MBA4403M – MARKETING METRICS

CIA – I

AWARENESS, ATTITUDES AND USAGE ANALYSIS (AAU): METRICS

OF HIERARCHY OF EFFECTS MODEL
BY

ARAVIND S. – 2027227

HIRAN V. J. – 2027230

MOSES JEYASINGH - 2027224

SIVASATHVI R - 2027256

SUJITHA D. – 2027255

UNDER THE GUIDANCE OF

DR. KRISHNA KISHORE

July 2021

School of Business and Management

CHRIST DEEMED TO BE UNIVERSITY, Bengaluru

 SOLAR WATER HEATERS

PRODUCT DESCRIPTION

Solar water heaters, also known as solar domestic hot water systems, are a low-cost solution to
heat your home's water. They may be utilized in any environment, and the only fuel they require
is free sunlight. Storage tanks and solar collectors are used in solar water heating systems. There
are two types of solar water heating systems: active and passive. Active systems have circulating
pumps and controllers, while passive ones do not.

Direct circulation systems:

Household water is circulated via collectors and into the residence by pumps. They function
effectively in regions where there are less chances of frost.

Indirect circulation systems:

Pumps circulate a heat-transfer fluid that does not freeze via the collectors and a heat exchanger.
This warms the water, which then circulates throughout the house. They're popular in areas
where the weather may get severe.

Passive Solar Water Heating systems:

Passive solar water heating systems are less expensive than active solar water heating systems,
however they are often inefficient. Passive systems, on the other hand, can be more dependable
and endure longer. Passive systems are divided into two categories:

Integral collector-storage passive systems:

These are most effective in climates where temperatures rarely drop below freezing. They're also
great for families using a lot of hot water during the day and evening.
Thermosyphon systems:

Warm water rises while colder water descends, causing water to flow through the system. Warm
water will ascend into the storage tank if the collector is positioned below the tank. These
systems are dependable, but due of the large storage tank, contractors must pay close attention to
the roof design. They are generally more costly than passive collector-storage systems with
integrated collectors.
 RELIABILITY

Case Processing Summary

N %
Cases Valid 101 100.0
a
Excluded 0 .0
Total 101 100.0
a. Listwise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.899 14

DESCRIPTIVE ANALYSIS

Statistics
Number of Family
Employment members in income per Marital
Gender Age status the family month status
N Valid 101 101 101 101 101 101
Missing 0 0 0 0 0 0

Gender
Valid Cumulative
Frequency Percent Percent Percent
Valid Male 52 51.5 51.5 51.5
Female 48 47.5 47.5 99.0
Prefer not to 1 1.0 1.0 100.0
say
Total 101 100.0 100.0
 Age
Valid Cumulative
Frequency Percent Percent Percent
Valid Below 20 15 14.9 14.9 14.9
years
21-30 years 82 81.2 81.2 96.0
31-40 years 1 1.0 1.0 97.0
41-50 years 1 1.0 1.0 98.0
Above 50 2 2.0 2.0 100.0
years
Total 101 100.0 100.0

Employment status
Valid Cumulative
Frequency Percent Percent Percent
Valid Employee 35 34.7 34.7 34.7
Self- 3 3.0 3.0 37.6
employed
Homemaker 4 4.0 4.0 41.6
Student 54 53.5 53.5 95.0
Others 5 5.0 5.0 100.0
Total 101 100.0 100.0

Number of members in the family

Valid Cumulative
Frequency Percent Percent Percent
Valid Below 3 18 17.8 17.8 17.8
members
4 members 53 52.5 52.5 70.3
5 members 17 16.8 16.8 87.1
5 13 12.9 12.9 100.0
Total 101 100.0 100.0

Family income per month

 Valid Cumulative
Frequency Percent Percent Percent
Valid Less than 20000 20 19.8 19.8 19.8
21000 - 35000 33 32.7 32.7 52.5
36000 - 50000 16 15.8 15.8 68.3
Above 50000 32 31.7 31.7 100.0
Total 101 100.0 100.0

Marital status
Valid Cumulative
Frequency Percent Percent Percent
Valid Married 9 8.9 8.9 8.9
Unmarried 92 91.1 91.1 100.0
Total 101 100.0 100.0

FACTOR ANALYSIS

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .832
Adequacy.
Bartlett's Test of Approx. Chi-Square 419.733
Sphericity df 45
Sig. .000

