Acceptance of Solar Panel Utility Company For Residential Electricity Consumer in Karachi

Acceptance of Solar Panel Utility Company For Residential Electricity Consumer In Karachi
Muhammad Rizwan Yaseen 1552210104 PRESTON UNIVERSITY MAIN CAMPUS KARACHI

RESEARCH PAPER

ACCEPTANCE OF SOLAR PANEL UTILITY COMPANY FOR
RESIDENTIAL ELECTRICITY CONSUMER IN KARACHI
(Year 2012)

Presented To:
Sir Ali Raza
Presented By:
Muhammad Rizwan Yaseen
1552-210104
MBA MARKETING

PRESTON UNIVERSITY
15- Bangalore Town Shahra-e-Faisal,
Karachi - 75530


Table of Contents
Topics
1. Executive Summary
2. Acknowledgment
3. letter of authorization
4. letter of submission
5. Introduction of related research
6. Scope of project
7. object
8. problem identification
9. technical information
10. sampling
Methodology
11. Hypothesis
12. Sample of Questionnaire
13. Questionnaire Presentation Analysis
14. Satisfaction of hypothesis
15. Findings
16. Conclusion
17. recommendation
18.reference



ABSTRACT



ABSTRACT
The main purpose of study is to get solution of electricity for residential unit by launching a
new solar utility company(we assume there is no legal bounding by government).The
residential units are bound to purchase electricity by statehold utility company or they rely
on self hold alternative(generator or u.p.s).the new company will give solar panel as
product and services and get monthly bill etc,this is door opening to arrival of other
utility,generating company as competitor of KESC,as the marketing technique,and also
judge the acceptance of this company,the questionnaire are design to check the
awareness level of residential electricity regarding tariff,enery saving and also want to
know their trend to electricity use.



Acknowledgements

I owe many individuals my immeasurable gratitude, first and foremost I would like to pay
thanks ALMIGHTY ALLAH for giving me power, courage, and strength to accomplish this
thesis. Mr. ALI RAZA, project advisor of Preston University for his time consuming efforts
in directing both my program of study and the completion of this thesis. All , Faculty
members of Preston University, deserve because of their guidance to me pertaining to the
study structure and data collection sources.

I would also like to thank many individuals who helped me in the completion of this
arduous task, , many of them from NED university and SIEMENS Pakistan, who despite of
their heavy official commitment and busy work schedule provided me with useful
information and statistical data on my research topic.



DEDICATION

I dedicate this effort to my
teachers and to my parents.



Letter of Approval

Project Title : Acceptance Of Solar Panel Utility Company For The
Residential Electricity Consumer In Karachi

By : Muhammad Rizwan Yaseen
1552-210104
Supervisor : Sir. Ali Raza
Academic Year : 2011-2012

The Board of Advanced Studies at Preston University has approved this Research Project,
submitted in partial fulfillment of the requirements for the degree of Master of Business
Administration.

Approval Committee:

__________________ ____________________
Sir Ali Raza (Director Academics)
(Supervisor)



Letter of Authorization

Date:

1552-210104
Preston University
Dear,

Please refer to your initial proposal for undertaking the study on Acceptance Of Solar
Panel Utility Company For The Residential Electricity Consumer In Karachi. In the view of
subsequent meetings and discussions the initial proposal was finalized. Kindly initiate the
study on the finalized Terms of Reference (TOR).

Sir Ali Raza
Supervisor



Letter of Transmittal

Date:

Sir Ali Raza
Project Supervisor
Preston University

Respected Sir,

I am submitting the final project report on Acceptance Of Solar Panel Utility Company For
The Residential Electricity Consumer In Karachi. The report includes problem /
opportunity statement and a literature survey. The theoretical framework is developed out
of the extraction of determinants from the literature review.As per your guidance relevant
inferential statistics is applied.
I am grateful for your guidance and supervision without which this project could not have
been completed.

Yours Sincerely,
1552-210104
Preston University



.

INTRODUCTION OF RELATE RESEARCH



LITERATURE:
ARTICLE # 01
TITLE OF THE ARTICLE:

A Study into the Acceptability of Alternative
Energy Sources for Urdu Bazaar Karachi
By
Arif Hasan and Mansoor Raza
with Hira Ilyas Bawahab
(Authors Final Draft, January 26, 2011)
ABSTRACT :
This study has been undertaken for understanding the real reasons behind the hesitation
that Karachi commercial markets have in adopting alternative sources of energy to
overcome the long periods of power outages that plague their lives and adversely affect
their businesses. As a result, a number of issues have been identified which are
documented in the study
In the absence of UPS, KESC resorts to load shedding and households, shopkeepers
have alternate power arrangements such as generators and UPS. The use of generators
has widely increased in the recent past due to the increasing incidence of power cuts.
Although generators are a good backup unit that supplies uninterrupted power, and is also
beneficial in emergency situations, its disadvantages outweigh its advantages. It
contributes in a big way to noise and air pollution and also requires maintenance and a
considerable amount of space for storing it. Similarly, a UPS backup power does not last
for long and requires maintenance as well. Besides, it cannot be charged during hours of
constant, uninterrupted load shedding. Hence, it fails to supply power in periods of long
load shedding.


The understanding of the existing and potential relationship between various actors in the
provision of alternative energy is necessary. Such a study, according to academics and
alternative power suppliers, has not been undertaken for urban commercial markets in
Karachi.
Therefore, keeping the present electricity situation in view and the economic
consequences of power breakdowns, the authors of the study decided to take one of the
commercial areas of Karachi and study the possibility of solar energy as an option to
generate electricity. For the study the area of Urdu Bazaar was selected, reasons for
which have been discussed in detail in the section ahead. Surveys revealed that currently
most of the shops in the market remain deprived of electricity for about three hours daily
during work hours. The choice of Urdu Bazaar was determined by the fact that it was not
an affluent bazaar like many other retail and wholesale bazaars in Karachi, and thus
provided the researchers with conditions that can be compared with the majority of other
markets in the city.
ORIGINS OF THE PRESENT RESEARCH/PROJECT
The project was taken up to understand the problems of a specific inner city
commercial market with regards to the energy crisis.
The advancement in technology allows us to seek alternative power sources.
An understanding of the mindset of the prospective users towards these
alternatives is necessary before they can become feasible solutions.
Since the privatisation of the Karachi Electric Supply Company (KESC), three years ago,
power outages (locally known as load-shedding), in Karachi, have increased causing
immense loss to industry and commercial markets. This study seeks to understand the
acceptability of alternative energy sources by commercial markets in Karachi. Urdu
Bazaar, a commercial market for books in the centre of Karachi, was chosen for the study.
The market consists of about 400 shops and retailed storage spaces. The height of the
buildings varies between one to four floors.
The market was chosen because it was not a high-end retail market and most of its shop
owners belonged, both in monitory and cultural terms, to the middle-middle classes. Most
of the markets in Karachi belong to this category.
A survey of the market was carried out through observations, detailed interviews with the
markets union leaders, and a questionnaire served to randomly chosen 100 shopkeepers.
The survey revealed the following:
1. A three hour load-shedding during market hours was normal. Sometimes it could
increase to six to seven hours. This lead-shedding adversely affects businesses


