lighting devices test results kenya results june 2009

LIGHTING DEVICES TEST RESULTSKenya Results

June 2009

© 2008 International Finance Corporation – The World Bank All Rights Reserved KENYA 2

Report Overview

1 Lighting Africa Overview / Market Intelligence Program

2 Market Research Approach

3 Lighting Devices Testing: Setting the Scene

4 Lighting Devices Tested

5 How Do We Assess Potential?

6 Brief Country Overview

7 Main Product Findings By Country

8 Recommendations By Country

9 Executive Summary

LIGHTING AFRICA OVERVIEW /MARKET INTELLIGENCE PROGRAM


What is Lighting Africa?

Lighting Africa is a World Bank – IFC initiative aimed at supporting the global lighting industry to catalyze a robust market for off-grid lighting products tailored to the needs of African consumers.

The Program’s mission is to make affordable, environmentally sustainable, durable, and safe lighting available to the masses, who currently depend on kerosene lanterns and candles to satisfy their lighting needs.


How does Lighting Africa support the development the lighting market?

The Lighting Africa program is a market-based approach, grounded in the recognition that:

There is a considerable commercial market opportunity and willingness to pay for off-grid lighting, substantiated by annual expenditures on kerosene amounting to $38 billion and $17 billion, globally and in Sub-Saharan Africa, respectively

Recent technological advancements in lighting, particularly in the area of Light-Emitting Diodes (LED), demonstrate increased promise to deliver affordable technological solutions tailored to the African marketplace and beyond

The most expedient and sustainable way to bring affordable, reliable lighting to Africa is by supporting the industry to design and deliver an array of products tailored to the needs of African consumers


How do we ensure Lighting Africa program activities respond to industry need?

All Lighting Africa program activities are designed with and for theindustry and other stakeholders

Through ongoing consultation with a wide array of stakeholders(including private companies, NGOs, financiers, governments and otherkey players along the supply chain) opportunities are identified whereLighting Africa can play an appropriate role in accelerating the off-gridlighting market in Africa


Lighting Africa: Program Areas

Policy: Addressing policy and regulatory barriers Financing: Improving access to finance along the distribution chain- for

example through partnership with financial institutions Product Quality Assurance: Addressing issues of quality with lighting

products to help consumers make informed purchase decisions and prevent market spoilage

Business-to-Business Linkages: Creating opportunities for different players along international supply chain to meet, exchange information and create business partnerships

Market Intelligence: Collecting & disseminating key market information to support successful market penetration

Business Environment: Facilitating market entry through the provision of relevant information, such as country-specific policy and regulatory information


What has the market research provided?

Key Market Information on consumer needs, preferences and finances.

The information has: Informed on the desired functionality and design attributes of different types

of lighting products within several product classes (Torch, Floodlight, Task Light, Lantern, Spot Light)

Enabled the industry to overcome potential challenges that are likely to accompany market entry in the African off-grid lighting market

Created a baseline to quantify the size of potential market segments in volume and value terms


Lighting Africa: Why Market Research?

While anecdotal evidence shows a substantial opportunity in the off-grid lighting market in Africa, much of the industry lacks the information needed to develop and market products appropriate to meet the needs of African consumers

This is the result of a premature and undeveloped market, but one with demonstrable potential – the fuel-based lighting market in Africa is currently worth more than $17 billion per year – yet is still largely undefined, untapped, and unrealized

In response to the industry’s call to provide greater comprehension to the scope of this emergent market opportunity, Lighting Africa developed a Market Research program

MARKET RESEARCH APPROACH


Research International: Background and Related Experience

The research was conducted by Research International East Africa, a subsidiary of the global market research firm: Research International is one of the world's largest custom market research agencies, with offices in 50 countries worldwide and over 30 years of expertise.


Research Methodology

Currently, the Lighting Africa market research program covers 5 countries: Ghana, Kenya, Zambia, Ethiopia and Tanzania

Two key market segments: households & micro-businesses in rural and urban areas

The market study involves studies of the market in Africa to provide insights that form the basis for innovative product ideas; and is comprised of three research methods:

1. An exploratory phase involving a qualitative product testing element2. A quantitative Habits and Attitudes survey of the population3. Quantitative Lighting Devices Testing, using the proprietary eValuateTM methodology, to quantify the acceptance and likely uptake of existing, new and revised product ideas for the market in Africa

LIGHTING DEVICES TESTING: SETTING THE SCENE


Lighting Devices Testing Context

The purpose of the lighting devices research is to:

– Assess consumer acceptance and potential for each of the lighting devices tested within the context of norms

– Prioritise and provide guidance as to which products to take forward to the next stage of development

HOW DO WE ASSESS POTENTIAL?


Sample structure

Twenty interviews were conducted per country Main purchasing decision makers were interviewed both prior to use and after recall.

Consumers also filled out a questionnaire during usage of the test lights. Interviews were conducted in peoples’ homes to ensure that observations were made

about the space lit and the kind of lighting used

LOCATION LSM NO.OF INTERVIEWS

Urban 1-4 1-5

Urban 5-10 6-10

Rural 1-4 11-15

Rural 5-10 16-20

Kenya


Is the idea genuinely new and unique?

Is it relevant to you?Is the idea clear to you? Do you find it exciting?

How often would you buy it?

Do you believe it?Do you think it would offer

value for money?Do you actually like the

idea?

Key Questions Asked To Qualitatively Evaluate Lighting Devices

Would you buy it?

Supported by spontaneous likes and dislikes


Key qualitative questions

Interviews focused on answering these questions:

Who is the consumer? Consumer demographics and characteristics of householdsHow does the consumer use light? Current lighting habits, attitudes, preferences and needs How do consumers perceive the products? Assessment of the new products versus product characteristics,

features, learning and marketing approach What does the consumer want? Assessment of needs for current lighting in and around the homeWhich products do consumers prefer? Product preferences (performance and design features) and

developing a quality standard for lighting How much is the consumer willing to pay? Consumer economics (intent and capacity to pay for lighting)


Predicting the likelihood of successful product launch

What we know about successful product launches is that there is a lot more at stake than merely identifying which products should be launched versus which shouldn’t. In predicting the likelihood of a successful product launch we must also identify key drivers that will ensure long term success

Within developing markets, measures of new product success are slightly different from other parts of the world. In developing markets consumers have little disposable income which means their behaviour with regards to new purchases will be quite conservative – they will not take chances buying into new products if they are not sure whether the product will work for them or not

In order to predict the likelihood of successful product launch, it is important to understand 3 critical measures: the “WHAT?”, the “WHY?” and the “WOW?”. These will be discussed in further detail in the next slides

Additional to these three measures, it must be kept in mind that the cost of the new product, in this case the lighting device, will undoubtedly remain a main driver in creating purchase intent amongst consumers with low levels of disposable income


The WHAT? Test

The WHAT test involves a check of the consumers’ understanding of the various lighting devices under consideration

For the lighting devices to be successful in the market, consumers need to be sure that the lighting devices:

Have a recognisable point of difference, i.e. that it is better than what they are using currently or that it could impact and improve their life in a significant manner

Are understood – it has to be clear how the devices will work

The product must have a recognisable point of difference


The WHY? Test

The WHY test involves a check of the consumers’ need for the various lighting devices under consideration

For the lighting devices to be successful in the market, consumers need to be convinced that they will be relevant to their lifestyle

If the lighting device is perceived to be technologically ‘too advanced’ or too difficult to operate, consumers will feel alienated– it will be perceived as a device for ‘them’- i.e. those people who have more money, and not for ‘me’

This point of difference has to be perceived as a benefit


The WOW? Test

The WOW test involves a check of the consumers’ excitement for the various lighting devices under consideration

For the lighting devices to be successful in the market, consumers need to be convinced that the devices will be innovative and creative

If the devices do not stand out from what is in the market currently, they won’t generate sufficient interest from consumers to encourage purchase and substitution away from other product types

This benefit must be exciting enough to overcome barriers to trial and usage


Traffic light rating system

A traffic light system has been used to report the overall rating provided by the respondents for the features and characteristics of each of the lighting devices:

Overall, the respondents were positive about the specific feature/characteristic+

+/-Overall, the respondents were positive about the specific feature/characteristic, however some respondents had remarks that require attention

- Overall, the respondents were negative about the specific feature/characteristic

BRIEF COUNTRY OVERVIEW

Kenya


Brief Country Overview: Kenya

Interesting facts:

The incidence of poverty in Kenya is quite high; in some parts, as many as 7 out of 10 persons live in poverty

The distribution of wealth in Kenya is highly inequitable; with the bulk of the nation’s resources held by a privileged and select few. Much of the population is not connected to the electrical grid.

