SUMMER TRAINING REPORT ON

CONSUMER BUYING BEHAVIOUR OF

SOLAR ENERGY PRODUCTS

For

D.LIGHT ENERGY PVT. LTD.

BY

SAUMYA VAISHY

C-45

In Partial Fulfillment for the award of the degree

Post Graduate Diploma in Management

2013-2015

NEW DELHI INSTITUTION OF MANAGEMENT F-13, Okhla Industrial Area Phase-I New Delhi-110020

E-mail: info@ndimedu.com Website: www.ndimedu.com

1

SUMMER TRAINING REPORT

ON

Consumer Buying Behaviour Of

Solar Energy Products

For

D.light Energy Pvt. Ltd.

Under the supervision Of

Mr. Manish Gupta

Submitted By- Submitted to-

Saumya Vaishy Prof.Abha Grover

Roll number C-45

2

ACKNOWLEDGEMENT

3

I take this opportunity to express my profound gratitude and deep regards to my

guide Prof. Abha Grover for her exemplary guidance, monitoring and constant

encouragement throughout the course of this project. The blessing, help and

guidance given by her time to time shall carry me a long way in the journey of life on

which I am about to embark.

I also take this opportunity to express a deep sense of gratitude to Mr. Manish

Gupta, Territory Mnager, D.Light energy Pvt. Ltd. for his cordial support, valuable

information and guidance, which helped me in completing this task through various

stages.

I am also like to thank to the professors of NDIM for their invaluable guidance, keen

interest cooperation inspiration, and of course moral support through my project

session

(SAUMYA VAISHY)

DECLARATION

I SAUMYA VAISHY student of New Delhi Institution of Management (2013-2015)

declare that every part of this project report entitled “CONSUMER BUYING

BEHAVIOUR OF SOLAR ENERGY PRODUCTS ”, that I have made and

submitted is my original work.4

I was in regular contact with the nominated faculty guide and contacted many times

for discussing the project.

DATE OF PROJECT SUBMISSION:…………………………………..

SIGNATURE OF THE STUDENT

SAUMYA VAISHY

C-45

Faculty comments:

…………………………………………………………………………………………

…………………………………………………………………………………………

…………………………………………………………………………………………

………………………

SIGNATURE OF THE FACULTY GUIDE

NAME:

TABLE OF CONTENTS

S.NO. Topic Page No.

1 Executive Summary 8

5

2 Objective of Study 9

3 Company Profile

3.1 Company overview

3.2 Competitors

3.3 Scope and Impact on Indian economy

3.4 Vision and Mission

3.5 Team

3.6 Organisational Structure

3.7 Company’s Investors

3.8 Company’s Partners

3.9 Company’s Products

10-23

10

11-12

13

14

15-16

17

18-19

20

21-23

4 Research Objective 25

5 Literature survey 25-28

6 Introduction of research

6.1 Meaning

6.2 Research Design

6.3 Research Methodology

6.4 Sampling Design

29-30

29

29

29

29-30

7 Research methodology

7.1 Stastical tool- Chi-Square Analysis

31

8 Data collection & Observation table 32

9 Data analysis & Interpretation 33-38

6

10 Chi-square method for Analysis 39-42

11 Results 43

12 Findings 44

13 Suggestion & Recommendation 45

14 Annexure 46-48

15 Bibliography 49

EXECUTIVE SUMMARY

This project is carried out to know the most common factors influencing

consumer buying behavior on solar energy products. The factors describe pre-

purchase and post-purchase behavior.

7

The main aim of the project is to spread the awareness among customers

regarding the solar energy products , taking feedback from them and

reviewing their behavior for solar energy products in their daily life.

The research is done by taking sample of 100 users. Questionnaire was

prepared and it was filled by the existing customers. Data analysis and

interpretation was done on the basis of questionnaire by preparing pi-charts .

Analysis of research was done by using a statistical tool, chi-square. The

sources of data collection for research was primary data and secondary data.

The area of research was small villages of Lucknow.

It was found from the research that the consumer buying behavior of solar

products was favourable and the consumers were quiet satisfied from the solar

products of the company. The pre-purchase and post purchase behavior of

consumers were found out and the level of effect of different factors on their

buying behavior was known.

