Consumer Awareness and Communication Regarding Solar Home Systems (SHS)
Awareness within the potential market
From studies in different regions (Dominican republic, Senegal, Lesotho, Brazil) it appears that awareness of PV systems spreads most effectively through word of mouth and seeing installed systems at schools, or neighbours. A quote from a case study in the Dominican Republic [Hankins, 1993]:
'marketing in DR has primarily been through word of mouth and demonstration. To facilitate demonstrations, Enersol occasionally lends lighting systems to dedicated technicians, who install them in their own villages and use them as exhibits to drum up sales. This marketing method has proven itself effective in introducing PV to new areas'
A detailed study into market awareness of PV has been performed in Lesotho [Green, 1999]. This study showed that there is little connection between awareness of the existence of PV systems and education, age, income, employment, or occupation. In 1993, 26% of the Lesotho population had heard of PV. In 1999 this had increased to 58% , mostly through seeing a system in the neighbourhood or at friends (74% ) and for the remainder via the radio (15%). The impact of demonstration systems creating awareness of potential customers is high as 52% could also mention a dealer, but information on the need for maintenance does not automatically follow. 97% of the persons who had heard of PV systems did not know that maintenance is necessary. Results in Namibia are similar [Wamukonya, 1999]: 50% of the unelectrified population knowing what PV is, 64% of these being able to mention a solar technician.
Generally it can be observed that the witnessing of working PV systems is the most important factor for the opening of markets for SHS.
The awareness of the existence of PV is not the same as the awareness of the functioning, however. Even salespersons have been noted to refer to the importing agency when asked how a PV system works [ECN, 1999]. Evidence of the importance of dissemination of information on the functioning of PV systems is provided by a study in Zimbabwe [Cloin, 1998]. Of households in the identified target group, 60% knew what a PV system is. This information was spread mostly by seeing systems in the neighbourhood. However, 56% of the people who said they would like to buy a PV system thought they can cook with the system.
Following the low awareness of the functioning of PV, the awareness of product quality is also low. Although brand names of components are used for quality assurance, this is not sufficient for the users, especially if they have no idea of the importance of matching components within a system. Negative experiences with inferior systems have damaged the reputation of PV technology, for example in Southern Africa [ECN, 1999]. Although components may be of high quality the modules are often undersized compared to the rest of the system. Also markets have been damaged by fly-by-night traders who disappear before the customer can return to complain. Because hardly any customers understand the functioning of a PV system, trust in the sales network is especially important.
The user satisfaction depends on the understanding and expectations of the system. If people are accurately informed on the possibilities and limitation of a SHS, they know what to expect and can make an ‘informed judgement whether to buy a SHS or not. Such people are generally more satisfied with their system than those who were promised ‘heaven on earth’ .
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