Kenya

ELECTRICITY


Suggestions for improvement- living standards

Need for electricity lines Supply of water Repair of sewage Regular clearance of garbage Installation of security lights More unity among people Solving of drought problems Creation of employment

opportunities Better food accessibility Better housing plans for slums Security

Electricity connection House renovation Supply of water (24/7) Having a toilet on our plot so we

do not have to share with neighbours

Having a nearby place to dispose rubbish

I would buy household electronics like a TV or a fridge if I had electricity male, urban, lower LSM

We need electricity for lighting because we are in darkness every day male, rural, higher LSM

When you want to use a toilet you have to walk for about 300m for a charged toilet services, otherwise we end up going to a bar for a drink and then access a free toilet male, urban, lower LSM

Surrounding In-homeSurrounding


Likes and dislikes of not having electricity

It feels so bad not to have electricity because you miss out on very many things, the only way you can have an update on what is happening is by going to a bar where you can watch TV male, urban, higher LSM

Having no electricty makes life dark both inside and outside the house female, urban, higher LSM The hole in the roof allows sunlight to enter the house during the day, if I covered that hole there would

be total darkness in the house male, urban, higher LSM

Alternative lighting sources Likes of not having

electricity

Dislikes of not having electricity

Kerosene lamp

Torch for outside use

Tin lamp (koroboi or ngwatira)

Candles

A hole in the roof to allow

sunlight to enter the house

during the day

Car battery

Dry cells (batteries)

No risk of electrocution

No risk of fires caused by

electricity

Darkness/ insufficient light

Cannot use electronic appliances e.g.

TV, radio

Ironing is difficult

Cold environment

Much time is wasted making sure the

candles not to burn the house

Limited use of devices


Electricity connection usage & attitudes

Connection Likelihood Determinants of

connection

Perceived benefits of

connection

Barriers to connection

0-3 months Availability of

money

Brighter light to allow children

to do their homework

Electricity makes the house

warmer

For usage of electronic

appliances

More convenient for cooking

Cheaper lighting

Lack of money

No electricity lines in the area

No ownership of house/ plot

and landlord (owner) is not

willing to connect to the

electricity grid

Price of connection is too

high

3-6 months

6-12 months

12 months plus

Not likely

Most respondents do not expect any connection to the electricity grid in the near future because they are only tenants and have to rely on the landlord’s decision on electricity connection

I have lived here for 30 years now and no electricity has been installed, I do not see that happening any time soon female, rural, higher LSM

Ranging from = few respondents to = many respondents

LIGHTING


Current lighting situation

The lighting situation is so difficult because we have school-going children who have to study at night so the lamp is on most of the night and that makes it expensive i.e. half a litre of kerosene every night for lighting only female, rural, higher LSM

I use a car battery for 150 KW torch bulbs which I have to recharge every 2 days and it is expensive, I pay US$ 0.60 every 2 days male, LSM 1- 5, urban, lower LSM

I use the kerosene lamp most often but when I do not have enough money for kerosene then I resort to candles or ngwatira (tin lamp) male, rural, higher LSM

v


Current Lighting ProductsUsage

Product Usedcurrently

Most often used

Least often used

Lapsed usage

1. Candles

2. Firewood

3. Torch

4. Tin lamp (koroboi/ ngwatira)

5. Kerosene lamp

6. Car battery

Most often, kerosene lamps and candles are used for lighting

Though perceived to be expensive, kerosene lamps are mostly used because they offer a brighter light and are healthier to use as they do not emit too much smoke

The tin lamp (koroboi) is perceived to be cheap but has greater health risks Car batteries are also used by a few people for lighting and powering TV and radio


Summary of lighting products presently used

ADVANTAGES DISADVANTAGES

Kerosene lamp - Bright light - Expensive (cost of kerosene)

Candles - Economical - Not safe (may burn the house)

Tin lamp - Optimum kerosene consumption (cheap)

- Unhealthy (due to smoke produced) - Not safe (may burn the house)- The smoke emission makes the house

dirty and smelly

Torch - Economical - None

Car battery - No smoke- Healthy

- Wiring may short-circuit making it expensive for replacement

- Expensive because of frequent recharging


Choice determinants & influencers of current lighting product

Cost/ affordability Convenience (should be able to be

switched on & off on a need basis) Bright light Low risk (health and house) Ease of maintenance Availability of fuel Durability Mobility / portability

Mother/wife Father/husband

Usage determinants Key influencers

In most cases the father/husband being the main income earner, decides which lighting product is used at home. However, in a few cases the mother/wife influences this decision.

I make the decision on what lighting product to use because my children’s father never spend time at home, he always leaves very early at 4am and he comes back very late at 10pm so he does not even bother to know what we use female, rural, higher LSM


Current lighting products


Current lighting products used-different settings

I use the koroboi (tin lamp) because it is economical male, urban, lower LSM We use these tin lamps but we know that they are not good, the smoke that is

emitted from them can be dangerous for our health male, urban, lower LSM A candle is good for a bachelor like me because candles are very easy to use

male, urban, lower LSM I only use candles when I do not have enough money to buy kerosene but they

have very dim light female, rural, higher LSM A torch is very useful for lighting especially outside female, higher, lower LSM We mostly use a torch to go out for a short call at night male, rural, higher LSM

In most cases we use a kerosene lamp, you know it has a bright light and it is healthier than the koroboi (tin lamp) female, urban, lower LSM

A kerosene lamp is better for people with families because it is not dangerous like candles female, urban, higher LSM

A kerosene lamp has the best light for reading female, urban, lower LSM


Product used Overall satisfaction Suggestions for improvement

Candle Make cheaper candles

Firewood Should be replaced with better lighting products, it is not good

Torch One with batteries that charge with solar or electricity

Tin lamp Should be replaced with better lighting products like kerosene lamp, solar or electricity charged lighting devices

Kerosene lamp

Make one with a strong durable glass so that we do not needs to replace the glass cover all the time

Very satisfiedNot satisfied

Current Lighting Products-satisfaction rating


Current lighting products-ideal product

Electricity (grid) Solar power

Easy to maintain Affordable Bright light/ wide coverage (able to light a big area) Safe to use Can be cabled to supply lights to many rooms in the

house Should generate little or no heat Ability to be hung or fixed at a high level far off

children's reach High quality/ durable From a prominent manufacturer Can be used for commercial purposes

Grid electricity powered products are perceived as the most ideal lighting products that have the key features of an ideal lighting product

Solar powered products are also considered ideal lighting products Solar is the best because I do not have to carry it for charging like a car battery as it

uses natural energy to charge the battery male, urban, lower LSM

Key characteristicsIdeal product

MAIN PRODUCT FINDINGS

TEST PRODUCT EVALUATIONBefore Placement


Test product usagedemonstration

TM41


Overall evaluation

Uniqueness

Relevance

Excitement

Clarity

The product was completely unique to the respondents interviewed Respondents considered the product very relevant to the lifestyle of the poor

because it is solar charged and therefore no running costs involved It is very exciting because it has two lamps that can give enough light for the

activities in the household

Test Product evaluation

none very

TM41


Very bright light

Nice colour

Good light

Light for the whole house

Looks like a radio

Modern

What comes to mind when you see this

product

?

