LIGHTING DEVICES TEST RESULTS Zambia Results June 2009.

LIGHTING DEVICES TEST RESULTS Zambia Results June 2009

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 2 Report Overview 1Lighting Africa Overview / Market Intelligence Program 2Market Research Approach 3Lighting Devices Testing: Setting the Scene 4Lighting Devices Tested 5How Do We Assess Potential? 6Brief Country Overview 7Main Product Findings By Country 8Recommendations By Country 9Executive Summary

LIGHTING AFRICA OVERVIEW / MARKET INTELLIGENCE PROGRAM

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 4 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.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 5 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 6 How do we ensure Lighting Africa program activities respond to industry need? All Lighting Africa program activities are designed with and for the industry and other stakeholders Through ongoing consultation with a wide array of stakeholders (including private companies, NGOs, financiers, governments and other key players along the supply chain) opportunities are identified where Lighting Africa can play an appropriate role in accelerating the off-grid lighting market in Africa

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 7 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 8 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 9 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 11 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.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 12 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 element 2. A quantitative Habits and Attitudes survey of the population 3. Quantitative Lighting Devices Testing, using the proprietary eValuate TM 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 14 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?

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 16 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 LOCATIONLSMNO.OF INTERVIEWS Urban1-41-5 Urban5-106-10 Rural1-411-15 Rural5-1016-20 Zambia

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 17 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 18 Key qualitative questions Interviews focused on answering these questions: Who is the consumer?  Consumer demographics and characteristics of households How 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 home Which 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)

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 19 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 20 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 21 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 22 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

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 23 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 Zambia

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 25 Brief Country Overview: Zambia Zambia Interesting Facts: Poverty is a major problem in Zambia. As many as 5 of 10 persons are unemployed. The distribution of wealth amongst families in Zambia is poor (50.8% on the Gini coefficient). The worsening global food prices pose serious challenges for this Southern African nation; where 8 out of 10 Zambians are employed in the agricultural sector.

ELECTRICITY

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 27 Suggestions for improvement- living standards  Water supply in the rural areas  Amenities like: – Schools – Clinics – Skills training centres – Modern market / shopping centre – Public library – Recreation facilities e.g. sports fields and parks  Improve roads (up-grade or tar them)  Improve the water supply systems in the urban areas  Cooperatives to be formed  Make farming inputs available  Loan facilities  Street lights  Install electricity  Build a better house – e.g. ‘burnt brick’ house, fix doors, have a cemented floor  Roof house with iron sheets  Paint the houses The most important need is that for loan facilities to assist with major improvements like installation of electricity, street lights, building brick houses Surrounding In-home

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 28 Likes and dislikes of not having electricity My son who is doing grade 12 has left me because there is no electricity here at my house to enable him to study at night as candles are not as bright as lights from electricity. Even my children who stay with me here steal money so that they can watch films at the market because I do not have electricity so they can’t watch television” Female, Upper SEC, Rural I like how bright electricity lights are and that things in the house look good and how easy and fast it is to cook using an electric stove. I dislike it because it has caused a lot of fires in the past and people have died due to electrical shocks/faults. The other thing is that nowadays in Zambia, electricity has become too expensive and with my salary, I can’t manage to be paying for it every month. Female, Lower SEC, Urban Alternative lighting sourcesLikes of not having electricityDislikes of not having electricity Candles Kerosene lamp A bulb connected to a car battery  No bills to pay – electricity is too expensive in Zambia  No risks associated with electricity – fire, electrocution, shock etc leading at times to death  Cannot use household appliances e.g. TV, radio, fridge  Cannot do anything in the dark unless candles are bought and sometimes one doesn’t have money for that  Dangerous – thieves can attack you  Have to use firewood which produce smelly smoke  Poor lighting

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 29 Electricity connection usage & attitudes Connection Likelihood Determinants of connection Perceived Benefits of connectionBarriers to connection 0-3 monthsNone  Rural electrification  Availability of power lines  Availability of money  Ability to build a brick house  Kids finishing school and getting employed  When the big farms connect to electricity  Lighting  Cooking  Reading / Studying at night  Powering household equipments e.g. TV, radio  Heating / Warming the house  Power “motor pump” for irrigation to increase production  Employment - Open a business e.g battery charging, welding, salon and baking  Rear ‘grade chicken’ for sale  Security  Lack of money - Cost of connection  Difficult to install since the government doesn’t offer any financial support  No power lines 3-6 monthsNone 6-12 monthsNone 12 months plusNone Not likely None of the respondents was likely to get connected to electricity within the next 12 months, nor did they know of any plans for getting connected to the grid. Ranging from = few respondents to= many respondents

LIGHTING

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 31 Current lighting situation My current lighting situation is not the best. I don’t like it at all. I normally use candles but candles are too expensive and at the same time they produce a lot of smoke which might be dangerous for one’s health. They also produce wax that drop on your clothes, on the table and everywhere else in your house. I don’t like them Male, Upper SEC, Rural I use the candle to light my shop but am not happy with my lighting situation because the candles finish very fast and are too expensive to buy all the time Male, Lower SEC, Urban My lighting is good as the 12 volts bulbs give me enough light for my household and I feel safer when using it than using a candle, as a candle is not all that bright. Male, Upper SEC, Rural

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 32 Current Lighting Product- Usage ProductUsed Currently Most Often Used Least Often Used Lapsed usage 1.Candles  2. A bulb connected to a car battery   3. Torch  4. Firewood  5. Kerosene lamp  6. Other (Brazier)  Candles are currently most often used for lighting while the torch is the least used.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 33 Summary of lighting products presently used LIGHTING PRODUCT ADVANTAGESDISADVANTAGES Firewood - Multipurpose (heating, lighting, cooking) - Cheap-found everywhere - Difficult to get firewood - Makes clothes dirty A bulb connected to a car battery - Adequate light intensity - Safe to use - Cheap to buy - Long lasting – can last up to 1 year - No running cost as it’s charged using solar - When there is no sunlight you have to look for electricity to charge the car battery Kerosene lamp - Cheap to acquire - Can explode and burn things when not closed properly - Produces a lot of dark smoke which can cause diseases like asthma - The smoke also makes your clothes smell of paraffin - Expensive to buy kerosene for fuel Candles - Do not produce much smoke - Easily available at the local shops - Inadequate light intensity - Too expensive - Not safe – can cause fire - Make your table and clothes dirty with wax - Does not last long Torch - Portable - Expensive to buy batteries for running it Other (Cell phone light) - Comes in handy when one doesn’t have money to buy candles / paraffin - The phone might go off if used for long as the battery goes down

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 34 Choice determinants & influencers of current lighting product Usage DeterminantsKey Influencers Affordability, safety and the light intensity of a device are the major determinants of usage. The main household head is usually the one who influences the decision about what lighting device will be used.  Affordability  Safety  Light intensity  Health  Value for money  Durability  Quality  Familiarity  Wife  Husband  Kids

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 36 Current lighting products- different settings We use candles for lighting in our home Male, Lower SEC, Urban We normally put it (candle) on the table so that it can give enough light to all the corners of the room where it is lit. Male, Lowe SEC, Urban Yes we do but we normally use fire from the firewood we use for cooking to see when we are having supper, most of the times it’s dark already when we are having supper Female, Upper SEC, Rural In the bedroom and eating area, we place them on a stand, so that they don’t fall and burn the house, but in the lavatory we just carry it, and hold it or put it down because you can’t put it anywhere else there. Male, Upper SEC, Rural Living room Bedroom Study table Shop ChattingKitchen

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 37 Product UsedOverall satisfactionSuggestions for improvement Candle Make them stronger, bigger and taller Make them affordable / cheaper To be sold with a glass container – will help lock in the smoke, avoid wind and fires Firewood None Torch Make batteries affordable / cheaper Bulb connected to a car battery Make it bigger Introduce energy saving bulbs like the electric ones Kerosene lamp Reduce the price of kerosene Brazier None Cell phone light Improve the light intensity Current Lighting Products- satisfaction rating Very satisfied Not satisfied