8

OVERVIEW OF THE COMPANY

D.Light design is an international consumer

products company serving people without access to reliable electricity. D.Light is a

for-profit social enterprise whose purpose is to create new freedoms for customers

without access to reliable power so they can enjoy a brighter future. They design,

manufacture and distribute solar light and power products throughout the developing

world. They aim to empower the lives of at least 100 million people by 2020. D.Light

serves over 60 countries, through over 12,000 retail outlets, 10 field offices, and five

regional hubs. The company employs over 300 people directly, and indirectly

employees hundreds more worldwide.

D.Light has provided alternative to 1.6 billion people across the world without

electricity using smoky, polluting kerosene lamps for lighting, by cheap n reliable

solar lamp. Over 2,20,000 units have already been sold in over 30 countries via a

network of rural entrepreneurs . Company has four main offices, mainly located in:

New Delhi - India Nairobi, Kenya - Africa Hong Kong Shenzhen - China.

9

COMPETITORS

Eurodiya :- Eurodiya is a part of Eureka Forbes's Community Fulfillment Initiative.

Eurodiya harnesses solar energy to light your home. Eureka Forbes has made a foray

into solar-powered products by launching the EuroDiya range of solar-powered

lamps. Mr Suresh L. Goklaney is Executive Vice-Chairman. EuroDiya has been

launched in a tie-up with US-based Nokero, which is responsible for the solar panel's

design and manufacture. Eureka Forbes is offering a 10-year warranty on the panel,

and a two-year warranty on the product. On an eight-hour solar charge, the LED-lit

EuroDiya can work for six hours on low intensity, the company says. Battery life is

claimed to be two years, with a replacement cost of Rs. 100.

Mitva :- Mitva Electricals and Appliances Pvt. Ltd. (MEAPL) has been established

to provide energy efficient and environment friendly LED lighting products to various

categories of consumers including organizations and general public. It is in the

business of manufacturing and trading of various types of LED lights, Solar LED

lights and many other types of luminaries and electrical appliances with its H.O. in

New Delhi. This is a joint venture between Sh.R.P. Khaitan , a renowned industrialist

and SISL (Sherwani Industrial Syndicate Ltd.). 

Sh. R.P. Khaitan is the founder of Radiohms Agencies Ltd. (RAL)

10

Sunking :- It is a solar product of Greenlight Planet. Greenlight Planet was founded

by T. Patrick Walsh. He designed and sold the first solar-lantern prototypes in 2006 in

the state of Orissa: brighter and healthier than kerosene lamps, but affordable enough

so people could purchase without subsidies. The idea of Greenlight Planet was born.

In 2007 Mayank Sekhsaria and Anish Thakkar joined Patrick as co-founders and three

set out for India and China to make Greenlight Planet a reality with the vision that

smart design, efficient engineering and innovative distribution strategies could make

dirty kerosene lanterns a thing of the past.

Barefoot :- Barefoot Power is a Business that assists People in Developing countries

to access affordable renewable energy. This will reduce poverty and create new

markets. Our focus on providing affordable lighting and phone charging products

specifically for low income populations that do not have access to electricity. Their

first area of focus is on the most basic need for clean and affordable lighting. To

achieve this, they design, manufacture and distribute micro-solar lighting and phone

charging products that have been designed to target communities in developing

countries..

Lumiette :- It  delivers the lighting industry’s first Flat Panel Lamp (FPL). This new

FPL offers longer life, better illumination, superior dimming capability and overall

lower cost of ownership. The first product in Lumiette’s roadmap, the Xcellume PAR

38 consumes only 15 watts while producing 750 lumens, for a lumens-per-watt (LPW)

ratio of 50. The useful lifespan is 25,000 hours.Cost to manufacture and retail pricing

for the Xcellume PAR 38 ranges anywhere form 67 – 75 percent less than PAR 38

bulbs using LED technology that are currently available from leading manufacturers.

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SCOPE & IMPACT ON INDIAN ECONOMY

Renewable energy has arrived. In matter of a decade, it has grown from a fringe

player to a mainstream actor in the energy sector. In the past ten years, installation of

renewable energy for electricity has grown at an annual rate of 25 per cent. It has

reached 30,000 MW as of January 2014. More than a million households in the

country, today, depend solely on solar energy for their basic electricity needs.