Rotated Component Matrixa

Component
1 2 3
I'm aware of the .846
benefits of renewable
energy resources
I'm aware of .844
environmental benefits
of solar water heaters
On a scale of 1 to 5 .727
how aware are you
about solar water
heaters and its usage
I'm able to save my .867
electricity bill when I
use solar water heater
On a scale of 1 to 5 .747
how likely would you
recommend Solar water
heater to your social
circle
I believe that installing .522 .635
a solar water heater
would benefit me in
financial savings
I'm aware of different .571
brands of solar water
heaters currently
available in the market
I believe that solar .887
water heaters require
the same amount of
maintenance as
compared with electric
water heaters
Solar water heaters are .713
more convenient to use
than regular water
heaters
I believe that with a .581
solar water heater there
would be no change in
quality and availability
of hot water
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
 REGRESSION

AWARENESS:

Behavioral processes that occur outside of conscious awareness might impact consumer
behaviour. There are three different forms of awareness. These include

(a) Being aware of the contextual factors that trigger an automatic process,

(b) Being aware of the automatic process itself, and

(c) Being aware of the automatic process's conclusion.

Consumers who are overwhelmed by the volume of commercial advertising they see or hear
utilise mental shortcuts to make decisions, thus brand awareness is a critical component of
marketing activities. Imprinting what your brand is and what it stands for in their thoughts might
help you sell more, especially in sectors where there are few visible differences between rivals.

Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
1 Awarnesstota . Enter
b
l
a. Dependent Variable: Usagetotal
b. All requested variables entered.

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .612 .375 .368 .62226
a. Predictors: (Constant), Awarnesstotal
 Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) 1.209 .345 3.505 .001
Awarnesstota .662 .086 .612 7.700 .000
l
a. Dependent Variable: Usagetotal

INFERENCE:

 R value describes the relationship or strength which exist between the dependent variable
(Usage) and independent variable (Awareness). So here the R value is 0.612 which is
61.2% from this we can interpret that 61.2% relationship exist between awareness and
usage of the product.
 R square is the square of this coefficient and indicates the percentage of variation
explained by your regression line out of the total variation. And it also talks about the
prediction. So here 37.5% usage can be predicted by awareness
 From the third table we can see that the value is significant and the dependent variable
will affect the independent variable.

ATTITUDE:

A person with a positive attitude is more inclined to purchase a product, which leads to
the potential of enjoying or disliking it. Consumers have strong sentiments about particular items
or brands. These sentiments are sometimes founded on particular ideas, and other times they are
not.

Consumer attitudes, self-image, and behaviors are some of the major individual intervening
variables. You're aware that the purchasing decision-making process begins with the
identification of an unmet demand.
 Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
b
1 Attitudetotal . Enter
a. Dependent Variable: Usagetotal
b. All requested variables entered.

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .726 .527 .522 .54125
a. Predictors: (Constant), Attitudetotal

ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 32.290 1 32.290 110.223 .000b
Residual 29.002 99 .293
Total 61.292 100
a. Dependent Variable: Usagetotal
b. Predictors: (Constant), Attitudetotal

 R value describes the relationship or strength which exist between the dependent variable
(Usage) and independent variable (Attitude). So here the R value is 0.726 which is 72.6%
from this we can interpret that 72.6% relationship exist between awareness and usage of
the product.
 R square is the square of this coefficient and indicates the percentage of variation
explained by your regression line out of the total variation. And it also talks about the
prediction. So here 52.7% usage can be predicted by attitude.
 From the third table we can see that the value is significant and the dependent variable
will affect the independent variable.
 Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .578 .314 1.843 .068
Attitudetot .833 .079 .726 10.499 .000
al
a. Dependent Variable: Usagetotal

AWARNESS AND ATTITUDE:

Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
1 Awareness . Enter
total, Attitude
total
a. Dependent Variable: Usage total
b. All requested variables entered.

Model Summary
Adjusted R Std. Error of
Model R R Square Square the Estimate
a
1 .746 .556 .547 .52680
a. Predictors: (Constant), Awarnesstotal, Attitudetotal

ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 34.095 2 17.048 61.429 .000b
Residual 27.197 98 .278
Total 61.292 100
a. Dependent Variable: Usage total
b. Predictors: (Constant), Awarness total, Attitude total
 Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .281 .327 .861 .391
Attitude total .657 .104 .572 6.335 .000
Awareness .249 .098 .230 2.551 .012
total
a. Dependent Variable: Usage total

INFERENCE:

By analyzing both the independent variables (Awareness and Attitude) both have significant
values and both will affect the Usage of the product.
 Here the R value describes the relationship or strength which exist between the dependent
variable (Usage) and independent variable (Awareness and Attitude). So here the R value
is 0.746 which is 74.6% from this we can interpret that 74.6% relationship exist between
awareness and usage of the product.