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 38 Current lighting products ideal product The ideal product for the respondents would be a “familiar” lighting device with adequate lighting intensity to illuminate the whole room, it is safe and doesn’t have any running costs. Key features Ideal product  Solar charged lantern  Coil shaped bulb (powered by a solar-charged car battery)  Sunflower-shaped bulb with a stand (solar powered)  A spot light with a hook to hang on to the roof / wall  Solar powered bulbs that hang on the wall like a wall clock  Solar charged  Adequate light intensity  Portable  Easy to use  Light weight  Rechargeable battery  On / off knobs with low, medium and high light settings  Doesn’t produce smoke  Small in size but strong

MAIN PRODUCT FINDINGS

TEST PRODUCT EVALUATION Before Placement

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 43 Overall evaluation Uniqueness Relevance Excitement Clarity A very unique product which was seen as very relevant mainly because of its light intensity and the fact that one can use it in two different rooms at the same time as it has two bulbs – the latter really excited the respondents. Test Product evaluation none very TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 44 What comes to mind when you see this product ? Test product association TM 41 I think it’s a very good product I think it’s a very good product for people like me who don’t have electricity to light up their house. To use it and see what amount of light it can produce. I think that it’s a good product which lights very well at night in the sense that it looks like it can give bright light because the lights are big which is very good. A product that can give me more light than the candles I am currently using A very positive first impression was received with regards to TM 41 from the respondents

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 45 1.The many LED bulbs 2.Strong light intensity 3.Can be used in two rooms simultaneously - has two light bulbs 4.Economical – solar rechargeable I say so because the lights are big with a lot of these tiny bulbs, I think together they can give enough light. And also, the battery seems to be very good because it is quite heavy and I believe it can produce more power Male, Upper SEC, Rural The light was powerful, it’s good and one time we put our bulb outside and the whole surrounding was bright and I don’t think you can compare it to an electricity bulb. Female, Lower SEC, Urban I like the way it is made and also the two bulbs it has such that you have light in two separate rooms using the same product Female, Upper SEC, Rural A find it very exciting because there is no need of looking for something to buy like candles, matches or even taking its battery for charging since it has all the things for lighting & charging. I find it does not produce any smoke and it is safe to use. Male, Lower SEC, Urban Test product evaluation likes TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 46 1.Cables connecting the bulbs to the battery are too short Size is ok for the product but the length of the cables should be a bit longer (the cables from the battery to the bulbs) Male, Lower SEC, Urban Test Product Evaluation – Dislikes TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 47 FeatureOverall ratingComment Shape It was unanimously agreed by all the respondents that the TM 41 shape, size and design are good Size Design Handling / Controls The device was easy to operate. The only problem was that the connection cables from the bulbs to the battery were considered too short Colours It was unanimously agreed by all the respondents that the colour and writing / labelling of the TM 41 are good. Writing/ labeling Test Product features evaluation TM 41 Apart from connection cables from the battery to the bulbs that were deemed too short, TM41 was rated extremely positively on all the product features i.e. shape, size, colour and design, i.e. the respondents were extremely satisfied with TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 48 Test Product characteristics Suggestions for improvementSummary of satisfaction rating Maker the solar panel bigger Quality of service (lighting power) Reliability of service- battery life/availability Uniqueness- new & different A product for someone like me Ease of use TM 41 performed extremely well in both functional and aesthetic attributes TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 49 Overall evaluation Likelihood to purchase Worth more than other products Price willing to pay TM 41 is perceived to have more Value For Money than the products currently in the market and thus the respondents are very willing to purchase and try the product Purchase Intent & Price USD 9.8- 48.8 TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 50 Test product summary before testing  Most of the Zambian respondents believe that when a lamp is big in size and round in shape, it is bound to produce adequate light intensity. Consequently, as this was the case with TM 41, it was rated very positively in terms of light intensity.  The ability to use it in two different rooms simultaneously was seen as very relevant to the respondents lifestyles since they didn’t have to buy more than one lighting device to light the various rooms in use at night.  All the respondents who tested this product believed it had value for money; they were willing to purchase it even before they had tested it.  Every respondent thought it was a product well suited to people like them who find it hard to raise running costs for lighting devices (e.g. batteries) and also who cannot be able to afford electricity. TM 41

TEST PRODUCT EVALUATION After Recall

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 52 After having used TM 41, respondents yet again rated it as unique and different and still maintained that it was relevant to their life Test product comparative evaluation EvaluationBefore PlacementAfter Placement Uniqueness Relevance Excitement Clarity TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 53 FeatureRatingComment Product uniqueness Very new and different like I said that it’s my first time using, seeing it. Lighting adequacy The light was very good and it was very bright. I liked it a lot. It’s a good light. Battery life It has a very strong battery and solar panel and it is of good quality Ease of operation Yes, I did understand and if you want, I can teach you how to use it. When I was using TM 41, I found no difficulties and it was so easy as 1,2,and 3. Relevance It could be very relevant because I will be saving money for instance, I would stop buying candles and my children would greatly benefit from the light as it seems to be producing enough light for reading. Durability I think it’s very strong, and it can last even for 6 years if you just take care of it. Test product evaluation: general characteristics TM 41 Overall, this lamp TM 41 is something, it is a lamp that everyone has to have regardless of the status, whether rich or poor as nowadays the electricity supply is not enough to cater for all the people in Zambia

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 54 Feature Rating Before Rating After Comment Shape It was unanimously agreed by all the respondents that all features of TM 41 were good Size Design Ease of handling Controls Colours Writing/ labeling Test Product features comparative evaluation TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 55 1.The many LED bulbs 2.Strong light intensity 3.Can be used in two rooms simultaneously - has two light bulbs 4.Easy to handle 5.Can power the radio 6.Economical – solar rechargeable 7.Good quality It’s bright and very easy to handle and the fact that it is charged by solar is very economical. Male, Upper SEC, Rural This is a very good product and it’s the easiest, good gadget that one can ever get and use. I easily understood how to use it Female, Upper SEC, Rural TM 41 is made for poor people like me because it will provide me with the same amount of light in my house and it can be used for my radio. It can serve two purposes, one for light and another for my radio. I can also be saving the amount that I am spending on candles every month Male, Lower SEC, Rural It has a battery and a solar panel and it is of good quality. Male, Lower SEC, Urban Test Product Evaluation – Likes TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 56 1.Cables connecting the lamps to the battery are too short 2.Writings explaining how to use the product is too small Well, the only things I disliked were the cables; because they were too short, otherwise everything else was good Male, Upper SEC, Rural I don’t like the writings because I cannot read what is written Male, Lower SEC, Urban Test Product Evaluation: Dislikes TM 41 Suggestions for improvement  Increase the length of the cable that connects the bulb to the battery  Use a bigger solar panel  Consider putting a socket on the battery so that one can use the solar power on it to power other household appliances  Make it possible to switch off one bulb in isolation – currently both bulbs go off at the same time

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 57 Test product evaluation product usage  Understanding of usage: The product usage and operation was very clear to all the respondents both before and after usage  Ease of usage: None of the respondents had a problem using TM 41 as they understood how to operate and charge it. The knobs were also very easy to operate  Future usage: All the respondents were positive about using the product in the future. The only thing that would stop them would be finances, if it’s too expensive  Future usage settings: the most common settings where TM 41 would be used included:  As a security light outside  Living room  Bedroom  Relevance: TM 41 was considered very relevant to the lives of all the respondents especially because of its light intensity, solar recharging, two big bulbs which can be used to light two different rooms and the fact that its battery can be connected to the radio Am very clear on what to expect from this product I can’t wait to see it working at night. It will be a nice time indeed for us as a family Male, Upper SEC, Rural TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 58 All the respondents who tested TM 41 will definitely purchase the product in the future so long as its price falls within the range they are willing and able to pay for it Test product evaluation: Pricing & purchase intent FeatureBefore placementAfter recall Likelihood to purchase Worth more than other products TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 59 Test product pricing scenarios Pricing ScenariosAmountResponseReasons Willingness to pay more than the price mentioned before placement USD 9.8- 48.8 This is attributed to the strong light intensity, the two bulbs which can be used in different rooms simultaneously and the solar recharging option Willingness to purchase at the RRP USD 76.8 Willingness to purchase if financing is available to offset part of purchase and maintenance cost Due to affordability and poverty situation especially in the rural areas TM 41 As much as the respondents are eager and willing to purchase TM 41 at the quoted retail price, majority do not have the purchasing power and are thus very open to financing (either as a loan or hire purchase) so that they can be able to offset part of purchase price. They argue that it will save them a substantial amount every year as they will not be incurring running cost. Some of the reasons as to why it’s perceived to be expensive include: Size of the lamps ; Number of lamps and the Light intensity