Currently, India today is the world’s fourth largest economy. Its economy has grown

steadily over the last 30 years, averaging 7% annually since 2000 The launch of

Jawaharlal Nehru National Solar Mission (JNNSM) has created a lot of interest in the

India solar sector. To create demand and attract investment in the sector, the

government is providing various incentives. India’s solar PV market has grown by

75% in 2010 and 50% in 2011. India has huge potential for solar PV and with the

right policy support by the Indian Government; India can become a major player in

the solar market globally. The Indian solar gadget market is still in a nascent stage and

not in a position to bring out innovative products every now and then. The Indian PV

industry has grown based on exports to international solar markets and continues to

depend on the European countries for more than 80% of its revenues. More than 70%

of cells and 80% of modules manufactured in India are still exported. The

Government of India and its state governments have created a major initiative called

12

‘The National Solar Mission’. This could in fact be much larger due to private

initiatives that will no longer need state aid.

VISION

To make a huge impact on individual lives on a global scale. Aim to empower the lives of:

50 million people by 2015; 100 million people by 2020.

MISSION

Enable households living without reliable electricity to attain the same quality of life as those with electricity. We will begin by replacing every kerosene lantern with

clean, safe and bright light.

13

TEAM Donn Tice

(Chairman & Chief Executive Officer)

Ned Tozun (Co-Founder and President)

Sam Goldman (Chief Customer Officer & Founder)

Alexander Baumgardt (Vice President of Global Design)

Michael Hudson

(Vice President Of Product Development)

Tim Rump(Director Of Marketing, Africa)

Arun Gore (Director)

Jayant Sinha (Director)

Mohanjit Jolly(Director)

14

Matthew Bannick(Director)

Sandeep Singhal (Board Member)

Raj Kundra (Director)

Jenny Li(Vice President of Global Operations)

Albert Wood (Chief Finance Officer)

Xianyi Wu

(Chief Operating Officer)

Sateesh Kumar(Managing Director of Global Consumer Finance)

Jaideep Mukherji(Managing Director)

David Small(Managing Director Africa)

15

ORGANISATIONAL STRUCTURE

16

GLOBAL CEO

(HONG KONG)

MANAGING DIRECTOR

(ASIA)

REGIONAL

DIRECTOREAST ASIA

WEST ASIA NORTH ASIA

SOUTH ASIA

REGIONAL BUSINESS MANAGER

TERRITORY MANAGER

(STATE LEVEL)

TERRITORY SALES EXECUTIVE

CHANNEL ACTIVATORS

COMPANY INVESTORS

Omidyar Network - Omidyar Network is a philanthropic investment firm

dedicated to harnessing the power of markets to create opportunity for people to

improve their lives. Established in 2004, the organization invests in and helps scale

innovative organizations to catalyze economic and social change. To date,

Omidyar Network has committed more than $650 million to for-profit companies

and nonprofit organizations that foster economic advancement and encourage

individual participation across multiple investment areas, including microfinance,

property rights, government transparency, and social media.

Nexus Venture Partners - Nexus Venture Partners is a leading venture capital

firm in India, focused on working with innovative early- to early-growth-stage

companies. With funds of $320 million under management, Nexus has an active

portfolio of over 20 companies. Nexus has recently been named as one of only two

firms from India in the Red Herring Top 100 Global Venture Capital firms and

voted India’s Best VC firm in 2009 by Venture Intelligence APEX.

Gray Ghost Ventures - Gray Ghost Ventures is an impact investing firm

dedicated to providing market-based solutions to entrepreneurs who are addressing

the needs of low-income communities in emerging markets. Gray Ghost Ventures

focuses on serving these low-income communities in developing nations through

for-profit investment in operating companies or investment funds, ecosystem

development and capacity building. Gray Ghost Ventures’ areas of interest include

microfinance, impact ventures, affordable private schools and helping to advance

this growing impact investing market through action and education.

Garage Technology Ventures - Garage Technology Ventures is a seed-stage and

early-stage venture capital fund based in Silicon Valley. Garage is looking to 17

invest in entrepreneurial teams with big ideas and a need for seed capital to turn

their ideas into great companies.

The Mahindra Group - The $6 billion Mahindra Group is among the top ten

industrial houses in India. The Group has a leading presence in key sectors of the

Indian economy, including the financial services, trade and logistics, automotive

components, information technology, and infrastructure development.

