
male urban Its solar panel is too big male rural Test product
evaluation Dislikes KO 13
Slide 67
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 67 Feature Overall rating Comment
ShapeFlexible for convenience during use SizeSmall but the light is
bright enough DesignVery unique and fashionable Handling/
controlsGood but lacks a convenient handle ColoursSuitable to the
product Writing/ labelingClear and legible except for the Chinese
Test product features evaluation KO 13 Overall the product features
are highly accepted; consumers perceive them as functional features
that add value for money to the product. The lack of a stand or
handle is however a problem, most consumers found it inconvenient
to carry the product around as they use it and would recommend that
the product hangs or stands on its own during use. The writing and
labeling also scores slightly less due to the use of Chinese
language which is not only not understood by most consumers but
also depicts cheapness and low quality.
Slide 68
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 68 Test product characteristics Suggestions
for improvementSummary of satisfaction rating Include a stand or
hanger Make the cords and battery more compact The solar panel
should be less exposed to damage Battery availability to be ensured
Quality of service (lighting power) Reliability of service- battery
life/availability Uniqueness- new & different A product for
someone like me Ease of use The product is well received with
improvements suggested mainly on the product characteristics that
would improve overall functionality. Improvement is emphasized in
providing a stand, hook or handle that enable more convenient
handling of the product during use. Security of the product during
the charging process is also of immediate concern at this stage. KO
13
Slide 69
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 69 Overall evaluation Likelihood to purchase
Worth more than other products Perceived price The product records
a high purchase intent and is perceived to be worth more than other
lighting products previously known to consumers despite
similarities with some. Purchase intent stage could be linked to
perceptions on quality, value for money and the relevance and
excitement that consumers derive from the product. Most consumers
perceive the product price to be lower than the actual value.
Purchase Intent & Price US$ 10.3 20.7 KO 13
Slide 70
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 70 Test product summary before testing The
product is regarded mainly as a reading light for school going
children and adults reading before bed-time. Consumers base this
perception on the brightness of the products light despite being
very small in size. The product is designed to sit on a table or
desk and is convenient by the bedside or on a stool. It is
therefore viewed by consumers as a product to be used more for
reading than for other purposes although it is not limited to only
this. Availability of the battery in the local market is a cause of
concern to most consumers. They anticipate difficulty in finding
the battery within their convenient vicinity after purchasing the
product. The product is not the first in consumers knowledge and
most say they have seen similar products in the local market before
with the main difference being the charging system. Overall,
acceptance is high before product testing and consumers do not
state any significant barriers to purchase at this point except for
the lack of a convenient product handle. KO 13
Slide 71
TEST PRODUCT EVALUATION After Recall
Slide 72
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 72 Ratings after product testing remained the
same as before placement. The product rates lower in uniqueness
than the other attributes. On relevance, consumers focus mainly on
the lighting brightness and the zero cost of running when solar is
used for charging. Excitement is derived from the product features
that are new to consumers while clarity is based on the ease with
which the product can be operated. Test product comparative
evaluation EvaluationBefore placementAfter recall Uniqueness
Relevance Excitement Clarity KO 13
Slide 73
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 73 FeatureRatingComment Product uniqueness It
is not very new and different because there are some in the market
which are similar I think male rural Lighting adequacy I even wish
you dont take it away from me because I now feel like I am
connected to electricity male urban Battery The battery is too
heavythey should make the battery in such a way that it lasts
longerbatteries are not available in the market female urban Ease
of operation it was easy.because it is very easy to operate and it
is very bright female urban Relevance My children were also able to
read their books; I will buy one for them to use and will also use
one to read my newspaper male rural Durability It is a long lasting
product so long as you take care of it female urban Test product
evaluation- general characteristics KO 13 Most consumers would
prefer that the product has a stand or a hook so that it does not
need to be hand-held during usage. The power cords are seen to
interfere with convenient product portability despite being long
enough to allow for product usage. A more compact wiring system is
desired. Fewer consumers preferred bigger lighting bulbs while
others prefer that the whole lamp is a little bigger. Issues around
the battery were the strongest, battery availability, battery life,
size and weight all received negative reactions after product
testing.
Slide 74
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 74 Feature rating before rating after Comment
ShapeAttractive design and shape SizeSome would prefer the product
size to be bigger DesignVery flexible, allows lighting bulbs to
face two directions Handling/ controls Lack of a stand/ hook makes
it difficult to operate ColoursMixed reactions on colour, some
liked, others did not LabelingSimple and easy to read Test product
features comparative evaluation KO 13 After testing the product,
some consumers still felt the need to have a stand for the product
that could enable free standing of the product to increase
convenience during use. Reactions were mixed on both colour and
size of the product. Some consumers prefer either a bigger bulb or
more light while others preferred different colours on the product.
