Theory of Time 2024 (Universal Theory for Everything)
Understanding end use Market Surveys.pptx
1. 1
Understanding End use Practice through
Market Survey/ Market Research
Dr. Ramaprasad Panda
Silicon Institute of Technology
2. Module learning outcomes
By the end of this session participants will be able
to:
• Identify the sampling technique for conducting
market survey
• Learn how to design survey and analyze survey
findings
2
3. Structure of Module
1) Case studies and explanation
2) Discussion and feedback
Questions and comments are
welcome at any time
3
4. Why do we need to conduct market
research
• Establish consumer load profile: current usage
pattern of appliances and equipment's.
• Current penetration and saturation rates of
technology or practice.
• Understand the market: actors, functioning,
barriers.
• Gather intelligence for designing DSM programs:
achievable potential, incentives, communication.
4
5. Case studies and aspects covered
• Residential survey in Haryana – energy usage, potential
for replacement, baseline estimation (study done for
HAREDA)
• Agriculture survey in Punjab – identification of DSM
measures, savings estimation (study done for PEDA)
• Commercial Buildings survey in Punjab – identification of
DSM measures, savings estimation (study done for PEDA)
• Residential survey in Delhi – cues for DSM program design
and implementation (DSM program design for TPDDL)
• Case studies include:
– Sampling methodology
– Survey methodology
– Survey findings
– Using survey findings for analysis
5
7. Survey was aimed to understand:
Consumers’ appliance purchasing behaviour in specifically with
respect to their purchase of star labelled products, their
awareness about energy efficiency and conservation.
Explore barriers faced by consumers or reasons for not opting
for a higher star labelled product as opposed to non-star or
lower star labelled products.
Gather information about designing an effective
scheme/program for buying energy efficient appliances –
expectation of rebate, inclination towards replacement, etc.
7
8. Secondary data analysis (1/2)
• 30% consumers are in Faridabad, Gurgaon and Hisar. Faridabad has the highest
domestic consumers at 11%.
• 42% of the total domestic load is contributed by Faridabad, Gurgaon and Ambala.
Gurgaon has the highest connected load at 18.5%.
Source: UHBVN, DHBVN
8
10. Survey methodology
• Face-to-face structured interviews with the consumers using a
questionnaire.
• The minimum sample required for the representation of the total domestic
consumers of Haryana at 37,73,856 (Sept. 2011) at 95% level of confidence
with 4% error level is 601.
• A little higher size of 613 was considered. Sample size at 90% confidence
interval and 10% margin of error is 300.
• The survey covered SEC A, B & C. (top three socio-economic categories, a
system that considers both occupation and education of the main wage
earner. SECs A, B, and C have higher incomes and education levels than the
general population.
• Cities were selected to ensure equal representation of the two DISCOM
service areas covering major energy consuming cities spread across the
state.
• At city level the minimum sample required for a quantitative finding to be
statistically significant is 30. It was kept at 75.
10
13. • Ownership of Appliances. 83% of the consumers own Direct Cool
Refrigerators and 15% own Frost Free Refrigerators.
• Age of Appliances About 36% refrigerators currently in use are more than
7 years old.
• Mix of star and non-star labelled Appliances 18% of the LCD/Plasma
televisions owned are star labelled. For conventional television the figure
stands at 2%.
• Average usage hours of Appliances Average usage of television is 6 hours
a day and it is used for average 300 days a year.
• Awareness about the BEE star label Overall 63% consumers are aware of
star indicating higher awareness towards energy efficiency.
• Preferences for purchase All consumers consider brand and price as
important features during their purchase. Energy efficiency as a feature is
considered by approximately 80% of the consumers during their purchase.