DFJ - DFJ is a venture capital firm that partners with extraordinary entrepreneurs

who set out to change the world. Since 1985, DFJ’s core funds have raised $4B,

which has been deployed in more than 300 portfolio investments, including

AdMob, Baidu, Box, Foursquare, Skype, Hotmail, SpaceX, Tesla Motors,

SolarCity, Twitter, Tumblr and Yammer. DFJ works with companies at seed, early

and growth stages, with the goal of creating iconic and lasting businesses.  DFJ

pioneers investing in emerging markets including consumer and enterprise

information technology, digital media, and disruptive technologies.

COMPANY PARTNERS

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Shell Foundation - Shell Foundation is an independent charity established by

the Shell Group in 2000 to create and scale new  solutions to global

development challenges. The Foundation works with a small number of

entrepreneurial partners to identify the market failures that underpin social and

environmental issues and co-create new social enterprises to solve them –

providing patient grant funding, business support and access to networks to

help early-stage pioneers to innovate, achieve financial independence and

expand across geographies. By applying this approach to major global

challenges such as job creation, access to energy and urban mobility, Shell

Foundation has created several strategic partners that are now delivering large-

scale impact in multiple countries across Africa, Asia and Latin America.

Deparment For International Devolopment (DFID) - The Department for

International Development (DFID) leads the UK’s work to end extreme

poverty. Their aim is to end the need for aid by creating jobs, unlock the

potential of girls and women and help to save lives when humanitarian

emergencies hit.

COMPANY’s PRODUCTS 19

PRODUCTS D20(for home and small businesses with light for three rooms)

S300(premier lantern with four brightness settings)

S20(versatile multipurpose solar lantern)

S2(affordable study Lantern)

LIGHT PERFORMANCE • 2 hanging lamps and

a portable lantern• Brightness settings• Provides up to 15

hours of bright light• Comes with a

portable lantern,charges right off system

• White light at a wide angle

• 4 brightness settings

• Providing up to 16 hours of bright light

• 100 hours on the bed light setting

• 8 hours of light• Highly

efficient LEDs• 360-degree

space lighting• Focused light

for studying, working, or cooking

• 4hrs after full day charging

• Highly efficient LED

• Focused light• Ideal for

studying and working

PRODUCT FUNCIONALITY • Has a USB output

that can charge mobile phones, smartphones and other low-power USB devices all at once

• Separate wall switch for each light

• Electrical grid-like experience

• Ability to charge smart phones

• Battery indicator

• Lightweight (350g)

• Ergonomically designed handle and top strap

• User-friendly and flexible

• Detachable handle

• Integrated solar panel

• Adjustable and detachable handle

• Carried, hung, or placed on any surface

• Highly efficient and easy to use

SOLAR & AC CHARGING • Outdoor cable (6

meters long) and anchor points

• Compact battery and control unit packed with power and a battery indicator

• Also be charged by AC charger

• Outdoor cable (4 meters)

• Also be charged from a USB source

• Efficient solar panel

• Also be charged from a USB source or a standard Nokia AC charger

• Highly efficient solar panel

• Also be charged from a USB source using the USB cable or a standard Nokia AC charger

