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Solar Lantern: Case Presentation by Group 7 Section A Ipmx
Solar Lantern: Case Presentation by Group 7 Section A Ipmx
Word of mouth –
Solar Energy Less Kerosene – High Use in
Primary & Secondary
Prevalent Rural India
reference groups
Demographic Dimensions
Income High & Middle High & Middle All
Gender Both Female & Male Both Female & Male Both Female & Male
age Above 25 Above 25 Above 25
Ethnicity or social class Upper Class
Psychographic Variables
Personality characteristics Status Conscious
Motives
Lifestyles Opinion/Interest (Eco-friendly) Activities (Daily Usage) Activities (Daily Usage)
Behavioral Variables
Benefit segmentation Satisfaction/Convenience Satisfaction/Convenience Convenience/Cost
Usage rate Light Medium Heavy
Q-2 Segment Targeting Strategy