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PROJECT

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PROJECT EDISON Market Assessment Study on PV System (Topline Report) prepared for: By: Uniqueness Rating Very Unique (63%) Somewhat Unique (33%) Neither Unique ... – PowerPoint PPT presentation

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Title: PROJECT


1
PROJECT EDISON Market Assessment Study on PV
System
(Topline Report)
prepared for
By
2
Table of Contents
  • Market Profile 3 - 20
  • Quality of Life 21 - 26
  • Energy Consumption 27 - 33
  • RESIDENTS Reactions Towards PV System Concept
  • Concept Diagnostics UnPriced 34 - 78
  • Concept Diagnostics Priced 79 - 86
  • Purchase Interest 87 - 105
  • Conjoint Analysis 106 - 120
  • OPINION LEADERS Reactions Towards PV System
    Concept
  • Concept Diagnostics UnPriced 121 - 137
  • Concept Diagnostics Priced 138 - 141
  • Purchase Interest 142 - 153

3
I. MARKET PROFILE
4
PROFILE OF TARGET MARKET RESIDENTS
  • Target market is either the household head or the
    housewife. There is a slightly higher percentage
    of housewives though as major decision makers
    particularly in Central, East Visayas and
    Mindanao areas.
  • Results suggests that decision making is a shared
    rather than a sole responsibility of a spouse.
    Regardless of whether husband or wife, most of
    them would say, they play a major part and are
    not the only decision maker. There are
    indications though that more males have a
    tendency to decide alone than females.

GENDER
5
PROFILE OF TARGET MARKET RESIDENTS
  • Decision makers do not vary by age.

AGE GROUP
6
PROFILE OF TARGET MARKET RESIDENTS Contn.
  • In terms of total household income, majority of
    the target market would have a disposable income
    of PhP3000 or less.
  • There are about a fourth though who would be
    earning more than PhP3000-6,000.
  • And there are only about 10 who earns more than
    P6,000.
  • There is about 4 who claims income is not fixed
    having higher incidence for North Luzon, Central
    Luzon and Central Visayas.

MONTHLY HOUSEHOLD INCOME
7
PROFILE OF TARGET MARKET RESIDENTS -- (By Brgy
Classification Topography)
  • Significantly higher rating compared to other
    segments at 95 confidence level

8
PROFILE OF TARGET MARKET RESIDENTS Contn. --
(By Region)
9
PROFILE OF TARGET MARKET RESIDENTS Contn.
(By Region)
10
OCCUPATION
  • Target market are either not employed or are into
    farming and fishing.
  • Total Mindanao, West Mindanao, South Mindanao
  • North Mindanao
  • Significantly higher rating compared to other
    segments at 95 confidence level

11
OTHER SOURCES OF INCOME
  • Other source of income are more likely to come
    from crop production, salaries and wages and
    livestock production.
  • There are about 10 who also rely on subsidy
    either from the government or from relatives.

Base Total Interviews (120)
12
Distribution of Expenditures
  • Bulk of target markets expenses comprise of
    food.
  • This is followed by a significant portion about
    24 being set aside as savings.
  • The remaining appears to be equally distributed
    across education,personal care, and other living
    expenses.
  • By region though,some significant differences may
    be observed, Luzon areas tend not to allocate
    portion of their earnings to savings except for
    those on South Luzon.
  • Meanwhile, West Visayas and West Mindanao areas
    have significantly higher allocation for savings
    compared to the rest of the country.

Base Total Interviews (900)
13
TOTAL EXPENDITURESContn.
Base Total Interviews (900/120)
14
TOTAL EXPENDITURES RESIDENTS -- (By Brgy.
Classification Topography)
15
TOTAL EXPENDITURES RESIDENTS Contn. (By
Region)
  • Significantly higher rating compared to other
    segments at 95 confidence level

16
TOTAL EXPENDITURES RESIDENTS Contn. (By
Region)
  • Significantly higher rating compared to other
    segments at 95 confidence level

17
Whether Have Availed of Loans/ Financing
  • There is very low incidence of loans, only about
    13 suggesting very low exposure of target market
    to financing. In particular, among who have
    availed loans, resources were used for their
    source of livelihood and living expenses.
    Durables for the household appears not to be one
    of the items they avail loans of.
  • Most popular institution availed loans for are
    Banks and cooperatives. Which suggests that
    among the few exposed to financing they are at
    least exposed to formal lending institutions
    already.

Purpose of Loan
  • Crop Production Supply(21)
  • Purchase of Equipment/ Appliances (21)
  • Hand Tractor (7)
  • Bed (7)
  • Tricycle (3)
  • Engine (1)
  • For food (17)
  • Small Business (13)
  • Education (8)
  • Medical Treatment (7)
  • House Repair (6)

Not Availed (87)
Availed and HAVE Existing (7)
Availed but NO Existing (6)
Source of Loan
  • Bank (40)
  • Cooperative (26)
  • Neighbors (11)
  • Merchant/ Seller (8)
  • Landlord (5)

Base Total Interviews (900)
18
Whether Member of Any Organization
  • There is low membership of target market to
    community organization. Only 1 of 5 would be a
    member. Organization member of are mostly
    related to their livelihood (I.e. group of
    farmers, fishermen, etc.) About 20 are also
    into community organizations (I.e.socio civic
    clubs,womens org, etc.) .

Non-Member (80)
Member (20)
  • NATURE OF
  • ORGANIZATIONS MEMBER OF
  • Livelihood related (45)
  • Community (20)
  • Cooperative (9)
  • Cultural (3)
  • Religious (3)
  • Higher membership in lowland, Central Luzon
    North Mindanao

Base Total Interviews (900)
19
Media Usually Exposed to
  • Target market is mainly exposed to radio.
  • A significant number may be exposed to TV but
    note that TV ownership is low in these indicating
    the viewership is a neighboring activity (watch
    TV at neighbors house) rather than at their own
    homes.

Base Total Interviews (900)
20
Key Sources of Information for Community
Activities
  • Asked on how they get to know activities, what is
    happening within their community, local office
    is the key channel of communication -- either
    through the barangay officials or announcements
    at municipal hall.
  • Word of mouth is also a reinforcing channel such
    that information is passed on from residents
    themselves through informal venues such as
    chatting among neighbors and friends.