20

PRODUCT BENEFITS • Saves money,

enables to upgrade to max. of 4 fixed lamps

• available in some regions as a pay-as-you go product

• Designed for entrepreneurs and families

• Mobile phone charging

• Designed to replace kerosene lanterns

• Lantern shaped

• Ultra-affordable study lantern

FEATURES• Free replacement

warranty (2 years)• Easy self-

installation• Maintenance-free• Upgradable up to 4

lights/portable lanterns

• Designed to provide light and power for 5 years or more

• Wall switch to control brightness and power for each light

• Charge a full range of mobile phones, smartphones, and low-power USB devices

• Up to 15 hours of bright light with a single charge

• Convenient wall switches for a “grid-like” experience

• Battery charge indicator

• No battery replacements needed

• Cable (6 meters long) for solar panel

• Dual solar/AC charging

• Full charge from solar/AC in 8 hours

• Four brightness settings

- 4 Hours on High- 8 Hours on

Medium- 16 Hours on

Low- 100 Hours on

Bed-Light• Charges Mobile

Phones• Free 2-Year

Replacement Warranty

• > 5 Year Lifetime• No Battery

Replacements Needed

• Solar Panel: Includes 4 Meter Cable

• Dual Solar / AC Charging

• Full Charge from Solar/AC – 8 Hours

• Battery Charge Level IndicatorGlow In the Dark On/Off Button

• Weather, Dust and Impact Resistant

• Two brightness settings

• 4 Hours on High• 8 Hours on

Medium• Free 2-Year

Replacement Warranty

• > 5 Year Lifetime

• No Battery Replacements Needed

• Integrated Solar Panel

• Dual Solar / AC Charging

• Full Charge from Solar/AC – 8 Hours

• Battery Charge Level Indicator

• Glow In the Dark On/Off Button

• Weather, Dust and Impact Resistant

• One 4 Hour Brightness Setting

• Free 2-Year Replacement Warranty

• > 5 Year Lifetime

• No Battery Replacements Needed

• Integrated Solar Panel

• Dual Solar / AC Charging

• Full Charge from Solar/AC – 8 Hours

• Battery Charge Level Indicator

• Glow In the Dark On/Off Button

• Weather, Dust and Impact Resistant

21

D20 S300

S20 S2

22

Research Project

23

RESEARCH OBJECTIVES

The main objectives of research is o To identify the common factors influencing consumers buying behaviour.

o To measure the satisfaction and dis-satisfaction level of solar products

Customers.

o To motivate or influence the customers.

o To know the consumers pre-purchase and post-purchase behavior

LITERATURE REVIEW

Solar energy is the energy derived from the sun through the form of radiations.

Photovoltaic (PV) cells have a low efficiency factor , yet power generation systems

using photovoltaic material have the advantage of having no moving parts. Now a

days , photovoltaic cells find applications in individual homes widely.

The world’s first exclusive ministry for renewable energy development , the Ministry

of Non-conventional Energy Sources (MNES was established in 1992 , since oct 2006

it has been known as “Ministry of New and Renewable Energy” ) implements various

schemes to help the Renewable Energy sector. The gov. have following plans to

develop the RE in India:

National Action Plan on Climate Change (NAPCC) induced government’s

policy mandating an increased percentage of electricity to be generated from

renewable energy (NAPCC envisages renewable energy to contribute

approximate 15% of energy mix of India till 2020.

Subsidy scheme to promote solar energy thorugh the Jawaharlal Nehru National

Solar Mission (JNNSM, with the target of 20,000 MW till 2022)

30 % subsidy is given by central government for home solar power plants and

AP government to offer 20% extra subsidy for solar units.

24

National Bank for Agriculture and Rural Develoment (NABARD) is giving

50% loans for solar unit’s installations.

Free Households below the poverty line, 100% capital subsidy will be provided

as per the norms of Kutir Jyoti Program.

Process of consumer’s willingness to pay for environmental justice associated with

buying of solar energy products:

Consumer Behavior is the study of individuals, groups, or organizations and the

processes they use to select, secure, use, and dispose of products, services,

experiences, or ideas to satisfy needs and the impacts that these processes have on the

consumer and society. This includes:

1. What they buy

2. Why they buy it

3. When the buy it

4. Where they buy it

5. How often they buy it

6. How often they use it

7. How they evaluate it after purchase

8. What is it’s impact on future purchase

9. How they dispose it

The review is by no means a complete examination of all available literature within

the field.

1. Socio-demographic Factors

25

Consumer’s socio demographic characterstics

Level of awareness of risks

Perceptions of risks

Strength of consumer’s willingness to pay

Conservative risk aversion actions

Research into the area of energy consumption has demonstrated that socio-

demographic variables can be highly related to household energy use. While there

is some contention within the literature about the influence of socio-demographic

variables on energy consumption, there is no significant debate over the fact that

they do.

2. Strategies to Alter Household Energy Consumption

Programs aiming to reduce household energy consumption often employ various

strategies to achieve change. Two common approaches involve either presenting

information to alter an individual’s knowledge, perceptions and/or habits

(psychological/informational strategies) or addressing the context of energy

consumption (e.g. by providing incentives), effectively making the conservation or

efficient use of energy more appealing to the individual(structural strategies).

3. The Rebound Effect

Active household energy conservation and efficiency measures do not always

result in energy usage reduction, even when encouraged by the previously

mentioned strategies. In many instances, the rebound effect (also known as the

‘takeback’ effect) may negate the energy savings made, or even increase overall

energy consumption.

