Consumer Preferences for Selection of Solar Home Systems in Urban Areas of Pakistan

Consumer preferences can lay foundation for determining key product attributes essential for the success of a product in the market, enabling the manufacturers optimally allocate resources towards imparting these critical attributes. However identification of consumer preferences especially for new products is a challenging task. This research investigated the consumer preference factors for solar home systems in Rawalpindi/Islamabad (Pakistan); applying MCDM (Multi Criteria Decision Making) approach, AHP (Analytical Hierarchy Process) survey and analysis method is used for prioritization of the factors and comparison of decision alternatives. Fourteen factors grouped into five categories are selected. It has been found that the manufacturers have to emphasize on performance and functional attributes of these systems at this stage, the cost factors are comparatively lower in importance. Make and warranty, Environmental and Physical features are also lesser important to the early adopters