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Pay-as-you-go electricity - Analysis of product delivery model for RET market penetration amongst rural BOP consumers
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Electronic archive copy is available via Aalto Thesis Database.
Authors
Date
Major/Subject
Mcode
Degree programme
Language
en
Pages
110
Series
Abstract
Abstract
Objective of the Study
Growing energy needs and under-developed grid electricity system along with high
solar insolation are typical of many emerging economies. Thus widespread solar
electrification might be appropriate technology in such countries, especially in remote
areas. Nevertheless, there exist social and economic barriers to solar energy adoption,
especially amongst the low-income populations. The study looks into elements of solar
home systems’ market penetration amongst rural BoP consumers, with a focus on the
product delivery model and its appropriateness to the target market.
Data and Methodology
A single case study method was chosen to research the topic. The case study unit was a
solar home system provider based in India who targets remote BoP consumers in their
business offering. The author gathered qualitative data through secondary sources and
participant observations that related to product and distribution aspects and corporate
strategy of the case study unit.
Findings
The insights uncovered in the research of this business case study offer a number of
significant implications for BoP marketing practices and managerial implications
related to the strategic configuration of product, marketing and distribution features in
the solar energy sector. The main contribution of this study is a holistic product delivery
model applied for the BoP-focused distributed energy sector.
Keywords
BoP, energy access, renewable energy technologies, business models, rural distribution,
India