There appears to be three primary types of rebound effect:

1. The direct rebound effect- occurs when the use of energy services increases as a

by-product of greater efficiency e.g. purchasing energy efficient lighting but

leaving the lights on for a longer period of time.

2. The indirect rebound effect- occurs from the reduction in the cost of energy

services- households have extra money to spend on other, possibly more energy

intensive, goods and Alice Solar City: Literature Review 6 services e.g. going on a

holiday and flying to the destination or installing additional split system air-

conditioners.

26

3. The general equilibrium effect- encompasses production and consumption at an

economy wide (macro) level and is essentially the sum of the previous outlined

rebound effects.

4. Behavioural Models

It is likely that no single model will predict or account for the full range of ASC

participant energy consumption behaviours. For ASC, the most relevant and

fruitful models appear to be the theory of planned behaviour, the notion of habitus

(embodied social knowledge), and rational utility (particularly discrete choice).

Consideration of a hybrid model may prove useful.

5. Knowledge, Attitudes and Behaviour

Psychological and behavioural factors (e.g. attitudes, values, norms and habits) and

contextual characteristics (e.g. physical infrastructure, appliance numbers) interact

regularly and often influence an individual’s or household’s behaviour.

27

METHODOLOGY

RESEARCH – MEANING

Research is an art of scientific investigation. According to Redmen and Mary

defines research as a “systematic effort to gain knowledge”. Research methodology

is way to systematically solve the research problem. It is a plan of action for a

research project and explains in detail how data are collected and analyzed.

This research study is a descriptive research study.

RESEARCH DESIGN

A research design is a plan that specifies the objectives of the study, method to be

adopted in the data collection, tools in data analysis and hypothesis to be framed.

“A research design is an arrangement of condition for collection and analysis of

data in a manner that aims to combine relevance to research purpose with economy

in procedure”. To study and describe the satisfaction level of various employee

welfare measure provided to employee is Descriptive Research.

RESEARCH METHODOLOGY

Research Methodology helps us to know what type of Research we want to conduct to

know the size of the sample, to know the methods involved in the research.

SAMPLING DESIGN

28

The research also carries the analysis of primary data, so it follows the analytical design.Hence, the research design is descriptive as well as analytical both.

SAMPLING:

DESIGN: Non-probability and purposive sampling.

SAMPLE SIZE: 100

SAMPLING AREA:

LUCKNOW (SMALL VILLAGES NEAR BY)

DATA COLLECTION:

Two sources are used for data collection.

o Sources of Primary data Questionnaires

Direct interview

o Sources of Secondary data Websites

Company record

Conceptual books

HYPOTHESIS :

Three hypothesis were investigated-

H1 : Price of solar products is not favourable to consumer

H2 : Durability of solar products is less than traditional products

H3 : Solar products are not easily available

29

STATISTICAL TOOLS USED

To analyze and interpret collected data the following statistical tool were used.

Chi-square analysis

Chi-square analysis in statistics is to test the goodness of fit to verify the distribution of observed data with assumed theoretical distribution. Therefore it is a measure to study the divergence of actual and expected frequencies.

The formula for computing chi-square is as follows.

The calculated value of chi-square is compared with the table of chi-square for the

given degrees of freedom at the specified level of significance. If the calculated value

is greater than the tabulated value then the difference between the observed frequency

and the expected frequency are significant. The degrees of freedom is (n-1) where ‘n’

is number of observed frequencies and in case of contingency table the degrees of

freedom is (C-1) (R-1) where C is number of columns and R is number of rows.

It is used to find the understanding level of performance appraisal process. It is also

used to find the transparency of the standards of performance appraisal instrument. It

30

Chi-square = ∑ {(O-E)2 / E}

is also used to find out whether performance appraisal leads to better work and

performance.

31

DATA COLLECTION & OBSERVATION TABLE

Table:1 showing the consumers response on respective questions.

Question no

Strongly agree

Agree Neutral Disagree Strongly disagree

A 30 60 5 5 0

B 24 58 14 2 2

C 14 44 32 8 2

D 18 64 10 4 4

E 10 56 32 2 0

F 76 20 2 2 0

G 56 28 10 4 2

H 12 54 24 10 0

I 70 20 5 5 0

J 5 30 12 3 0

32

DATA ANALYSIS AND INTERPRETATION

1) Prices preferred to pay for solar products.

a. 600-700 b.700-900 c. 900-1100 d. 1100-1300 e.1300- above

30%

60%

5%5%

a b c d e

60% of people prefer solar products of price 700-900.