Overall product features still rate very highly and there are no
features that received very negative feedback after testing the
product. flexibility of the lamp head remains top on the list of
positive features amongst most consumers.
Slide 75
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 75 1.Low running costs 2.Flexibility of the
lamp head 3.Brightness of light 4.Product design and shape I like
the simplicity of the product and the fact that I dont need to buy
any fuel like kerosene male rural I like the shape and the design
and everything about it male rural Because they are nice,
attractive and easy to use, they give quite an amount of lighting
and two people can use it to do two different things altogether
female rural Test product evaluation likes KO 13
Slide 76
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 76 1.Lack of a handle 2.Colour The
handle/stand is my only problem, if only they can put a hook or a
handle male, rural, lower LSM I hate the colour, it is too dull for
me..female, urban, lower LSM Orange and silver are my favourite
colours female, rural, higher LSM Test product evaluation dislikes
& suggestions for improvement KO 13 Suggestions for
improvement: A stand for the lamp so that it may be placed on a
table or flat surface to improve convenience A bigger lamp head to
increase brightness The size is OK but if the lamp was a little
bigger, I think it would do. So that it would illuminate the place
more male, urban, lower LSM Generally this lamp is liked as it is,
both before and after testing apart from the areas afore-
mentioned
Slide 77
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 77 Test product evaluation product usage This
product is mainly regarded as a reading light because of its bright
light and how it sits well on a reading table or on a stool next to
the couch. Consumers will however, use the light for all purposes
in the home and in all settings including the bedroom, living room
and kitchen. Some consumers believe that the use of this light
would improve their status and therefore prefer to use where
friends and neighbours would notice. KO 13 In my bedroom and the
hallway because it has long ropes (Connection wires) I can hang it
at the top and people might think I am connected to electricity
male rural, higher LSM In the bedroom, in the hall and in the
kitchen, because that is where the light is mostly needed male,
rural, higher LSM
Slide 78
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 78 The product still has a high purchase
intent after testing. Consumers actually perceive the product to be
worth more than other products and this rating goes up after
testing it. Test product evaluation purchase intent FeatureBefore
placementAfter recall Likelihood to purchase Worth more than other
products KO 13
Slide 79
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 79 Test product pricing scenarios Pricing
ScenariosAmount US$ ResponseComments Willingness to pay more than
was willing before placement 10.3 20.7 Worth more than previously
perceived Willingness to purchase at the RRP41.9 Consumers believe
it is worth this amount Willingness to purchase if financing is
available to offset part of purchase and maintenance cost Consumers
will be able to afford it with financing Willingness to purchase
without solar panel (KO13/ HI65 only ) 20.9 The solar panel is the
selling point; buying without it implies incurring running costs
Willingness to purchase solar panel separately On condition that
they initially buy the device without the solar panel which is
unlikely Purchase price (without solar panel) with monthly AC
running cost 23.1 Monthly costs are avoided as consumers cannot
afford this KO 13 The main usage driver for this product is the
zero running costs when solar energy is used. Consumers are
therefore willing to make the initial purchase at the recommended
retail price with the hope that in the long-run they will save
costs in using the device and consequently improve from the current
kerosene or battery torch expenses. Based on this, consumers would
rather buy the device with the solar panel, buying without the
solar panel is the last option.
Slide 80
UR 83
Slide 81
TEST PRODUCT EVALUATION Before Placement
Slide 82
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 82 Test product usage demonstration UR 83
Slide 83
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 83 Overall evaluation Uniqueness Relevance
Excitement Clarity The product is not entirely unique to the
consumers as most have seen similar products that have different
features such as colour, size or design. The main difference with
products already experienced by consumers is that they use
batteries and are not solar charged. Test product evaluation UR 83
none very
Slide 84
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 84 What comes to mind when you see this
product ? Test product association UR 83 When I first saw it I
thought it was a camera but now I know its a light It has a nice
shape designed to be easily carried around It looks like a camera
and it is easy to handle It is very attractive, exquisite Overall,
the product is associated with prestige like that of a camera;
consumers are initially more attracted to the physical features of
the product than they are to its perceived functionality. They see
it as a trendy option to their current lighting products.