 R square is the square of this coefficient and indicates the percentage of variation
explained by your regression line out of the total variation. And it also talks about the
prediction. So here 55.6% usage can be predicted by attitude.

 By comparing the Awareness and Attitude we have highest value for attitude 0.657 which
is higher than the awareness value which is 0.249

 Since P value is less than 0.05 Awareness and Attitude are affecting the Usage.

 Since we have no change in the significance value for both the independent variables we
can say that attitude doesn’t affect the awareness and vice versa.
 Market performance of solar water heaters
The market for solar water heaters in India is anticipated to reach INR 1369 crore by
2021, according to India Solar Water Heaters Market Overview. The solar water heater industry
is likely to be dominated by ETC type solar water heaters. In India, Karnataka and Bangalore
have the highest proportion. Emmvee, TATA BP Solar, and Anu Solar are the main players in
the Indian solar water heater market, according to the study, and their revenue share is
anticipated to rise during the forecasted period as a result of their development plans and
expanding dealership networks.

The SWH market in India has had numerous ups and downs. As illustrated in the graph below,
the market fluctuates dramatically over the course of a year, then stabilizes for a bit before
declining again. In 2011, the Ministry of New and Renewable Energy (MNRE) reported a total
SWH market of 65 crores. Since 2012, the market for solar water heaters has been growing,
thanks to India's participation in the UNDP's effort to expand the worldwide market for solar
water heaters. The home sector is driving the demand for solar water heaters.

The residential sector now accounts for about 80% of the market. Solar water heaters are also
becoming more popular among businesses and other commercial institutions. From 2020 to
2027, the worldwide solar water heater market is expected to increase at a CAGR of 6.1 percent,
from $4.7 billion in 2019 to $6.7 billion in 2027. A solar water heater is a device that uses the
sun's energy to heat water. It uses a solar collector to gather heat, which is then transferred to a
water tank through a circulating pump.

Solar electricity, unlike natural resources such as natural gas or fossil fuels, is free, which aids in
energy consumption. When there isn't enough light, though, a backup heating system is
necessary. Solar water heaters range in price from $3,000 to $7,000 for a fully integrated system.
In the residential, commercial, and industrial sectors, this is frequently utilized.
Cumulative installation of solar water heaters in India:

SUSTAINABILITY ISSUES

Climate Change:
Solar Water Heaters require direct sunlight to function and it does not function on cloudy,
rainy and foggy days.

Economy:
Maintenance is one of the biggest sustainable issues for Solar Water Heater. Adding
Water softeners, water suspension, and mild acidic substances has to be done either occasionally
or on a long period depending on the product. Cost is another sustainable issue because Solar
Water Heating system costs more in terms of purchasing and installation when compared to
regular water heaters. A solar water heating system may overheat or freeze if it is not properly
selected, designed, and installed. It can cause expensive damage to the system.

Availability:
Quality and cost-effective solar water heating system and experienced professional to
install it, can be difficult to find, depending on where the consumer lives.

Reliability:
Solar Water Heater will not give a long and trouble-free services because it cannot
sufficiently preclude the installation of unreliable system. Simple and cheap product existence in
this sector might have an adverse effect in the market place.

CONCLUSION

By analyzing the Awareness, Attitude and Usage of solar water heater it is evident that
both the awareness and attitude will affect the usage of the product. By unstandardized beta
values it is noted that Attitude is highly affecting the usage when compared to awareness. This
shows that the people are highly aware about the product. So it is recommendable to the
companies to focus on customer behaviour and attitude towards the product.
 APPENDIX

S. No Questions
Demographic
1 Gender

2 Age

3 Employment Status

4 Family income per month

5 Marital Status
 Awareness
6 On a scale of 1 to 5 how aware are you about solar water heaters and its usage

7 I'm aware of environmental benefits of solar water heaters

8 I'm aware of different brands of solar water heaters currently available in the
market

9 I'm aware of the benefits of renewable energy resources

Attitude
10 I believe that installing a solar water heater would benefit me in financial savings

11 I'm able to save my electricity bill when I use solar water heater

12 I believe that solar water heaters require the same amount of maintenance as
compared with electric water heaters

13 I believe that with a solar water heater there would be no change in quality and
availability of hot water

14 Solar water heaters are more convenient to use than regular water heaters

15 On a scale of 1 to 5 how likely would you recommend Solar water heater to your
social circle

Usage
16 I believe that I will continue to use or buy solar water heater in future

17 I purchased or might purchase solar water heater as it is cost efficient

18 On a scale of 1 to 5 how often do you use solar water heater

19 Overall, I have a positive experience with solar water heaters