2) Maintenance required by solar products.

a. low b. average c. no maintenance d. high e. very high

24%

58%

14% 2% 2%

a b c d e

According to 58% of customers, solar products require average maintenance.

33

3) On the scale of 1-5 rating the style of solar product (5 for highest and 1 for lowest).

a. 5 b. 4 c. 3 d. 2 e. 1

14%

44%

32%

8%2%

a b c d e

44% of customers find solar products stylish.

4) Frequency of purchasing solar products.

a. Monthly b. once in the year c. quarterly d. half yearly e. more than a year

18%

64%

10%4% 4%

a b c d e

64% of customers purchase solar products ones in the year, which means they find solar products are durable.

34

5) Preference of specific company solar products.

a. I only buy local productsb. I don’t have any preferred brand, but buy branded productsc. I only buy top branded productsd. Both branded and local productse. Others

10%

56%

32%

2%

a b c d e

56% customers prefer branded solar products but don’t have any fixed brands.

6) Rate from 1-5 for the availability of solar products ( 5 for highest and 1 for least)

a. 4 b. 5 c. 2 d. 3 e. 1

76%

20%2% 2%

a b c d e

76% customers say that solar products are easily available to them.35

7) Purpose for the use of solar products.

a. Studying b. Business c. Household works

d. Mobile charging e. Others

56%28%

10% 4% 2%

a b c d e

56% customers use solar lamps for study purpose of their children.

8) solar product of D.light company preferred most.

a. D20 b. S300 c. S20 d.S2 e. Others

12%

54%

24%

10%

a b c d e

Customers mostly prefer d.light S300 model over others.

36

9) Quality Solar products offered by D.Light.

a. Very good b. Good c. Average d. Excellent e. Bad

70%

20%

5% 5%

a b c d e

70% customers agree that quality of solar product is very good and they are satisfied.

10) Solar products are easy to handle.

a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree

10%

60%

24%6%

a b c d e

60% customer agree that solar products are easy to handle.

37

CHI- SQUARE METHOD

The calculated value of chi-square is compared with the table of chi-square for the

given degrees of freedom at the specified level of significance. If the calculated value

is greater than the tabulated value then the difference between the observed frequency

and the expected frequency are significant. The degrees of freedom is (n-1) where ‘n’

is number of observed frequencies and in case of contingency table the degrees of

freedom is (C-1) (R-1) where C is number of columns and R is number of rows.

It is used to find the understanding level of performance appraisal process. It is also

used to find the transparency of the standards of performance appraisal instrument. It

is also used to find out whether performance appraisal leads to better work and

performance.

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ANALYSIS USING CHI-SQUARE METHOD

1. Analysis of Price of solar product - is favourable or not?

OPINION O E (O-E)2 (O-E)2/E

Strongly agree 30 33.33 11.0889 0.3327

Agree60 26.66 1111.5556 41.69

Neutral 5 20.00 225 11.25

Disagree 5 13.33 69.3899 2.20

Strongly

Disagree0 6.68 44.3556 6.66

Total 100 100 1461.389 62.132

Null Hypothesis:

H0: Price of solar product is favourable

Table value = ∑ (O-E) 2 / E = 9.448

Degrees of Freedom = (n-1) = 4

2. Analysis of durability of solar products - durable than traditional products or not?39

OPINION O E (O-E)2 (O-E)2/E

Strongly agree 18 33.33 235.009 7.051

Agree64 26.66 1394.28 52.298

Neutral 10 20.00 100 5

Disagree 4 13.33 87.05 6.53

Strongly

Disagree4 6.68 7.18 1.075

Total 100 100 1823.519 71.954

Null Hypothesis:

H0: solar products are durable than traditional products

Table value = ∑ (O-E) 2 / E = 9.448

Degrees of Freedom = (n-1) = 4

3. Analysis of availability of solar products – easily available or not?40

OPINION O E (O-E)2 (O-E)2/E

Strongly agree 76 33.33 1820.73 54.63

Agree20 26.66 44.36 1.66

Neutral 2 20.00 324 16.2

Disagree 2 13.33 127.69 9.58

Strongly

Disagree0 6.68 44.62 6.68

Total 100 100 2103.03727 88.75

Null Hypothesis:

H0: solar producs are easily available

Table value = ∑ (O-E) 2 / E = 9.448

Degrees of Freedom = (n-1) = 4

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RESULTS

On applying CHI-square test at 5% level of significance on table following findings have been observed:

1. For H1 the calculated value came out to be 62.132 and the table value is 9.448.

RESULT: Since the calculated value is too far from the table value therefore H1 is rejected.