Car lights

Test product associationTM41

The product is thought to look like a radio to some people and others think it looks like a car light given the bright light and the appearance.


1. Bright like grid

electricity

2. Design

3. Colours

4. Size (portability)

5. Controls

6. Shape

7. Writings

8. Wires

The lamps have a good shape and a nice black colour that is suitable for a lighting product male, urban, lower LSM

The black colour is good especially for us in rural areas, it does not easily show dirt female, rural, higher LSM

Not too many wires that can disturb in the house; also short circuits are limited with short and few wires male, urban, lower LSM

The writings are clear and easy to read though some of us can not read male, rural, lower LSM

The size is good enough and it’s interesting that it can be hung on the roof and then can supply enough light for the whole house male, urban, lower LSM

The controls are easy to use and generally the product can be operated by anyone female, rural, higher LSM

This is like grid electricity with no extra usage charges, it is as good as grid electricity female, urban, lower LSM

Test product evaluation likesTM41


1. Light faces one

direction

2. Writings

3. Charging

I do not understand the text male, urban, lower LSM

The light is bright but it faces one direction, it would be

better if it could shine in all directions male, rural, higher

LSM

One can not tell if it is charging or not; and there is no

indication that shows if the battery is full male, urban,

lower LSM

Test Product Evaluation – Dislikes

TM41


Feature Rating Comment

Shape Unique and modernThe lamps have a good shape, they can support themselves

Size The medium size is good enough for domestic usage

Design Very smart design

Handling/ Controls

It is easy to use and also the fact that it only has a few wires makes the wiring very easy

Colours Black is the best colour for a lighting product; it does no’t show dirt

Writing/ labeling

The words are clear and can be read though some people are not able to read

Test Product features evaluation

TM41

The colour black is very appealing, it is believed to be the best colour for a lighting product, mainly because it does not show dirt easily

The other appreciated factors for TM 41 are:– The two lamps are expected to offer enough light for most activities in the household– That it can be hung from the roof is much appreciated because in this way the whole

house will receive more light TM 41 was also considered easy to operate; no one had a problem using it


Test Product characteristics

Suggestions for improvement Summary of satisfaction rating

Enable connection of more electronic devices like the TV to the solar panel

Ability to have bulbs of

different colours

Quality of service (lighting power)

Reliability of service- battery life/availability

Uniqueness- new & different

A product for someone like me

Ease of use

Product satisfaction before placement was high on all aspects One improvement suggestion was to allow extra electronics to be charged by the solar

panel (e.g. TV)

TM41


Overall evaluation

Likelihood to purchase

Worth more than other products

Perceived price

Likelihood to purchase was high and TM41 was perceived to be worth more than other products

The price expectation range was US$ 38 – 58 but most respondents expected it to be around US$ 58

Purchase Intent & Price

US$ 38 - 58

TM41


Test productsummary before testing

Overall the product is cherished and the most outstanding features of TM41 are: Bright light The double lamps that can light two rooms simultaneously Ability to hang the device on the roof which allows more light to be spread in the house The black colour which is perceived as the best for a lighting product because it does not

show dirt easily

Some people we spoke to saw TM41 as an equipment that can save them from buying expensive kerosene everyday and which solves the problem of the dim light provided by their current lighting devices

If I owned this, I would forget about kerosene expenses for good and the dim light female, rural, higher LSM

It is cheaper and does not emit smoke like the kerosene lamp we use female, urban, lower LSM

There were only few dislikes for TM 41 before placement– Some respondents mentioned that the product does not have an indicator showing

whether it is charging or not– Others recommended having bulbs that allow light to shine in more directions

TM41

TEST PRODUCT EVALUATIONAfter Recall


The product was very relevant to their life because it can keep the house lit while maintenance is free Some people who have shops claimed the light encouraged many customers to visit their premises

Test product comparative evaluation

Evaluation Before placement After recall

Uniqueness

Relevance

Excitement

Clarity

TM41



Product uniqueness The only comparable product it is charged using electricity It provides bright light like that of electricity

Lighting adequacy Very bright light equivalent to street light

Battery life The battery is known to be good because it does not take long to charge and it stays charged for a long time

Ease of operation It is considered easy to use

Relevance Very relevant and some people claimed that it has changed their lives

The long wires allow to move the lamps to another room or even outside

Durability Expected to be durable

Test product evaluation- general characteristics

TM41

The small battery that supports two very bright lamps is an outstanding feature TM41 was perceived to be easy to use and also very relevant given the feedback from respondents:

The product has attracted many clients to my shop the period I used it male urban, lower LSM My life has not been the same these five days I have used TM41, I have been enjoying much light at home

female urban, lower LSM I have been living like a rich person male urban, lower LSM


Feature Ratingbefore

Ratingafter

Comment

Shape There are mixed feelings about the shape of the lamps They look like car lights

Size Good medium size, not too heavy and not too light Good battery size, makes the whole system light

Design Quite attractive

Handling/Controls Respondents still found the product easy to operate

Colours The black colour still has much appreciation after recall

Writing/ labeling The words are easy to read though some people are not able to read and thus can’t understand what they mean

Test Product features comparative evaluation

TM41

The shape of TM41 was not much appreciated though a few respondents said it was nice The most outstanding product features were: the small sized easy to carry battery, black colour and

easy to use controls The writings were not liked and should be translated into a language that is understood by the local

community e.g. Swahili


1. Portability

2. Controls

3. Colours

4. Two lamps

5. Slot for other

devices

The two big lamps provide enough light and I can use each

in a different room, so the whole house is well lit male

urban, lower LSM

I like it because it is very portable given the small size of

the lamps and the small battery male urban, lower LSM

Even when I go upcountry I can carry it with me female

urban, lower LSM

The colour does not show dirt, it is good for a person like

me who handles a lot of dirt from cows female urban, lower

LSM

It is easy to use, anyone at home can operate it female

rural, higher LSM

The slot for using a radio makes it very good though the

cable is not available male urban, lower LSM

Test Product Evaluation – Likes

TM41


1. Lights like a torch

2. Flat shape

3. Writings

The writings should be in a language we understand

male rural, higher LSM

It only lights one spot, like a torch female urban, lower

LSM

It is flat on top which prevents it to light to the sides, it

should be made in a convex way; this will allow it to light

a bigger area male urban, lower LSM

Test Product Evaluation Dislikes & Suggestions for improvement

TM41

Suggestions for improvement Improve the device by adapting the lighting direction in such a way that the lit area lit is

increased. The lamp size is good but it would be even better if the size would was bigger Respondents suggested that the writings should be translated to Swahili which

everyone can understand


Test product evaluationproduct usage

This product was easy to use and well understood. After recall respondents wished they could retain the product and some even pleaded to have the opportunity to buy the product; they thought it is the best lighting they can have without electricity, given that the charging is ‘free from the sun’. In addition, respondents were very pleased with the fact that this device has two bulbs, which can light two areas at the same time.

TM41

The two big lamps provide enough light and I can use each in a different room, so the

whole house is well lit male urban, lower LSM

Even when I go upcountry I can carry it with me female urban, lower LSM

The controls are easy to use and generally the product can be operated by anyone

female, rural, higher LSM


Likelihood to purchase the product remained high after recall I would definitely buy it because it is nice and it is portable, I can take it upcountry

female urban, lower LSM

Test product evaluation pricing & purchase intent

Feature Before placement After recall


Worth more than other

products

TM41


Test product pricing scenarios

Pricing Scenarios Amount US$ Response Reasons

Willingness to pay more than perceived price mentioned before placement

38 - 58

A few respondents were willing to pay a higher price because they felt the product was worth more than they anticipated

Willingness to purchase at the RRP61.2

Very much willing, the price was perceived good for the product

Not willing because the price is much higher than one can afford

Some respondents suggested the option to pay in instalments

Willingness to purchase if financing is available to offset part of purchase and maintenance cost

All respondents liked this idea

TM41

The price expectation was close to the RRP though a few thought it was worth more than the RRP; this is an indication of product appreciation

Although some were not able to raise the perceived price of US$ 38-58, majority of the respondents were even willing to pay a higher price than this as long as payment by installment was possible



KO 13


Overall evaluation

Uniqueness

Relevance

Excitement

Clarity

No one had ever seen a product like KO13 before, which made it unique The fact that it uses solar power made it different from other products The ability to turn the bulb to all directions made it very exciting


none very

KO 13


Unique product

Bright light

Smoke free

Long wires

Double bulbs

Happiness

Portable light


product

?