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 63 Overall evaluation Uniqueness Relevance Excitement Clarity Due to the product uniqueness, it generated a lot of excitement around trial; It was considered to be very relevant especially as it could be used both as a torch and as a lamp Test Product evaluation UR 83 none very

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 64 What comes to mind when you see this product? Test product association UR 83 A very good product suitable for people who don’t have power in their homes. It’s something new in the market as I have never seen such a lighting product anywhere else. I think it’s a very good and simple product. It’s solar charged and that makes it very good. It is easily portable. When I see UR-83, I ask myself if it would give me enough light? I have run out of words because of how amazing this lamp is This is a very good product; I find it small though I am not too sure on the intensity of light that t it can produce. I am sure though that it is user friendly because it is rechargeable by solar and one can carry it around without any difficulties I have noticed and liked the solar battery which is small and can be easily connected to a bulb It is a nice lamp that may benefit so many people of my village.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 65 1.Portability 2.Light intensity 3.Economical – solar rechargeable 4.Ease of use 5.3 light settings – low medium and high 6.Design and shape 7.Colour 8.Modern 9.Multipurpose – lamp and torch I like its size and the amount of light it produces. Its size is very unique and modern, you can put or use it anywhere at night without any difficulties Male, Upper SEC, Rural One thing I like is that it can be carried around or fixed somewhere when using it. It can be used as a torch as well as just as a light Female, Lower SEC, Urban I like the way the lights shine and the way they are made as you can control the intensity according to need Female, Lower SEC, Urban I like UR 83 because of its portability. I can move it from my bedroom to other rooms, it looks bright enough for my house Male, Upper SEC, Rural Test product evaluation likes UR 83

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 66 1.Size I like everything about it except the size, it is too small. Male, Lower SEC, Urban Test Product Evaluation – Dislikes UR 83 A very well received product with not many dislikes

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 67 FeatureOverall ratingComment Shape It was unanimously agreed by the respondents that the UR 83’s shape is good, handy and allows it to be stable when placed on a surface Size Majority of the respondents thought that the size is perfect for portability, a few wanted the lamp made bigger to produce more light when being used as a lamp Design It was generally agreed by the respondents that the UR 83’s design is perfect Handling / ControlsIt was generally agreed by all the respondents that the UR 83 is very easy to use and to operate Colours It was generally agreed by all the respondents that the UR 83 has good colour and clear writing / labeling Writing/ labeling Test Product features evaluation UR 83 UR 83 was positively rated across all its features except on its size which a number of respondents perceived to be small – one of the reason as to why they want the size increased is the perception that a bigger device would produce better and brighter light.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 68 Test Product characteristics UR 83 Suggestions for improvementSummary of satisfaction rating Bigger solar panel Increase the size of the device Quality of service (lighting power) Reliability of service- battery life/availability Uniqueness- new & different A product for someone like me Ease of use UR 83 was rated very positive overall in all its functional attributes

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 69 Overall evaluation Likelihood to purchase Worth more than other products Price willing to pay UR 83 was considered to have value for money and could not actually be compared to any other product in the market. The main reason for this is that it has a high light intensity despite its small size, it is portable and is also multipurpose (can be both as a lamp and as a torch). UR 83 Purchase Intent & Price USD 4.9 – 29.3

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 70 Test product summary before testing  Overall, this product was liked a lot before placement and was very highly rated in terms of the following attributes: – Design / Shape – Uniqueness – Relevance – Excitement – Ease of understanding – Durability  However, some respondents were doubtful at first as to whether it would produce adequate light, due to its small size (both the size of the UR 83 and that of the solar charging panel)  The perceived purchase price was also too low as compared to the actual product price – please note that this was not very much product-related but was due to the economic capability of the respondents UR 83

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 72 The product was rated the same before and after usage in terms of uniqueness, relevance, excitement and clarity UR 83 Test product comparative evaluation EvaluationBefore PlacementAfter Recall Uniqueness Relevance Excitement Clarity

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 73 FeatureRatingComment Product uniqueness To be honest, and God can be my witness, I have never seen anything like UR-83. It was my first time to see it Lighting adequacy This is the best light I have seen. Its light is so bright, I have never seen that before Battery life The battery that is inside is very strong, when I was using the light, it lasted very long, I don’t even have to worry where to buy it because I know it is very strong. Ease of operation The controls (knobs) for on and off were hard to turn Relevance Its very relevant because I can use it in two ways. One as a light in my house and the other I can use it like a torch, move around outside with it Durability I cannot tell because I am not a witch doctor who can just see and tell that something is strong or not, but what I can say is that it can last long depending on your usage and how you are taking care of it UR 83 Test product evaluation- general characteristics By and large UR 83 was amongst the most well rated products and majority of the respondents had nothing they disliked about it.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 74 FeaturesRating Before Rating AfterComment ShapeIt was unanimously agreed by all the respondents that the UR 83 has a good shape SizeAs much as majority of the respondents felt that the size was perfect because it made it portable, a few disagreed and wanted the device made bigger DesignIt was unanimously agreed by all the respondents that the UR 83 design is good both before and after usage Handling / ControlsMajority of the respondents complained about how hard it was to move the control knobs in an attempt to put it on / off. They strongly think that they should be made easier to turn on / off. After usage, the ease of handling was rated lower than before use mainly because of the problem with the control knobs ColoursIt was unanimously agreed by all the respondents that the UR 83’s colour is good both before and after usage Writing/ labelingRespondents had a problem as the writings are written in a foreign language they cannot understand Test Product features comparative evaluation UR 83

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 75 1.Portability 2.Light intensity 3.Economical – solar rechargeable 4.3 light settings – low medium and high 5.Ease of use 6.Design and shape 7.Size 8.Colour 9.Smoke-free The shape and size are very good as they make the device very easy to carry around and to hold in the palm of the hand. The design is very nice and its unique compared to other torches I have seen around Male, Lower SEC, Urban The colour is good as it does not easily show accumulated dust Female, Upper SEC, Rural It is very easy to use because you can either put it on the table or you can hang it Female, Upper SEC, Rural Am very clear on what to expect from UR-83 because it does not emit smoke neither does it incur any charging costs Male, Lower SEC, Urban Test Product Evaluation – Likes UR 83

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 76 1.Controls-not flexible 2.Size 3.Writings in foreign language The shape and design are perfect, but the size is not good, as it is too small, even the solar panel is too small to charge this lamp Male Upper SEC, Rural I just dislike the controls (knobs) for turning off and on, because it is difficult to turn them off or on. Male, Upper SEC, Urban The writings are not good as these writings are written in a language that I cannot read and understand. Female Lower SEC, Urban The size is not good, it is very small and the control knobs are also not good as you need to use force when turning them on/ off Female, Upper SEC, Rural Test Product Evaluation: Dislikes UR 83 Suggestions for improvement  Improve the control knobs – e.g. use the ones that need only to be pressed  Use a bigger solar panel  Increase the size of UR 83  Introduce a phone charging port  When planning for the distribution and selling of UR 83, consideration must be made on battery availability

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 77 Test product evaluation product usage UR 83  Understanding of usage: All the respondents were clear on how to use UR 83  Ease of usage: it was deemed very easy to use and handle, except for the control buttons  Future usage: All the respondents were positive about buying the product in future. However, the replacement batteries would also have to be available to them just in case they require them at a later stage in the product - some even wanted the lamps to be left with them.  Future usage settings: living room, bedroom, toilet, bathroom and when going out at night  Relevance: perceived to be extremely relevant to their needs considering that there would be no running costs I will be using it to light my house and also as a task light outside the house at night, to check on my chickens and to go to the toilet Female, Upper SEC, Rural It is very relevant to me here in the village as I am poor and can’t manage to buy candles every day Male, Upper SEC, Rural