Slide 85
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 85 1.Portability & size 2.Solar charging
3.Flexibility on light intensity 4.Compact and easy to operate
Because of the way I would charge it, I would not go to use
electricity, I will just put it under the sun and it would charge
by itself female urban Well, it is very mobile you can use it
anywhere, put it in your bag during travel male urban The size is
very good at least you can just put it in your pocket or bag and
off you go female urban I like it for the fact that you can carry
it around, it is very portable and very sizeable as my good friend
will say, bombastic male rural Because I can adjust the light
intensity as I want, dim or bright female rural It is easy to
use..it is very easy to use female rural Test product evaluation
likes UR 83
Slide 86
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 86 1.Labelling & writings 2.Weight- a
little too heavy 3.Battery availability The colours used for the
writings are not legible unlike if they were something like black
or white. That is what I dislike about it male, rural I think it is
too heavy, they should work on it to make it a bit lighter female,
rural For instance, when the battery gets weak or something happens
to it, getting a replacement would be a problem and therefore the
cost would be higher male, urban Test product evaluation Dislikes
UR 83
Slide 87
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 87 FeatureOverall rating Comment ShapeVery
trendy and cute SizeVery portable, good for travel DesignVery
unique and fashionable Handling/controlsCan be used even by my
grandmother ColoursVery eye catching Writing/ labelingNot easily
legible from a distance Test product features evaluation UR 83 This
product is highly accepted mainly because of its aesthetic feature
as well as its portability and ease of use. Most of its features
are linked to these 3 main benefits. Consumers also appreciate the
cost free maintenance on this product. While they may have seen
similar products, they have not seen one that is solar charged and
that would not require any maintenance fee such as electricity or
non- rechargeable batteries. Labeling is however a problem as some
consumers feel that the product is not easily legible from a
distance being that the writing is engraved in the same colour as
the product.
Slide 88
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 88 Test product characteristics UR 83
Suggestions for improvementSummary of satisfaction rating Move
lighting bulb to the top where the strap is Bigger rectangular bulb
for brighter light Quality of service (lighting power) Reliability
of service- battery life/availability Uniqueness - new &
different A product for someone like me Ease of use Consumers
suggested an adjustment on both size and position of the lighting
bulb; this can be linked to them perceiving the lighting intensity
not strong enough and therefore looking for ways to increase
it.
Slide 89
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 89 Overall evaluation Likelihood to purchase
Worth more than other products Perceived price Purchase intent is
very high before product placement as most consumers perceive the
product as highly relevant to their lighting need which is better
lighting quality at an affordable cost. The product is perceived to
be worth more than the products currently at the consumers
disposal. UR 83 Purchase Intent & Price US$ 10.3-17.2
Slide 90
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 90 Test product summary before testing The
product is well received by consumers but based mainly on its
aesthetic features such as beautiful design and colour rather than
on functionality such as lighting intensity. Its portability is
however the main selling point. Consumers do not find the product
completely new to them as they have seen similar products with
different features in the market; however, the solar charging
system is completely new to the consumers and forms a strong basis
for purchase intent as they are looking at the long-term benefits
of using a product that is maintenance cost-free. Of major concern
is the availability of spare batteries in the market, their cost
and how this would affect the long-term overall cost of the
product. UR 83
Slide 91
TEST PRODUCT EVALUATION After Recall
Slide 92
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 92 Consumers confirm products lack of
uniqueness after testing it and confirm also that the only
difference is the solar charging, a feature that the other products
do not have. Excitement, relevance and clarity remain high after
testing and consumers still believe the product would meet their
lighting needs. UR 83 Test product comparative evaluation
EvaluationBefore placementAfter recall Uniqueness Relevance
Excitement Clarity
Slide 93
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 93 FeatureratingComment Product uniqueness Yes
I have seen many, mostly the Chinese made male urban Lighting
adequacy When I charged it, it became bright and illuminated every
corner of the room female urban Battery life Oh this one lights
only for a short while then it goes off.. the light exhausted the
battery; I would say that it is power consuming male urban Ease of
operation It is very easy to use male, urban Relevance It is a
relief to our lighting problem, it is also very easy to operate
male, rural Durability It is durable since it would not break when
it falls male, rural Overall opinion When I used it, the light was
good, I enjoyed it and it was very strong with its high voltageit
is a very good quality product male, urban UR 83 Test product
evaluation- general characteristics Uniqueness and battery
life/availability received mixed responses from consumers: some
were familiar with similar products and others felt the battery
wasnt powerful enough to illuminate the lamp for long. They feared
that battery replacement would pose a problem. Overall, consumers
mainly concentrated on the products ability to meet their current
lighting needs. The few negative product characteristics stated
were not barriers to purchase.