Good for a bachelor

Test product associationKO 13

The first impressions of this product were very positive; the bright light of the KO13 and the double bulbs seemed to be the most outstanding product features


1. Two lamps

2. Solar charge

3. Long wires

4. Flexibility

5. Portability (small

battery)

Has long wires that make it easy to move it to other

places in the house male, urban, lower LSM

It is nice because of its flexibility; the light can be turned

to all directions male, rural, higher LSM

It has two lamps that can be distributed in the house to

give light in the whole house; one lamp can be placed in

the kitchen and the other in the bedroom male, urban,

lower LSM

It is easy because I can charge it from my roof so I do

not have to look for a place with electricity female,

urban, lower LSM

The small battery makes it easy to carry from one place

to another male, rural, higher LSM

Test product evaluation likesKO 13


1. Durability

2. Charging indication

3. Stands

4. Writings

Writings are not legible male, rural, higher LSM

I am not sure but the product does not look durable


The battery does not show if charging is on and you can

not easily tell if the battery is full or not male, urban,

lower LSM

The product should be made with stands so that it can

stand alone and not only to be hung on other objects

male, urban, lower LSM


KO 13


Feature Overall rating

Comment

Shape Nice and unique shape

Size Good size since it can be easily carried from one place to another

Design The design allows to have light in two different rooms It is easy to move the lamps from one place to another

Handling/ Controls Straight forward and easy to use

Colours Looks fine

Writing/ labeling Easy to read and looks nice Some people can not read the words

Test product features evaluation

KO 13

All product features were highly appreciated The ability of the product to shine in different directions because of its flexible stem and the portability

were the most catching features The product was also considered easy to use Respondents did not show much interest in the colour of the product, though none had a problem

with its current colour


Test product characteristics


Make it possible to power

other electronics (e.g. TV

and radio)

More lamps so that light can

be distributed in all rooms in

the house





Ease of use

Respondents gave a few suggestions for product improvement however, the product was seen to be good and can be left as is

KO 13


Overall evaluation



Perceived price

As the product looked attractive with its nice features and the bright light most

respondents were willing to buy the product in the future Worth more than other products because it uses solar, the bright light and the

ability to put the bulbs in two different rooms


US$ 25 - 38

KO 13



Overall the KO13 was much appreciated by the respondents and the likelihood to purchase was high

The product was perceived to be unique, exciting and relevant to respondents’ needs given a combination of interesting product features:

– The long wires, which make portability of the light from one room to another easy– Flexibility of the stems, which allow for having light in any direction– Solar charging (no running costs)– Bright light

Respondents came up with a few suggestions to improve the product– A light that indicates when the product is fully charged– Make it possible to power other electronics (e.g. TV and radio)

KO 13


Respondents had not seen a product like this before. KO13 was exciting due to the fact that it is a small lighting product but gave bright light

and uses both solar and grid electricity to charge Relevant because it provides enough light and it is possible to put the bulbs in two

different rooms



Uniqueness

Relevance

Excitement

Clarity

KO 13



Product uniqueness KO13 is not like anything ever seen or ever used before

Lighting adequacy The light is very bright and can light two rooms simultaneously

Battery life Very long battery life, it can last for over 5 days

Ease of operation Very easy to operate, anyone can operate it even children can

Relevance Very relevant, the lights can used in two different rooms

Durability Looks very durable, can last for over 5 years if handled well


KO 13

KO13 scored high on all aspects The most exciting fact about KO13 are the two bulbs, flexibility, portability and ability use it different

rooms simultaneously; this makes it a relevant lighting product which provides adequate lighting KO13 was also perceived as durable with a long battery life that can last for over 5 days



Ratingafter

Comment

Shape Nice shape that can be hung on a wall

Size Good small size

Design The design is nice, it is easy to carry and also to turn in any direction

Handling/Controls Once shown how to operate it one can not fail using it

Colours The colour is attractive

Writing/ labeling Are legible though some people can not read


KO 13

The before placement and after recall product ratings were similar. Overall, ratings were high on all product features except for writings and labeling

The shape was perceived to be nice and is liked for the fact that it can be hung to the wall which allows it to provide enough light in the house

Still, like before placement, the flexibility of the stems and its portability were the most catching features

Respondents preferred labeling in a language they understand (i.e. Swahili)


1. Bright light

2. Both electricity &

solar charging

3. Long battery life

4. Portability

5. Easy to use controls

6. Long wires

7. No smoke

Very bright light female, urban, lower LSM The light brought happiness to my house and we ended

up staying awake for longer hours than we normally do female, urban, lower LSM

I like the long wires that allow the light to be used in different rooms male, urban, lower LSM

The fact that it can be charged by both electricity and solar male, urban, lower LSM

It is very easy to use, you do not have to be educated to know how to operate it female, rural, higher LSM

Interesting to have a lighting product that does not produce smoke male, rural, higher LSM

It is small and can be carried around easily, one can even take it to the village for visiting female, rural, higher LSM

The battery can last for a very long time male, urban, lower LSM


KO 13


1. No stands

2. Battery charging

3. Dim light

It does not have stands which makes it hard to put it on the table for

reading male urban, lower LSM

The battery does not show whether it is charging, nor does it show

whether the battery is full or not male urban, lower LSM

The amount of light is low, I wish it could be stronger female rural,

higher LSM

With this type of battery you can not monitor the charging process.

Whether it is full or not is all dependent on luck male urban, lower

LSM

Test Product Evaluation Dislikes& Suggestions for Improvement

KO 13

Suggestions for improvement: The lamp holder and reflector should be widened so that light can be spread to all corners The solar panel looks delicate, if it is possible the glass should be replaced by another

material (probably plastic) There should be additional ports where TV and radio cables can be plugged in; the

battery seems so strong I guess it can support other electronics as well. It would be better if it stands for the lamps were provided



Mainly because of its bright light, flexibility and portability (due to its

long wires), this product was used for multiple purposes in various

rooms in the house. However, some respondents would like to use it

as a reading light but experienced difficulties because KO13 did not

have a stand to place it on the table.

KO 13

It does not have stands which makes it hard to put it on the table for reading

male urban, lower LSM

I like the long wires that allow the light to be used in different rooms



The likelihood to buy the product was high and some people thought they could convince us to sell the products to them

I would definitely buy it, I have been wondering if you could sell me this one female urban, lower LSM

Without considering the price I would definitely buy it male urban, lower LSM

It was worth more than other products given the bright light, portability and the ability to charge with solar





products

KO 13



Pricing Scenarios Amount US$

Response Reasons


25-38 Willing to pay more because it is a good product that is worth more

Willingness to purchase at the RRP 40.3 The RRP is perceived as expensive but respondents would buy it as there are no other expenses (no running costs)


Seen as an easier option

Willingness to purchase without solar panel (KO13/ HI65 only )

20.1 It is better to buy every thing at once

Willingness to purchase solar panel separately

Purchase price (without solar panel) with monthly AC running cost

21.8 Would rather buy it expensively but no other charges

KO 13

The average price expectation was lower than the RRP though there was willingness to buy the product at the RRP, since KO13 is perceived to be a nice product which is worth it

The idea of purchasing the product with an AC charging option only was rejected because respondents try to avoid running costs

Given the high price perception, there was much willingness to purchase if financing is available to offset part of purchase price



UR 83


Overall evaluation

Uniqueness

Relevance

Excitement

Clarity

UR 83 was the first of its kind for most respondents, only a few people said they had seen a similar product before

UR 83 was perceived to be relevant and exciting because of its size and portability i.e. can be used as a torch

Although UR83 was seen to look like a camera, respondents also said they could easily tell its purpose and it was easy to operate

Test Product evaluation UR 83

none very


Good lightFree charging

DurabilityGood alternative to a torch

Camera

Mobility What

comes to mind when

you see this

product

?