Base Total Interviews (900)
21
II. QUALITY OF LIFE
22
Overall Disposition Towards Quality of Life in
the Municipality
  • In general, target residents have a positive
    disposition towards the way of life in their
    respective municipalities. Only about 1of 3
    though can actually claim that they are very
    satisfied signifying some unmet needs of the
    community. In fact, about 1 of 3 tend to show
    indifference to discontent.

Satisfied (42)
TOP-2 BOX SCORES (69)
Cant Say (8)
Somewhat Dissatisfied (18)
Very Dissatisfied (5)
Very Satisfied (27)
Base Total Interviews (900)
23
Reasons For Satisfaction/Positive Disposition
  • Community contentment appears to be firstly
    measured by the peace and order situation of the
    neighborhood. Basic services (particularly
    electricity and roads) and economic conditions
    are the secondary barometers. .
  • Peace And Order (49) i.e. neighborhood is
    peaceful, no disturbance, troubles
  • Basic Services (26)
  • Electricity (12) i.e. provision of electricity,
    solve interruptions
  • Infrastructure (12) i.e. better conditions,
    building of roads
  • Economic Conditions (22) i.e. better way of
    life, improvement in source of livelihood/
    income, have enough for needs.
  • Political Issues (18) i.e. good governance,
    responsive to the needs of the community
  • Social Relationship (15) i.e. good relation
    among community members, help each other

Base Total with positive disposition (635)
24
Reasons For Dissatisfaction/Negative Disposition
  • Meanwhile among the discontented, the main issues
    are lack livelihood and basic services,
    electricity emerge as one of the salient need..
  • Economic Conditions (34) i.e. lack of
    livelihood/ source of income, not enough income,
    etc.
  • Basic Services (33)
  • No electricity (13)
  • Infrastructure (13) i.e. need to develop/ build
    roads, poor condition of roads
  • Political Issues (13) i.e. officials do not
    fulfill promises
  • Peace And Order (12)

Base Total with negative disposition (265)
25
Top Issues and Problems In the Community
  • At the moment, top concerns of the target market
    is availability of basic services. Electricity
    appears to be one of the top needs indicating the
    viability of marketing a PV system or energy
    source in these target areas.
  • Basic Services (88)
  • No Electricity (50)
  • Infrastructure (36) i.e. no roads, poor
    condition of roads
  • Water Supply (37) i.e. not accessible water
    supply, for from community
  • Economic Conditions (26) i.e. lack of
    livelihood/ source of income, no permanent
    source, etc.
  • Agricultural Concerns (8)
  • Environmental Concerns (4)
  • Peace And Order (4)
  • Political Issues (3)
  • Social Relationship (2)
  • Others (3)

Base Total interviews (900)
26
Perceived Quality of Life in the Next 5 Years
  • There is generally a mixed attitude towards
    quality of life in the future.
  • A significant number though would be optimistic
    that quality of life in their areas will be
    better. Consistently, provision of basic
    services signifies improvement.

Base Total interviews (900)
27
III. ENERGY CONSUMPTION
28
Selected Facilities Currently Own
  • At this point, residents were shown a list of
    selected facilities particularly items that can
    be powered be the PV system.
  • Of the facilities, target market seemed to have
    only access the transistor radio.
  • There is very low ownership of TV and Karaoke.
  • About 1 of 3 would not even own any of a
    transistor radio, TV , Karaoke --- even
    including high income households P6000 and up.
  • Ownership profile is consistent across all
    segments..

Base - Total residents (900)
29
Light Facilities Currently Use
  • Light facility is basically wick lamps.

Higher ownership among high income
households Above P8000
Base - Total residents (900)
30
SELECTED FACILITIES LIGHTS CURRENTLY HAVE OR
USE (By Brgy. Classification Topography)
31
SELECTED FACILITIES LIGHTS CURRENTLY HAVE OR
USEContn. (By Household Income)
  • Significantly higher rating compared to other
    segments at 95 confidence level

32
Source of Energy / Power
Base - Total residents (900)
33
Awareness of PV System
  • At this point there is lack of awareness of PV
    system in the target areas.
  • Only about 10 claim to be aware. Note
    however, that those aware appears to be familiar
    with the capacity of the system. Source of
    awareness is from Bgy officials and word of mouth
    neighbors.

Base Total Interviews (900)
34
IV. REACTIONS TO THE PV SYSTEM
Reaction Towards Concept UnPriced Among
Residents
  • Analysis Framework
  • Results are analyzed by comparing reactions
    toward product at the concept level and after
    demonstration. This is to particularly gauge
    whether there is consistent appreciation of the
    product.
  • In order to identify potential market, results is
    also presented by segment By Barangay
    Classification, Topography of Area, Household
    Income and Region.

35
CONCEPT PRESENTED - Unpriced
36
CONCEPT PRESENTED Unpriced Contn.
37
Spontaneous Reactions Likes and Dislikes Towards
PV System
  • In general,residents of unenergized and
    underserved areas have very positive reaction
    towards the PV system both at a concept level and
    when shown actual product (after product demo).
    Practically all gave favorable comments and
    negligible unfavorable remarks.
  • They particularly appreciated features like
    durability, it can provide light, can operate TV
    and radio. Convenience of use was likewise
    valued. This is consistent across all segments..

REACTIONS TOWARDS CONCEPT
REACTIONS AFTER PRODUCT DEMO
GAVE FAVORABLE COMMENTS 100 Product
Features 81 Durability (i.e., Last as long
as 20-30 years) 22 Energy owned from the
heat of the sun 21 Can supply light
13 Can provide power to operate TV 12 Can
provide power to operate Radio
11 Convenience (i.e., Simple, no need to buy
fuel, can use anytime, just place directly
exposed to the sun 22 GAVE UNFAVORABLE
COMMENTS 2
GAVE FAVORABLE COMMENTS 100 Product
Features 77 Energy/ electricity comes from
heat of the sun 31 Reliable (Can
really make TV, radio, lights work,
etc.) 16 Can provide power to operate Radio
15 Can provide power to operate TV
14 Can supply light 12 Can charge a
battery 11 Durable (i.e., Lasts as long as
20-30 yrs., etc.) 6 Convenience
(i.e., Simple, no need to carry battery
downtown, just place directly in the sun,
etc.) 22 GAVE UNFAVORABLE COMMENTS 3
38
Overall Rating of PV System
  • Reflective of a very positive spontaneous
    reaction, overall rating of the product was
    likewise very positive. Almost all gave it good
    to very good rating. Delight of the product
    significantly increased after having seen the
    demonstration (very good score significantly
    increased from 36 concept to 51 after demo).

