ACROPOLIS INSTITUTE OF TECHNOLOGY & RESEARCH Faculty of Management Studies

SYNOPSIS :To study the Consumer Attitude Towards Domestic Solar Power Energy.
AN ANALYTICAL STUDY

(WITH SPECIAL REFERENCE TO INDORE CITY)

A synopsis submitted for the partial Fulfillment of the degree of MASTER of BUSINESS ADMINISTRATION (MBA)

GUIDED BY:
(FACULTY OF MANAGEMENT STUDIES)

SUBMITTED
Binita Singh MBA 3r Sem Rajput

HR-MARKETING

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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Acknowledgement

In completing this synopsis i am deeply consciousof my debt to all those, without whose warn support, Encouragement & guidance this synopsis was not possible tocomplete. I am especially grateful to Prof. Monika.My guide to this project, She actually gave the life to this andguidance of my parents & friends this Synopsis took shape. They also provided me much needed criticism &Encouragement.I am deeply indebted to my faculty members to Prof. Monika, who really inspired, guided and blessed me to take up this project. (Binita Singh Rajput.)

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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Contents
S.No 1. Chapter-1 Introduction 1.1 1.2 1.3 2. Chapter-2 2.1 2.2 2.3 2.4 Limitation Reference Literature Review Objective Rationale of study Research Methodology Sample Size Research Area Data Collectin Tool Source of Data Index Page No 4 5 6 6 7 7 7 7 8 8

3. 4.

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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Chapter-1
Introduction SOLAR ENERGY
Introduction
Although most research into the use of solar energy in recent years has been on photovoltaic technology, where sunlight is converted directly into electricity, there are many applications of solar thermal energy such as heating, drying and water distillation. Many solar thermal technologies have existed for centuries and are well understood. They have established manufacturing bases in many sun-rich countries. Unlike photovoltaic technologies manufacturing can be done on a small scale without using expensive equipment. More sophisticated solar thermal technologies do exist that generate electricity (often on a large scale) but these are not covered in this technical brief. Solar technologies that rely entirely on energy absorb from the sun and have no moving components, are referred to as passive solar technologies where as active solar technologies may have some additional input such as a pump to drive the system. The government of India is promoting the use of solar energy through various strategies. In the latest budget for 2010/11, the government has announced an allocation of 10 billion (US$182 million) towards the Jawaharlal Nehru National Solar Mission and the establishment of a clean energy fund. It is an increase of 3.8 billion (US$69.2 million) from the previous budget. This new budget has also encouraged private solar companies by reducing customs duty on solar panels by 5% and exempting excise duty on solar photovoltaic panels. This is expected to reduce the cost of a roof-top solar panel installation by 1520%. The budget also proposed a coal tax of US$1 per metric ton on domestic and imported coal used for power generation. Additionally, the government has initiated a Renewable Energy Certificate (REC) scheme, which is designed to drive investment in lowcarbon energy projects. The Ministry of New and Renewable Energy provides 70 percent subsidy on the installation cost of a solar photovoltaic power plant in North-East states and 30 percentage subsidy on other regions. The detailed outlay of the National Solar Mission highlights various targets set by the government to increase solar energy in the country's energy portfolio. According to a 2011 report by BRIDGE TO INDIA and GTM Research, India is facing a perfect storm of factors that will drive solar photovoltaic (PV) adoption at a "furious pace over the next five years and beyond". The falling prices of PV panels, mostly from China but also from the U.S., has coincided with the growing cost of grid power in India. Government support and ample solar resources have also helped to increase solar adoption, but perhaps the biggest factor has been need. India, "as a growing economy with a surging middle class, is now facing a severe electricity deficit that often runs between 10 and 13 percent of daily need"

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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The nature and availability of solar radiation

Solar radiation arrives on the surface of the earth with a maximum power of approximately 1 kilowatt per square metre (kW/m2). The actual usable radiation component varies depending on geographical location, cloud cover, hours of sunlight each day, etc. The availablesolar power varies between 250 and 2500 kilowatt hours per metre square per year (kWh/m2 per year). The total solar radiation is highest at the equator, especially in sunny, desert areas. Solar radiation reaches the earths outer atmosphere as a direct beam. This light is then partially scattered by cloud, smog, dust and the atmosphere itself. We therefore receive solar radiation either as direct radiation or scattered or diffuse radiation, the ratio depends on atmospheric conditions. Both direct and diffuse radiations are useful, but diffuse radiation cannot be concentrated. Solar energy reaches the earths surface as short wave radiation, absorbed by the earth and objects on the earth that heat up and reradiated as long-wave radiation. Obtaining useful power from solar energy is based on the principle of capturing the short wave radiation and preventing it from radiating away into the atmosphere. For storage of this trapped heat, a liquid or solid with a high thermal mass is used. In a water heating system this will be the fluid that runs through the collector, whereas in a building the walls will act as the thermal mass. Pools or lakes are sometimes used for seasonal storage of heat. Glass will allow short wave radiation to pass through it but prevents long wave radiation heatescaping.