Brightness

Test product associationUR 83

The first impression of the UR83 was very positive. It is interestingly associated with a camera which depicts high social status and positive image of the user.


1. Design

2. Portability

3. Handling/controls

4. Shape (looks like a

camera)

5. Colours

6. Multiple

functionalities

Very portable and one can easily walk with it male,

urban, lower LSM

The design is very good it even looks like a camera


Looks like a camera or a mobile phone male, urban,

lower LSM

The design is unique and it has also got very attractive

colours male, rural, higher LSM

It is very easy to operate even a young child can use it

easily female, urban, lower LSM

It can be used like a torch male, rural, higher LSM

It is easy to operate, can be used by both literate and

illiterate female, rural, higher LSM

It is unique for a lighting product, it looks like a camera


Test product evaluation likesUR 83


1. Hard to charge in

the rainy season

2. Writings- not legible

3. Colour- can get dirty

4. Light- insufficient

5. Not durable

I like everything about it, the only problem about it is that it

may become useless during a rainy season because

charging can be hard male, urban, lower LSM

I do not like the writing because I can not read it female,

rural, higher LSM

This is not the best colour for a lighting product male,

urban, lower LSM

The light is not sufficient male, rural, higher LSM

I am not sure what to expect but it does not look that

durable male, rural, higher LSM

The yellow colour can get dirty easily, black or silver

would be better female, urban, lower LSM


UR 83



Shape Perceived to be good but not outstanding

Size Liked because of its portable size

Design Liked and seen as a unique design for a lighting product

Handling/ Controls Perceived as very easy to operate

Colours Good and attractive but not exceptional

Writing/ labeling Easy to understand for most respondents but some could not read them because they are illiterate


UR 83

Some respondents liked the shape because it resembles a camera or mobile phone, others thought it was just ordinary. One can mistake it for a camera and yet it is for lighting so it really looks unique and nice to have male, urban, lower LSM

Respondents who did not like the colour said it could easily get dirty - especially the yellow strap - and would prefer plain black or silver

Most respondents liked the UR 83 because it is handy and easy to carry around and to operate I can easily walk with it in the pocket to my shop and light my way back home at night male, rural, lower LSM -Even a child can operate the product, it is very easy to use female, rural, lower LSM

Overall, the product features were associated with a positive image and higher social status; this excited the respondent


Test Product characteristicsUR 83


Improve the light intensity

The writing should be more

legible

Black would be better





Ease of use

In general all product features have a positive discernment except for durability and battery life

as most respondents did not know what to expect from the battery before placement


Overall evaluation



Perceived price

Overall the product was perceived to be worth more than other products,

however, some respondents felt they could only judge its value after usage All respondents claimed that it is very likely that they would purchase the

product because of its perceived good functionality

UR 83 Purchase Intent & Price

US$ 8 - 19



Overall the UR83 was well received, all product features were liked; it was considered a product with good qualities and easy to use controls.

The size and the design of the product were the main reasons for product liking– Respondents appreciated its portability and that they could put the device in their

pocket easily– Many respondents mentioned that the device looked like a camera, which was

associated with a high social status– The multi-functional aspect of the UR83 is also appreciated as it can be used as

a lamp and a torch.

Not all the respondents liked the colour of the product, as it was perceived to get dirty easily, especially the yellow strap. Other dislikes were the light intensity which was believed to be insufficient and the fact that recharging would be difficult during rainy season.

Regardless of the price, all respondents confirmed that they would purchase UR 83 if it was in the market based on the first impressions of the product

UR 83


The product perception before placement and after recall was the same.

UR 83 Test product comparative evaluation


Uniqueness

Relevance

Excitement

Clarity



Product uniqueness Most respondents have not seen a similar product before

Lighting adequacy Some people mentioned that the light was brighter than that of electricity

Battery life The battery life is perceived to be quite good, about 5 hours on average before it starts dimming

Ease of operation Very easy to operate

Relevance Very relevant because it is portable. Relevant to the poor since there are no costs for charging

Durability A few people think it is durable and others think UR83 may be weak

UR 83Test product evaluation- general characteristics

UR 83 was still perceived as unique after recall except for a few respondents who claimed to have seen a similar product before which was not as bright as UR 83 that uses batteries (dry cells)

This product had a positive perception as it was considered relevant to their lifestyle, mainly due to its portability and adequate light intensity

From experience the battery of UR 83 was said to last for an average of 5 hours



Rating after

Comment

Shape Appreciated but not a major part of attraction

Size The small size is appreciated

Design Resembles other products i.e. mobile phone or a camera, making it a unique lighting product

Handling/Controls Very easy to use

Colours Attractive colour but yellow is not suitable because it can easily get dirty especially with kids around

Writing/ labeling Not clear enough for some respondents


UR 83

In general, the before and after recall evaluations of product features remained the same; The main areas of product interest remained the size and the design that make it unique and easy to use in

different places (portability) The colours were not appreciated for domestic use because they can easily show dirt; the yellow coloured

strap was found dirty at the second visit already The text could not be read by all respondents and was therefore disliked by some


1. Design

2. Portability

3. Unique shape

4. Controllable light

intensity

5. Durable/ intact

6. Shape- easy to carry

It is very nice because you can control the amount of light;

it gets very bright when you push the button three times

female, urban, lower LSM

The product is very nice, it looks like a radio. No one can

tell that it is a torch for lighting male, rural, higher LSM

Looks so unique no one can tell that you are carrying a

lighting device female, rural, higher LSM

Pretty good shape and size, fits in my pocket male,

urban, lower LSM

The buttons are so firm and the product looks intact, it

must be durable male, urban, lower LSM


UR 83


1. Colour

2. Light

3. Labelling

4. Cannot support other devices

5. Shape

The yellow colour gets dirty very easily female, urban, lower LSM

The light provided is not bright enough female, urban, lower LSM

I do not understand what the words mean female, rural, higher LSM

The battery should also be able to support other electronics like

radios male, urban, lower LSM

It lights in one direction like a torch; it should be improved to light a

bigger area female, rural, higher LSM

The shape is not attractive; it does not look like a lighting product

male, urban, lower LSM5


UR 83

Suggestions for improvement:

There were a few suggestions for improvement but it should be noted that UR 83 received much appreciation and most people preferred the product the way it was

In general the battery was considered as good but some respondents suggested that it could be improved to make it last longer, e.g. for one week if the UR 83 was used as a primary light source

The battery should also be able to support other electronics like radios Some respondents were of the opinion that the best colour for a lighting product is black, they

suggested change of colour to black or silver Change the language to a legible one i.e. Swahili



UR 83

Most respondents were interested in future usage of UR 83 because of

multi-functionality, ease of operation and its portable size. These

characteristics make the product suitable for multiple purposes.

Respondents can use it to light their house, as a torch or take it outside.

No one claimed to have difficulties with product usage; the product

operations were perceived as very simple.

My friends advised me to ask you whether you can sell me this product, you know it is very nice and they are not sold female, rural, higher LSM

From the time you left me I have not used my kerosene lamp to light, I used the UR83 from 7pm until 11pm; I will assure you that it has a good battery life female, rural, lower LSM

Pretty good shape and size, fits in my pocket male, urban, lower LSM


Purchase intention still remained high after recall. In addition respondents were of the

opinion that the product was worth more than other products due to the fact that UR 83 had

a long battery life and no running costs It is exciting to charge this device using God given energy and the product provides

enough light for such a long time female, urban, lower LSM

UR 83 Test product evaluation pricing & purchase intent




products




Response Reasons

Willingness to pay more than was willing to pay before placement

8-19 Only a small group of the respondents was willing to pay a little bit more for the product, because it was considered relevant in their lives.