because fans cannot operate in summer, and lights after dark, or in shops that are
not well lit.
2. The shopkeepers have opted for alternatives. These consist of generators and
Uninterrupted Power Supply (UPS) units. The generators are expensive to buy (average
cost Rs 37,500 or US$ 436) and expensive to operate, at an average of Rs 5,882 (US$
69) per month. In addition, their noise and air pollution is damaging to health and visitors
do not like coming into the shop when they are operative.
3. The UPS on the other hand is cheaper at Rs 20,000 (US$ 233), with a running cost of
Rs 1,000 (US$ 11.6) per month. However, it does not store enough energy to meet
the long hours of load-shedding and also consumes a considerable amount of
energy from the grid. In addition, its acid batteries cause immense air pollution
which is difficult to tolerate for a long period of time.
4. Ninety per cent of the shopkeepers surveyed are willing to adopt a solar energy option
because they understand its environmental and sustainability advantages.
5. The shopkeepers identified four packages that could meet their needs. One of the
packages consists of two energy saver bulbs and one fan. This was made the basis
for a cost analysis by the authors.
Seven solar energy companies were then contacted and asked to provide the
technical details of their product and its cost. Two well respected engineers were
also contacted so that the authors could understand the technology and the details
of what the companies were proposing.



LITERATURE:
ARTICLE # 02
The barriers to energy efficiency in China: Assessing household electricity savings and
consumer behavior in Liaoning Province

a b s t r a c t
This article investigates the barriers to energy efficiency at the residentialsector within one
province in China and explores patterns ofhousehold electricity consumption.The article
presents the result sofa survey questionnaire distributed to more than 600 households in
Liaoning Province,fieldresear chat various Liaoning government agencies,and researchi
nterviews of Liaoning government to fficials to determine the efficacy of the irenergy
efficiency efforts in China.It then investigates the extent that electricity consumers have
taken advantage of energy efficiency opportunities relating to more efficient lights,
waterheaters,appliances,air-conditioners and heaters,and better energy-efficiency
labels.The article also assesses the degree that electricity users have become more
aware about electricity prices and their levels of consumption,and touches on the
connection between rising levels of income and electricity use.It concludes by providing
recommendations for how to improve efforts to promote conservation and reduce
electricity load grow thin Liaoning Province and beyond



LITERATURE:
ARTICLE # 03
HE WASTED SOLAR SOLUTION
By NajmaSadeque
Pakistan Renewable Energy Society (PRES)

THE MOST embittering aspect of the mass misery over electricity is that the crippling
shortages never had to happen.Pakistan could have adopted solar energy years ago if
government priorities had focused less on protectionist privatisation and more on people.
The number of solar-electrified homes inBangladesh recently numbered a million. This
year, half a million more solar systems will be installed. The cost inBangladesh for a small
home to run four energy-saver lights, a TV and a fan is $300 (Rs26,700), repayable in
installments. Solar power systems have been installed inBangladeshs prime ministers
office and even its central bank. Why cantPakistan take similar steps?
Pakistans per capita energy consumption is below half the average for developing
countries, 1/8 of the world average, 1/25 of developed nations and 1/60 of the average
American. InKarachialone, during the month of June this year, there is a shortfall of 600
megawatts against a demand of 1,787 megawatts.
Japan, the worlds third largest economy, generates 30 per cent of its power from nuclear
plants. But after an earthquake and tsunami crippled the Fukishima nuclear plant, they
have scrapped future nuclear reactors to plan for 10 million solar-powered homes instead.
While militarily beating a bloody path to the fossil fuel fields of the world, the US s
nevertheless planning a giant solar plant in theArizonadesert to serve the country. It
recently awarded two billion dollars to two solar companies.SaudiArabiais going further,
recognising that even its vast oil reserves are finite, and gearing to produce and export a
full quarter of the worlds solar electricity needs.
Solar system companies entered our markets a decade ago, yet progress remains
sluggish.
The earth receives more free energy from the sun in one hour than what the whole world
uses in a year. So its clearly absurd to throw money after finite fossil fuels. KESC


produces 55 per cent ofKarachis electricity and its market is spread over 6,000 square
kilometres. Not only are the distribution lines old and falling apart, it is unable to meet
demand or contend with theft of 40 per cent of the electricity by the kunda mafia.
A basic uninterruptible power supply (UPS) unit averages Rs20,000 and a small generator
costs Rs37,500, with monthly running costs of Rs1,000 and Rs6,000 respectively. A solar
fan and two energy-saver lights supported by a solar panel cost Rs26,000 the minimum
need for a shop operating on direct current. Nothing could be cheaper or cleaner.
Unfortunately, most people cannot afford the start-up costs.
Narrowly viewing solar panels as a revenue source, the government overtaxes them at 30
per cent, thereby foolishly stifling commerce which could ultimately fetch far more revenue.
A survey showed that, encouragingly, 90 per cent of shopkeepers favoured solar power.
What stalled them were fears of KESC retaliating for taking away its market (even though
it simply cannot serve all of it) and disconnecting them from the grid.
To derive maximum energy, solar panel brackets need be connected to tracking devices to
move with the angle of the sun. This requires more space, and of course, cost. But then, it
yields 40 per cent more energy. For the moment, solar systems could supplement KESC
supply until independent stand-alone systems, which could avoid conflict with KESC, are
affordable. But the state could catalyse the process by introducing solar power into its
offices and for street lights.
Those who lose the most from lack of electricity are the masses workers dependent on
running factories and offices, home-based, piece-wage women workers and other poor
people who constitute the overwhelming majority. Their minimum need is a solar lamp with
a panel, which costs Rs5,000. Industries, companies and contractors could assist their
workers with acquiring these.
If long-term loans can be extended for houses and cars, why cant they also be extended
for much smaller loans for solar systems? The government considers solar power
prohibitively expensive, yet thinks nothing of pursuing multi-billion dollar dams and other
white elephants.



LITERATURE:
ARTICLE # 01
Solar energy can resolve Karachi power crisis
Pakrealestatetimes May 30, 2011

Turning Karachi into a solar city will help resolve the energy crisis and the concept of
running major urban cities on solar energy is gaining popularity with every passing day,
reveals a recently conducted study.
The concept of Solar Cities was introduced a decade ago and now several countries
including the USA, China, Australia and even Turkey are successfully running many cities
on clean solar energy.

The region of Nevarra, Spain, is generating 70 per cent of its electricity through solar and
wind energy. This experience could be successfully adopted in Pakistan. Karachi could be
turned into a Solar City to get rid of the power outages for good.

Making Karachi a solar city would beat load shedding and provide many other benefits.
The solar energy would help in reducing pollution. One of the greatest advantages of solar
energy of course is that there is no carbon dioxide, methane or other emissions that warm
the atmosphere. Solar energy is not a finite resource as fossil fuels are. As long as the sun
is up there, it will constantly produce all the energy we can use.



