- December 12, 2017
- Mrinmoy Bhattacharjee
The company conducted the survey across in four cities of Delhi, Kolkata, Mumbai, and Bengaluru to understand the consumer behaviour and buying patterns of lights in the decorative space.
Indian males exert a considerable influence in the decision-making process when it comes to purchasing lighting products, Century LED survey reveals. Fathers of the 49.7% of families surveyed decide about the buying of the products.
“35.7% of the total survey attendees bought lights themselves. Sometimes these light purchase decisions were taken by fathers, who form a 49.7% of the total attendees. Among the rest, according to 5.1%, decisions were taken by husbands,” the survey on the consumer buying patterns of lighting finds.
Also, the survey says: “According to 7.6% and 1.9% of the total attendees, light purchase decisions were taken by wives and mothers respectively.”
The Kolkata-based company conducted the survey across in four cities of Delhi, Kolkata, Mumbai, and Bengaluru to understand the consumer behaviour and buying patterns of lights in the decorative space, the company said in a press release.
Other Key findings:
- Among the total survey attendees, 46.2% were the homeowners. Among the rest, 14.7% were prospective homeowners, who were more likely to be the prospective decision makers in future. 32.7% of the total 157 persons were not homeowners so they had a more generalised approach towards the lighting industry. 6.4% of the total survey attendees were neither homeowners nor prospective owners; they were more likely to be the family members of the above-mentioned categories who could be the influencers in the light selection decision
- 49.7% of the survey attendees used LED lights as a mode of lighting for their homes or offices. There were people who largely used CFL bulbs as their mode of lighting for their homes/offices and they accounted for 46.2% according to this survey. 5.1% and 1.9% of the total sample-size used Fluorescent bulbs and Incandescent bulbs respectively, which might be either for the low prices of the bulbs or for their unawareness. While embarking on this survey we came to know that 7.3% amongst the total attendees were unaware of the type of bulbs they used for their homes/offices. This shows the need for creating awareness about the lighting industry among these audiences
- When asked about the energy efficiency of lights, around 82.2% of the total sample size mentioned LED bulbs. According to 15.3% and 2.5% people, CFLs, and Fluorescent bulbs were the most energy efficient respectively. Thus it was observed that these people efficiently knew that Incandescent bulbs were no way in the segment of energy efficiency
- According to this survey, around 40.7% of the total attendees purchased lights depending on its energy consumption. The other parameter considered was the longevity of a bulb. About 15.9% people bought checking a bulb’s longevity, 10.8% of the total sample size, purchased checking a bulb’s colour on their preference of warm light or cold light. Other two segments of people of the survey attendees, respectively 16% and 10.8% bought lights depending upon its brightness and price. Only 4.5% of the total findings prefer a specific brand’s tag on their chosen bulb. Other than these, 3% people combined the above-mentioned factors while choosing a bulb
- As a guideline for the brightness of a bulb, 53.5% of total 157 people relied on the wattage of a bulb while buying them. 23.6% of the total, checked with the bulb’s light output in Lumens. 16.6% did not use any guide for the brightness of a bulb and were influenced by the shop owner’s opinion and 6.4% tried to find any bulb that resembled their existing bulbs
- 66.7% out of 157 people were familiar with the fact that LED bulbs use less electricity and act as an energy saver.12.8% people of the total attendees found LED Bulbs as a long-lasting lighting option, whereas 8.3% knew that it is a cost-effective option. 6.4% people knew that LED bulbs are eco-friendly and 4.5% were aware of its huge presence in the decorative lighting sector. Some people were well acknowledged with all of its qualities and 0.6% (though a very small segment) did not know about any of its qualities
- When asked about the brand preference of the samples, 61.1% people of them named Phillips LED and 29.3% named Syska LED for their homes and offices.1.9% people among the total chose Bajaj LED as an option to light up their homes and offices. Last but not the least, a segment of 7.6% chose Century LED
- 48.4% of total people were ready to replace their old lighting systems with LED bulbs, whereas for 10.2% of the sample size, the kind of lights used did not matter. 41.4% people were the prospective segment to switch into the LED lighting solutions.
- Overall, as per the survey, 49% consumers of 157 people use LED lights for their homes and offices. Also, fathers accounted for 49% in decision making while purchasing lights. LED lights were perceived as the most energy efficient solution in the lighting sector by 82% respondents.