Willingness to purchase at the RRP

42

Not willing to purchase at this price The highest price mentioned by respondents

was US$ 27, but only if the possibility of paying in installments is available


Good arrangement but on the condition that the price is brought down

UR83

After recall most respondents insisted on paying the same price as suggested before placement as they believed US$ 8-19 was a fair price given their low income.

However it should be noted that the price offer was mainly based on the amount respondents could spend (considering their low income) instead of what they thought the product was worth

The RRP for UR83 (US$ 42) was rejected. The highest possible price mentioned was US$ 27 The respondents were very much interested in payment in installments as they indicated it is hard for them to

raise the full amount at once



HI 65


Overall evaluation

Uniqueness

Relevance

Excitement

Clarity

Looks exciting

HI65 clearly looks like a lighting product that is unique and relevant to users


none very

HI 65


Study lamp

Pleasant shape

Alternative to grid

electricity

Bright lightNice orange

colour


product

?

Portable lamp

Test product associationHI 65

The first impression was that HI65 is a portable lamp or a study lamp. The colour and shape were also appreciated.


1. Bright light

2. Design (stands on

its own)

3. Solar charge

4. Colours

5. Controls

6. Portability

HI 65 gives much light even during the day female, urban, lower LSM

It has the best colour female, urban, lower LSM

The stand makes it nice because you do not have to struggle to find a spot to place it male, urban, lower LSM

It is easy to move it from one room to another and even outside male, urban, lower LSM

I like it for the fact that it is charged using solar female, rural, higher LSM

I like it for the fact that it is small, with a beautiful colour and good light female, urban, lower LSM

No spending on batteries, you just put it in the sun and use it in the evening male, urban, lower LSM

It is very easy to operate and I like it for the fact that my children can read books well all night female, urban, lower LSM

Test product evaluation likesHI 65


1. Dim light

2. Writings

3. Lighting only

The light is not bright enough female, urban, lower LSM

The writings are not legible and I do not understand

what they mean male, urban, lower LSM

The battery should not only be for lighting, it should also

be able to power other electronics like a radio and TV



HI 65



Shape It is nice because it can stand alone

Size Very small size that one can move around easily

Design Nice design that can be twisted to all directions

Handling/Controls Can be operated by anyone even the young and the very old

Colours Very appealing orange colour

Writing/ labeling The writings are clear though some people can not read


HI 65

Overall the product got high ratings on most features; the orange colour and the flexible design are the most outstanding ones.

The slimness of the product makes it easy to move around The product was perceived as easy to use with clear operating knobs




Different bulbs with different colours

Increase the brightness of the light





Ease of use

Respondents did not know what to expect of the battery life before product usage HI 65 was perceived to have value for money because:

It has a bright light that illuminates all corners of the house It is cheaper to use compared to the amount currently spent on kerosene Some respondents anticipated that HI 65 could last for over 5 years if used well

HI 65


Overall evaluation



Perceived price

All were willing to purchase HI 65 and some thought that we would sell the product to them after the test period

Respondents could not compare this product with other products they are currently exposed to


US$ 20 - 40

HI 65



HI65 was considered to be unique and durable. The shape and colour are also appreciated. It is considered to serve best as a table lamp or a study lamp.

Overall HI 65 is liked because: It is a portable lighting product i.e. one can move it easily from one place to

another It is flexible (can be twisted to all directions)

No running costs if solar energy is used to recharge the battery It is easy to operate

The main dislike mentioned for this product was its low light intensity.

The product satisfaction ratings before placement were high on all aspects except on reliability as respondents did not know what to expect from the battery yet.

HI 65


After recall the product was regarded as very exciting because of its smart and small design The product was perceived as unique; some respondents mentioned that they could show off with

it HI 65 was considered relevant because of its portability and good light



Uniqueness

Relevance

Excitement

Clarity

HI 65



Product uniqueness

Has not been seen in the market before

Lighting adequacy Some thought the light was good whereas others felt that the light provided by HI65 was not bright enough

Battery life The battery is perceived to last for a long time and some respondents did not have to charge the product in the test period at all

Ease of operation Very easy to operate

Relevance Very relevant, one can light the house at anytime without worrying about kerosene

Durability HI65 is expected to be durable and is thought to last for over 5 years


HI 65

Very high product ratings on all aspects except for lighting adequacy, as some people felt that the product did not provide enough light because of its small size

Generally HI 65 was perceived as relevant, easy to operate, durable and it has a good battery life Portability, flexibility, and the fact that it can be used both indoors and outdoors were also mentioned

as positive characteristics



Ratingafter

Comment

Shape Looks like a small street light

Size Small which makes it easy to carry and move around

Design Design with a flexible stem that allows to twist the light in any direction

Handling/Controls Very easy to operate

Colours Beautiful colour

Writing/ labeling Easy to read but limited to those who can read


HI 65

The most outstanding product feature was the flexible design that allows to twist the light in any direction

The product was liked most because of its beautiful colour, nice shape and small, portable size

The product has changed the look of my house, making it a very classy place and some of my neighbours asked me where I got it from female , rural, higher LSM


1. Solar charge

2. Design (can also

be used as a

torch)

3. Size (portability)

4. Controls

5. Durability

6. Colours

I like it because it is small, has a good light, attractive

colour and its battery lasts for a long time male, urban,

lower LSM

It is portable with a light weight and one can easily move it

from one place to another female , urban, lower LSM

It can be used as a torch, one can use it to go outside and

also to the next room male , rural, higher LSM

The fact that it uses solar and electricity makes it cheap to

maintain female , rural, higher LSM

It is easy to use female , urban, lower LSM

This product looks like it can last up to 5 years male ,

urban, lower LSM


HI 65


1. Dim light

2. Battery life

3. Light only

4. Colour

The battery should be improved to make it last for a longer period male, urban, lower LSM

The bulbs should be changed to stronger ones that can provide enough light otherwise it is not bright enough male, urban, lower LSM

I do not like the colour, I prefer it to be black male, urban, lower LSM

Light alone is not enough, there should a possibility of using the battery for other purposes like powering a radio male, urban, lower LSM

This requires that one has another source of light in the house so that this can be used as a torch to reach other rooms that are not lit female, urban, lower LSM


HI 65

Suggestions for improvement The product’s battery life should be improved and it should also have better capacity to provide

brighter light Change the colour to black Make sure that the solar panel can also be used for other electronic devices like radio and TV



Overall the product was liked because of its size and nice colour as well as the zero running costs involved if the solar charging option was used. The portability and flexibility of the stem made this light suitable for multiple purposes. Most respondents would use HI 65 as a secondary lighting device, i.e. as a reading light or a torch but not as the main lighting device to light the whole living room as the light is not bright enough for that purpose.

I like it because it is small, has a good light, attractive colour and its battery lasts for a long time male, urban, lower LSM

It is portable with a light weight and one can easily move it from one place to another female , urban, lower LSM

This requires that one has another source of light in the house so that this can be used as a torch to reach other rooms that are not lit female, urban, lower LSM

HI 65


After recall respondents indicated that the product was worth more than other products

and the willingness to purchase the product in the future remained high





products

HI 65




Response Reasons


20-40 As there are no running costs involved and the battery last long

Willingness to purchase at the RRP 17.7 It is a good price


It is an easier way of purchasing regarding the small budget of most of the respondents

Willingness to purchase without solar panel (KO13/ HI65 only )

12.8

It is better to buy the whole set together to prevent charging expenses

Willingness to purchase solar panel separately

Purchase price (without solar panel) with monthly AC running cost

18.8

HI 65

The perceived price before placement was US$ 20-40, which was higher than the RRP

The idea of selling the product without the solar panel was rejected by most respondents, as they try to avoid running costs



RY 04


Overall evaluation

Uniqueness

Relevance

Excitement

Clarity

RY04 was not perceived as new or different because a product like RY04 had been seen

in the market before however it was seen as relevant and exciting to use


none very

RY 04


Amazing size

Easy to use

Light -Torch

Good shape

Must be important

Sufficient light

Nice colour


product

?