LITERATURE:
Title of Thesis
SOLAR RADIATION STUDIES AT KARACHI PAKISTAN
Author(s)
Firoz Ahmad
Institute/University/Department Details
University Of Karachi/ Department Of Physics
Abstract
Solar radiation studies have been carried out to work out the feasibility of possible and
efficient utilization of Solar Energy at Karachi, Pakistan.From the analysis of the monthly
average daily and hourly global solar radiation data, the prospects of solar energy
utilization are very bright.
Karachi receives about 19.50 MJm-2d-l of solar isolation with an annual total of 7000
MJm-2 .The influx of global solar radiation is very consistent and has a variation of only
22.8% in the last 27 years. Except for the monsoon months, solar radiation incidence is
very encouraging, from the application point of view. Correlation equation of the first and
second order polynomials have been developed for Karachi, to estimate the monthly
average daily diffuse solar radiation, employing relative sunshine hours and clearness
index. The diffuse radiation shows a peak value during monsoon months, while average
diffuse to global ratio is 0.32 and diffuse to extraterrestrial ratio is 0.19, throughout the
year.
The results from these correlations are in agreement with the results from Page's
equation.Stanhill and Iqbal overestimates, while Liu and Jordan underestimate the diffuse
radiation value.Monhly average hourly diffuse radiation have also been studied and
analysed. Monthly average of hourly and daily global solar radiation incident on an
inclined, south facing surface has been computed from solar radiation data. The Hourly
and daily values of solar insulation on inclined surfaces are then compared. The difference
between the results obtained is very small. Annual and monthly average of solar radiation
are also evaluated from hourly values besides averages for the heating and cooling
seasons .
Monthly and annual variations of global solar radiation incident on inclined surface for
various off south orientation and inclinations have also been computed. From the results,
west of south orientation is not recommended at all, for Karachi, as far as solar energy
income is concerned.
Estimation of monthly average daily global solar radiation on horizontal surface via six
different correlations and its comparison with the measured data recommends Angstrom's
equation and Frere et al.relation to be the best for use. The regression constants 'a' and 'b'
show year to year fluctuations with an average value of a=0.326 and b=0.405,in


agreement with the predictions of Modi and Sukhatme.The sum (a+b) however remain
fairly constant, through the years. These prediction formulae are then subjected to
statistical tests in order to establish the superiority of one correlation over the other.
Correlation equations have also been developed for Karachi, to obtain the monthly
average daily global, beam and diffuse solar radiation from the fraction of possible bright
sunshine hours. The global, beam and diffuse radiation obtained via these correlations are
then compared with the measured data with fine agreement. Diffuse and beam radiation
can also be estimated even in the absence of global solar radiation



SCOPE OF PROJECT



SCOPE OF PROJECT:
It will be helpful to arrival of new competitors in energy sector specially electricity
distribution.
It will be helpful to green Karachi.
To play a part to solve energy crises in pakistan



PROJECT OBJECTIVE:



PROJECT OBJECTIVE:
To open a door as the distribution of electricity be privatized at small scale. The parties
that distribute electricity in their respective limited areas will ensure billing and its payment
Private parties be allowed to generate and distribute electricity independently of WAPDA
and KESC. This will create an environment of competition forcing WAPDA and KESC to
provide cheaper electricity and better service to the customers.
For this purpose first easy step to launch a electricity utility company which sell the solar
panel and provide services regarding it and collect monthly bill.
The questionnaire are designed to get mentally approach ,awareness of residential
electricity consumer and also their trend of electricity use.



PROBLEM IDENTIFICATION:



PROBLEM IDENTIFICATION:
1) We all hate the constant power cuts and load shedding,there is a need of solar
alternative to our home energy needs.so there should be a company that scale such
power generation system to our home,we get clean,renewable and dependendable energy
that never takes a break.it also promises no maintenance
2)IT is quite strange that the KESC, being the sole supplier of electricity to Karachi, has
been monopolising in the power sector, though electricity is so essential for every
business and economy of the country.
The KESC must have a competitor in the market which is the only to way to force the utility
service to put its house in order. There should be open up competition for companies
which are interested in electricity distribution business in Karachi. Just like cable
operators, new power companies can use same poles, but maintain different lines in
Karachi
Such a policy has proved a huge success in telecommunications sector in which there was
rampant corruption, mismanagement, and inefficiency before four to five cellular
companies were given licence. The result was better and more efficient service by a new-
look PTCL which offers better rates for subscribers with more reliable and courteous
customer services After a fierce competition in the telecommunications sector, Pakistan
has now almost 100 million telephone connections while previously it had only two million
lines. The telecommunications sector is now generating billions of dollars for the country,
and healthy profit for the companies, with much lower calling rates for public. Through
competition in electricity supply, per unit rate would come down to one rupee.



TECHNICAL INFORMATION:



TECHNICAL INFORMATION:

Unbearable energy outages, high tariffs and heavy expenses on generators and
Uninterruptible Power Supply (UPS) had left consumers with no option but to turn to
alternative energy, particularly solar panels.
Many solar products being imported into the country include solar street lights, solar
garden lights, solar generators, solar heaters, solar water heaters and solar water
collectors for industry.
Sunshine in Pakistan remains for approximately 10 hours a day, which is enough to
produce 1,000 watts per square metre. Producing electricity from the sun is very easy.
Solar-powered tube wells, water pumps and vacuum tube collectors of Germany can be
installed with an investment of Rs400,000 to Rs500,000. adding the technology might be
costly and unaffordable for the consumers, but it would give life-time savings and benefits
to them.
two types of solar panels were being sold in the market, one was large solar panel and the
other was a smaller one to power lights and fans. UPS increased the electricity bill by up
to 40 per cent per month by charging batteries adding rising prices of fuel and electricity
and load-shedding forced him to install solar panels.

Solar Power Systems Grid-Tied (On Grid)
Most people install grid-tied solar power systems -most often in cities, suburbs and
industrial areas where access to utility-generated power is available. You can supplement


your solar powered electricity with utility-generated energy if you use more electricity than
the solar power system supplies.

The function will be:
Solar panel charge the number of batteries in day time,in case of utility failure the battery
work as ups.At night the chrge batteries will be active in case of electric failure.We put our
selected load to battery not all of the residential load.We can use solar panel battery
source on peak load time 5-8 etc
In solar system the things you need is depend on what you want to do. If you want to turn
on just lights, bulbs or lamps. So then what you need is listed under here.
Price of solar panel in pakistan.
http://solarkarachi.webs.com/
Power System Solar Panel Charge Controller Battery Inverter Fuse Prices
DC System 25w 10 Amp. 12v 32Ah N/A 5 Amp. 20 700,- RS
175 Watt 25w 10 Amp. 12v 32Ah 500w 5 Amp
23 900,- RS
350 Watt 50w 10 Amp. 12v 50Ah 500w 15Amp. 32 200,- RS
0.5 Kva 100w 10 Amp. 12v 120Ah 500w 15Amp. 62 100,- RS
6.0 Kva 1000w 45 Amp. * 24v 600Ah * 5000w 50Amp. 644 000,- RS



Life of this type solar panel is 20-25 year.
If a company launched then the company will provide the panel installation and
maintenance free (batteries are optional)and divide all of the expenses on monthly bill as
per package of company.



