CONSUMER PERCEPTION
TOWARDS SOLAR POWER SOLUTIONS
Imran Khan & Saurabh GuptaEMBA,
Delhi Technological University
SOLAR ENERGY
What is Solar Energy?
A clean renewable source of energy with zero emission
Conversion of sunlight into electricity, either directly using photovoltaics (PV) or indirectly using concentrated solar power (CSP). Concentrated solar power
systems use lenses or mirrors and tracking systems to focus a large area of sunlight into a small beam.
Photovoltaics convert light into electric current using the photovoltaic effect.
Earlier View
Energy from the sun: source for all planets, mainly for our earth, as it supports life. Considered as primary energy source
It provides energy to all living beingsHelps in photosynthesis processAlso used for cooking food, drying clothes
etc.
Modern View
Today SUN is not only used for preparing food.
It is used as an ALTERNATIVE SOURCE OF ENERGY.
Solar energy is widely used all over the world as a source for generating power. Used for heating water, transport and
reconnaissance, solar cooker, producing electricity, water treatment , architecture and horticulture.
World population rising at an alarming paceDoubled from 3.2 billion in 1962 to 7 billion
in 2015Forecasted to grow to 9.2 billion by 2050.
Natural resources (such as oil, gas, coal, uranium) depleting @ approx same ratePuts pressure on the energy sector to move
away from carbon burning to solar and other environmentally friendly and renewable options.
India, with more than 1.25 billion people stands fifth in the world in the production and consumption of electricity.
Market Scenario
The power produced in the country is mostly from coal (53%) and it is predicted that country’s coal reserves won’t last beyond 2040-50.
More than 70% population living in villages and half of the villages remain without electricity.
To meet this surging demand, solar energy is the best form of energy to fulfil the energy needs of India and bridge the energy demand-supply gap.
The geographical location (near to Tropic of Cancer) of the country stands to its benefit for generating solar energy.
Market Scenario cont…..
Government Initiatives
Subsidy Scheme to Promote Solar Energy through the Jawaharlal Nehru National Solar Mission (JNNSM–With a target of 20,000MW till 2022)
30% subsidy is given by central government for home solar power plants and AP Govt. to offer 20% extra subsidy for solar units.
National Bank for Agriculture and Rural Development (NABARD) is giving 50% loan for solar products.
For households below the poverty line, 100% capital subsidy would be provided as per norms of the Kutir Jyoti Program.
Cont......
Generation based incentive for grid interactive solar power generation projects (PV and Thermal both).
Programme on “Accelerated development and deployment of solar water heating Systems in domestic, industrial and commercial sectors”.
Revised Scheme on “Demonstration and Promotion of Solar Photovoltaic Devices/Systems in Urban Areas and Industry”.
Continuation of the Scheme on “Promotion of Solar Thermal Systems for air heating/Steam generating applications, Solar buildings and Akshay Urja Shops”.
Implementation of the programme on “Development of Solar Cities” during 12th Plan period including 2012-17.
Solar Development Schemes
Solar LanternSolar Home LightsSolar Street LightsSolar Power PlantsSolar Water HeatersSolar CookerSolar StillsSolar Add-On SystemsSolar Chargers
Types of Solar Power Products
Research Objective: To understand the consumer perception and attitude towards the usage of solar power solutions in Indian context.
Research Design: Exploratory till identification of parametersDescriptive when it comes to assessing consumer
perception
OBJECTIVE & RESEARCH DESIGN
Methodology : The study was conducted using convenient sampling technique with the help of structured questionnaire. The survey was restricted to the residents of Delhi and NCR only.
Data SourcePrimary Data: collected by means of a survey.
Questionnaire was prepared and floated online. Secondary Data: Books & articles from various
search engines like Google, yahoo search and answers.com.
METHODOLOGY & DATA SOURCE
SAMPLE INFORMATION
SAMPLING UNITS Delhi/NCR residents
SAMPLING SIZE 50 respondents
SAMPLING TECHNIQUE Convenient Sampling
RESEARCH INSTRUMENT Structured Questionnaire
MODE OF CONTACT E-mail & Online availability
Data Collection Tool : The questions measuring respondent attitudes used Likert Scale (1-5),
1. Strongly disagree2. Disagree3. Neither agree nor disagree4. Agree5. Strongly agree
DATA ANALYSIS & INTERPRETATION
10%
28%
35%
25%
2%
Income
upto 25,00025,001 - 50,00050,001 - 75,00075,001 - 1,00,000> 1,00,000
10%
29%
36%
26%
Education
Up to Class 12th GraduatePost - Grad-uate
42%
48%
8% 2%Age
18-3031-4041-5051-60>61
87%
13%Gender
Male
Female
02468
10121416
12
7
15
12
4
Frequency of Power Cuts
Counts
16%
6%
78%
Awareness towards Solar Solutions
Completely SomewhatUnaware
KMO & Bartlett’s Test Measure of sampling adequacy Shows validity & suitability of responses
collected to problem Value of .792 indicating good analytical tool for
factor analysis
Cronbach’s alpha Not a statistical test A coefficient of internal reliability (or
consistency) Value of .855 indicative of internal consistency
within the data
Rotated Component Matrix Simplify interpretation of factor analysis All factors such as performance, service,
durability, quality, etc. are strictly coherent to each other
Correlation Matrix Not a statistical test A coefficient of internal reliability (or
consistency) Value of .855 indicative of internal consistency
within the data
Price is not a matter of concern for sample respondents
Word of mouth communication appears to be the most effective mode of communication.
Alternative energy solutions desirable by 78% of sample respondents However, only 22% are aware about solar power
solutions available as an alternative solution to conventional electricity generation.
Conclusions
22% respondents awareness towards solar solutions UNTAPPED POTENTIAL in an already existing
market situationIncrease awareness in rural areas.Establish R&D setups to boost development and
efficiency in solar power solutions.Roll out an educational course in Solar Engineering
considering the immense potential and market existing and foreseen in this sector.
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THANK YOU
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