Dry cell touch

Test product associationRY 04

The first product impression was that it was a like a normal dry cell torch with

sufficient light. Another respondent mentioned that it had an amazing size


1. Portability

2. Light intensity

3. Strap

4. Light weight

5. Charging system

6. Colours

It has an appealing colour female, urban, lower LSM

The charging system is good and easy to operate


I am pleased with the light it provides which is much

better than the common torch female, urban, lower LSM

It is not heavy to carry male, urban, lower LSM

You travel with it easily male, urban, lower LSM

It has a strap that can be used to hang it male, urban,

lower LSM

It can not get dirty easily because of its dark colour


Test product evaluation likesRY 04


1. Uses electricity

2. Words

3. Too common

It is charged using electricity and therefore if you are in

a place where there is no electricity it becomes useless


The words do not help me because I can not read them

male, rural, higher LSM

That torch is common, it is not something to pose with



RY 04


Feature Overall rating Comment

Shape It is good and appealing

Size The small size makes it is easy to carry it around

Design Makes it easy to hold it

Handling/Controls It is easy to use

Colours It is appealing The colour does not get dirty easily

Writing/ labeling The writings are not legible, it should be written in a language that is understandable


RY 04

RY04 was liked because it had a bright light which made it better than an ordinary torch

The colour was liked because it did not show dirt easily As it looks like a common torch the controls were easy to use and could be

used by anyone




Increase voltage so that it

can provide more light

Make one that uses solar

energy



Uniqueness- already in the market


Ease of use

Not very unique as similar products had been seen in the market before RY04 was considered to have enough lighting power and people believed it is a product

for people like them

RY 04


Overall evaluation



Perceived price

The likelihood to buy was high since the product was considered very relevant Not worth more than other products since there were similar products like RY 04

in the market which are also charged using electricity


US$ 2 - 5

RY 04



Although this product was not considered unique, overall RY04 was loved for its bright light that was better than the light of an ordinary torch. In addition, it is light (weight) which makes it easy to move it around and travel with.

Other factors that stand out for RY04 are: The green/black colours which do not get dirty easily Has a strap that one can use to hang it on the wall It has a small size and good design that make it easy to it hold firmly

On the other hand the product was seen to be made for people with access to electricity. In case one travels it may be a problem given electricity is not easily accessible everywhere.

The battery voltage capacity was perceived as low

RY 04


The product was not seen as unique because there were similar products in the market; what made

RY04 a little unique was the longer battery life It was seen as more relevant to those who have access to electricity



Uniqueness

Relevance

Excitement

Clarity

RY 04



Product uniqueness Not unique since there are similar products available in the market

Lighting adequacy As a torch it is really bright

Battery life The battery lasts longer than the battery of similar products available in the market

Ease of operation It is easy to switch on and off

Relevance It is more relevant to those who have access electricity

Durability It is perceived as durable – it can last for many years if well maintained


RY 04

RY04 was rated as a good product with a battery that lasts long, it is easy to operate, durable and quite portable with a hanging strap.

Initially this product was not perceived as unique because there are similar products in the market that have been used by the respondents before. After recall, however, many respondents were of the opinion that the RY04 is different given its long battery life.

RY04 was perceived to give bright light, portable and durable However, RY04 was regarded as more relevant to those with access to electricity



Ratingafter

Comment

Shape Nice common shape

Size Very small size and easy to carry

Design Good design with a strap for hanging in the middle of the house and the sharp edges help to have a good grip

Handling/controls Very easy to handle

Colours It is appealing

Writing/ labeling The text can not be read


RY 04

RY04 was not perceived to be unique because there are similar products on the market that have been used before, although after recall most respondents realised that the product is different because of its long battery life

The product was liked for the strap that can be used to hang the RY04 from the roof to light the house Overall RY04 was liked and regarded as easy to use with very direct controls just like the common

torch they are used to


1. Bright light

2. Battery life

3. Portability

4. Shape

5. Strap

6. Colours

Long battery life male, urban, lower LSM

I like its simplicity in handling female, urban, lower LSM

The strap makes it easy to hang it on the wall or roof


I like the black colour that does not get dirty easily female,

rural, higher LSM

Has a small portable size and this easy to carry male,

urban, lower LSM

Has got a bright light female, urban, lower LSM

I like it because it is easy to use, it is like the usual

torches female, rural, higher LSM


RY 04


1. Charging with

electricity

2. Writings

This product is only good for people who have electricity

male, rural, higher LSM

I do not like it because I do not know where to buy

batteries for this torch and I do not have electricity so

charging can be a problem female, urban, lower LSM

I can not read the words, they should be translated to a

language we understand female, urban, lower LSM

Test Product Evaluation Dislikes & Suggestions for ImprovementRY 04

Suggestions for improvement:

RY04 should have a solar charging option because many respondents do not have

access to electricity easily


Test product evaluationproduct usage RY 04

Although all respondents were familiar with torches, this torch stood out

because of its bright light for its type of lighting device coupled with the

long lasting battery. As the colour of the RY04 was considered practical

because it does not show dirt easily, people would not hesitate to use the

RY04 outside or when taking care of their livestock in the dark. The strap

is preferred because it allows people to use the torch as a light in the

house as well. In addition, it is not heavy which makes it easy to carry the

device around and travel with it.

The strap makes it easy to hang it on the wall or roof male, urban, lower LSM

Has a small portable size and this easy to carry male, urban, lower LSM

I am pleased with the light it provides which is much better than the common torch



The likelihood to purchase is very high including after recall as RY04 had a very bright

light and the battery lasts for a long time The long battery life makes it worth more than other products available in the market





products

RY 04




Response Reasons


2-5

Some people are willing to pay more than the perceived price mentioned before placement

Others are not willing to pay more because of low income levels

Willingness to purchase at the RRP 5

Divided reactions to the RRP were noticed; those who were expecting the price to be lower than the RRP were not willing to pay more and those who were expecting the price to be similar or higher had no problem with the RRP


Provided that the price is brought down first

RY 04

As the product was perceived to be comparable to a common dry cell torch, the price expectation was low. Most people were not willing to pay the RRP because in their opinion it was just a torch and a torch should be cheap.

SUMMARY OF PRODUCT EVALUATION


Insights

With the exception of RY04 which was seen as an ordinary torch, all products were perceived as new and different. This resulted in a lot of excitement about the tested devices.

The product also received high appreciation overall because the batteries could be charged using solar energy (except for RY04) and this makes the devices unique, very economical, smoke free and ideal for people that are not connected to the electricity grid.

Although majority of the respondents thought that the products were worth the RRP (except for the UR83), the price was often considered too high for their budget. Most people would like to buy the products but can not afford the RRP at once. The suggested option to purchase the product with financing to offset part of purchase and maintenance costs is much appreciated.

Respondents were concerned about the colour of products. Black or dark coloured products were preferred, because they do not easily get dirty. Consequently, the yellow strap of UR83 was not liked and the red and orange colour of UR 83 and HI 65 received mixed responses. Black, silver and dark green were highly accepted and practical colours for lighting devices for the Kenyan consumer.

A suggestion made for many products was the addition of extra slots to the solar panel that would allow support for other electrical equipment, like TV and radio. Another frequently mentioned suggestion was addition of an indicator that shows when the battery is fully charged.

Overall, the labeling did not receive a positive rating for most products as the text was considered too small or not written in the right language. Most respondents suggested translating the writing on label to Swahili. Furthermore it should be considered that a proportion of the target population is illiterate.