SAMPLING & METHADOLOGY:



SAMPLING:
The data collected for research will be analyzed through the following ways.
Percentage Scale
Graphical Presentation
Interpretation

METHADOLOGY
No economics has as yet discovered or devised a method to determine the price of a
product or a service in the absence of a market where an open competition exists. Or, the
monopoly determines the prices arbitrarily since it cannot know the price at which
customers will willingly be purchasing its product or service. Under a monopoly, customers
have to buy perforce the product or service provided by the monopoly at any price. As, a
monopoly exists beyond and outside of the market; the prices of its products and services
are not determined by the market and in the market, rather it determines, and, thus,
distorts the make-up of the market. Same is the case with WAPDA and KESC. as far as
the high electricity tariff is concerned reason is monopoly of WAPDA and KESC over
generation and distribution of electricity.i.e Absence of competition
The concept of Solar Cities was introduced a decade ago and now several countries
including the USA, China, Australia and even Turkey are successfully running many cities
on clean solar energy.so,apply it on Karachi.the approach is quantative
If a customer has dual electricity supply ,if KESC lauch time to pay tariff then solar panel
may be used to avoid high tariff slab on peak time load.it will be economical factor.
34 Questionnaires were distributed among the people of different towns of Karachi city
that helped a lot in drawing a meaningful conclusion about the acceptance of solar panel
utility company.
The questionnaire distributed to residential unit of different town of Karachi


AGE(GENDER)
20-29 30-39 40-49 50 and
above

BY
HOUSE
HOLD
MONTHLY
BILL
M F M F M F M F
Dont know 1 2 1 4
Less than
200 RS
2 1 2 1 1 7
2000-5000
RS
8 2 3 2 15
5000-8000
RS
5 2 1 08

BY
LOCATION
(TOWN)
Gulshan 8 4 3 1 0 15
Malir 2 1 1 04
North
Nazimabad
1 1 02
Shah Faisal 1 1 02
Gulberg 1 1 02
Orangi 1 01
Saddar 1 01
P.E.C.H.S 1 01
Defence 1 01
Bin Qasim 1 01
Bahadurabad 1 01
Gulzar Hijri 1 01
Jamsheed
Road
1 01



HYPOTHESIS:



Pre re-quisites:
There is no legal bounding to arrival of new utility companies to distribute electricity.

HYPOTHESIS:
There is a acceptance of solar panel utility for the residential electricity consumer in
Karachi .
the people of Karachi will welcome the solar panel utility company to satisfy their need.



QUESTIONNAIRE SAMPLE



QUESTIONNAIRE SAMPLE
1.Do you know your monthly household electricity bill?
Yes No

a) If yes, how much is the electricity bill?
Less than 2000 RS 2000
5000 RS
5000
8000 RS
above
8000 RS

b) If no, could you give the reason?

2. How is electricity bill paid?
By credit
card
by cash

3.Do you know the price of electricity?
Yes No

4. Who pays the electricity bill in your household?
Husband Wife Kids The
elderly
Maid

5. What is the means of illumination in your household??
Incandescent
lamp (bulb)
Energy-saving lamp(energy
saver like litek)

a). If you choose incandescent lamps(bulb), why dont you buy energy- saving
lamps(energy saver)?
High
price
The quality is
bad
Dont know the
benefit
Have no
idea

Dont
care
It is not clear
on the bill
Other
reason


b). If the energy-saving lamp was subsidized, would you like to try?
Yes No It depends

6. What kind of household appliances do you often use?

Televisio
n
Washing
machine
PC refrigerator Micro-
oven
Fan(cooling)
Water
dispenser
Air-Con Vacuum
cleaner
Bathroom
heater
Humidifier Electric
heater
Electric
Water
heater
Induction
cooker
Solar water
heater
geaser

Rice
cooker
Sounder
Range hood

a). If you choose the electrical water heater ,why dont you buy a solar one?
High
price
The
quality
is bad
Dont
know
the
benefit
government
does not give
permission

Not
availab
le
b). If you choose the geaser ,why dont you buy a solar one?
High
price
The
quality
is bad
Dont
know the
benefit
government
does not give
permission

Not
availab
le
7. Among the appliances mentioned above,do you have more than one set of the same
kind,forexample,2or3televisions,PCs,air- conditioners.

8. Do you know how much electricity these house hold appliances use?
Yes No

Yes some of
them
Absolutely not


9. Which characteristics of house hold appliances are most important to you?
Very
important
Important Neutral Unimportant Very
unimportant
Design and
appearance
1

2 3 4 5
Price 1 2 3 4 5
Function 1 2 3 4 5
Energy efficiency 1 2 3 4 5
Brand 1 2 3 4 5

10. Have you ever noted the energy-saving information labeled on the appliances?
Yes No

11. Do the energy-saving labels on the televisions and refrigerators convince you?
Yes No Neutral

12. Are you able to calculate the electricity consumption of all kinds of appliances in your
household?
Yes No, but the other members could calculate None could calculate in
my household

13. Do you feel you have sufficient knowledge about saving electricity?
Yes No

14. Who is the most electricity saver in your household?
Husband Wives The
elderly
Kids Nobody

15. If you have kids in your house hold, do they intend to save the electricity?
Yes No Neutral



16. Do electric appliances that are plugged in still consume electricity when turned off?
Yes No

17. Have you ever intended to save or reduce electricity in your household?
Yes No

(a) If you choose yes the reason is:
Cost Alleviate the pressure of excessive
utilization of energy
Environmental
protection

18. do you think the tariff of kesc is more?
Agree
strongly
agree neutral disagree strongly
disagree

19.Does kesc has monopoly?
Agree
strongly
disagree

20.Do you know in another countries,customer has choice to buy electricity (like mobile
connections)?
Yes No

21.Arrival of new utility companies of electricity will be in favour of customers.?
Agree
strongly
disagree

22.what problem do you face with kesc?
I have no
problem
Long hours
load
shedding
less care of
consumer
complains
over
billing
others



23.In case of power outage(electricity failure),what is your alternative?
Ups generator

ups &
generator
I have no
alternative

24.Are you satisfy with your alternative?
Satisy strongly
satisfy
neutral dissatisfy strongly
dissatisfy

25.solar panel is a device which convert sun light into electricity.how much extent are you
familiar with solar panel electricity?
I have awareness No idea I do not have awareness
3(high) 2 1 0 -1 -2 -3(low)

26.Solar panel electricity is expensive?
yes No idea No
3
(mostexpensive)
2 1 0 -1 -2 -3
(most
cheaper)

27.Do you want to make solar panel as your alternative?
agree strongly
agree
neutral disagree strongly
disagree

28.If a company launched to sell solar panels,will you welcome?
a)No
need
b)Yes,If company give
value to my need
c)Yes,if it is
cheaper
b
&c
I am not familiar
with solar panel
others
29.Do you want details of solar panel provider company and its services?
agree strongly
agree
disagree



30.Do you want packages and technical specification offered by solar panel provider
company?
agree strongly
agree
disagree

31.Do you want free electrical consultancy for your home?
agree strongly
agree
disagree
32.If solar panel company fulfill your requirement and need then you can buy it?
agree strongly
agree
disagree
33.If solar panel company offered electricity at low price then you can buy it?
agree strongly
agree
disagree

34. Your personal information:
Gender: Male Female

Age:

Below20

2029

3039

4049

50 and
above
You live in: ____________town

Role in your
household:
Husband Wife The elderly Kids None of
them

Name (optional):



QUESTIONNAIRE PRESENTATION ANALYSIS:



QUESTIONNAIRE PRESENTATION ANALYSIS:

1.Do you know your monthly household electricity bill?