Base Total Interviews (900) - significantly
higher than concept at 95 confidence level)
39
OVERALL RATING OF PV SYSTEM -- (By Brgy
Classification and Topography)
TOP 2 BOX SCORES Good to Very Good
UNENERGIZED
91 94 91 93 93 94 90 94 90 93
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/305/360)
40
OVERALL RATING OF PV SYSTEM Contn. - By
Household Income
  • There are indications though households earning
    relatively higher income (particularly P6001
    P8000) and those with no fixed monthly revenues
    would have significantly lower very good rating
    even after demonstrated the product.
  • Meanwhile, South Luzon, Bicol and Central
    Visayas showed significantly lower delight
    rating towards the product at a concept level and
    had better appreciation after the demo suggesting
    that marketing in these areas should not only be
    limited to product description but must provide
    product experience for better appreciation.
  • Significantly higher rating compared to other
    segments at 95 confidence level
  • Significantly lower rating compared to other
    segments at 95 confidence level

41
OVERALL RATING OF PV SYSTEM Contn. - By
Household Income
  • Significantly higher rating compared to other
    segments at 95 confidence level
  • Significantly lower rating compared to other
    segments at 95 confidence level

42
OVERALL RATING OF PV SYSTEM Contn. - By Region
  • Significantly higher rating compared to other
    segments at 95 confidence level
  • Significantly lower rating compared to other
    segments at 95 confidence level

43
OVERALL RATING OF PV SYSTEM Contn. - By Region
  • Significantly higher rating compared to other
    segments at 95 confidence level
  • Significantly lower rating compared to other
    segments at 95 confidence level

44
OVERALL RATING OF PV SYSTEM Contn. - By Region
  • Significantly higher rating compared to other
    segments at 95 confidence level
  • Significantly lower rating compared to other
    segments at 95 confidence level

45
Reasons for Positive Overall Rating of PV System
  • Consistently, target market appreciated the
    product features -- first and foremost that it
    can generate energy from the sun and it can power
    household appliances.
  • They are also able to realize that product
    provides economy by having no monthly bills,
    lesser expenses and that it is convenient such
    that no need to buy fuel or carry battery for
    charging., etc.

CONCEPT
DEMO
ON FEATURES 76 Energy comes from
the sun 37 Can supply light
12 Durability 11 Can generally operate
appliances 10 Can power TV 9 Can
operate radio 8 ECONOMY (i.e., More
economical, no monthly electric bill, no
expenses, savings on energy expenses)
23 CONVENIENCE/ EASE OF USE (i.e., Simple,
no need carry battery downtown, no need to
buy fuel, etc. 22
ON FEATURES 79 Energy comes from
the sun 15 Can supply light 15 Can
generally operate appliances 10 Can power TV
10 Can operate radio 11 CONVENIENCE/ EASE
OF USE (i.e., Simple, no need carry battery
downtown, no need to buy fuel, etc.
20 ECONOMY (i.e., More economical, no monthly
electric bill, no expenses, savings on energy
expenses) 15
46
Understandability Rating
  • Residents generally find the concept or product
    PV system easy to understand. As may be
    expected, comprehension increased after showing
    the product.

PRODUCT DEMO
OF CONCEPT
TOP-2 BOX SCORES (93)
TOP-2 BOX SCORES (98)
Somewhat Easy to Understand (39)
Somewhat Easy to Understand (55)
Neither Easy nor Difficult (1)
Neither Easy nor Difficult (3)
Somewhat Difficult to Understand (1)
Somewhat Difficult to Understand (4)
Very Easy to Understand (59)
Very Easy to Understand (38)
Base Total Interviews (900)
47
RATING ON UNDERSTANDABILITY (By Brgy
Classification and Topography)
  • By segment, comprehension at the concept level
    appears to be lower among underserved barangays,
    lowland and upland areas, specifically North
    Luzon and South Luzon. A number in East Visayas
    would also tend to be unsure. However, when shown
    actual product, comprehension consistently
    increased. Results indicate a need for a more
    comprehensive and product experience type of
    marketing particularly among these areas.

48
RATING ON UNDERSTANDABILITY Contn. -- (By
Region/ Province)
  • Significantly lower rating compared to other
    segments at 95 confidence level

49
RATING ON UNDERSTANDABILITY Contn. -- (By
Region/ Province)
50
RATING ON UNDERSTANDABILITY Contn. -- (By
Region/ Province)
51
Uniqueness Rating
  • PV system is definitely a novelty. In fact,
    majority would consider it a very unique
    product. This is consistent across all segments.

PRODUCT DEMO
CONCEPT
TOP-2 BOX SCORES (97)
TOP-2 BOX SCORES (99)
Somewhat Unique (33)
Somewhat Unique (21)
Neither Unique nor Not Unique (3)
Somewhat Similar to Others (1)
Neither Unique nor Not Unique (1)
Very Unique (63)
Very Unique (78)
Base Total Interviews (900)
52
UNIQUENESS RATING -- (By Brgy Classification and
Topography)
TOP 2 BOX SCORES Very Unique Somewhat Unique
UNENERGIZED
94 99 97 99 95 100 96 98 98 99
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/305/360)
53
Believability Rating
  • At a concept level, residents showed some
    apprehensions on the capacity of the PV system to
    provide the features it promised to deliver.
    However, when shown the product, almost all were
    convinced that product works as per description.
    Findings is consistent across all segments.