Products Tested TM41 RY04 HI 65 UR83 KO13

Average hours product is used during test period (5 days)

4 - 5 hrs 1 - 2hr 2-3 hrs 3 - 5 2 - 4 hrs

Average hours product is used before subsequent recharge

4.5 hrs

Never

charged 3 hrs 10 hrs 2 - 4 hrs

Average hours product is recharged daily 6 hrs

Never

charged 6 hrs 4 - 6 hrs 6 hrs

General description of weather during recharge of test product

Mostly Clear

Occasionally Clear N/A

Heavy cloud cover

Test productaverage lighting hours


Test productaverage lighting hours

Most respondents used the products (excluding RY 04) between 3 - 5 hrs a day; this was however based on the respondents’ usage habits rather than on the battery life. Therefore this data cannot be used on its own to determine the battery life of the products.

The charging period also depended on respondents’ daily routine and therefore does not reflect the number of hours it takes for the batteries to be fully charged. This may explain why the respondents claim to have charged the products daily.

None of the respondents who used RY04 charged the product during the test period; the charge of the battery at the beginning of the test period lasted until the second visit. However, this could be attributed to the fact that this device was used as a supplementary lighting device rather than the primary lighting source. The batteries were therefore not fully utilized.


Test product overall evaluation

Respondents were very positive about TM41; the product has very nice features, good functionality, it is perceived to be worth more than other lighting products and thus had a high future purchase likelihood.

Outstanding product features were: Its bright light; some respondents mentioned that it was comparable with light from

grid electricity The two bulbs that can be hung on the roof and can be used in two different rooms

simultaneously The black colour was perceived as appropriate for a lighting product, especially

because it does not getting dirty easily

Overall the pre and post –placement perceptions of the TM41 were similar; none of the respondents had a major dislike about the product features or functionalities, but some suggestions were mentioned: e.g. add an indicator that shows when the product is fully charged.

Most respondents considered the RRP too high for their budget, but were very positive about the financing option.

TM41



RY04 received much appreciation for its bright light and the ability to charge the battery with electricity as opposed to using dry cells. However, as most people do not have access to electricity this charging method was not liked as much as solar charging.

The product was not considered unique and most people regarded RY04 as a normal torch.

The most outstanding product features were

Its bright light

Long lasting battery

The small size and square shape which help to have a good grip

The strap that can be used to hang RY04 on the roof/ceiling to light the house

Willingness to purchase at the RRP was high among those who identified the advantages of the product (good battery life and very bright light). The group that thought RY04 was just like any other torch, was only willing to purchase the product if the price was brought down to a maximum of US$ 2

RY 04



Overall, respondents were positive about HI65, especially because of its design: The product can easily be carried from one place to another The flexibility of the stem, which can easily be twisted to any direction, is very practical Simplicity in usage; any one can operate the product without any training

HI65 was perceived to be durable and some people believed it could last for over 5 years if handled properly.

The size of HI65 and the nice colour were also appreciated by most respondents, although some preferred the lighting device to be black.

Majority of the respondents used this product as a secondary lighting device (e.g. reading light) as it is not bright enough to light a whole room. The dim light was the main dislike of this product.

Although the perceived price was lower than the RRP, respondents were still interested in the financing option to offset part of the purchase and maintenance costs.

Respondents were not interested in buying the product without the solar panel, as they try to avoid running costs

HI 65



UR 83

Respondents considered UR83 unique and relevant to their life style i.e. it costs nothing to

charge the battery and the device is multifunctional:

It can be used to light the whole room by simply using the strap

It can be used as a torch to go outside (e.g. to the bathroom)

The product can be put in the pocket easily

Many respondents mentioned that the design of UR83 looks like a camera, which was

associated with a high social status.

The main dislikes of this product were its dim light and the colour, especially the yellow

strap which was perceived to get dirty easily.

The difference between the perceived product price and the RRP is significant and

respondents clearly indicated that they were not willing to buy the device for the RRP.

Although they were interested in financing to offset part of the purchase price, the RRP

needs to be brought down first.



Respondents were very positive about this product and the likelihood to purchase KO13 in the future was high. The product was perceived to be worth more than other products since it can be recharged using both electricity and solar, and the battery lasts a long time.

KO13 was perceived as unique and exciting. In addition, respondents indicated that this product was very relevant as it met their lighting needs, mainly because of the following features:

– Bright light– No running costs as the battery is charged using solar energy– Possibility to light two rooms simultaneously – Flexibility of the stems which allows to have light in any direction

The major dislike of KO13 was that the lamps did not have stands, which made it difficult to use them as reading lights. This made it difficult to place them on the table.

The RRP was close to the initial price expectation and thus most people were willing to purchase the product at the RRP. Nevertheless, respondents were very interested in the option of financing to offset part of the purchase price, because their income is low and therefore difficult to pay the total price at once.

Respondents were not interested in buying the product without the solar panel, as they are trying to avoid running costs. Also lack of electricity at home makes it difficult to charge the battery without the solar panel.

KO 13

RECOMMENDATIONS


General product preference overview

Amongst all the respondents that were interviewed, the following were the most preferred lighting devices:

– TM 41: The main drivers were the bright light, solar charging and its two bulbs

– KO 13:The main drivers were its bright light, two lamps, solar and AC mains charging option

– HI 65: The main drivers were its flexibility and portability, and the fact that is very easy to use

Amongst all the respondents that were interviewed, the following were the least preferred lighting devices:

– UR 83: The main barriers were its price and inadequate light intensity

– RY 04: The main barriers was in the batteries which needed to be charged using AC mains

TM 41 KO 13UR 83 RY 04HI 65

Decreasing preference


Product with the highest preference

TM41 had the highest overall preference among all products. This is mainly because of the very bright light provided by the two lamps which could be shared among two rooms as the wires are long enough.

The usage of solar energy to charge the batteries was much appreciated by the respondents, as this will save them the running costs of their current lighting products (e.g kerosene and dry cells)

Other factors that contributed to product appreciation included long battery life, portability, availability of a slot for the radio, and also the black colour which is believed not to get dirty easily

It is our recommendation that the product be introduced as is. However, the financing option to offset part of the purchase costs is recommended for this market as most people are not able to pay the full RRP at once.


Product with the lowest preference

Of the products tested, RY04 appears to be the least preferred lighting product. Majority of the respondents perceived it as an ordinary torch which is not unique and can be charged using electricity. The light of this product is however much brighter than the other torches, which is appreciated.

As many respondents did not have easy access to electricity, charging was not convenient for them. Respondents were therefore less enthusiastic about this charging method than about solar charging. In addition, charging a battery using electricity is not ‘running cost-free’.

Compared to the other products tested, the RY04 was mainly used as a secondary lighting device, e.g. for going to the bathroom outside. Respondents still needed another lighting device for the house i.e. kerosene lamp. This therefore reduced the preference for the RY04.

It is our recommendation to introduce RY04 to the market with the solar charging option; this makes the product‘running cost-free’ and will help increasing its acceptance.


Barriers to use of preferred product

The most significant barrier to using TM41 was price. Although the product was perceived

to be worth the RRP, the price was high and not affordable for all respondents. Most

respondents have a low income and are not able to save money. Therefore, paying the

product in installments or using the financing option to offset part of the purchase price, is

attractive to most of them.

To improve ease of use, respondents suggested that an indicator be added to the solar

panel to show when the battery is fully charged.


Motivations to use of preferred product

Respondents mentioned many motivations to using TM41: There are no running costs involved The bright light of this product was considered comparable to light bulbs connected to the

electricity grid and this was associated with high social status The fact that TM41 could light the whole house was much appreciated; the two bulbs and the

long wires allowed people to light two rooms simultaneously while hanging the bulbs on the ceiling/roof, which is very convenient

The product does not emit smoke or heat The device was easy to use TM41 is portable; it can easily be moved from one room to another and its size is small

enough to be carried along The availability of financing to offset part of the purchase price would also be a motivation to

use TM41

This is like grid electricity with no extra usage charges, it is as good as grid electricity female, urban, lower LSM

The size is good enough and it’s interesting that it can be hung on the roof and then can supply enough light for the whole house male, urban, lower LSM

I have been living like a rich person male urban, lower LSM


Currency Conversion Rate

Kenya

USD 1 = KES 74 *Approximate, as of May 2009

lighting devices test results kenya results june 2009

Documents

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