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 81 Overall evaluation Uniqueness Relevance Excitement Clarity Due to the many cables attached to the device, majority of respondents initially had a problem understanding how to connect and operate the KO 13 Test Product evaluation none very KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 82 What comes to mind when you see this product? Test product association KO 13 What comes to my mind is just for me to request you to sell this lamp to me. I think its very simple to use and I think it’s a blessing for people who don't have connection to electricity. It is a nice lamp that could benefit so many people from my village. This is a very good product and I think it’s useful for people like me who don’t have electricity. What comes to my mind is that this KO 13 would help me in so many ways like saving money that I would otherwise be using to buy kerosene and that my children would have enough light for studying

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 83 1.Solar recharging 2.Ease of use 3.Portability 4.Size 5.Design 6.Safe 7.Colour The size is very good as it is easy to carry around and the design is also good as it allows you to turn on/ off the light with ease Male, Upper SEC, Rural It is very safe to use without the fear of it causing a fire and I am sure that it does not pollute/ smoke the house like candles do. Female, Lower SEC, Urban I like KO 13 because of the amount of light it produces, that it is safe to use (no fear of you getting burnt) and also that it uses solar for charging its batteries. Male, Lower SEC, Urban The design is very good and unique and the colour used is nice as it does not fade off Male, Upper SEC, Rural It is easy to use and you can direct it to light anywhere you want it to light Female, Lower SEC, Urban Test product evaluation likes KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 84 1.Too many cables making it complicated to connect 2.Lamp small in size 3.Solar panel small in size 4.Lamps have no stand The shape of the lamp is not good. It would have been better if the the lamp was round and bigger. It is easy to use though, however the cables that connect the lamp are not good; I know that you can twist them, but there is a danger that the connection inside might break Male, Lower SEC, Urban It’s just the size of the lamp that I dislike and the way these lights are made without a proper stand. even the solar panel is too small to charge this lamp Male, Upper SEC, Rural These cables are very loose where they connect. You find that when you connect them, the light does not turn on. Female, Lower SEC, Urban Yes the cables and how they connect look a bit complicated Female, Upper SEC, Rural Test Product Evaluation – Dislikes KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 85 FeatureOverall ratingComment Shape Majority of the respondents preferred the lamp to be one big bulb, round in shape, so that it could produce more light Size The lamp size was thought to be too small and respondents wanted it bigger so that it could produce more light Design Overall, the design was rated as very good and attractive especially as the lamps are flexible Handling/Controls Control knobs and buttons are easy to put on / off. However, due to the many cables, it was perceived to be complicated to connect and when the cables were loose the lamps did not work well. Nonetheless, it became easier to connect after using the product once or twice Colours Was very well rated as it can be easily wiped if it gets dusty / dirty and is not likely to fade out Writing/ labeling Was rated highly on clarity, legibility and on the language used Test Product features evaluation KO 13 The shape and size of the lamp were not well rated. A bigger lamp that is round in shape would have been preferred as it is believed that it would produce more light. If this were to be effected, it would mean that also the battery and solar panel would have to be made bigger so that the battery would charge faster and store more energy.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 86 Test Product characteristics Suggestions for improvementSummary of satisfaction rating Bigger lamp Bigger solar panel Lamp to be round in shape Make batteries easily available in the market Quality of service (lighting power) Reliability of service- battery life/availability Uniqueness- new & different A product for someone like me Ease of use A few respondents think the battery is too small to power the two lamps. The many cable connections for KO 13 complicate the use of the product. KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 87 Overall evaluation Likelihood to purchase Worth more than other products Price willing to pay Majority of the respondents are willing to buy KO 13 and are convinced that it is worth much more than the products currently in the market. Purchase Intent & Price USD 8.8- 23.4 KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 88 Test product summary before testing  Overall KO 13 was rated very well on design and uniqueness especially due to: – The fact that the lamp stands are flexible and thus one can manipulate them to illuminate in any direction – Ability to put off one lamp while the other is still in use – Ability to use it in two different rooms simultaneously  Majority of the respondents were thus very excited with it. The major drivers of this excitement included: – Twin lamps which can be used in two different rooms simultaneously – Solar recharging option  However, a number of respondents had some suggestions for improvement which included: – Size – the lamps should be bigger – Shape – the lamp should be rounded in shape – Connections – to be simplified for ease of use – Lamps to have a lamp stand to allow them to stand on their own when not hanged  The very first impression that the respondents had of the KO 13 is that it would be a possible solution to their lighting problems and hence might be relevant to their lifestyles KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 90 Most respondents understood better how to use KO 13 after usage than before, since they had had a chance of trying it for several days. Test product comparative evaluation EvaluationBefore PlacementAfter Recall Uniqueness Relevance Excitement Clarity KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 91 FeatureRatingComment Product uniqueness I find KO 13 very new and different because of the experience I have heard with it. Although it was my first time of seeing it, I was amused at how bright its light was. You could have thought we had electricity here. Lighting adequacy I had the opportunity of using it and was very satisfied with the amount of light it was illuminating…… the light was sufficient for my needs, as it was lighting (illuminating) with similar intensity as that of electricity. Battery life The battery is very strong and lasts long Ease of operation At first, it was difficult or hard to learn how to use it but when you left, I tried it along and found that it was very simple and easy. Relevance It would be very relevant to my lifestyle as it would provide me with lighting that does not cause any health problems and that is very safe to use. Durability KO 13 is very durable or very strong; It has been made in such a way that the cables have connections, the lamps are not heavy, can’t fall down or break because of the lightness (weight). Overall opinion Because I have seen and used it and now I know how beneficial it is to my lifestyle. I did not buying candles for the 5 days; I used the KO 123 and as a result I have saved ZMK 5,000.00 (USD 1). Now imagine, if I had it in say 1st January, I would have saved ZMK 152,000.00 (USD 29.7) as at yesterday because ZMK 152,000.00 (USD 29.7) is what I have used on candles all along Test product evaluation- general characteristics KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 92 FeatureRating Before Rating After Comment Shape Most of the respondents prefer a round shape for the lamp head Size Majority of the respondents believe that if the lamps were bigger then KO 13 would produce more light Design KO 13 design was rated as perfect by all the respondents Handling / Controls Initially, majority of the respondents had a problem while trying to connect the lamps to the battery but they grasped it well after using it for a few days. However, the controls were rated as very handy and easy to use Colours It was unanimously agreed by all the respondents that the colours, writing and labelling for KO 13 are good Writing/ labeling Test Product features comparative evaluation KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 93 1.Flexibility to use it in more than one room 2.Flexibility to operate the 2 lamps independently 3.Light intensity 4.Portability 5.Recharging options 6.Design I find KO 13 very exciting in the sense that you can put one lamp in the bedroom and the other lamp in the sitting room. And when you have finished what you are doing in the sitting room, you can switch either off, independent of the other Female, Upper SEC, Rural I liked the way it was illuminating my house and the way my family was very happy to be using it Female, Upper SEC, Rural It’s bright enough and very portable, that is what I like about this lighting gadget. Male, Lower SEC, Urban I have liked the charging system as you can charge it either by solar or A.C power (electricity). Male, Lower SEC, Urban Test Product Evaluation: Likes KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 94 1.Too many cables 2.Shape of the lamp 3.Lamp small in size 4.Solar panel small in size 5.Battery size The only thing that I didn’t like very much was the number of cables that the product has. There are a lot of connections to be made. It should just have been made simple with two cables as there are only two lights Female, Upper SEC, Rural The design is perfect, but the size is not good, as it is very small, even the solar panel is too small to charge this lamp Male, Upper SEC, Rural The battery is too small for this type of a lamp because when I was using the lamp after five hours, I noticed that it started to become low Female, Lower SEC, Urban Test Product Evaluation – Dislikes KO 13 Suggestions for Improvement  Make the bulbs / lights bigger and round in shape so that they can produce more light  Put a hook on the lamps for hanging them for instance, on the roof  Consider putting a stand on the lamps so that if one decides not to hang them, they can stand on their own  Reduce the number of cables / connections to simplify connecting the bulbs to the batteries  Consider increasing the size and weight of the battery so that it is able to store more energy and thus increase the battery life before recharging