PERCENTAGE SCALE:

GRAPHICAL PRESENTATION:

INTERPRETATION:
30 out of 34 respondents which constitute 88.2% of the customers are know
their household electricity bil. 11.8% respondents do not know their monthly
electricity bill.
Yes No
Respondents 30 04
Percentage 88.2% 11.8%
0
10
20
30
40
50
60
70
80
90
100
Yes No
88.2%
11.8%
Acceptance of Solar Panel Utility Company For Residential Electricity Consumer In
Karachi


36

a) If yes, how much is the electricity bill?
PERCENTAGE SCALE:


INTERPRETATION:
This question segregate the respondent into the groups by income,the monthly
bill yields the usage of electricity and also how much money the user spend on
electricity 20% of 30 respondent falls in less than 200rs group,53.3% of user falls
in bracket of 2000-500RS group and about 27% falls in 5000-8000RS group.it
also shows the trend of usage of electricity
20%
53.30%
26.70%
Less than 2000 RS 20005000 RS 50008000 RS
Less
than
2000
2000
5000
RS
5000
8000
RS
above
8000
RS
Respondents 06 16 08 00
Percentage 20% 53.3% 26.7% 0%

b) If no, could you give the reason?

PERCENTAGE SCALE:


INTERPRETATION:
4 out 4 respondent reply the same reason,In question no 1 the respondent marked they
dont know their household electricity bill respond all of them marked reason as other
reasons .

100%
0
20
40
60
80
100
120
Dont care
It is not clear on the bill
Other reason
Dont
care
It is not
clear on
the bill
Other
reason
Respondents 0 0 4
Percentage 0% 4% 100%


2. How is electricity bill paid?
PERCENTAGE SCALE:


INTERPRETATION:
The responses of the costumer shows that they are paying their utility bill by cash however
in this era every payment is to be paid by plastic money that is credit card and people are
supposed to be unsatisfactory in this context, in question 22 the people show their attitude
regarding customer services of existing utility in this sector.
3.Do you know the price of electricity?
By credit card by cash
Respondents 0 34
Percentage 0% 100%
0
10
20
30
40
50
60
70
80
90
100
By credit card by cash
0%
100%

PERCENTAGE SCALE:


INTERPRETATION:
21 out of 34 respondent i.e. 61.8% respondents know the price of electricity, it shows how
much the respondent are familiar with KESC tariff it also shows the constomer are not
intend to observe the charges mentioned in bills like tariff however 31.2 % people
conscious about it.
4.Who pays the electricity bill in your household?
Yes No
Respondents 21 12
Percentage 61.8% 31.2
0
10
20
30
40
50
60
70
80
90
100
Yes No
61.8%
31.2%


PERCENTAGE SCALE:


INTERPRETATION:
50.8% of the bills are paid by elders ,and also in case of husband and wife should design
the marketing strategies and awreness services plan according to elders.

5.What is the means of illumination in your household??
PERCENTAGE SCALE:
30%
8.80%
0%
58.20%
3%
Husband
Wife
Kids
The elderly
Maid
Husband Wife Kids The elderly Maid
Respondents 10 03 00 20 01
Percentage 30% 8.8% 0% 58.2% 3%



INTERPRETATION:
95% of the respondents uses the energy saving lamps it means new technology change
the old one that is technological change .it shows people welcome the technological
change if it is in favour of them.
a). If you choose incandescent lamps(bulb), why dont you buy energy- saving
lamps(energy saver)?
PERCENTAGE SCALE:
Incandescent
lamp (bulb)
Energy-saving
lamp(energy saver
like litek)
Respondents 02 32
Percentage 05% 95%
0
10
20
30
40
50
60
70
80
90
100
Incandescent lamp (bulb) Energy-saving lamp(energy
saver like litek)
05%
95%



INTERPRETATION:
In the previous question 2 respondent shows that they use incandescent lamp ,in this one
of give the answer dont know the benefit while another one give that he/she has no idea.

High price
The quality is bad
Dont know the benefit
Have no idea
High
price
The
quality
is bad
Dont
know
the
benefit
Have
no idea
Maid
Percentage 00% 00% 0% 50% 50%

b). If the energy-saving lamp was subsidized, would you like to try?
PERCENTAGE SCALE:


INTERPRETATION:
This question motivates the user to use energy saver that and want to know what they think
about subsidity .so 50% of them say yes and 50 % says it depends.
Yes
No
It depends
Yes No It
depends
Respondents 1 0 1

6. What kind of household appliances do you often use?
PERCENTAGE SCALE:

respondants Television Washing
machine
PC refrigerator Micro-
oven
Fan(cooling)
Use 27 (84.4%) 25(78%) 27(84%) 30(94%) 17(53%) 30(94%)
Do not use 6(15.6%) 7(22%) 5(16%) 2(6%) 15(45%) 2(6%)
Water
dispenser
Air-Con Vacuum
cleaner
Bathroom
heater
Humidifier Electric
heater
Use 6(20%) 10(31%) 3(9%) 2(6%) 0(0%) 1(3%)
Do not use 26(81%) 22(69%) 29(91%) 30(94%) 32(100%) 31(97%)
Electric
Water heater
Induction
cooker
Solar
water
heater
geaser

Rice
cooker
Sounder
Range hood
Use 1(3%) 0(0%) 0(0%) 18(56%) 1(3%) 0(0%)
Do not use 31(97%) 32(100%) 32(100%) 14(44%) 31(97%) 32(100%)


INTERPRETATION:
In this question 2 out of 34 donot reply this question ,so we take result out of 30.It shows
the trend of house hold use of respondent ,it also shows how much home appliances are
important to them it points the financial status of respondent.