PRODUCT DEMO
CONCEPT
TOP-2 BOX SCORES (100)
Somewhat Believable (18)
Very Believable (82)
Base Total Interviews (900)
54
BELIEVABILITY RATING -- (By Brgy Classification
and Topography)
TOP 2 BOX SCORES Good to Very Good
UNENERGIZED
92 100 89 100 86 100 92 100 89 100
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/ 305/360)
55
Relevance Rating
  • Residents definitely find PV system a relevant
    product. In fact 7 out of 10 say it is very
    relevant. High product relevance is consistent
    across all segments although some skews may be
    observed
  • - particularly higher in lowland areas
  • - significantly lower among earning higher
    income households (Above P8000) 53 very
    relevant and South Luzon 44 very relevant

PRODUCT DEMO
CONCEPT
TOP-2 BOX SCORES (98)
TOP-2 BOX SCORES (98)
Somewhat Relevant (39)
Somewhat Relevant (24)
Neither Relevant nor Irrelevant (2)
Neither Relevant nor Irrelevant (2)
Very Relevant (59)
Very Relevant (74)
Base Total Interviews (900)
56
RELEVANCE RATING -- (By Brgy Classification and
Topography)
TOP 2 BOX SCORES Good to Very Good
UNENERGIZED
99 100 98 98 99 99 96 100 98 96
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/ 305/360)
57
RELEVANCE RATING By Household Income
58
RATING ON RELEVANCE Contn. By Household Income
?
  • Significantly lower rating compared to other
    segments at 95 confidence level

59
RATING ON RELEVANCE Contn. By Region
  • Significantly lower rating compared to other
    segments at 95 confidence level

60
RATING ON RELEVANCE Contn. By Region
61
RATING ON RELEVANCE Contn. By Region
62
Reasons for Finding PV System Relevant
  • Features per se such that it can run household
    appliances, it is proven that it works, it
    sources energy from the sun makes the PV system
    a relevant product for the target market. In
    addition, they also acknowledge the impact of the
    product in their quality of life provide
    better living. They can now enjoy lighting, TV,
    radio, etc.

PRODUCT DEMO
CONCEPT
PRODUCT FEATURES 72 Electricity
comes from the sun 27 Reliability it really
works 21 Can supply light 15 Can provide
power to appliances 14 Can operate TV
9 Can operate Radio 9 CONVENIENCE/ EASY TO
USE 14 ECONOMY (i.e., economical, monthly
bill, can save everyday expenses) 13 IMPACT
ON QUALITY 39 Useful (Unspecified) 17 Can
now provide lighting for each household
13 Good for the household 9 Can watch TV
8 Can now have electricity 7 Can listen to
Radio 4 Can provide streetlights 4
PRODUCT FEATURES 79 Electricity
comes from the sun 25 Reliability it really
works 27 Can supply light 16 Can provide
power to appliances 16 Can operate TV 12
Can operate Radio 12 CONVENIENCE/ EASY TO
USE 15 ECONOMY (i.e., economical, monthly
bill, can save everyday expenses) 11 IMPACT
ON QUALITY 37 Useful (Unspecified) 11 Good
for the household 11 Can now provide lighting
for each household 9 Can watch TV
7 Can provide streetlights 6 Can listen to
Radio 5 Can now have electricity 4
63
REASONS FOR FINDING PV SYSTEM RELEVANT
64
REASONS FOR FINDING PV SYSTEM RELEVANTContn.
65
Rating of Ease of Use
  • While almost all would claim that product is
    easy to use, a significant number perceive it
    to be somewhat easy only even after the product
    demo. Marketing therefore must take into
    consideration how to increase product familiarity
    to address some apprehensions on ease of use or
    maintenance of the product. Considering that
    target market belongs to rural areas, new
    technology can be intimidating.

PRODUCT DEMO
CONCEPT
TOP-2 BOX SCORES (88)
TOP-2 BOX SCORES (98)
Somewhat Easy to Use (48)
Somewhat Easy to Use (31)
Neither Easy nor Difficult to Use (9)
Neither Easy nor Difficult to Use (1)
Somewhat Difficult to Use (2)
Somewhat Difficult to Use (1)
Very Difficult to Use (1)
Very easy to Use (40)
Very easy to Use (67)
Base Total Interviews (900)
66
RATING ON EASE OF USE -- (By Brgy Classification
and Topography)
TOP 2 BOX SCORES Very Easy to Use Somewhat
Easy to Use
UNENERGIZED
88 98 88 98 83 97 85 98 92 98
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/ 305/360)
67
Perceived Price of PV System
  • Asked on how they perceive the price of the PV
    System to be. Generally target market perceive
    it to be an expensive product especially when
    they saw the actual PV system. In fact, only a
    fifth would consider it affordable. This appears
    to be a consistent opinion across all segments.

BASED ON CONCEPT
BASED ON DEMO
Base Total Interviews (900)
68
OVERALL RATING OF PRICE OF PV SYSTEM (By Brgy
Classification and Topography)
TOP 2 BOX SCORES Very Expensive Somewhat
Expensive
UNENERGIZED
70 84 59 76 61 76 64 74 59 80
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/305/360)
69
OVERALL RATING OF PRICE OF PV SYSTEM Contn. --
(By Household Income)
70
OVERALL RATING OF PRICE OF PV SYSTEM Contn. --
(By Household Income)
71
OVERALL RATING OF PRICE OF PV SYSTEM Contn. --
(By Region)
72
OVERALL RATING OF PRICE OF PV SYSTEM Contn. --
(By Region)
73
OVERALL RATING OF PRICE OF PV SYSTEM Contn. --
(By Region)
74
Rating of PV System on Specific Attributes
  • At this point, respondents were shown a list of
    attributes and asked how much they agree or
    disagree that the attribute describes the PV
    System.
  • Majority rated the PV system high (strongly
    agree) on all attributes. This is consistent
    across all segments.

Top Box Strongly Agree Scores
Base Total Interviews (900)
75
Rating of PV System on Specific Attributes -Top
Box "Strongly Agree" Score- (By Brgy
Classification Topography)
76
Overall Comparison of PV System with Current
Energy Source
  • PV System is definitely considered a better
    energy source than what they currently use.

PV vs. KEROSENE
PV vs. DIESEL POWER GENERATOR
PV vs. BATTERY (Dry Cell)
PV vs. CAR BATTERY
Base Total who currently use energy source
(874/27/456/162)
77
Comparison of PV System with Current Energy
Source on Specific attributes (Based on Concept)
  • In terms of specific attributes, PV system is
    perceived superior on all aspects.

Base Total Interviews (900)
78
Comparison of PV System with Current Energy
Source on Specific attributes (Based on Demo)
Base Total Interviews (900)
79
V. REACTIONS TOWARDS PV SYSTEM
Reaction Towards Concept Priced Among Residents
80
CONCEPT PRESENTED - Priced
  • After evaluating the concept of a PV system,
    respondents where shown the range of price of the
    PV System.