Findings of market survey (Summary)
13
14. Using survey information to establish energy consumption breakdown for
2011
* Appliances dominating the energy consumption mix were considered for
detailed analysis and identification of energy saving options
14
15. Using survey information to estimate savings potential in the existing stock of
appliances (2011-12)
15
17. Estimated energy savings potential in new sales for next 5 years
• Total energy savings potential of
approximately 547 MU during the five year
period from 2012-13 to 2016-17
• 19% total energy savings potential for new
sales in domestic sector in Haryana
13.28
15.00
16.96
19.16
21.65
4.62
5.54
6.65
7.98
9.57
15.60
18.71
22.46
26.95
32.34
6.60
7.93
9.51
11.41
13.70
18.82
20.70
22.78
25.05
27.56
7.00
7.34
7.70
8.08
8.47
9.03
9.19
9.36
9.54
9.72
11.16
11.71
12.28
12.88
13.51
0 20 40 60 80 100 120 140 160
2012-13
2013-14
2014-15
2015-16
2016-17
Energy Savings Potential (Million Units)
Refrigerator Direct Cool Frost Free Refrigerators AC Window AC Split Electric Geyser Colour TV TFL Ceiling Fan
17
19. Survey was aimed to understand:
Determine average operating efficiency of pumps (through
measurement).
Assess penetration of star labeled and non-star labeled pumps.
Gauge farmer’s awareness towards BEE star label pumps and
Haryana’s capital subsidy scheme on purchase of BEE star
labeled pumps.
Gather information about the awareness level of agriculture
pump capital subsidy scheme of the state government.
19
20. Secondary data analysis: Circle-wise Electric Agricultural Pumps in Haryana (up
to May 2012)
• Haryana has 55% metered and 45% un-metered pumps (APU).
• Karnal has the highest number of electric pumps followed by Hisar.
• Rohtak has the highest percentage (99%) of APM consumers followed by
Faridabad (84%), Sirsa (76%), Hisar (70%).
18,920
8,288
37,231
39,773
67,251
29,584
4,503
25,035
44,191
38,574
18,987
28,764
28,763
28,024
33,008
46,444
45,138
Ambala
Jhajjar
Jind
Kurukshetra
Karnal
Panipat
Rohtak
Sonepat
Kaithal
Yamunanagar
Faridabad
Gurgaon
Narnaul
Rewari
Bhiwani
Hisar
Sirsa
UHBVN
DHBVN
Metered Un-metered Total
20
21. Survey methodology
– Give adequate representation to the two agro-climatic zones in
Haryana.
– A sample size of 97 was selected for walk down survey (Sample is
68 at 90% confidence interval,10% margin of error).
– 7 Circles - Ambala, Karnal, Sirsa, Jind, Hisar, Narnaul and
Yamunanagar was covered which represented the two agro
climatic zones of the state and 52% of total pump population.
– These circles have not been captured in previous studies (Kaithal
has been covered for DPR by BEE).
– Pump sets in the sample are distributed amongst 7 circles in
proportion to their representation in the total population.
21
23. Findings of survey (percentage of star labeled pumps)
• Of the surveyed pumps it was found that 9% were Star labeled,
19% were only ISI marked (no star) and the rest 72% were non-
ISI marked pumps.
23
24. Findings of survey - estimation of Average Operating Efficiency and Power
Factor of Pumps
• The average operating efficiency of existing pumps in the surveyed
districts was found to be 29%.
• Pumps in Karnal have the highest operating efficiency (37%) among the
surveyed districts and Hisar has the lowest at 25%.
• The average power factor of the surveyed pumps lies between 0.72
(Karnal) to 0.78 (Yamunanagar).
24
25. Findings of survey - Qualitative
1. AP consumers have a very minimal knowledge of the star
labeling scheme of BEE.
2. Negligible awareness was observed among farmers
towards the capital subsidy scheme of HAREDA under
which farmers are given capital subsidy per hp of pump
on purchase of 4/5 star pump.
3. When the farmers were apprised about a possible
subsidy scheme for replacement of existing pumps to
increase the energy efficiency of the pumps used in
farms, farmers did not show any interest towards such
scheme due to high cost of new pumps and citing lesser
amount of subsidy.
25
26. Using survey information to estimate pump operating efficiency
It was found that Star Labeled pumps have 61%, Non-
ISI Marked pumps have 24% and only ISI Marked
pumps have 36% average operating efficiency.
