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