81
Value for Money Rating of PV System - Priced
  • There is generally a mixed reaction towards the
    worth of PV system give that product price can
    range from PhP 25,000 PhP 29,000. This suggests
    that although target market may highly appreciate
    the product and generally find it useful, some
    rationalization may have to be considered.
    Marketing and communication activities should
    trigger some necessity of the product.
  • About 1 of 4 find it should be even of higher
    price given its benefits and features
  • About 1 of 3 find price is just right
  • About 2 out of 4 find it to be expensive and
    should be priced less than given range

82
VALUE FOR MONEY RATING OF CONCEPT (By Brgy.
Classification Topography)
83
VALUE FOR MONEY RATING OF CONCEPT -- (By
Household Income)
  • Perception of product expensiveness is
    particularly higher among lower income groups
    (1,000 and below) and Mindanao areas..

84
VALUE FOR MONEY RATING OF CONCEPT -- (By Region)
85
Reasons Perceive Price is About Right and Worth
More
  • In particular, products durability and uniqueness
    to source energy from the sun increases the value
    of the product.

ON FEATURES 50 Durable (i.e.,
lasts as long as 20-30 yrs. etc.)
24 Energy / electricity comes from heat of
the sun 19 Can really make TV, radio and
lights work 5 Really works 6 Can
provide power to operate TV 3 Can provide
power to operate ration 3 Can supply
light 2 Has many functions 2 THE
PACKAGE INCLUDES MANY ITEMS (Like battery, PV
module charge controller) 10 UNIQUE
5
86
Reasons Why Perceive Product as Worth Less
  • Meanwhile, the limited wattage capacity of the
    product and apprehension of whether it will
    really last 20-30 years makes the product not
    worth at least P25,000.
  • A significant number are discouraged by the price
    per se. At that price, it is just too expensive,
    way up than what they can afford.

ON FEATURES 45 Capacity 35-50 watts
only 19 Not sure if it will last 20-30 years
13 Limited capacity 11 Capacity varies
depending on watt 7 Have power to operate
TV, radio, light only 3 Cannot use at
nights 2 PRICE 23 Has no budget
8 Expensive 4 Greater watt requirements is
more expensive 4 Has only few parts given
the price 4
87
VI. PURCHASE INTEREST ON PV SYSTEM
Among Residents
88
Purchase Interest of PV System Concept UnPriced
  • Based on the appreciation of the concept and
    actual product without idea of pricing yet,
    target market would show a generally positive
    interest to purchase. Note however, that
    considering stringent measure of definitely
    buy, (a more conservative measure of interest,
    an indication of certainty), only about 37 would
    show high likelihood to purchase. Bulk of the
    market would still show some tentativeness.

PRODUCT DEMO
CONCEPT
TOP-2 BOX SCORES (91)
TOP-2 BOX SCORES (91)
May Buy or May Not Buy (7)
Probably Buy (54)
Probably Buy (66)
May Buy or May Not Buy (7)
Definitely will not Buy (2)
Probably will not Buy (1)
Definitely will not Buy (1)
Definitely Buy (25)
Definitely Buy (37)
Base Total Interviews (900)
89
REASONS FOR POSITIVE PURCHASE INTEREST RATING
CONCEPT
DEMO
90
REASONS FOR NEGATIVE PURCHASE INTEREST RATING
  • Despite a positive acceptance of the product non
    interest to purchase basically springs from a
    perception that product can be expensive or it is
    something out of their budget/ not prepared for.

CONCEPT
DEMO
PRICE 42 Has no budget
21 Expensive 14 Some of the parts are quite
expensive 5 Quite expensive because module
is imported 4 HAVE NOT HEARD OF PV
12 NOT INTERESTED 3 DO NOT HAVE THAT MANY
APPLIANCES 2
ON FEATURES 17 Not durable (i.e.,
wont last long, etc.) 12 Not reliable
(I.e., cannot use when it rains, etc.)
5 PRICE 33 Has no budget 18 Expensive
9 Some of the parts are quite expensive
2 DO NOT KNOW WHERE TO GO IF NEED REPAIR
SERVICE 3 DO NOT HAVE THAT MANY APPLIANCES
3 HAVE NOT HEARD OF PV 2
91
Purchase Interest of PV System Concept Priced
  • Pricing is definitely a consideration in the
    purchase. When shown the price range of the PV
    system, purchase interest, significantly
    declined. Only about half showing positive
    interest and definite intention is a mere 14 .
    In fact, about 1 of 4 would be outright to claim
    that they are not likely to buy the product given
    price range.

CONCEPT WITH PRICE RANGE
Base Total Interviews (900)
92
PURCHASE INTEREST RATING OF PV SYSTEM -
Comparative
Base Total Interviews (900)
93
PURCHASE INTEREST RATING -- (By Brgy
Classification and Topography)
TOP 2 BOX SCORES Definitely Buy Probably Buy
UNENERGIZED
89 89 61 91 92 55 88 89 58 86 91 62 95 93 52
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews (638/262/235/305/360)
94
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Household Income)
95
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Household Income)
96
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Household Income)
97
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Region)
98
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Region)
99
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Region)
100
PURCHASE INTEREST RATING OF PV SYSTEM Contn. --
(By Region)
101
Whether Consider Current Debt in the Purchase of
PV System
  • Among the few who have current loans, majority
    (60) claim that they will of course consider
    current indebtedness in deciding whether to
    purchase a PV System or not.

Base Total who have current loan (64)
102
Awareness of Government Plans on Community
Electrification
  • Majority would claim that government have no
    plans yet of electrification in their
    communities. About 40 though declare awareness
    of some government plans particularly those in
    coastal areas, Bicol and Mindanao. While most
    would not know timelines, a number would claim
    that electrification may happen earliest 2004.
  • Higher Awareness Among Coastal, Bicol, Mindanao
  • When?

Government Have no Plans Yet (63)
  • 2003 (6)
  • 2004 (33)
  • 2005 2010 (11)
  • Beyond 2010 (1)
  • Dont know exactly (48)

Government Have Plans (37)
Base Total Interviews (900)
103
Perceived Impact on Government Electrification if
Own PV System
  • Residents would have varying opinion whether
    ownership of a PV System would impact on the
    plans of the government to provide them
    electrification. This may probably be an
    indication of vagueness of any electrification
    plans in the community. There are indications
    though that a number would believe that if
    community residents own PV systems it will
    definitely affect plans of the government to
    provide electrification.