61%
24%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0 5 10 15 20 25 30 35 40 45
Pump
Efficiency
(%)
Pump Capacity (hp)
Star Labeled Non-ISI Only ISI Linear (Star Labeled) Linear (Non-ISI) Linear (Only ISI)
26
28. Survey was aimed to understand:
Distribution of electricity consumption in a building into various
end usages.
Identify energy conservation opportunities and savings
potential.
28
29. Secondary data analysis: Geographical distribution of commercial buildings ( >
100 kW load)
• 4 Circles - Amritsar, Amritsar city, Jalandhar and Ludhiana West jointly
constitute 48% of the total buildings population in the state.
• Among all building types, Govt. buildings, Educational Institutes and
Hospitals comprise majority of the population ( about 77%) .
29
31. Survey methodology
• Entire Punjab state lies in one climatic zone, hence there is
homogeneity in usage pattern of commercial consumers.
• 6 Circles - Amritsar, Amritsar city, Jalandhar, Ludhiana, Patiala and
Bathinda that jointly constitute more than 50% of the total buildings
population in the state, were identified for the sample.
• A sample size of 62 was selected. The sample size represents 90%
confidence interval,10% margin of error.
• 62 buildings in sample are distributed amongst 6 circles in proportion
to their representation in the total population.
• All types of buildings were selected to capture diversity in energy
consumption due to change in buildings type and with connected load.
• Existing studies were also referred to complement findings of walk
down audits and to raise confidence levels higher.
31
33. Using survey information to determine electricity savings potential
• Total savings potential of 114 GWh have been estimated which is about 25% of
total sectoral consumption.
• HVAC offers maximum savings potential. It is estimated that 40% of total
savings potential can come from HVAC alone.
• Govt. buildings offer maximum savings potential (about 28% of total savings
potential).
33
35. Survey was aimed to understand:
• Consumer awareness, perception and inclination towards
adopting energy efficient appliances.
• Ownership & buying behavior of appliance with emphasis
on Refrigerators and ACs
• Evaluating and finding the acceptance of rebate scheme
for replacement of old Refrigerators & ACs
• Cues to communication design for higher adoption of 5-
star labeled appliances.
35
36. Survey methodology
Qualitative Research
– Focus Group Discussions
• Each FGD comprised of 8-10 respondents.
• The respondents were pre-recruited using a
recruitment questionnaire to ensure that only
relevant respondents are recruited.
• A discussion guide was prepared to aid the data
collection.
Quantitative Research
– Face-to-face Structured Interviews
• A structured questionnaire was prepared.
• Quantitative study was conducted to substantiate
and validate the findings from qualitative research.
36
37. Sample Size
Consumer Type Listing Main
Household
2080
1371
Small
Shop/Establishment
132
Total 2080 1503
Structured Face to Face Interviews
2080 Listing among Households & Small Establishments/Shop in NDPL areas.
1371 interviews among Households consumer.
132 Interviews among Small Establishments/Shops.
Sample has been decided to arrive at the
results at 95% confidence level
Survey size
37
38. S No. District Listing
Main Interviews
Total Household
Consumers
Small Establishments /
Shops
Owners of Refrigerators Owners of Air Conditioners
1 Shakti Nagar 156 82 32 113 1
2 Civil lines 190 79 71 134 16
3 Model Town 166 73 60 109 24
4 Moti Nagar 253 85 115 176 24
5 Bawana 161 93 21 112 2
6 Narela 148 75 29 104
7 Mongolpuri 159 81 4 82 3
8 Pitampura 174 79 50 103 26
9 Keshavpuram 172 88 31 113 6
10 Rohini 186 82 59 122 19
11 Shalimar Bagh 177 91 23 103 11
12 Badli 138 79 21 100
Total 2080 987 516 1371 132
Sample distribution
39. Refrigerator Air Conditioner
In case of Refrigerator, nearly 59% of the consumers owned Direct cool Refrigerator of capacity around 170 litres,
whereas only 33% have Frost free Refrigerator of capacity around 300 litres
In case of Air-conditioner, maximum of consumers owned Air conditioner ( in both categories) of capacity around
1.5 tonne.