Slide 94
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 94 FeaturebeforeafterComment ShapeShape is
good because it resembles a camera SizeOn one hand, they like the
small portable size, on the other, they feel a bigger size would
increase light intensity DesignVery trendy, very friendly to users
Handling/ controls Product is a bit too heavy especially for kids
ColoursThe yellow and orange look very much like a toy Writing/
labelingColours on the label are similar to those of the product so
not legible Test product features comparative evaluation UR 83 Some
consumers felt the size of the product was not big enough to
produce adequate lighting and therefore proposed either a bigger
product or bigger bulbs to increase light intensity. This was
deduced from the product not producing enough lighting and
therefore light intensity maybe the problems and not necessarily
the size of the product. Other consumers felt the product looked
like a toy because of the yellow and red colours. They felt this
did not depict quality and durability. Most consumers felt the
colours were warm, trendy and prestigious as they would be compared
to more expensive gadgets like cameras.
Slide 95
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 95 1.Portability 2.Flexibility with lighting
intensity 3.No heat produced 4.Design 5.Cheaper to maintain As a
matter of fact, from the beginning I preferred the RY 04 but I
realized that with this even when I go to the village I would
always have the solar panel on me male urban The way it is switched
on and off, it can be adjusted to high, medium and low female rural
Well we have the medium, lower and the higher so I can adjust it
how I want male urban I dont like heat and this light does not
produce heat female urban You can carry it around, its portable,
trendy, fashionable, excellent male rural When I use a lantern, I
buy kerosene but using UR83 does not require this, it only requires
solar to charge female rural Test product evaluation Likes UR
83
Slide 96
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 96 1.Security 2.Colour 3.Too heavy for kids
4.Labelling not legible Yellow and red colours are toy-like, I
think they should improve on the colours male, urban I was afraid
someone would come and steal it while charging because I cannot
stand there watching it, maybe if the cables were longer, I would
connect it to the light in the room and put the panel on the roof
so that nobody would know that I am charging something.I cant be
standing in the sun watching. It should be charging as I do other
things male urban Test product evaluation dislikes &
suggestions for improvement UR 83 Suggestions for improvement:
Overall brighter light but maintaining the intensity options by
maybe making the bulb or the lamp as a whole bigger. Increase the
length of the cable to the solar panel so that while charging, the
light would be in the room and the solar panel remains outside to
reduce risk of theft. Make it easy to access spare batteries in the
market. Change the handle to the top where the strap is so that it
can be used in a similar way as a battery torch light.
Slide 97
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 97 Test product evaluation product usage UR 83
Most consumers concur that the product is very easy to use. It can
be used everywhere and in different settings of the home i.e.
bedroom, kitchen and living room. The size goes along way to
improve its future purchase intent because it is small and
portable. Overall, the product is very relevant to the consumers
even though it does not seem to completely replace their current
lighting products but works more as a supplement. I use it in the
bedroom.because of the brightness and also because it does not
produce heat female rural Yes, I would use it whenever I find
myself in darkness.wherever I dont have any source of lighting male
urban My bedroom, kitchen and living room because it is portable
and can be easily carried everywhere male rural
Slide 98
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 98 The product is still perceived to be worth
more than similar products because of the low maintenance costs
related to solar charging. However, the purchase intent -though
still high has slightly decreased as consumers feel that there are
certain risks involved in buying the product. Perceived risks
involved are exposure to theft while charging and the presumed
unavailability of spare batteries in the market. UR 83 Test product
evaluation pricing & purchase intent FeatureBefore
placementAfter recall Likelihood to purchase Worth more than other
products
Slide 99
HI 65
Slide 100
TEST PRODUCT EVALUATION Before Placement
Slide 101
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 101 Test product usage demonstration HI
65
Slide 102
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 102 Overall evaluation Uniqueness Relevance
Excitement Clarity This design of the product is very new and
unique because its features have never been seen before even though
consumers may have seen similar concepts in the local market. The
excitement about it is due to the solar charging system and because
it is brighter than currently used products. Test product
evaluation nonevery HI 65
Slide 103
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 103 What comes to mind when you see this
product ? Test product association Its a lighting product which I
would like to use in the future I can take it along with me
anywhere I am going I feel we are making head way as far as
lighting is concerned It is very nice, more people will be willing
to buy it HI 65 Shock because I wonder how they can come up with
such a lighting product which only uses solar It is like light from
electricity Consumers thought the product was very innovative and
unique. Their first impression was excitement and motivation to
trial. Other consumers felt the product was a good solution to
their current lighting problems.