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 95 Test product evaluation product usage  Understanding of usage: At first respondents had a hard time understanding how to connect the many cables from the battery to the lamps. However, it became clearer with consequent connections and they could connect it on their own…….. At first it was hard, when you demonstrated how to put all the cables, it seemed very complicated at first, but now it’s easy.  Ease of usage: After understanding how to connect the cables from the battery to the lamps, using KO 13 turned out to be very easy  Future usage: Most respondents would use KO 13 in future but only with the solar recharging option. This is to avoid running costs associated with the AC recharging option  Future usage settings: KO 13 is most likely to be used in the following areas:  Living room  Bedroom  Kitchen  Studying  Relevance: KO 13 was considered as very relevant to the respondents’ lifestyles especially since they are not connected to electricity and may not afford to in the near future….. “ Very relevant in the sense that I would be using it to light my house. As you know these candles that we buy are very expensive so having a lighting product like KO 13 will help in not spending money on candles, even our house would be looking very nice at night because of the bright lights “ KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 96 All the respondents are willing to buy KO 13. However, due to its price they would only do it in two or three instalments as they cannot afford the whole amount at once. Test product evaluation pricing & purchase intent FeatureBefore PlacementAfter Recall Likelihood to purchase Worth more than other products KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 97 Test product pricing scenarios Pricing ScenariosAmountResponseReasons Willingness to pay more than the price mentioned before placement USD 8.8- 23.4  Light intensity  Ability to be used in more than one room  Ability to operate the lights independently Willingness to purchase at the RRPUSD 50.5  They are willing to purchase at this price due to the reasons above on condition they can be allowed to pay in two or more instalments Willingness to purchase if financing is available to offset part of purchase and maintenance cost  This is because they don’t have the disposable income to pay the whole amount at one go Willingness to purchase without solar panel (KO13/ HI65 only ) USD 25.3  This is because leaving out the solar panel would mean them incurring monthly running costs which they are basically avoiding Willingness to purchase solar panel separately  This is a possibility that would be explored only if financing was not available and if it would be impossible to pay in instalments. They would thus purchase the device and the solar panel later when they get more money Purchase price (without solar panel) with monthly AC running cost USD 31.1  This would mean constant monthly running costs which would be expensive in the long run KO 13

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 98 Trial intent remains high for the product after the testing period; the product is still perceived to be worth more than other products currently available to respondents UR 83 Test product evaluation Pricing & purchase intent: FeatureBefore placementAfter recall Likelihood to purchase Worth more than other products

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 99 Test product pricing scenarios Pricing ScenariosAmountResponseReasons Willingness to pay more than the price mentioned before placement USD 4.9 – 29.3 Uniqueness, quality, light intensity, multipurpose (both as a torch and to light the room) and portability Willingness to purchase at the RRP USD 52.7 Willingness to purchase if financing is available to offset part of purchase and maintenance cost Due to poverty and the possibility of not affording it even though one is willing to buy UR 83  The price the respondents are willing to pay for this product before usage varies widely as it is not only influenced by how much they think the product is worth, but also by their financial capability which is very low  However, they seem to be ready to pay the RRP of USD 52.7 after usage as it seems to dawn on them that they would no longer be incurring running costs – they claim that for the 5 days they used the lamp they were able to save quite a substantial amount of money which they would have otherwise been using to buy candles

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 103 Overall evaluation Uniqueness Relevance Excitement Clarity There is a task lamp in the Zambian market that resembles HI 65 and thus this resulted in lack of uniqueness and excitement. This also explains why the respondents easily understood what to expect from it Test Product evaluation none very HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 104 What comes to mind when you see this product ? Test product association HI 65 What immediately comes to mind is that at least someone is thinking about us people who are poor and cannot afford electricity so that we can also enjoy life It’s a very good light especially for studying but I think it can also be used for other purposes like just for lighting in the home. What comes to my mind when I see such a product is that if it produces light like what I saw at my brother’s house, then I surely need to have it as well When I look at this product, I thinks it’s a good product for people who don’t have electricity in their homes especially those that have children who need to study at night. I have seen some products similar to this one from time to time - I have seen a study lamp before but the one I saw uses batteries instead of solar

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 105 1.Recharging options 2.Design 3.Flexible lamp stem I have liked the charging system as you can charge it either by solar or A.C power (electricity) Male, Lower SEC, Urban Design is perfect Male, Lower SEC, Urban I have liked the way this flexi stem is made, because I can bend it in the direction I want to use the light Female, Upper SEC, Rural Test product evaluation likes HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 106 1.Light intensity I have just disliked the small size it has but the rest is good Male, Lower SEC, Urban Not, it does not give a good amount of light for the purposes of illuminating my household as it is very small in size Female, Upper SEC, Rural Test Product Evaluation – Dislikes HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 107 FeatureRatingComment Shape The shape was rated as good though a few respondents would have preferred it to be round Size Was rated as too small (both the lamp and the bulbs inside) and thus related to the weak light intensity Design Rated as perfect by majority of the respondents Handling / Controls It was unanimously agreed amongst all the respondents who tried HI 65 that it was very handy and easy to use Colours It was unanimously agreed by all the respondents that the HI 65 colour and writing / labelling are good Writing/ labeling Test Product features evaluation HI 65 The size of the lamp and that of the bulbs were seen to be too small hence producing inadequate light intensity which cannot illuminate the whole house. Otherwise all the other features were positively rated overall

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 108 Test Product characteristics Suggestions for improvementSummary of satisfaction rating Increase size of lighting device and the bulbs inside Quality of service (lighting power) Reliability of service- battery life/availability Uniqueness- new & different A product for someone like me Ease of use The rating for HI 65 was just average due to the inadequate light intensity, low battery life and lack of uniqueness HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 109 Overall evaluation Likelihood to purchase Worth more than other products Price willing to pay The likelihood to purchase this lamp was average since most respondents concurred that it would only be useful for specific tasks e.g. reading Purchase Intent & Price USD 3.9- 19.5 HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 110 Test product summary before testing  HI 65 was rated average due to the small size of the lamp and the bulbs which the respondents believe cannot be able to give adequate lighting to light the whole room.  The battery it uses is also not familiar nor available in the market and thus would be very difficult to replace if it gets lost or damaged.  There are several study lamps in the market already, that resemble the HI 65 the only difference and advantage at the same time is that HI 65 uses rechargeable batteries and can be recharged by both solar and/ or AC unlike the other ones which use AAA batteries.  Most respondents would rather have a device that lights the whole room which is not the case with HI 65 and thus think its mainly suited for particular tasks like studying making it quite irrelevant to them – they need a device that can illuminate the whole room. HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 112 After recall, the product is seen as equally clear and unique however its ratings on relevance and excitement dropped. This can be mainly be associated with the product’s low light intensity. Test product comparative evaluation EvaluationBefore PlacementAfter Recall Uniqueness Relevance Excitement Clarity HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 113 FeatureRatingComment Product uniqueness Yes, it was my first time to see such a lighting product. All my neighbours were very, very excited and came to watch and they wanted to see you so that you could also give them to use however many of them said they had seen something like this product before. Lighting adequacy Like I said earlier, it did not give me the light that I expected. It was not bright enough to light up the whole room, as I would have desired. Battery life The lamp’s battery doesn’t last very long, I was very disappointed with it as we had to recharge it after using it for only 1 hour. Ease of operation It is very easy because you can either put it on the table or you can hang it………I did not have any problems with it after you had explained to me how to use it and how to take care of it Relevance Relevant and very important especially for people who study at night in our village. It will help them a lot. You see it doesn't produce any smoke and that saves them from having breathing problems from the smoke that candles and other lighting devices like paraffin lamps may cause. Durability It’s very strong and I think it will last long. As you can see there was a day it fell off the table but nothing happened to it and it’s still working perfectly. Test product evaluation- general characteristics HI 65 The overall rating of HI 65 was average as it was only ideal for studying or at the shop. This is because of its short battery life and inadequate light intensity.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 114 Feature Rating Before Rating After Comment Shape It was unanimously agreed by all the respondents that the HI 65’s shape was good though a number would prefer it to be round Size The size of HI 65 (both the lamp and the bulbs) was considered to be small hence the inadequate light intensity Design It was unanimously agreed by all the respondents that all the features of HI 65 were good Handling / Controls Colours Writing/ labeling Test Product features comparative evaluation HI 65 The shape is very good. The size is too small and the design is very good as it is easy to carry and it can be put anywhere you want it to be. The colours used and writings are very nice as I can read nearly everything written on the product Female, Lower SEC, Urban