Survey findings – Size owned
40. Refrigerator – Direct Cool Refrigerator –Frost Free
Air Conditioner – Window Air Conditioner – Split
Mean Value Shown
Consumers use Refrigerators for nearly 22-23 hours in a day for almost their whole year ; Usage of
Air conditioner is used on an average of 6-7 hours per day.
Survey findings – Usage Behaviour
41. Overall, 56% of the consumers have purchased Window ACs within a time span of
more than 5 years whereas 62% of them have purchased Split ACs
Refrigerator – Direct Cool Refrigerator – Frost Free
Air Conditioner – Window Air Conditioner – Split
Survey findings – Ownership duration
43. Overall 32% of the consumers are willing to replace their old appliances with 5 star rated
appliances
35% of the consumers are willing to replace their Air conditioners with an advanced model.
Refrigerator (n=987) Air Conditioner (n=516)
Overall (n=1503)
Survey findings – Willingness to replace
43
44. At an overall level, nearly 68% of the consumers willing to avail a discount of
around 26% and above on exchanging their old Air conditioner with newer
ones.
Survey findings – Discount expected for replacing old Air Conditioner
45. Among the household consumers about 39% of the consumers with vintage period of 5 years and
more are willing to get discount of3 26-30% of MOP on replacing their old Air conditioner –
Window.
Small Shop/Establishment
Consumer Household
Survey findings – Expected discount with Vintage for Window AC
45
46. Among the household consumers about 56% of the consumers with vintage period of 5 years and more
are willing to get discount of more than 30% of MOP on replacing their old Air conditioner – Split.
Small Shop/Establishment
Consumer Household
Survey findings – Expected discount with Vintage for Split AC
46
47. Refrigerator (n=304) Air Conditioner (n=183)
In case of Refrigerator, nearly 47% of the consumers are willing to replace their old refrigerator with the new one of
capacity around 170 litres. There are certainly more capacity options available than the past, however due to space
constraint in the house, consumers prefer to opt for 170 litres as the most popular one.
In case of Air-conditioner, 71% of the consumers are willing to replace their old AC with the new one of capacity around
1.5 tonne.
Survey findings – Capacity with which want to replace
48. Factors Overall
Household
Consumer
Small
Shop/Establishment
Recent
Buyer
Past Buyer SEC A SEC B SEC C
Base 183 147 36 85 98 125 55 3
Electricity bill
saving 69% 67% 75% 69% 68% 71% 65% 33%
Energy saving 60% 58% 67% 66% 54% 62% 53% 67%
Good Rebate /
Discount on
replace
48% 48% 50% 54% 43% 51% 42% 33%
Hassle free
replacement
process
46% 46% 50% 45% 48% 46% 47% 67%
Long life of star
rated product 45% 46% 42% 41% 49% 48% 38% 67%
Reasonable price 44% 49% 25% 51% 39% 44% 45% 33%
Good resale
value 33% 35% 22% 36% 30% 33% 33% 33%
Conservation of
environment 28% 22% 50% 27% 29% 30% 20% 67%
At an overall level, “Electricity Bill Saving” (69%) is the most motivational factor for replacement of Air-conditioners
followed by “Energy saving” (60%)
Survey findings – Motivation factors for replacement
49. Likeliness to adopt
Reason
Air Conditioner (n=516)
80% of the consumers are likely to adopt this Appliance Exchange Discount Program for Air-
conditioners because of “energy saving factor” and “new product can be availed at a discount”.
Survey findings – Likeliness to adopt Appliance Exchange Program
50. Advertisement and Promotions
Electronic media can be used as an effective tool for communication. 486
Should lay more emphasis on advertisements to promote the program. 206
Print media can also be used as an effective tool for communication. 124
Brochures, posters and pamphlets with the electricity bill. 208
People's awareness should be increased. 16
Mobile and internet communication can also be used to educate the customers. 14
Should organize small camps to educate the customers. 18
Good discount to be provided on exchange of old appliances with star rated
appliances.
62
Exchange program should be easy and hassle free with minimum terms and condition. 12
n = 1222
Figures in counts
Survey findings – Suggestions for DSM program
