Asia Pacific Journal of Business Review

Kyung Hee University Management Research Institute (경희대학교 경영연구원)
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A STUDY ON CONSUMER'S READINESS TOWARDS ADOPTION OF LED LIGHT IN INDIA

  • Ghoshal, Moloy (Delhi School of Professional Studies and Research (DSPSR))
  • Received : 2017.11.29
  • Accepted : 2018.02.04
  • Published : 2018.02.28
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Abstract

The purpose of this paper is to find out the factors responsible for purchase of LED (light-emitting-diodes) bulbs & tubes among Indian consumers and how much they are ready to replace their existing lighting system with LED fittings. A multiple regression model has been employed to investigate the factors affecting the buying decision of LED lamps in place of CFL and incandescent lamps. Eleven motives for adopting LED lamps has been identified viz. price, quality, energy saving, durability, brand, promotion, CSR, & environmental consciousness. In addition the effect of demographic variables like gender, age, household income on the purchasing decision of LED has also been examined. A total 150 respondents were contacted visiting different outlet of electrical shops of Northern Delhi. The study may helpful for the companies to decide their marketing strategies to promote LED Lamps among the consumers with an aim to save energy and save environment.

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