OREANDA-NEWS. A recent consumer survey conducted by Tata Power reveals that Energy Efficiency is the most important factor that consumers keep in mind while purchasing electrical appliances with more than 26 percent respondents rating it as a 'Very important' factor. This is followed by Utility of the appliance with 22 percent, Ease of Use with 20 percent, Brand 17 percent and Price at the end with only 15 percent.

Further categorizing the responses, the survey revealed that 27 percent of the male respondents rated energy efficiency of appliances as a 'Very important' factor, compared to 24 percent of female respondents. For male respondents across all age categories, energy efficiency ranked as top priority. The Age group of 41 years and above showed highest concern for the environment and ranked energy efficiency as the most important factor followed by utility at 22 percent. Of female respondents, 27 percent in the age group of 20-25 years were found to be environmentally conscious followed by 20 percent to be brand conscious. The age group of 41 and above showed highest concern for utility followed by energy efficiency.

Tata Power has always been at the forefront of propagating energy efficiency and conservation in the country through stakeholder outreach programs like 'My Mumbai Green Mumbai', 'E- Billing and online payment', 'Tata Power Club Enerji' and Greenolution.

Speaking on the results of the survey, Mr. Ashok Sethi, Executive Director, Tata Power stated, “The Tata Power Consumer Survey is an endeavor from us to engage with our consumers and reflect upon their attitudes on the subject of power consumption. It also helps us fetch interesting insights on consumer behavior at large and identify consumption trends that could be helpful to other industries as well. It is heartening to note that in this survey most of the respondent's chose energy efficiency over everything else when it comes to choosing electrical appliances and it reflects a healthy attitude towards power consumption - a quality which is indeed the need of the hour for the country!”

Tata Power urges its consumers to contribute towards nature preservation by giving them the choice to say no to paper bills as Paperless e-bills don't just help the environment - they help consumers too.

Tata Power is the first utility in the country to carry out a demand response programme, which is practiced widely in developed countries. Demand Side Management (DSM) initiatives on one hand benefits the consumer and the society at large at the same time helping the utilities in better management of demand and supply gap. The “My Mumbai Green Mumbai” initiative of Tata Power also facilitates consumers to become energy conscious by giving them an opportunity to exchange their inefficient electrical appliances for energy efficient appliances. The Company offers ceiling fan, AC and Refrigerator exchange programs at a discounted price ranging up to 40 percent on MRP in exchange of their old product. Through these concerted efforts, Tata Power encourages and supports its consumers in Mumbai to take these important steps towards energy efficiency.

Tata Power initiated its school outreach programme, "Tata Power Club Enerji" in 2007, which became a national movement in 2009, covering more than 400 schools across the country. Through this program, the Company aims to educate school children, from Class III to Class IX on the importance of conserving energy and natural resources and works towards curbing energy wastage, there by mitigating emission of greenhouse gases that lead to global warming and climate change.

The Tata Power Consumer Survey was conducted in order to glean an insight into the consumer perspective, their preferences and the value of 'choice' in their life. The survey was conducted from 28th of May to the 9th of June across electricity consumers in Mumbai and on social networking sites. Statistics were calculated on a comparative basis.