An empirical study of successful adoption of LED bulb by marketing strategies of government of India and LED bulb companies with special reference to Indore city of Madhya Pradesh in India

Abstract

This research paper aims to investigate the impact of marketing strategies of Government of India and various LED companies on adoption of LED bulbs by the customers of Indore city, Madhya Pradesh in India. After the discovery of white Light Emitting Diode bulb by Shuji Nakamura in 1994 in japan, it gained significant popularity due to their energy efficiency and environmental benefits. However, the adoption of this new technology of Bulb required great efforts by governments of various countries and electric bulb corporates to invest and make technology affordable for masses. The government of India launched UJALA yojna in 2014 to make LED Bulb technology available to people of India with the two fold objectives of reducing carbon emission by more efficient technology of light and providing people of India with better lighting by reducing electricity bill. The share of LEDs in the lighting market was less than 1% in the year 2013-14 and 77 crores ICLs and about 30 crores CFLs were sold. The electric light bulb companies also invested in LED Bulb production technology and lowered the cost of LED bulb by almost 4 to 5 times in duration of 5 years. The retail price of LED Bulb was Rs. 450-500 in 2013-14 and it is reduced to Rs. 90-100. Thus the efforts of Government of India and Corporates made available LED bulbs for common people in India. Understanding customer psyche is crucial for both manufacturers and policymakers to ensure the continued adoption and improvement of LED lighting technologies in India. The study employs a mixed-methods approach, including surveys and interviews, to gather data on customer perceptions, preferences, and satisfaction levels. The findings contribute to understanding the factors influencing customer for adoption of LED bulbs in Indore, thus providing valuable insights for stakeholders in the lighting industry.