Slide 104
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 104 1.Portability 2.Affordability 3.Ease of
regulating Its movable, just like a torch light male, urban, lower
LSM The solar panel.getting sunlight is easy so I prefer it to be
my source of energy, you dont have to buy batteries male, rural,
higher LSM Ease of regulating it, putting it on and off and ease of
recharging male, urban, lower LSM I like the way it lights, the way
it shines female, urban, lower LSM Test product evaluation likes HI
65
Slide 105
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 105 1.Size and intensity of light 2.Not bright
enough 3.Charging system is time-consuming What I dont really like
about this product is where the light is, it should have been a
little bigger, its too small male, rural, higher LSM It should
light brighter than this, it is not bright enough for my liking
male, urban, lower LSM The solar charging system, Im not always in
the house to charge it male, rural, higher LSM It cannot power a TV
male, urban, lower LSM Test product evaluation Dislikes HI 65
Slide 106
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 106 Feature Overall rating Comment ShapeTrendy
SizeEasy to handle though should be bigger and brighter DesignGood
looking, especially the flexible cord connecting the bulbs to the
base Handling/ controls Easy to handle ColoursBright and
attractive, catching Writing/ labellingClear, legible, attractive
Test product features evaluation HI 65 The product received a high
rating in all of the features except in size. Most consumers
thought the lamp is conveniently small and easy to carry around, a
few differed as they felt the size of the bulb area is too small
making the light dim. Overall, the product features were perceived
to improve functionality; convenience was the key benefit with this
product, consumers felt that all features were leading to the
product being convenient and easy to use. The product is considered
trendy, it improves consumers social status which is important to
them and as most cannot afford electricity, this is the closest
they get.
Slide 107
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 107 Test product characteristics Suggestions
for improvementSummary of satisfaction rating Increase the size of
the bulbs, and thus increase the amount of light Put a protector
around the bulbs to prevent them from breakage Introduce an
electricity charging system, not only solar Should have a handle
Quality of service (lighting power) Reliability of service- battery
life/availability Uniqueness- new & different A product for
someone like me Ease of use The product is not entirely new, as
there are similar ones available in the market. It is however
different in terms of the solar recharging system. The availability
of batteries is a concern among consumers should the need arise to
replace them. HI 65
Slide 108
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 108 Overall evaluation Likelihood to purchase
Worth more than other products Approximate cost Most of the
consumers are very likely to purchase this product. The product is
seen to be worth much more than other products because it provides
more light than the ones currently available, and because of the
way it is charged, using solar energy. Purchase Intent & Price
US$ 6.9 - 10.3 HI 65
Slide 109
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 109 Test product summary before testing Even
though similar lighting devices are already existing, the HI65 was
seen to have an innovative design and the solar charging system was
also unique. Overall it was perceived as catchy, attractive and
trendy. However, the size of the product, especially of the bulbs
was a point of contention with a section of consumers seeing it as
rather small and thus producing inadequate light. As much as
consumers appreciate the advantages of a solar charging system,
most do not like the idea of sitting by the solar panel for long
hours during recharge to guard it from theft. Other consumers feel
this device does not produce a very strong light, therefore
limiting its usage. However, this was entirely judged by the size
of the product rather than the actual light intensity and was also
in comparison to electricity. The likelihood to purchase is
nevertheless very high for this product. HI 65
Slide 110
TEST PRODUCT EVALUATION After Recall
Slide 111
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 111 The ratings of this product went up after
testing, consumers thought the product had very unique features.
After using the product excitement rose equally high as the
consumers tied in the relevance of the product to their lighting
needs and the social status that came with using the product.
Overall, the product benefits are very clear and the consumers find
it very easy to operate. Test product comparative evaluation
EvaluationBefore PlacementAfter Recall Uniqueness Relevance
Excitement Clarity HI 65
Slide 112
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 112 FeatureratingComment Product uniqueness
Yes, I have seen it In the market but without the solar male,
urban, lower LSM Lighting adequacy Just for reading and nothing
more male, rural, higher LSM Battery life It doesnt last long,
between 6-8 hours male, urban, lower LSM Ease of operation No
difficulty at all male, urban, lower LSM Relevance Yes because I
love to read at night. Its good for people without electricity
connection like myself male, urban, lower LSM Durability Its
durable, if they can maintain the batteries very well male, rural,
higher LSM Test product evaluation- general characteristics HI 65
Building on each product feature, consumers could identify with
this concept from products previously seen in the market, however,
they still thought the product features and the solar charging
aspect were very unique. Even though some consumers found the
lighting sufficient for their needs, some only found it sufficient
as a reading light. Most of the consumers found the battery life
too short with the longest period quoted being a day. The product
is however very easy to operate as nobody experienced any
difficulties.