1.1 Litratura Review

Solar Energy - Solar energy is the energy received by the earth from the sun. This energy is in the form of solar radiation, which makes the production of solar electricity possible. Kurokawa et al. (2007) estimate that PV cells installed on 4% of the surface area of the worlds deserts would produce enough electricity to meet the worlds current energy consumption. EPIA (2007) estimates that just 0.71% of the European land mass, covered with current PV modules, will meet the continents entire electricity consumption. In many regions of the world 1 km 2 of land is enough to generate more than 125 gigawatt hours (GWh) of electricity per year through CSP technology. Byrne et al9( 2005) Solar technologies like PV carry very short gestation periods of development and, in this respect, can reduce the risk valuation of their investment.

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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1.2 Objectives
To explore trends in consumer interest and awareness of renewable energy options through analysis of and regional survey data. To identify the perception of consumers before and after use of solar energy products. To identify satisfaction level of consumers. To Spread Awareness about solar energy.

1.3 Rationale Of Study

Whether they are technologies, products, or processes, improving sustainability often means the adoption of new ideas. And within the energy and electricity sector, adoption choices such as residential photovoltaics, energy efficiency upgrades, or electric/hybrid vehicles are increasingly being made by consumers themselves. This inevitably prompts questions such as: how exactly do consumers make the choice to adopt a new technology? What attributes make one choice more preferential than another? In what ways do consumers make these choices differently than their neighbors? Of course, nobody can answer these questions perfectly. But making a dent in them would go a long way and potentially save a great deal of wasted effort in spreading the kind of products, processes, or technologies that could substantially improve our environmental impact. To better understand the forces and behaviors that govern a consumers adoption decisions, I Will Conduct survey 0f 100 consumers that adopted residential PV in 2010 and 2011. Our survey sought to understand the financial, behavioral, and contextual factors that governed the consumers decision process before they made their investment and the same factors afterwards.

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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Chapter - 2
Research Methodology
Research in common refers to search for knowledge. It is the pursuit of truth with the help of study, observation, composition and experiment. Research methodology is a systematic way to solve the research problems. It helps in studying the various steps that are adopted by the researcher to study the research problems along with the logic behind the It describe mail what must be done, how will be done. What data will be needed and how the data will be analyzed. Several techniques and methodologies exist that can be used to research consumer views of innovations, orproducts in the development stage. Of these, either Conjoint Analysis or Kellys Repertory grid could have been applied to this study. These techniques, which focus the attention of the respondent on the product as opposed to their own needs, can be used to elicit constructs about a product. The critical factor in the choice of technique was that the grid that formed the basis of the survey questionnaire was going to be sent to people who were not familiar with solar power products. Therefore, it was decided that because Kellys repertory grid derives constructs in an unstructured format, the words and phrases used would originate from non-technical sources i.e. consumers, that the resultant survey would be more accessible because the terminology would be more readily understandable than if the constructs had originated from technical sources. Further, Conjoint Analysis results in constructs being ranked against each other or a pre-determined concept, and the aim of this study was to consider each aspect on its own merit Further research could therefore be carried out using Conjoint Analysis between differing solar products, or investigating the impact of the differing perspective of the products between consumers and technical experts, who so often sell the products. 2.1. Sample Size A random sample of 100 consumers will be administered with the questionnaire and responses collected. 2.2. Research Area The research will carried out at Indore region. 2.3. Data Collection Tools Data was collected using Questionnaires. The Questionnaire consisted of suitable combination of Rating Scale, Ranking Scale and open ended Questions in the level of importance. 2.4. Sources of Data Primary source: Questionnaires will be administered to people with experience of any use of solar energy related equipments, currently using or used in the past. Secondary Sources: Data was collected from the various websites from the internet as well as magazine and book.

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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Limitations
Lack of government policy supporting EE/RE Lack of information dissemination and consumer awareness about solar energy products. High cost of solar and other EE/RE technologies compared with conventional energy. Inadequate workforce skills and training Poor perception by public of renewable energy system aestheti

Reference
Aggarwal P., Cha T., Wilemon D. (1998) Barriers to the adoption of really-new products and the role of surrogate buyers. Journal of Consumer Marketing. Vol 15. 4. pp 358-371 Auty S., Elliott R. (1998) Fashion involvement, self-monitoring and the meaning of brands. The Journal of Product and Brand Management Vol 7. 2. pp109-123 Berger W. (2001) Catalysts for the Diffusion of Photovoltaics a review of selected programmes. Progress in PVs: research and applications 9 pp145-160 Bolinger M., Wiser R., Milford L., Stoddard M., Porter K. (2001) States emerge as Clean Energy investors: A review of state support for renewable energy. The Electricity Journal. November pp82-95 Book T. (1999) Marketing and selling solar energy equipment. Renewable Energy 16 pp. 800-804. BRECSU (2001) Solar hot water systems in new housing a monitoring report. Energy Efficiency Best Practice Programme General Information Report 88. BRECSU Watford UK. Diamantopoulos A., Schlegelmilch B.B., Sinkovics R.R., Bohlen G.M. (2003) Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research 56 pp465-480 Dillon W.R., Madden T.J., Firtle N.H. (1994) Marketing research in a Marketing environment. Third Edition. Times Mirror/Mosby College publishing. USA. DTI (2003) Digest of UK Energy Statistics 2002. Available on the DTI Internet site: http://www.dti.gov.uk/energy/inform/energy_stats/renewables/index.shtml. Accessed 17 April 2003. Dunphy S., Herbig P.A. (1995) Acceptance of Innovations: The Customer is the Key! The Journal of High Technology Management Research 6 2 pp193-209.

To study the Consumer Attitude Towards Domestic Solar Power Energy.

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