0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
T
e
l
e
v
i
s
i
o
n
W
a
s
h
i
n
g

m
a
c
h
i
n
e
P
C
r
e
f
r
i
g
e
r
a
t
o
r
M
i
c
r
o
-
o
v
e
n
F
a
n
(
c
o
o
l
i
n
g
)
W
a
t
e
r

d
i
s
p
e
n
s
e
r
A
i
r
-
C
o
n
V
a
c
u
u
m

c
l
e
a
n
e
r
B
a
t
h
r
o
o
m

h
e
a
t
e
r
H
u
m
i
d
i
f
i
e
r
E
l
e
c
t
r
i
c

h
e
a
t
e
r
E
l
e
c
t
r
i
c

W
a
t
e
r

h
e
a
t
e
r
I
n
d
u
c
t
i
o
n

c
o
o
k
e
r
S
o
l
a
r

w
a
t
e
r

h
e
a
t
e
r
g
e
a
s
e
r
R
i
c
e

c
o
o
k
e
r
S
o
u
n
d
e
r

R
a
n
g
e

h
o
o
d
donot use
use

a). If you choose the electrical water heater ,why dont you buy a solar one?

PERCENTAGE SCALE:


INTERPRETATION:
In question 6 only one respondent choose electric water heater and in this question he/she
respond the solar one will be expensive .this also shows that in our society solar appliances
are use as household.
100%
0.00% 0.00% 0.00% 0.00%
High price
The quality is bad
Dont know the benefit
High
price
The
quality
is bad
Dont
know
the
benefit
government
does not
give
permission

Not
available
Percentage 100% 00% 0% 00% 00%

b). If you choose the geaser ,why dont you buy a solar one?

PERCENTAGE SCALE:


56%
6.00%
16.00%
6.00%
16.00%
High price The quality is bad
Dont know the benefit government does not give permission
Not available
High
price
The
quality
is bad
Dont
know
the
benefit
government
does not
give
permission
Not
available
Percentage 56% 6% 16% 6% 16%


NTERPRETATION:

In question number 6, 18 respondent choose geaser so in the sub part 56% of them identify
that they dont use solar geaser because it is of high price although 16% of them give the
reason they dont know the advantage of solar one also 16 % marked that due to
unavailability.it shows there is potencial for alternative source like solar and also consider
people perceive the solar product as high cost one so when to launch solar panel should be
market as low price.


7. Among the appliances mentioned above,do you have more than one set of the same
kind,forexample,2or3televisions,PCs,air- conditioners.

PERCENTAGE SCALE:


INTERPRETATION:
It shows the trend of customers ,how much they consume electricity 47% people has more
than one set of appliances .
47%
24%
30%
more than one set of appliance
Yes
Some of them
Absolutelety not
Yes Some of
them
Absolutelety
not
Respondents 16 08 10

8. Do you know how much electricity these house hold appliances use?

PERCENTAGE SCALE:

INTERPRETATION:
It shows awareness of power consumption of appliances is equally divided.
It shows 50% people are also conscious about power consumption of their electrical
appliances
Yes No
Respondents 17 17
Percentage 50% 50%
0
10
20
30
40
50
60
70
80
90
100
Yes No
50% 50%

9. Which characteristics of house hold appliances are most important to you?
PERCENTAGE SCALE:


25%
54%
75%
50%
29%
36%
40%
11%
36%
29%
40%
7% 7%
21%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
characteristics of house hold
appliances
Very important
Important
Neutral
Very
important
Important Neutral Unimportant Very
unimportant
Design and
appearance
7 (25%) 10(36%) 11(40%) 2(7%) 0(0%)
Price 15(54%) 11(40%) 2(7%) 0(0%) 1 (4%)
Function 21(75%) 3(11%) 2(7%) 0(0%) 1(4%)
Energy
efficiency
14(50%) 10(36%) 6(21%) 0(0%) 0(0%)
Brand 8(29%) 8(29%) 9(32%) 0(0%) 1(4%)

INTERPRETATION:
Out of 34 ,06 do not reply ,28 respondent took participate in it,in which respondent grade
the features or charasterstics of the house hold appliances.
The result shows that ,second thing which is most important for customers is price and then
efficiency however efficiency and price has dilema relation .it also concludes that brand
awareness is less.
Design and appearance maximum neutrals are there,it shows it is not a attractive to cover
the market.


10. Have you ever noted the energy-saving information labeled on the appliances?
PERCENTAGE SCALE:


INTERPRETATION:
In the question number 7 respondent gave 50% very importance to the energy efficiency
,this question is asked to know the intensity of awareness,result shows that 56 % do not
consider energy efficiency at the time of buying although 44 % do consideration. this
buying behavior is helpful to launch such or complement product and also to make
strategies.
Yes No
Respondents 15 19
Percentage 44% 56%
0
10
20
30
40
50
60
70
80
90
100
Yes No
44%
56%


11.Do the energy-saving labels on the televisions and refrigerators convince you?
PERCENTAGE SCALE:


25%
56%
18%
Yes
No
neutral
Yes No neutral
Respondents 8 18 6

INTERPRETATION:
This question is ask to interpret the customer about energy saving,television and
refregeratior are mostly house hold appliances(result from question no6),in this question to
strictly know the buying behavior of customers and also electricity consumers regarding
energy saving or efficiency.two respondent donot reply out of 32 only 8 (25%)respondent
convience to energy saving information labeled on television or refrigerator.


12. Are you able to calculate the electricity consumption of all kinds of appliances in your
household?

PERCENTAGE SCALE:


52%
18%
30%
ability to calculate the electricity
consumption
Yes
No, but the other members
could calculate
None could calculate in my
household
yes No,butthe
other
members
could
calculate
None
could
calculate
in my
household



INTERPRETATION:
Out of 34 ,33 respondent response the question.52% have ability to calculate electricity
consumption of house hold however 18% can also calculate it.it means 70 % people can
calculate power rating.(refer question no 4 interpretation the decision makers are elders)but
we should 18 % they are kids in house that can calculate electricity consumption.so,when
we launch solar panels the packages information can be design on this interpretation.



13. Do you feel you have sufficient knowledge about saving electricity?

PERCENTAGE SCALE:


INTERPRETATION:

23 out of 30 (68%)respondent have sufficient knowledge to save electricity.
Yes No
Respondents 23 11
Percentage 68% 32%
0
10
20
30
40
50
60
70
80
90
100
Yes No
68%
32%


14. Who is the most electricity saver in your household?
PERCENTAGE SCALE:


INTERPRETATION:
There is majority of the elders, i.e. 91% are the elders in the home who save electricity.

6%
12%
73%
3%
6%
most electricity saver in your household
Husband
Wife
The elderly
Kids
No body
Husband Wife The
elderly
Kids No
body
Percentage 6% 12% 73% 3% 6%

15. If you have kids in your house hold, do they intend to save the electricity?

PERCENTAGE SCALE:


INTERPRETATION:
32 responsed over 34,54% people show that children are careless about electricity
saving.40% belived that child save electricity.children are the mass part of
residential unit by population.
40%
54%
6%
0
10
20
30
40
50
60
Yes No neutral
Yes No neutral

16. Do electric appliances that are plugged in still consume electricity when turned off?

PERCENTAGE SCALE:


INTERPRETATION:
34 out of 34 took participate,56% say the correct answer,it shows how much people are
familiar to save electricity.it is a practical example of electricity saving.