Slide 113
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 113 FeatureBeforeAfterComment Shape It is a
fascinating shape Size Is too small, should be a little bigger
Design It is attractive and very useful Handling/ controls It is
easy to use Colours Has an appealing orange colour Writing/
labelling Very eye-catching and legible Test product features
comparative evaluation HI 65 The overall rating of the features
remained the same both before placement and after recall; the
product features remain highly likeable by most consumers and the
only question remains on the overall size of the product. Some of
the adjectives used in describing the features include: attractive,
fascinating, eye- catching, good, appealing, and artistic.
Slide 114
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 114 1.Handy 2.Design 3.Portability 4.Solar
energy It is so handy, I manipulated it without any difficulties
male, urban, lower LSM I like how you are able to twist it and it
does not take too long to charge female, urban, lower LSM How they
made the shape which can turn everywhere male, rural, higher LSM
How the design is simple and can be carried to any place male,
rural, higher LSM Its portability male, urban, lower LSM Its solar
panels for charging the battery male, rural, higher LSM Test
product evaluation - Likes HI 65
Slide 115
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 115 1.Size 2.Brightness 3.Durability 4.Limited
coverage 5.Recharge duration Its too small male, rural, higher LSM
It is the lighting system, I am advising that if it can be, it
should be a little bigger male, urban, lower LSM It does not last
for long male, rural, higher LSM The light doesnt cover a big area,
just a small portion of my room male, urban, lower LSM Test product
evaluation dislikes & suggestions for improvements HI 65
Suggestions for improvements: Increase the size of the bulbs and
the device in general as it is perceived to directly affect both
brightness and area covered by the light. Provide an option for
recharging with electricity as there is not always time to use the
solar method. Add a handle to enhance portability.
Slide 116
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 116 Test product evaluation product usage I
think it would be placed in my kitchen because it is small and can
brighten the place better female, urban, lower LSM I would always
like to flex and impress people all the time with what I have, so
this being a new product, I know people would acknowledge me for
using such a product female, urban, lower LSM Yes I would use it
because it would encourage me to read more at night male, rural,
higher LSM I dont often read, and I only use this light when I want
to read so I dont think its for someone like me male, urban, lower
LSM The product was easily understood by consumers and they found
it easy to use. Most of them are likely to use this product in the
future and especially in the bedroom and living room. Other
settings mentioned were in the hall, in the kitchen, or even
everywhere due to its portability. The product is however also
perceived as a unique product for reading, and thus those who dont
read often feel that it is not a product for them HI 65
Slide 117
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 117 The likelihood to purchase the device is
less after recall because some consumers were not satisfied with
the intensity of the brightness, the size of the device, and the
battery life. It is still considered to be worth much more than
other products especially because of the solar charging aspect.
Test product evaluation pricing & purchase intent FeatureBefore
PlacementAfter Recall Likelihood to purchase Worth more than other
products HI 65
Slide 118
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 118 Test product pricing scenarios Pricing
ScenariosAmount US$ ResponseComment Willingness to pay more than
perceived price mentioned before placement 6.9 - 10.3 Not willing
because their expectations were not met, they were not satisfied
with the size and illumination Willingness to purchase at the
RRP18.4 Most are not willing as it is perceived as expensive US$
10.3 was proposed by several people Willingness to purchase if
financing is available to offset part of purchase and maintenance
cost This would be easier on their budget Willingness to purchase
without solar panel (KO13/ HI65 only ) 11.6 Are mainly interested
in the solar energy and therefore find this option uneconomical
Willingness to purchase solar panel separately Are willing as it is
an economic method of recharging Purchase price (without solar
panel) with monthly AC running cost 19.5 Respondents want to avoid
running costs and electricity is not easily accessible to them HI
65 Most respondents were not willing to pay more than they had
mentioned before placement as they were not fully satisfied with
the brightness and the size of the product. Consumers feel that
they have to invest in other lighting sources along with this
device as it cannot function as a primary source of lighting.
Consumers are mainly keen on the benefits of solar energy and are
therefore not interested in buying the product without the solar
panel.
Slide 119
RY 04
Slide 120
TEST PRODUCT EVALUATION Before Placement
Slide 121
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 121 Test product usage demonstration RY
04
Slide 122
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 122 Overall evaluation Uniqueness Relevance
Excitement Clarity RY04 is not entirely unique and different
because consumers have come across similar products in the market.