Cant Say (30)
Not likely impact (9)
Likely have impact on plans (24)
Definitely no impact (18)
Definitely impact on plans (19)
Base Total Interviews (900)
104
Perceived Best Supplier of PV System
  • Majority would consider the government as the
    best institution to provide/ market the PV
    system. The main advantage seen is that it can
    offer cheaper options, it is perceived to have
    the resources to supply the product.
  • Meanwhile, the main advantage seen for private
    and community organizations marketing the product
    would be the ability to provide support
  • -- Prior and after sales and easy processing of
    purchase by Private organizations
  • -- Community organizations being more cooperative
    and can assist in the expenses/ lend money.
  • These are therefore credibility points that must
    be emphasized by private organizations marketing
    PV System.

Private Supplies (18)
Government Program (67)
Community Organization (16)
105
PERCEIVED BEST SUPPLIER OF PV SYSTEM
Private Supplies (18)
Government Program (67)
Community Organization (16)
Base Total Interviews (900)
106
VII. CONJOINT ANALYSIS
107
What is Conjoint Analysis?
  • In order to identify the most marketable PV
    System package to target respondents, a conjoint
    exercise was conducted.
  • Conjoint Analysis Measures
  • What is important to customers
  • What features they want
  • What price they are willing to pay

108
CONJOINT EXERCISE
  • At this point, respondents were shown a set of
    packages of PV system with its features, price
    and payment scheme.
  • They were then asked to rank the cards according
    to their preference.

Base - Total residents (900)
109
How to Read Importance and Utility scores
  • Conjoint helps calculate the relative importance
    of the various attributes tested
  • Then within each attribute the desirability or
    preference for the various levels of a particular
    attribute is measured. These measures are called
    utilities.
  • The utility of a particular level is a relative
    measure vis-à-vis the other levels of that
    attribute. The way to look at utility is to look
    at the relative gap of a particular level
    vis-à-vis other levels of the same attribute.
  • Utility of one level of a particular attribute is
    not strictly comparable with the absolute utility
    level of another attribute. But what is
    comparable across attributes is the relative gap
    between 2 levels of one attribute vs. 2 levels of
    another attribute.

110
Relative Importance of Features of PV System
  • Target market appears to be very practical in
    choosing a PV system. Price is definitely the
    MOST IMPORTANT marketing offer in considering a
    PV System package to avail.
  • A second consideration to price is the payment
    method.
  • Results suggests that features at this point is
    not a main driver for preference. It appears
    that residents are willing to take very basic
    features so long as they can afford.

Payment (25)
Guarantee (1)
Number of Lights (1)
Hours of Lights (2)
Price (66)
Powers TV (2)
Powers Karaoke (2)
Base - Total residents (900)
111
Relative Utility of Marketing Offer - PRICE
  • Following a very price sensitive target market,
    most preferred price follows lowest price to
    highest price.
  • Expectedly, a P5,000 package obtained the far
    highest preference. Preference is about 3x the
    next option preferred.
  • P10,000 is the second price option preferred.
    Note however, that when price goes more than
    P10,000, preference is no longer discriminating
    suggesting that target market already tends to be
    indifferent beyond this pricing point.

112
Relative Utility of Marketing Offer PAYMENT
TERMS
  • A one year installment plan with P2000
    downpayment and P764.00 per month payment is the
    most preferred scheme.
  • This is followed by either the following options
  • a rent of 500 per month
  • 2 years installment plan with P1000 downpayment
    and about P215 per month scheme .

Base - Total residents (900)
113
Relative Utility of Marketing Offer NUMBER OF
LIGHTS
  • In terms of number of lights, respondents seem
    not to discriminate. This tends to indicate
    that importance/appreciation of the product is
    not anchored on the number of light but basically
    on the benefit of lighting itself.

114
Relative Utility of Marketing Offer NUMBER OF
HOURS
  • Similar to number of lights, respondents seem not
    to discriminate in terms of number of hours it
    can power.

Base - Total residents (900)
115
Relative Utility of Marketing Offer POWERS TV
  • They also tend not to discriminate whether
    product can power TV or not, or whether TV is
    colored or black and white.
  • Response may probably be influenced by the fact
    that ownership of TV is very low in the target
    areas.

116
Relative Utility of Marketing Offer POWERS
RADIO/ KARAOKE
  • A product that powers radio/karaoke is preferred.

Base - Total residents (900)
117
Relative Utility of Marketing Offer GUARANTEE
  • They also tend not to discriminate in terms of
    guarantee.

Base - Total residents (900)
118
CONJOINT PACKAGE PREFERENCE
  • 3 lights
  • 2 hrs. lighting
  • Does not power TV
  • Powers karaoke
  • P5,000 installment 2 yrs.
  • P1,000 downpayment
  • P215 per month
  • 2 years Guarantee

Base - Total residents (900)
119
CONJOINT PACKAGE PREFERENCEContn.
Base - Total residents (900)
120
CONJOINT PACKAGE PREFERENCE
Base - Total residents (900)
121
VIII. REACTIONS TOWARDS PV SYSTEM
Reaction Towards Concept UnPriced Among OPINION
LEADERS
  • Being influencers in the community and may be key
    in the acceptability of PV system in the areas,
    acceptability of the product among Opinion
    Leaders was also obtained.
  • Opinion Leaders were defined to be Barangay
    Officials, Religious leaders, Head of Educational
    institution, Community Leaders, Officers of
    Community Organizations.
  • Unlike residents where they were shown
    demonstration, only product concept was shown to
    Opinion leaders. Concept was likewise presented
    in two steps, Concept-UnPriced then, Concept with
    Price.
  • The following discussion/charts will show
    comparison of acceptability of PV system among
    Residents versus Opinion Leaders.

122
Spontaneous Reactions Likes and Dislikes Towards
PV System
  • Opinion leaders likewise have very positive
    reaction towards the PV System. Point of
    appreciation of the product is similar to that of
    residents -- it sources energy from the sun and
    it can operate household facilities.
  • Convenience and the perceived economy is likewise
    cited.

123
LIKES/ DISLIKES ABOUT PRODUCT CONCEPT Contn.
124
Overall Rating of Product Concept
  • Opinion Leaders likewise, gave it a positive
    overall rating. Almost all gave it good to very
    good rating.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (91)
TOP-2 BOX SCORES (88)
Good (55)
Good (46)
Fair (10)
Fair (9)
Poor (2)
Very Good (36)
Very Good (43)
Base Total Interviews (900/120)
125
OVERALL RATING OF PRODUCT CONCEPT (By Brgy
Classification Topography)
  • By segment, delight on the product appears lower
    in Lowland, possibly due to wider exposure of
    other products being given that by
    topography,they are nearer to urban areas.