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 115 1.Ease of use 2.Portable 3.Flexibility 4.Safe 5.Adjustable light and light settings 6. Design Very exciting as I can adjust the lights to my needs and that it can be used or put at any place any time without any difficulties Female, Upper SEC, Rural It is very simple and easy to use Female, Lower SEC, Urban It is user friendly and very safe. It will not burn or cause fire like what candles do nor will it pollute the environment like kerosene does. Male, Lower SEC, Urban I like the design, it’s something you place anywhere e.g at the table and direct the light wherever you want to. Female, Upper SEC, Rural Size is too small and the design is very good as it is easy to carry and it can be put anywhere you want it to be Male, Upper SEC, Rural Test Product Evaluation – Likes HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 116 1.Battery life 2.Light intensity 3.Small in size 4.Lamp stand is fragile I dislike it when the battery runs out fast even after charging it for a long time Male, Lower SEC, Urban The lamp stand is not good as the flexi stem can break when trying to bend it in the direction you want Female, Upper SEC, Rural This light is not ok. It gives enough light but not to a large area and it’s not very bright like I expected. You see, my sitting room where we sit in the evening to chat before we go to bed is quite big and this light called HI 65 did not satisfy me because it did not give as much light as I thought Male, Upper SEC, Rural Test Product Evaluation: Dislikes HI 65 Suggestions for improvement  Improve battery life  Improve the light intensity so that it can light up the whole room  Put a bigger lamp in it so as to get more light intensity  Do away with AC recharging

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 117 Test product evaluation product usage  Understanding of usage: All the respondents were very clear on how to operate HI 65 before and after usage  Ease of usage: Some of them had already used a similar lighting device which is currently in the market (the only difference with HI 65 is that the latter has a rechargeable battery unlike the former which uses non-rechargeable batteries)  Future usage: Unless the suggested improvements are effected, the future usage of this product is not very promising  Future usage settings: This light is likely to be used in the following areas:  Studying  Bedroom  Sitting room  Kitchen  Business premise – shop  Outside the house  Relevance: Though some respondents thought of HI 65 to be relevant to their needs, a good majority of the respondents thought it would only be relevant for study purposes due to the fact that it cannot illuminate the whole room My children used it for studying because its light was good enough for studying. I tried to use it to light my house, especially the bedroom, but the light was not enough to illuminate the whole room Male, Lower SEC, Urban Not really for me but I think its more for the people who study at night because it looks like a study lamp. Male, Upper SEC, Rural HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 118 The value for money and likelihood to purchase HI 65 diminishes after placement mainly because of inadequate light intensity and low battery life Test product evaluation pricing & purchase intent FeatureBefore placementAfter recall Likelihood to purchase Worth more than other products HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 119 Test product pricing scenarios Pricing ScenariosAmountResponseReasons Willingness to pay more than the price mentioned before placement USD 3.9- 19.5This is mostly being compared to a similar product that is currently in the market – HI 65 is however given a slightly higher price than the latter due to its solar / AC rechargeable batteries Willingness to purchase at the RRPUSD 22.2This is due to the fact that when you buy it and use the solar panel to recharge, you will never incur any running costs Willingness to purchase if financing is available to offset part of purchase and maintenance cost This is mainly due to the low purchasing power of the respondents yet they want to buy the product Willingness to purchase without solar panel (KO13/ HI65 only ) USD 12.8 This is because it will mean recharging using the AC which will in turn translate to monthly running costs that the respondents are trying to avoid Willingness to purchase solar panel separately afterwards Purchase price (without solar panel) with monthly AC running cost USD 33.7 HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 123 Overall evaluation Uniqueness Relevance Excitement Clarity Although RY 04 is not unique or new to the respondents, they are very excited about the fact that it can be recharged and one doesn’t have to keep on buying batteries thus lowering their running costs Test Product evaluation none very RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 124 What comes to mind when you see this product ? Test product association RY 04 When I saw it I thought it was an ordinary torch and that it uses batteries. What comes to my mind is to see on how this product works and how it is different from other torches. This product is very useful to all the people. Even if you have electricity in your home, you still need a torch to move around in dark corners and also when there is no electricity for you to see where you are going n the dark or else if you are outside, snakes might bite you because it’s dark What comes to my mind when I first saw it was that I wanted to see how different this product is to other products that look like it I think it’s a good product for those people that have no electricity in their homes. They could use it to see in places that are dark at night. I think it’s a good product and it helps a lot for those people that have no electricity.

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 125 1.Portability 2.Ease of use 3.Shape 4.Uses rechargeable batteries I like the way it is made, the shape is good as it cannot slip out of your hand and it is stable when you place it on the table. It is easy to operate and you can move around with it without any problems Male, Upper SEC, Rural I like it, the colour and its lighting situation and also the fact that it doesn’t use non- rechargeable batteries. Female, Lower SEC, Urban It’s easy to carry especially when going to visit friends at night or, when going to the toilet Male, Upper SEC, Rural Test product evaluation likes RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 126 1.AC charging option 2.Writing in foreign language There is nothing I dislike about RY 04, only the way it is being charged. I don’t like the charging component of the product because it uses electricity Male, Upper SEC, Rural The writings are not good as they are written in a language that I cannot read and understand Female, Upper SEC, Rural Test Product Evaluation: Dislikes RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 127 FeatureRatingComment Shape It was unanimously agreed by all the respondents that the RY 04 has a good shape Size A few of the respondents suggested that the RY 04 should be made smaller so that they can be able to keep it in their pockets when they are not using it Design It was unanimously agreed by all the respondents that the RY 04 has a good design and was easy to handle Handling/ Controls Colours It was unanimously agreed by all the respondents that the RY 04 has a good colour Writing/ labelingThere a was a major concern amongst respondents due to the fact that the product is labelled in a foreign language and that they are neither able to read nor understand the meaning Test Product features evaluation RY 04 Apart from the writing and labeling which can neither be read nor understood by the respondents as it is written in a foreign language (Chinese), the size of the product was the only other element that a few of the respondents complained about – they prefer it to be smaller so that they can carry it easily with them e.g. in the pocket. … shape, size are very good and it is not heavy and can be carried around without any difficulties. The materials used are very good and the colour that is used does not accumulate dust and can be easily cleaned Male, Upper SEC, Rural

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 128 Test Product characteristics Suggestions for improvementSummary of satisfaction rating To be recharged using solar Quality of service (lighting power) Reliability of service- battery life/availability Uniqueness- new & different A product for someone like me Ease of use RY 04’s low battery life makes it unreliable thus affecting its value for money RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 129 Overall evaluation Likelihood to purchase Worth more than other products Price willing to pay Ability to recharge RY 04 gives it an edge above the products currently in the market and the respondents are very willing to purchase it as it will reduce their running costs. Purchase Intent & Price USD 2 – 3.9 RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 130 Test product summary before testing  Majority of the respondents do not think RY 04 is a new product. The only thing that excites them is the fact that with RY 04, you do not have to keep buying batteries as its batteries are rechargeable by electricity, reducing their running costs significantly  As much as the rechargeable battery excites them, they are concerned about the availability of batteries in the market as they have no idea what the battery looks like or whether it’s currently available in the market  A few respondents also suggested a smaller size for RY 04 so that they can easily pocket it when on the move and not using it. The rest of the respondents were nonetheless happy with the size.  Apart from these the rest of the functional and aesthetic features / attributes were rated very well I would say that it’s just ok and nicely made or designed. The shape is ok and the size for me could have been a bit smaller so that I can just put it in my pocket if I am not using it. Female, Lower SEC, Urban RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 132 RY 04 is not new to the respondents as there are already other torches with the same design and shape in the market, however they do feel the product is very relevant, exciting and easy/clear to use Test product comparative evaluation EvaluationBefore placementAfter recall Uniqueness Relevance Excitement Clarity RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 133 FeatureRatingVerbatim Product uniqueness Not very new and different, I have seen a torch before Lighting adequacy I found RY 04 very exciting because of the way it has been made. The lights are so bright that you can have diner in doors. Even when you are using it, it feels so nice and can bring pride to you and your family. Battery life I don’t know about the battery as I was wondering what it looks like. But I think it is very strong because from the time you brought it, I have never charged it, but it still has power. Ease of operation No it didn’t find any difficulty, even my youngest child was able to operate it. Relevance It was very relevant, I used it to check on my chicken at night, as we have been experiencing a lot of break-ins by thieves Durability I think it can last even more than 5 years, if you take good care of it Test product evaluation: General characteristics RY 04 This product is for everyone regardless of their financial status. Nowadays, here in Zambia, you find that nearly all people who have a car have torches as one of the requirements for roads safety”

