Domestic consumers’ behavior: Issues in adoption of solar water heating

Consumer adoption of new products and services becomes the main challenge for many of the organizations. This was no exception for solar water heaters though these products existed since sometime. The purpose of this study is aimed to understand the domestic customers’ behavior while adopting solar water heating. An extended model of Rogers (2003) perceived attributes of innovation was utilized for the study and tested across domestic and commercial segments. Data was collected across select cities of Telangana and Andhra Pradesh and hypotheses were tested. Based on the exploratory factor analysis, a model was proposed that can be tested for domestic segments on a larger scale across geographies.