?
  • Significantly lower rating compared to other
    segments at 95 confidence level

126
OVERALL RATING OF PRODUCT CONCEPTContn. -- (By
Region)
127
Reasons for Positive Overall Rating
128
REASONS FOR POSITIVE OVERALL RATING Contn.
129
Understandability Rating
  • They generally find the concept or product PV
    system easy to understand expectedly higher
    comprehension compared to residents. This is
    consistent across all segments.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (93)
TOP-2 BOX SCORES (90)
Somewhat Easy to Understand (32)
Somewhat Easy to Understand (55)
Neither Easy nor Difficult (8)
Somewhat Difficult to Understand (1)
Neither Easy nor Difficult (3)
Very Difficult to Understand (2)
Somewhat Difficult to Understand (4)
Very Easy to Understand (58)
Very Easy to Understand (38)
Base Total Interviews (900/120)
130
Uniqueness Rating
  • PV system is definitely a novelty even among
    Opinion leaders. Majority would consider it a
    very unique product. This is consistent across
    all segments.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (97)
TOP-2 BOX SCORES (92)
Somewhat Unique (33)
Somewhat Unique (24)
Neither Unique nor Not Unique (3)
Neither Unique nor Not Unique (3)
Somewhat Similar to Others (4)
Somewhat Similar to Others (3)
Very Unique (63)
Very Unique (68)
Base Total Interviews (900/120)
131
Believability Rating
  • Opinion Leaders are generally convinced that
    product works as per description. Findings is
    consistent across all segments.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (97)
Somewhat Believable (34)
Neither Believable nor Unbelievable (2)
Somewhat Unbelievable (1)
Very Believable (62)
Base Total Interviews (900/120)
132
Relevance Rating
  • PV System is definitely relevant among the
    Opinion leaders. Findings is consistent across
    all segments.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (96)
TOP-2 BOX SCORES (98)
Somewhat Relevant (39)
Somewhat Relevant (28)
Neither Relevant nor Irrelevant (3)
Neither Relevant nor Irrelevant (2)
Somewhat Irrelevant (1)
Very Relevant (68)
Very Relevant (59)
Base Total Interviews (900/120)
133
Reasons for Finding PV System Relevant
  • Features per se such that it can run household
    appliances, it is believed to work, it sources
    energy from the sun makes the PV system a
    relevant product. It is also perceived to impact
    on quality of life.

OPINION LEADERS
RESIDENTS
PRODUCT FEATURES 72 Electricity
comes from the sun 27 Reliability it really
works 21 Can supply light 15 Can provide
power to appliances 14 Can operate TV
9 Can operate Radio 9 CONVENIENCE / EASY
TO USE 14 ECONOMY (i.e., economical, monthly
bill, can save everyday expenses) 13 IMPACT
ON QUALITY 39 Can now provide lighting for
each household 13 Good for the household
9 Can watch TV 8 Can now have electricity
7 Can listen to Radio 4 Can provide
streetlights 4 USEFUL (Unspecified) 17
PRODUCT FEATURES 79 Can supply
light 24 Energy electricity comes from heat
of the sun 20 Can provide power to
operate TV 18 Can provide power to operate
appliances 16 Can provide power to operate
Radio 10 Reliable it really works
10 Can provide power to operate refrigerator
6 Can provide power to operate Karaoke
3 Durable (i.e., lasts as long as 20-30 years,
etc.) 5 Can provide power to operate
Water pumps 4 IMPACT ON QUALITY
40 Solve problem of lack of supply of
electricity 12 Can now provide lighting for
easy household 7 Good for the household
6 Can watch TV 4 Necessary for everyday
use 4 Will not experience brownout
4 Can listen to the radio 3 Can now provide
street lighting 3 Can be used for business
3 USEFUL (Unspecified) 16
134
Rating of Ease of Use
  • Opinion Leaders generally see no difficulty in
    using the product.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (88)
TOP-2 BOX SCORES (92)
Somewhat Easy to Use (48)
Somewhat Easy to Use (33)
Neither Easy nor Difficult to Use (5)
Neither Easy nor Difficult to Use (9)
Somewhat Difficult to Use (2)
Somewhat Difficult to Use (2)
Very Difficult to Use (1)
Very Difficult to Use (1)
Very easy to Use (40)
Very easy to Use (59)
Base Total Interviews (900/120)
135
Rating of PV System on Specific Attributes -Top
Box Strongly Agree Scores- (Residents vs.
Opinion Leaders)
  • Majority rated the PV system high (strongly
    agree) on all attributes that pertains to an
    ideal power source. This is consistent across
    all segments.

Base Total Interviews (900/120)
136
Overall Comparison of PV System with Current
Energy Source
  • When compared to current energy source, Opinion
    Leaders like residents also acknowledge the
    superiority of PV System.

KEROSENE
DIESEL POWER GENERATOR
BATTERY (Dry Cell)
CAR BATTERY
Base Total who currently use energy source
(874/27/456/162)
137
Comparison of PV System with Current Energy
Source on Specific attributes (Based on Concept)
  • Superiority of PV System extends even across all
    specific attributes.

Reliable
Practical for the Home
Cost Effective
Able to Cover Power Requirements of the Home
Convenient and Easy to Use
Base Total Interviews (900/120)
138
VIII. REACTIONS TOWARDS PV SYSTEM
Reaction Towards Concept Priced Among OPINION
LEADERS
139
VALUE FOR MONEY RATING OF CONCEPT
  • Similar to residents, Opinion Leaders also have
    mixed reactions towards the worth of PV system.
    A significant number likewise perceive that it
    should be less expensive.

RESIDENTS
OPINION LEADERS
TOP-2 BOX SCORES (68)
Price is about right (41)
It is worth slightly less (8)
It is worth slightly more (27)
It is worth much less (17)
It is worth very much less (8)
Base Total Interviews (900/120)
140
Reasons Perceive Price is About Right and Worth
More
  • In particular, products durability and
    uniqueness to source energy from the sun
    increases the value of the product.