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 134 FeatureRating Before Rating After Comment ShapeThe shape is liked by all the respondents SizeMajority of respondents did not have any problem with the size of RY 04, a few wanted it made smaller for portability purposes Design Handling/Controls Colours It was unanimously agreed by all the respondents that RY 04 is easy to handle and that the design, controls and colours are good Writing/ labelingThis could neither be read nor understood as it is in a foreign language (Chinese) Test Product features comparative evaluation RY 04 The shape is just ok because even when you put it on the table, it cannot roll over thanks to its rectangular shape. As for the design, I think it’s just fine as well but the size could have been a bit smaller so that I could pocket it easily Female, Upper SEC, Rural Yeah, I have seen some torches being sold in the shops. The only difference with this one is the fact that this one is rechargeable by electricity. Male, Upper SEC, Rural This product is very new and different from other products as I have already said, buying batteries would be something in the past for me. Other things are that it seems to have a bright light, and this product is very strong Female, Lower SEC, Urban

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 135 1.Portability 2.Light intensity 3.Ease of use 4.Shape 5.Multipurpose – a torch and a lamp 6.Rechargeable batteries It has a clear bright light and also it is easy to carry around Male, Upper SEC, Rural It’s so bright that it can even be use it as a lamp in the house. And it’s so different in the sense that you can use it not only as a torch but also as a lamp in the house Male, Upper SEC, Rural The lights was bright enough and sufficient for all my needs Female, Lower SEC, Urban The shape is just ok. It makes it stable if you put it on the table Female, Lower SEC, Urban It was very easy to use like any other torch that is available in the market or at least those I have ever used. I used it only when I was walking around at night maybe to see the neighbours or when going to the toilet. Male, Upper SEC, Rural Test Product Evaluation – Likes RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 136 1.Writings in a foreign language 2.Colour 3.Electricity charging I just dislike these words that are written on RY-04 as I cannot read and or understand them Female, Upper SEC, Rural. I can also change the colour to black because this one fades easily. Male, Upper SEC, Rural There was only one thing I dislike about RY 04, the charging system. I disliked it because it is charged using electricity and where can you find that here. And for me to charge it I need to pay for it and on top of that walk 10 Kms to just charge it Male, Lower SEC, Urban Test Product Evaluation Dislikes & Suggestions for Improvement RY 04 Suggestions for improvement  Replace the AC recharging option with the solar one  Reduce the size of the device so that one can be able to put it in his/ her pocket when not in use  Produce the device with a variety of colours so that the consumer is able to choose their favourite The only thing I would change is the way it should be charged. I would like it to be charged by solar because electricity is expensive and it is found very far Male, Lower SEC, Urban If it was changed to solar (the recharging from AC) I would definitely buy it and I think even other people would buy it for that reason. Female, Upper SEC, Rural

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 137 Test product evaluation product usage  Understanding and ease of usage: All the respondents understood perfectly well how to use and recharge RY 04….”it was as easy as 1,2,3….”  Future usage: The respondents are not connected to electricity and using RY 04 would mean that they have to walk more than 10km to have it recharged and at a cost. This thus limits future prospects of using this product  Future usage settings are: living room, on the move, when going to the toilet at night or visiting neighbours, at the shop, bathroom  Relevance: Very relevant as one can easily move it within the household without it going off like a candle does when blown out by the wind and it has adequate lighting intensity. Also reduces the running costs (though does not eliminate) It would be very relevant to my lifestyle as I can use it at night when I am going to the toilet and that when I don’t have a candle I can use it to light my house. I even used it yesterday when I went to see the village headman at night and it helped me so much because I could see everything. Male, Lower SEC, Urban I have used it since you left it the other day and I have seen the light fading away, though I did not charge it since you left it with me. It helped me a lot in terms of lighting because I have had several inspections to my chicken, garden and pigs. Thanks for that. Female, Lower SEC, Urban RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 138 The likelihood to purchase has been affected by the AC recharging option – respondents prefer solar recharging as it doesn’t have any running costs Test product evaluation pricing & purchase intent FeatureBefore placementAfter recall Likelihood to purchase Worth more than other products RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 139 Test product pricing scenarios Pricing ScenariosAmountResponseReasons Willingness to pay more than the price mentioned before placement USD 2 – 3.9  Rechargeable batteries  Light intensity Willingness to purchase at the RRPUSD 5  Rechargeable batteries  Light intensity  Portability Willingness to purchase if financing is available to offset part of purchase and maintenance cost  Low purchasing power (poverty) RY 04  Majority of the respondents are willing to purchase RY 04 at the given RRP due to the following reasons: adequate light intensity, portability, rechargeable battery – translates to lower running costs  Those who cannot afford to buy at the given RRP at one go are very much willing to accept financing if available to offset part of purchase cost or alternatively be allowed to pay in 2 or 3 installments  Given a choice, the price would rather be higher but RY 04 to have a solar recharging option so that they can eliminate the running costs and reduce the hustle of having to walk very far to get electricity for recharging

SUMMARY OF PRODUCT EVALUATION

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 141 Insights  There are several features that a lighting device must have in order to be successful in this market. They include:  Adequate light intensity to light the whole room  Little / No running cost – best achieved by recharging the battery by solar for the running cost to be nil  Multipurpose – ability to be used in more than one room and / or both as a lamp and a torch  Long battery life  Lamp stand – very necessary for stability when placed on a surface  Portability - largely determined by size, shape and design  As much as most of the respondents are willing to buy these lighting devices at the given RRP, their purchasing power is very low and very few can afford to buy them without financing especially the most preferred ones. This can be done through either: – Financing them to offset part of the purchase cost (they are not willing to use AC recharging option thus no maintenance / running cost) – Hire Purchase  AC recharging option is unpopular amongst Zambian respondents and should be avoided, the main reasons being: – They are not connected to electricity and thus have to travel very far (mostly more than 10km) to get electricity – AC recharging option means they will be incurring running costs which is what they are trying to overcome Decreasing importance

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 142 Products Tested TM 41RY04HI 65UR 83KO13 Average hours product is used during test period (5 days) 10–15 hours3 – 5 hours6–8hours10–15 hours Average hours product is used before subsequent recharge 6 - 8 hours 4 – 5 hours 5 – 7 hours8 – 10 hours8 - 10 hours Average hours product is recharged daily 3 - 6 hours3 – 5 hours2 – 4 hours4-6 hours3–5 hours General description of weather during recharge of test product Mostly Clear  Occasionally Clear Heavy cloud cover Test product average lighting hours

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 143 Test product average lighting hours  Generally, the devices were used mostly in the evening hours for an average of 2 – 3 hours and early in the morning for about an hour as they prepare to start their day  For a majority of the devices to be fully charged, it required an average time span of 3 – 5 hours. This was due to the fact that the weather was mostly clear and thus there was adequate sunlight  UR 83 and KO 13 are the lamps which provided the longest hours of bright lighting before the need for subsequent recharge