It is equally not very relevant especially because the consumers do
not have electricity to recharge it. The excitement is also not too
high as there are similar products in the market. The clarity
however received a high evaluation as they have encountered similar
products before and are aware of their usage. Test Product
evaluation nonevery RY 04
Slide 123
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 123 What comes to mind when you see this
product ? Test product association RY 04 It appears to me like the
normal torch light Does not use batteries Its a new thing I think
it would be good, a quality light This idea is not entirely new to
them as they compare it to similar products available in the
market. However there are some unique features especially the
recharging aspect and the quality of light. This one is four
square, the others are rounded Its new so it will work
Slide 124
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 124 1.Portability 2.Design 3.Shape 4.Colour
5.Switch button 6.Easy to use It is easy to handle female, urban,
lower LSM I like its portability male, rural, higher LSM I like the
shape, colour and the design, it is a nice square female, rural,
higher LSM I like the switch on button and how it is shaped female,
rural, higher LSM I like the design of RY04 because it is simple
and easy to use male, rural, higher LSM Test product evaluation
likes RY 04
Slide 125
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 125 1.Electricity charging system 2.Size of
head and length of handle 3.Writing in Chinese The Chinese writing
on it male, rural, higher LSM I dont like the electricity charging
system, I cant read the writing, it should be in English male,
rural, higher LSM I dont have access to electricity, that is the
problem, and if they can design it like TM41, that anytime you want
to charge it, you can use the solar male, rural, higher LSM I dont
have electricity to charge it male, urban, lower LSM The head is
too big and the handle is too long male, urban, lower LSM Test
product evaluation Dislikes RY 04
Slide 126
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 126 FeatureOverall rating Comment ShapeSimple,
attractive, easy to carry SizeSuggestions to reduce its size to
increase portability DesignAttractive, similar to those in the
market Handling/ControlsPortable; easy to handle ColoursAttractive
Writing/ labellingThough bold and visible, the Chinese is
irrelevant Test product features evaluation RY 04 The features of
the product were accorded good ratings. The device rated highly in
both the aesthetic features such as shape, design and colour, and
the functional features. Even though the concept of this product
exists in the market, there is uniqueness in the features of this
particular device. The size is generally acceptable to most of the
consumers, however some of them would prefer a smaller size to
enhance portability. The writings are bold and clearly written
however they are not understandable as they are in Chinese.
Slide 127
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 127 Test Product characteristics Suggestions
for improvementSummary of satisfaction rating Translate the Chinese
writing into English Replace the electric charging system with
solar charging system Reduce the size of the head and the length of
the handle It should use ordinary batteries Quality of service
(lighting power) Reliability of service- battery life/availability
Uniqueness- new & different A product for someone like me Ease
of use Though the product is perceived to have long battery life,
consumers feel the batteries may not be easy to access. Though it
has some unique features, it is not entirely new as there are
similar products available in the market. As it requires
electricity to recharge, some consumers do not see it as a product
for someone like me. RY 04
Slide 128
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 128 Overall evaluation Likelihood to purchase
Worth more than other products Approximate cost Consumers are very
likely to purchase this product because it is rechargeable and
because of the brightness. It is also seen as worth more than other
products for the same reasons. Purchase Intent & Price US$ 1.4
2.8 RY 04
Slide 129
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 129 Test product summary before testing RY 04
Despite being similar to other products in the market, there was
some excitement over the product as it lights brightly and its
aesthetic features such as the shape and colours are unique and
attractive. The product however is not very relevant to those who
have no access to electricity as they cannot recharge it. The
battery availability is also a cause for concern among the
consumers. Nevertheless, this product is perceived to be worth more
than other products in the market due to the brightness of the
light and the long battery life and most of the consumers
interviewed are very likely to purchase it.
Slide 130
TEST PRODUCT EVALUATION After Recall
Slide 131
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 131 After recall, even those who had not rated
it as unique before placement now rate it as unique due to the
brightness of the light produced and the durability of the light
before recharging. This also raised the level of excitement and the
relevance. Test product comparative evaluation EvaluationBefore
PlacementAfter Recall Uniqueness Relevance Excitement Clarity RY
04
Slide 132
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 132 FeatureratingComment Product uniqueness I
have seen a similar thing but that one uses batteries male rural,
higher LSM Lighting adequacy It produces enough light for me and I
feel happy using it for the first time in my life and also being
the first to use it in the area. female, rural, higher LSM Battery
life I cant see the batteries so I cant comment so much about it.