RESIDENTS
OPINION LEADERS
ON FEATURES 57 Durable (i.e.,
lasts as long as 30 years, materials used
are durable, etc.) 36 Energy electricity
comes from heat of the sun 11 Can provide
power to operate appliances
(Unspecified) 9 Can supply light 2
Just the right capacity 2 Really works
2 Can provide power to operate TV
2 PRICE 21 Cheap/ affordable
5 Economical 4 Total cost is inclusive
of all parts 4
ON FEATURES 50 Durable (i.e.,
lasts as long as 20-30 yrs. etc.)
24 Energy / electricity comes from heat of
the sun 19 Can really make TV, radio and
lights work 5 Really works 6 Can
provide power to operate TV 3 Can provide
power to operate ration 3 Can supply
light 2 Has many functions 2 THE
PACKAGE INCLUDES MANY ITEMS (Like battery, PV
module charge controller) 10 UNIQUE
5
141
Reasons Perceived Product as Worth Less
  • While residents also have some product
    apprehensions as source of the worth Less
    perception, Opinion Leaders on the other hand,
    simply find it expensive per se, residents may
    not have a budget for it.

RESIDENTS
OPINION LEADERS
ON FEATURES 45 Capacity varies
depending on watt 7 Limited capacity
11 Have power to operate TV, radio, light only
3 Capacity 35-50 watts only 19 Not
sure if it will last 20-30 years. 13 Cannot
use at nights 12 PRICE 23 Expensive
4 Greater watt requirement is more
expensive 4 Has no budget 8 Has
only few parts 4
PRICE 49 Has not budget
18 Expensive 31 Greater watt requirement
is more expensive 10 ON FEATURES 18
Limited capacity 15 Capacity varies
depending on watt 3 Have power to operate
TV, radio, light only 3 Not sure if it
will last 20-30 years. 3 Battery life does
not last long (i.e.,3 days, etc.)
3
142
IX. PURCHASE INTEREST ON PV SYSTEM
Among OPINION LEADERS
143
PURCHASE INTEREST RATING OF PV SYSTEM Concept
UnPriced
  • Without Pricing revealed -- Asked on how likely
    residents would purchase the PV System, Opinion
    leaders are generally positive that residents are
    likely to avail of this product.
  • Note however, that considering stringent measure
    of definitely buy, only about 34 would
    indicate that this is indeed a product that
    residents will definitely buy. Similar to
    residents, these influencers also see some
    tentativeness in purchase..

RESIDENTS Concept-UnPriced
OPINION LEADERS Concept-UnPriced
TOP-2 BOX SCORES (91)
TOP-2 BOX SCORES (83)
May Buy or May Not Buy (7)
Probably Buy (49)
Probably Buy (66)
May Buy or May Not Buy (12)
Definitely will not Buy (2)
Probably will not Buy (4)
Definitely will not Buy (3)
Definitely Buy (25)
Definitely Buy (34)
Base Total Interviews (900/120)
144
PURCHASE INTEREST RATING OF PV SYSTEM --
Unpriced (By Brgy Classification Topography)
145
PURCHASE INTEREST RATING OF PV SYSTEM -
UnPricedContn. -- (By Region)
146
Reasons For Positive Interest Concept UnPriced
OPINION LEADERS Concept-UnPriced
RESIDENTS Concept-UnPriced
147
PURCHASE INTEREST RATING OF PV SYSTEM Concept
Priced
  • Pricing revealed - When shown the price range of
    the PV system, there was a significant decline on
    perceived purchase interest of residents by
    Opinion leaders. In fact, this time, there was a
    significant increase on the perception, that
    residents will not likely but it. This is
    basically consistent to the reactions of
    residents themselves.

OPINION LEADERS Concept-UnPriced
OPINION LEADERS Concept-Priced
TOP-2 BOX SCORES (83)
TOP-2 BOX SCORES (58)
Probably Buy (49)
Probably Buy (33)
May Buy or May Not Buy (12)
May Buy or May Not Buy (22)
Probably will not Buy (4)
Probably will not Buy (7)
Definitely Buy (25)
Definitely will not Buy (3)
Definitely will not Buy (12)
Definitely Buy (34)
Base Total Interviews (900/120)
148
PURCHASE INTEREST RATING OF PV SYSTEM Concept
Priced
Vs.
OPINION LEADERS
RESIDENTS
TOP-2 BOX SCORES (56)
TOP-2 BOX SCORES (58)
Probably Buy (42)
Probably Buy (33)
May Buy or May Not Buy (20)
May Buy or May Not Buy (22)
Definitely will not Buy (11)
Probably will not Buy (7)
Definitely Buy (25)
Definitely Buy (14)
Definitely will not Buy (12)
Definitely will not Buy (13)
Base Total Interviews (900/120)
149
PURCHASE INTEREST RATING Concept Priced (By Brgy
Classification and Topography)
TOP 2 BOX SCORES Definitely Buy Probably Buy
UNENERGIZED
61 62 55 51 58 64 62 65 52 48
UNDERSERVED
TOPOGRAPHY
Upland
Lowland
Coastal
Base Total Interviews
150
PURCHASE INTEREST RATING - Concept Priced (By
Region)
  • Notable is a higher optimism of Opinion Leaders
    in Mindanao that residents will buy despite the
    given price range.

TOP 2 BOX SCORES Definitely Buy Probably Buy
TOTAL LUZON
60 45 51 52 54 78
TOTAL VISAYAS
TOTAL MINDANAO
Base Total Interviews
151
Awareness of Government Plans on Community
Electrification
  • Contrary to residents claim, majority of Opinion
    Leaders would claim awareness of government plans
    of electrification in their area. A significant
    also do not have any idea of timelines but among
    who knew, it is sooner than what residents know
    it should happen sometime 2003 to 2004.
  • Higher awareness among unenergized, Total Luzon.
  • Significantly not aware in Underserved, Total
    Visayas.
  • When?
  • 2003 (53)
  • 2004 (39)
  • 2005 (3)
  • Beyond 2005 (7)
  • Dont Know Exactly (35)

Government have no plans yet (40)
Government have plans (60)
Base Total Interviews (120)
152
Perceived Impact on Government Electrification if
Own PV System
  • Similarly, Opinion Leaders also have varying
    opinion on whether ownership of a PV System would
    impact on the plans of the government to provide
    their community electrification. There are
    indications though that a number would believe
    that if community residents own PV systems it
    will definitely affect plans of the government to
    provide electrification.

Likely have impact on plans (22)
TOP-2 BOX SCORES (48)
Cant say (19)
Not likely impact (12)
Definitely impact on plans (26)
Definitely no impact (20)
Base Total Interviews (120)
153
Perceived Best Supplier of PV S
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