Yes No
Respondents 19 15
Percentage 56% 44%
0
10
20
30
40
50
60
70
80
90
100
Yes No
56%
44%

17. Have you ever intended to save or reduce electricity in your household?
PERCENTAGE SCALE:


INTERPRETATION:
31 respondents out of the total sample size of 34 i.e. 91% believe that they intend to save
electricity. Only 23% are careless about electricity saving.
Yes No
Respondents 31 03
Percentage 91% 9%
0
10
20
30
40
50
60
70
80
90
100
Yes No
91%
9%

a)If you choose yes the reason is

PERCENTAGE SCALE:

INTERPRETATION:

In question no 16 ,31 respondent said yes,in which 71% agree due to cost i.e cost of
electricity is more .so,if a utility electricity come it should consider that people tariff rate
/cost may be a differential advantage.

Cost
Alleviate
the
pressure of
excessive
utilization
of energy
Environmental
protection


18. do you think the tariff of kesc is more?


31%
16%
25%
9%
19%
tariff of kesc is more
Agree strongly
Agree
Neutral
Disagree
Strongly disagree
Agree
strongly
Agree Neutral Disagree Strongly
disagree
Percentage 31% 16% 25% 9% 19%

INTERPRETATION:

In this question 32 respondent response out of 32,if we add 31% and 16% it shows 47%
people agree that the tariff is more so these are dissatisfy customers so they may become
our favourite customers while 25 % people are neutral it means they are potential
customers also.so,we 72% market and it is a big potential market for any electricity utility
company.


19.Does kesc has monopoly?
PERCENTAGE SCALE:


Agree strongly
59%
Agree
26%
Neutral
5% Disagree
11%
Strongly disagree
0%
kesc has monopoly
Agree
strongly
disagree
Percentage 46% 21% 24% 09% 0%

INTERPRETATION:

in this question 33 respondent take participate out of 33,the percentage of strongly
disagree is 0%,it yields that people consider that kesc has monopoly.total (84%) in which
58% strongly and 28% are agree that it has kesc has monopolistic approach while 5% are
neutral in this question.


20.Do you know in another countries,customer has choice to buy electricity (like mobile
connections)?
PERCENTAGE SCALE:


Yes No
Respondents 22 12
Percentage 65% 35%
0
10
20
30
40
50
60
70
80
90
100
Yes No
65%
35%

21.Arrival of new utility companies of electricity will be in favour of customers.?
PERCENTAGE SCALE:


INTERPRETATION:
34 out 34 fill this question and 0% people are strongly disagree with it .it shows 76 % wants
choice to buy electricity.while 15 % is neutral.

Agree strongly
44%
Agree
32%
Neutral
15%
Disagree
9%
Strongly
disagree
0%
choice to buy electricity
Agree
strongly
disagree
Percentage 44% 32% 15% 09% 0%

22.what problem do you face with kesc?

PERCENTAGE SCALE:

Respondents Percentage
I have no problem
(A)
01 03%
Long hours load
shadding(B)
08 13%
less care of
consumer
complains(C)
1 03%
over billing (D) 06 18%
B+C 04 12%
C+D 01 03%
B+D 04 12%
B+C+D 09 26%
others 0 0%



INTERPRETATION:
34 out of 34 respond this question,0nly 3% marked they have no problem while 26% shows
they are facing all of the mentioned problem while 18% shows that they are suffering also
over billing.

0% 5% 10% 15% 20% 25% 30%
I have no problem (A)
Long hours load shadding(B)
less care of consumer complains(C)
over billing (D)
B+C
C+D
B+D
B+C+D
others
Column1

23.In case of power outage(electricity failure),what is your alternative?
PERCENTAGE SCALE:


INTERPRETATION:
34 out of 34 took participate,35% have no alter native and 27% has ups as alternative.our
product may be used to charge ups ,27% and 35%,62% would be our target market.
24.Are you satisfy with your alternative?

0%
5%
10%
15%
20%
25%
30%
Ups generator ups &
generator
I have no
alternative
alterntive of power outage
Ups Generator ups& generator I have no
alternative
Respondents 09 06 05 12
Percentage 27% 17% 21% 35%

PERCENTAGE SCALE:


In question no 23,the respondent which have alternative took participation,in which 36%
and 13% ,49% are satisfy with their alternative it means it is relly difficult to capture them
,nake competitive advantage like our product is supportive to your existing alternative like it
can charge your ups.
25.solar panel is a device which convert sun light into electricity.how much extent are you
familiar with solar panel electricity?
I have awareness No idea I do not have awareness
3(high) 2 1 0 -1 -2 -3(low)

36%
13%
23%
23%
5%
satisfy with your alternative?
Satisy
strongly satisfy
neutral
dissatisfy
strongly dissatisfy
Satisy strongly
satisfy
neutral dissatisfy strongly
dissatisfy
Percentage 36% 13% 23% 23% 5%

PERCENTAGE SCALE:

3(high) 08 23%
2 12 35%
1 08 24%
0 06 18
-1 00 00%
-2 00 00%
-3(low) 00 00%


INTERPRETATION:

The response of respondent is 100% in which 82% shows that they know what is solar
electricity,it is extremely shocking because it was not expected, it is pleasure to us we
should not expend on it awareness we will expend on its application and benefits

3
0
-1
2
-2
1
-3
0% 5% 10% 15% 20% 25% 30% 35% 40%
I have awareness
No idea
I do not have awareness
1
2
3

26.Solar panel electricity is expensive?
yes No idea No
3
(mostexpensive)
2 1 0 -1 -2 -3
(most
cheaper)

PERCENTAGE SCALE:

3(high) 08 25%
2 07 22%
1 03 9%
0 11 32%
-1 03 9%
-2 00 00%
-3(low) 01 3%



INTERPRETATION:

The ratio of respondent answer is 100%,in which 32% has no idea about solar electricity
tariff and about 56% people think that I will be expensive although make marketing
strategies as low price.

3
0
-1
2
-2
1
-3
0% 5% 10% 15% 20% 25% 30% 35%
yes
No idea
No
Column2
Column1
Series 1


27.Do you want to make solar panel as your alternative?
PERCENTAGE SCALE:


INTERPRETATION:
34/34 is the ratio of answer ,59% show their interest to make solar panel as their alternative
while 23% are neutral in this way 82% is the market.
28.If a company launched to sell solar panels,will you welcome?

41%
18%
23%
15%
3%
solar panel as your alternative
agree
strongly agree
neutral
disagree
strongly disagree
agree strongly
agree
disagree
Percentage 41% 18% 23% 15% 3%

PERCENTAGE SCALE:

INTERPRETATION:
53% are agree to buy solar panel if they are cheaper ,while 26% is the potential market
who want to fulfill their need.while 9% also answer in yes.in this way 88% is the market to
capture.