But because I was able to use it at night I think it would be
durable female, rural, higher LSM Ease of operation No, I did not
have any difficulties in operating the product, but you taught me
how to use it male, urban, lower LSM Relevance Yes, because I can
use it anywhere and anytime male, urban, lower LSM Durability Its
very durable because it lasts long female, urban, lower LSM Test
product evaluation- general characteristics RY 04 In general, this
product is very well perceived in comparison to the already
existing similar products The light produced is brighter than they
are accustomed to from such a device, it is sufficient for all
consumers needs After using the device, the product was rated very
highly in terms of relevance, durability and ease of operation
Slide 133
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 133 Feature Rating before Rating after Comment
ShapeAttractive, portable SizeA good size that makes it easy to
carry DesignEasy to handle Handling/ controls Simple and easy to
operate ColoursAttractive and unique colours Writing/ labellingBold
and legible but in Chinese therefore not comprehensible Test
product features comparative evaluation RY 04 In general, the
assessment of the product is better than before usage. The size of
the device that had seemed too large before placement now feels
appropriate to the consumers after having used it. The writings
however still receive a poor rating due to the fact that they are
in Chinese and therefore not relevant in an English-speaking
country. The product is seen as straightforward in the controls and
handling as it is not an entirely new concept.
Slide 134
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 134 1.Brightness 2.Durability 3.Portability
4.Shape 5.Controls 6.Does not emit heat I like its brightness, the
shape and colour female, rural, higher LSM I use it in the night
and I see clearly male, rural, higher LSM What I like about it is
that it lasts long and doesnt generate heat. It can taken anywhere
male, rural, higher LSM During charging the red indicator that
comes on is something that I like so much about it male, rural,
higher LSM Its shape, ease of usage, i.e. how to control the switch
female, rural, higher LSM Test product evaluation Likes RY 04
Slide 135
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 135 1.Electricity charging system 2.Small
coverage area 3.Chinese handwriting I dont have anything apart from
the electricity aspect of charging, I think it should be made solar
as well male, rural, higher LSM The RY04 brightens only one point
at a time male, urban, lower LSM I dont like the Chinese
handwriting male, rural, higher LSM Test product evaluation:
dislikes & suggestions for improvement RY 04 Suggestions for
improvement: Instead of restricting the charging system to
electricity, introduce an option to charge it with solar as many of
the consumers interviewed have no access to electricity and have to
ask their friends and neighbours to charge it for them Adjust it so
that the lighting can cover a wider area instead of lighting one
spot at a time Change the writing from Chinese to English as the
Chinese is incomprehensible
Slide 136
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 136 Test product evaluation product usage Yes,
this is a lighting product for someone like me because it does not
produce heat female, rural, higher LSM I like how it is, and it can
be used in different types of settings male, urban, lower LSM Oh
yes, because you showed me how to use it, I was able to use it
without any difficulties male, rural, higher LSM I would use it for
going to church at night, in the room for reading male, urban,
lower LSM In my bedroom because it will help me to locate my things
male, urban, lower LSM The product was generally very easy to use.
Consumers found that they could easily use it anytime and anywhere
because of its portability. Consumers enjoyed the usage because of
its brightness and the fact that it does not emit any heat. RY
04
Slide 137
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 137 The likelihood to purchase is still very
high after recall. The product is considered as one that gives
value for money. Consumers still perceive the product to be worth
much more than currently existing products. Test product evaluation
pricing & purchase intent FeatureBefore PlacementAfter Recall
Likelihood to purchase Worth more than other products RY 04
Slide 138
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 138 Test product pricing scenarios Pricing
Scenarios Amount US$ ResponseReasons Willingness to pay more than
perceived price mentioned before placement 1.4 2.8 Are willing to
pay more than they had earlier quoted because they perceive the
device to be of higher quality and durability Willingness to
purchase at the RRP4.5 Are willing to pay at this price because it
lasts long and is sufficient Willingness to purchase if financing
is available to offset part of purchase and maintenance cost All
were comfortable with the retail price and were therefore not
interested in the financing. RY 04 The consumers interviewed were
willing to pay more that they had quoted before placement The
product is perceived to give value for money as it is more durable
and produces a brighter light than similar devices that are
available in the market All consumers interviewed were willing to
purchase the product at the recommended retail price
Slide 139
SUMMARY OF PRODUCT EVALUATION
Slide 140
2008 International Finance Corporation The World Bank All
Rights ReservedGHANA 140 Insights Solar energy is the driving force
behind consumers motivation to use the new lighting devices.
Products that do not use solar energy like the RY 04, were
generally rejected and termed as ordinary. Solar energy was
generally preferred where products had options for both solar and
elect