2. For H2 the calculated value came out to be 71.954 and the table value is 9.448

RESULT: Since the calculated value does not lie within the range of the table value therefore H2 is rejected.

3. For H3 the calculated value came out to be 88.75 and the table value is 9.448

RESULT: Since the calculated value is too far from the table value therefore H3 is rejected.

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FINDINGS

The Primary finding is that:

1. The consumer who prefer the brand of the product are indirectly preferring the style of the product.

2. The consumer are giving more importance to the performance of the product than the price.

3. The consumer have given more importance to the word of mouth than other promotional media as it is most influential media these days.

4. The consumer who prefer the performance of the product are indirectly preferring the durability of the product.

The Secondary findings are:

Based on the results from the collected data , it has been found that:-

1. Price of solar product is favourable.2. Solar products are durable than traditional products.3. Solar producs are easily available.

SUGGESTIONS

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1. The company must concentrate on performance improvement of there products.2. The company must concentrate on the brand image in the market through

launching various promotional activities.

RECOMMENDATION

1. Most of the people are not aware of solar products, so the company must bring awareness in people through various promotional activities.

2. The company must educate the people in rural areas about the solar products.3. The company must bring awareness in the people about government subsidies

on solar products. 4. The company must improve their distribution channel.5. The company must improve after sales service.6. The company must recruit efficient engineers.

ANNEXURE44

CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE

Name : ...........................

Gender: ...........................

Age: ..............

Occupation : ..............................

1. What price you prefer to pay for solar products?a. 600-700b. 700-900c. 900-1100d. 1100-1300e. 1300-above

2. How much maintenance do you think a solar product requires ?a. lowb. average c. no maintenanced. highe. very high

3. On the scale of 1-5 rate the style of solar product (5 for highest and 1 for lowest) ?

a. 5b. 4 c. 3d. 2e. 1

4. How frequently you need to buy a solar product (durability) ?a. monthly

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b. half yearlyc. quarterlyd. once in a yeare. more than a year

5. Do you have any preference of specific company solar products ?a. I only buy local productsb. I don’t have any preferred brand, but buy branded productsc. I only buy top branded productsd. Both branded and local productse. Others

6. Rate from 1-5 for the availability of solar products ( 5 for highest and 1 for least) ?

a. 4b. 5 c. 2d. 3e. 1

7. For what purpose you mostly use the solar product ?a. Studyingb. Businessc. Household worksd. Mobile charginge. Others

8. Which solar product of D.light company you mostly prefer?a. D20

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b. S300c. S20d. S2e. Others

9. What kind of quality product do you think D.light provides you ?a. Very goodb. Good c. Averaged. Excellent e. Bad

10. Do you think solar lamps are easy to use?a. Strongly agreeb. Agree c. Neither agree nor disagreed. Disagreee. Strongly disagree

REFERENCES / BIBLOGRAPHY

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Books:-

Dr. Karunakaran . K. (2012). Buying behaviour. Marketing Management. Himalaya

Publishing House . Page no. 79-104

Kothari C.R (2004). Chi-Square Test. Research Methodology. New Age

International(P)Ltd. Page no. 233

Magazines:-

Company Magazine

Websites:-

http://www.dlightdesign.com/ , accessed on 20th May 2014

https://www.facebook.com/dlightdesigninc , accessed on 23rd May 2014

http://www.managementparadise.com/sagarramaka/documents/14493/

consumer-buying-behavior-of-solar-energy-products-at-multi-energy-solutions-

ltd/ ,

http://indiagovernance.gov.in/files/solar_energy_economy.pdf , accessed on 27th May 2014

http://eurodiya.com/index.php , accessed on 15th June 2014

www.mettwa.com/about_us.php , accessed on 15th June 2014

http://greenlightplanet.com/about , accessed on 16th June 2014

http://www.barefootpower.com/index.php/about-us , accessed on 16th June 2014

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