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 144 Test product Overall Evaluation  TM 41 was the preferred lighting device in all of the households where it was tested  Reasons given for preference included amongst others: – Light intensity – Solar recharge-ability – Ability to serve two different rooms simultaneously – Ease of use – Ability to power the radio  The only issues that arose were the connection cables which were deemed to be a bit short and the writings on the battery which were too small  Generally, the respondents had no functional / aesthetic problem with TM 41. It’s a product with very high potential in Zambia if priced right considering the target market purchasing power is weak. Alternatively financing could be made available TM 41 is made for the poor like me because it would provide me with light in my house and would also be used for my radio. It could therefore serve two purposes, one for lighting and another for my radio. I would also save ZMK 90,000 (USD 17.6)of which am spending on candles every month. Female, Upper SEC, Rural TM 41

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 145 Test product Overall Evaluation  There are so many torches currently in the Zambian market that resemble RY 04 that this product was not seen as new / different. The only unique thing about it is that it uses an AC rechargeable battery unlike the other torches  RY 04 was the least preferred of all the tested lighting devices. This is because it lacked the solar recharging option and can only be recharged using electricity – Recharging using electricity means the respondents have to incur running costs since they are not connected to electricity – However, it is still much cheaper to recharge using electricity than to buy the AAA batteries which are expensive and do not last for long  Its light intensity is only adequate as a torch, but not as a lamp since it’s not able to illuminate the whole room.  Overall, the RY 04 did not perform very well Yes, I have seen torches similar to this being sold in the shops. There is only one difference with the other torches that I have seen and that is charging by electricity. Female, Upper SEC, Rural The only thing I would change is the way it should be charged. I would like it to be charged by solar because electricity is expensive and it is found very far away. Male, Lower SEC, Urban RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 146 Test product Overall Evaluation  HI 65 is a very familiar lighting device for the respondents as it resembles a task light that is currently in the market. The only difference is that HI 65 uses rechargeable batteries (rechargeable by both solar and electricity)  HI 65 was amongst the least preferred lighting devices reasons being:  Low light intensity  Inability to illuminate the whole room  Low battery life  However, it was rated very well as a task light since its light intensity was only enough for tasks like studying which do not require the whole room to be illuminated  None of the respondents is willing to purchase HI 65 without the solar panel as they do not want to incur any running costs on AC based recharging  Majority of those who tested HI 65 are also not willing to pay more than what they had quoted before usage. This is mainly attributed to:  Comparison with the price of the task lamps already in the market  HI 65 inadequate light intensity to light the whole room  Low battery life  The good news is that the respondents are willing to buy HI 65 at the current RRP for HI 65 – this also falls within the range that majority of the respondents stated they are willing to pay  Due to their low purchasing power they are very much willing to accept financing if available to offset part of purchase cost HI 65

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 147 Test product Overall Evaluation  In all of the households where UR 83 was tested, it was preferred over the other device tested in the same household.  Reasons given for preference were mostly functional and included amongst others: – Solar recharge-ability – Multipurpose usage – both as a lamp and a torch – Light intensity – Portability  A few of the respondents however, had issues with the following: – Size - some respondents felt that if UR 83 was made bigger it would produce more light than it is currently doing, and thus wanted it increased in size – Control buttons - a number of respondents said they had a problem with the control buttons as they were hard to switch on / off  Value for money for this product was mainly driven by: – Solar recharge-ability – Multipurpose usage – both as a lamp and a torch – Relevance – seen as very relevant to the respondents needs  Overall, the respondents had no major dislikes about UR 83 and actually looked forward to acquiring it once it hit the market as it is deemed to have so much value for money UR 83

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 148 Test product Overall Evaluation  KO13 was amongst the lighting devices that performed very well overall. The reasons behind its liking included:  Multi usage – ability to be used in different rooms at the same time  Light intensity - its light intensity was adequate enough to illuminate the whole room  Ability to switch off each lamp independently  Recharging options – both solar and electricity  Both the functional and aesthetic features for KO 13 were rated very well except for the many connections and cables from the battery to the lamps with which the respondents initially had problems understanding with regards to connection  The price they quoted as “willing to pay” was influenced by their meager disposable income and so was the recharging option  For KO 13 respondents preferred to recharge the batteries using solar to avoid incurring running costs  As much as most of the respondents are willing to purchase KO 13 at the given RRP, their purchasing power is so low that they cannot afford to buy it. They are thus very willing to either: – Accept financing if available to offset part of the purchase cost or – Be allowed to pay in 2 or more installments  None of the respondents was willing to purchase KO 13 without the solar panel as it would mean recharging using electricity, which would then translate into running costs and also they would have to travel very far to access electricity. With a solar panel, recharging would be free translating to no running costs – However, due to financial limitations, they would buy the product without the solar panel, then purchase the panel later when capable to do that  Majority of the respondents thought KO 13 was worth its current RRP and had plans to save some money to purchase the product in the future KO 13

RECCOMENDATIONS

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 150 General product preference overview  Amongst all the respondents that were interviewed, the following were the most preferred lighting devices: - TM 41: Main drivers were the light intensity, solar recharge-ability and multi room usage - UR 83: Main drivers were the light intensity, portability, solar recharge- ability and multi purpose usage – can be used both as a lamp and as a torch - KO 13: Main drivers were the light intensity, solar recharge-ability and multi room usage  Amongst all the respondents that were interviewed, the following were the least preferred lighting devices: - HI 65: Main barriers were the light intensity, battery life and size of the lamps / bulbs - RY 04: Main barriers were the light intensity and lack of solar recharging option TM 41KO 13UR 83 RY 04 HI 65 Decreasing preference

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 151 Product with the highest preference TM 41 TM 41 had the highest preference in this market primarily due to the following reasons:  Lighting adequacy: The “big rounded lamp” proved the respondents perception before use right as they were very satisfied with the amount of light and brightness TM 41 gave. It was bright enough to light the whole room “including the dark corners”  Battery life: Considering the battery is used for two lamps and could go for more than 3days without the need for recharging, it is thus considered to be very strong. The weight of the battery (very heavy) also depicted that the battery is strong and can store a lot of energy  Ease of operation: Majority of the respondents had no trouble using TM 41as it was very easy to connect and to recharge  Uniqueness of product: TM 41 was considered very unique and different from the other products in the market and thus created a lot of excitement mainly because: – Can be used in two different rooms simultaneously – Has a solar rechargeable battery which can be used to power the radio – no running costs involved

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 152 Product with the lowest preference  There are currently so many RY 04 look-alike torches in the market and hence the reason as to why it did not elicit any excitement from the respondents as it was not considered new to the market.  Its general rating was basically not very good because it can only be recharged using electricity, which means the respondents will still be incurring running cost (yet this is what they are striving to avoid). In addition, as they are not connected to electricity nor is anyone in the vicinity, they have to travel very far (almost 10km) to recharge it – This was the MAJOR BARRIER  Majority of the respondents also felt that its light coverage was directional and therefore not able to illuminate the whole room. Consequently, its light intensity can only be adequate if used as a torch and not as a lamp  Battery life: The battery for RY 04 only last long for about 4 – 5hours before recharging. If used as a torch only, it can last for up to a week as its used only for moving around. However, if used as a lamp, it can only last a maximum of 2days RY 04

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 153 Barriers to use of preferred product  The TM41 was rates extremely positively, both on functional and aesthetic characteristics. The only barriers that were raised to use the product were:  The cables connecting the bulbs and the battery were considered too short  The writing that explained how to use the product was too small  A few suggestions were made on how to improve the functionality of the device, these included:  Increasing the size of the solar panel  Making it possible to switch off the bulbs separately  Making it possible to use the solar panel to charge other household appliances

© 2008 International Finance Corporation – The World Bank All Rights ReservedZAMBIA 154 Motivations to use of preferred product  TM41 had the highest preference amongst all products tested. The device was considered relevant in their life, a product with a good value for money that suited their lighting needs. The main reasons were:  Light intensity, it is a lighting device that is bright enough to light the whole room including the dark corners  Solar recharge-ability: This was deemed very important as it does away with the running costs. Most respondents have low purchasing power and thus it’s a blessing to them when the running costs are zero  Multi-room usage: This was a motivation because it meant that one did not have to buy more than one lighting device in order to light two rooms  The product was believed to be durable and easy to operate.

LIGHTING DEVICES TEST RESULTS Zambia Results June 2009.

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LIGHTING DEVICES TEST RESULTS Zambia Results June 2009.

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