The document discusses consumer perception of solar power solutions in India. It begins by providing background on solar energy and its uses. It then outlines the growing energy demand in India due to population growth and declining fossil fuel reserves. Various government initiatives to promote solar energy are mentioned, along with common solar power products. The study aimed to understand consumer attitudes toward solar solutions. It found high frequencies of power cuts influenced interest. While awareness of solar alternatives was low, price was not a concern for respondents. The document recommends increasing education and awareness of solar power options.

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

3. 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.

4. Earlier View
 Energy from the sun: source for all planets, mainly for
our earth, as it supports life. Considered as primary
energy source
 It provides energy to all living beings
 Helps in photosynthesis process
 Also used for cooking food, drying clothes etc.

5. 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.

6.  World population rising at an alarming pace
 Doubled from 3.2 billion in 1962 to 7 billion in 2015
 Forecasted to grow to 9.2 billion by 2050.
 Natural resources (such as oil, gas, coal, uranium)
depleting @ approx same rate
 Puts pressure on the energy sector to move away
from carbon burning to solar and other
environmentally friendly and renewable options.
 India, with more than 1.25 billion people stands fifth in
the world in the production and consumption of
electricity.
Market Scenario

7.  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…..

8. Government Initiatives

9.  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......

10.  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

12.  Solar Lantern
 Solar Home Lights
 Solar Street Lights
 Solar Power Plants
 Solar Water Heaters
 Solar Cooker
 Solar Stills
 Solar Add-On Systems
 Solar Chargers
Types of Solar Power Products

13.  Research Objective: To understand the consumer
perception and attitude towards the usage of solar power
solutions in Indian context.
 Research Design:
 Exploratory till identification of parameters
 Descriptive when it comes to assessing consumer perception
OBJECTIVE & RESEARCH DESIGN

14.  Methodology : The study was conducted using
convenient sampling technique with the help of
structured questionnaire. The survey was restricted to the
residents of Delhi and NCR only.
 Data Source
 Primary Data: collected by means of a survey.
Questionnaire was prepared and floated online.
 Secondary Data: Books & articles from various search
engines like Google, yahoo search and answers.com.
METHODOLOGY & DATA SOURCE

15. SAMPLE INFORMATION
SAMPLING UNITS Delhi/NCR residents
SAMPLING SIZE 50 respondents
SAMPLING TECHNIQUE Convenient Sampling
RESEARCH INSTRUMENT Structured Questionnaire
MODE OF CONTACT E-mail & Online availability
Data Collection Tool : The questions measuring respondent
attitudes used Likert Scale (1-5),
1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree
5. Strongly agree

16. DATAANALYSIS & INTERPRETATION
10%
28%
35%
25%
2%
Income
upto 25,000
25,001 - 50,000
50,001 - 75,000
75,001 - 1,00,000
> 1,00,000
10%
29%
36%
25%
Education
Up to Class 12th
Graduate
Post - Graduate
Others
42%
48%
8%
2%
0%
Age
18-30
31-40
41-50
51-60
>61
87%
13%
Gender
Male
Female

17. 12
7
15
12
4
0
2
4
6
8
10
12
14
16
Frequency of Power Cuts
Counts

18. 16%
6%
78%
Awareness towards Solar Solutions
Completely
Somewhat
Unaware

19. 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

20. 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

21. 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. 22% respondents awareness towards solar solutions
 UNTAPPED POTENTIAL in an already existing market situation
Increase awareness in rural areas.
Establish R&D setups to boost development and efficiency in
solar power solutions.
Roll out an educational course in Solar Engineering considering
the immense potential and market existing and foreseen in this
sector.
Recommendations

24. THANK
YOU