9%
26%
53%
6%
0%
6%
will you welcome
No need
Yes,If company give value to
my need
Yes,if it is cheaper
b &c
I am not familiar with solar
panel
others
No need Yes,If
company give
value to my
need
Yes,if it is
cheaper
b &c I am not
familiar with
solar panel
others
03 09 18 2 00 2
9% 26% 53% 6% 0% 6%

29.Do you want details of solar panel provider company and its services?
PERCENTAGE SCALE:


INTERPRETATION:
82% people wants detail of solar panel company and its services.
30.Do you want packages and technical specification offered by solar panel provider
company?
PERCENTAGE SCALE:
44%
38%
12%
3%
3%
details of solar panel provider company
and its services
agree
strongly agree
neutral
disagree
strongly disagree
agree strongly
agree
disagree
Percentage 44% 38% 12% 3% 3%


INTERPRETATION:
88% wants packages and technical information regarding company.

70%
18%
6%
6%
3%
Do you want packages and technical
specification
agree
strongly agree
neutral
disagree
strongly disagree
agree strongly
agree
disagree
Percentage 70% 18% 6% 6% 0%

31.Do you want free electrical consultancy for your home?
PERCENTAGE SCALE:


INTERPRETATION:
85% people wants free electrical consultancy for their home.

53%
32%
9%
6%
3%
free electrical consultancy for your home
agree
strongly agree
neutral
disagree
strongly disagree
agree strongly
agree
disagree
Percentage 53% 32% 9% 6% 0%

32.If solar panel company fulfill your requirement and need then you can buy it?
PERCENTAGE SCALE

INTERPRETATION:
41% are strongly agree to buy solar panel utility services and 44 % are also to agree such
product and services and 9% people are neutral in this way 94% response positively to buy
it.

44%
41%
9%
6%
0%
will you buy it?
agree
strongly agree
neutral
disagree
strongly disagree
agree strongly
agree
disagree
Percentage 44% 41% 9% 6% 0%

33.If solar panel company offered electricity at low price then you can buy it?
PERCENTAGE SCALE:

INTERPRETATION:
41% are strongly agree,47% are agree and 9 % are neutral ,i.e 97% people are agree to
buy if they are cheaper.
47%
41%
9%
3%
0%
will you buy it?
agree
strongly agree
neutral
disagree
strongly disagree
agr
ee
stron
gly
agre
e
neut
ral
disagr
ee
strong
ly
disagr
ee
Respond
ents
16 14 03 01 00
Percenta
ge
47
%
41% 9% 3% 0%


SUMMARY OF FINDINGS


SUMMARY OF FINDINGS
53.3% of user falls in bracket of 2000-500RS group and about 27% falls in 5000-8000RS
group.it also shows the trend of usage of electricity.Only 61.8% respondents know the price
of electricity, it shows how much the respondent are familiar with KESC tariff .95% of the
respondents uses the energy saving lamps it means new technology change the old one
that is technological change .it shows people welcome the technological change if it is in
favour of them.Design and appearance of product ,maximum neutrals are there,it shows it
is not a attractive to cover the market.52% have ability to calculate electricity consumption
of house hold however 18% can also calculate it.it means 70 % people can calculate power
rating91% are the elders in the home who save electricity.
47% people agree that the tariff is more so these are dissatisfy customers 47% people
agree that the tariff is more so these are dissatisfy customers so 76 % wants choice to buy
electricity.26% shows they are facing all of the mentioned problem regarding K.E.S.C while
18% shows that they are suffering also over billing.35% have no alternative and 27% has
ups as alternative. 62% would be our target market
82% shows that they know what is solar electricityAbout solar panel. 56% people think that
I will be expensive although make marketing strategies as low price.59% show their interest
to make solar panel as their alternative.88% is the market size to capture the market with
price variable.82% people wants detail of solar panel company and its services.88% wants
packages and technical information regarding company.85% people wants free electrical
consultancy for their home .94% response positively to buy it.



SATISFACTION OF HYPOTHESIS


SATISFACTION OF HYPOTHESIS

The hypothesis is accepted.

ACCEPTED NOT ACCEPTED
people wants detail of
solar panel company
and its services.
82% 18%
people wants free
electrical consultancy
for their home
85% 15%
response to buy it. 94% 16%


CONCLUSIONS



CONCLUSIONS
On the behalf of hypothesis it is said to be the research is successful regarding the
acceptance of solar panel utility company for the residential electricity consumer of
Karachi.
The details of company and product and services were not include in project but
people shows their welcome to arrival of new utility company.it shows it is the hot
market to capture because people want satisfaction of their needs.on the basis of this
research the door of arrival of competitors has been open .this research is also helpful
to make Karachi as Green city.



RECOMMENDATIONS



RECOMMENDATIONS
Government analyze the hypothesis and there is a grand need of this subjective
research.
Banks can provide financial strength to new utility companies.
Such type of research may be helpful to other cities of Pakistan.



REFERENCE & RESOURCES:
News papers in Pakistan.
http://www.dawn.com/2011/05/29/time-to-end-kesc-monopoly.html
http://asinstitute.org/node/72

http://www.dawn.com/2011/05/29/time-to-end-kesc-monopoly.html

http://www.thenews.com.pk/TodaysPrintDetail.aspx?ID=11105&Cat=13
http://www.thenews.com.pk/TodaysPrintDetail.aspx?ID=11105&Cat=13
References:Book Basic Marketing Research, Gilbert A Churchill, JR 4thedition.Green,
P.E., Tull, D.S. and Albaum, G (1993),
Research For Marketing Decisions,5th edition, Prentice-Hall
Robert p.bush the University of MemphisMarketing research, 2ndedition 2004. Joseph
f. hair, jr.Louisiana state university
Market research , 6thedition 1998. David A. Aaker, V. Kumar, George S. Day.
http://www.fao.org/docrep/w3241e/w3241e02.htm
http://www.solarsystem.pk/solarpanels.html
http://www.paksolarpower.net
http://imperial.academia.edu/CaiJHeath/Papers/590898/MSc_Dissertation_-
_Integrating_Sustainable_Energy_Projects_with_Climate_Change_Adaptation_in_Lad
akh_Northern_India_How_many_birds_can_one_stone_hit
http://www.wisegeek.com/how-do-solar-panels-work.htm
http://www.fvgenergy.com/eng-fvg-energy/fiere-news-fvg-energy-en/fiere-fvg-energy-
en.html
http://brightgreenenergy.co.uk/off_grid_homes.asp
http://www.chrismartenson.com/blog/solar-insanity/48643

http://www.cmhc-schl.gc.ca/en/co/maho/enefcosa/enefcosa_003.cfm



RESEARCH PAPER

ACCEPTANCE OF SOLAR PANEL UTILITY COMPANY FOR
RESIDENTIAL ELECTRICITY CONSUMER IN KARACHI
(Year 2012)

Presented To:
Sir Ali Raza

Presented By:
1552-210104
MBA MARKETING

PRESTON UNIVERSITY
15- Bangalore Town Shahra-e-Faisal,
Karachi - 75530

Acceptance of Solar Panel Utility Company For Residential Electricity Consumer in Karachi

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Acceptance of Solar Panel Utility Company For Residential Electricity Consumer In Karachi

Muhammad Rizwan Yaseen 1552210104 PRESTON UNIVERSITY MAIN CAMPUS KARACHI

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