Based on the methods outlined above, the averaged results obtained from the research of the five types of pellets are presented.
3.2. Results of the Marketing Research of Customer Preferences for Solid Biomass Fuels Usage in Bulgaria
The data collected from the marketing research indicates a diverse range of preferences among respondents, with coniferous pellets and mixed wood pellets being the most popular purchase choices of solid biomass fuels, respectively 33% and 22%, followed by deciduous pellets (20%) and sunflower pellets (18%) (see
Figure 7).
The second survey question (see
Figure 8) aims to understand the influence of price on customers’ preferences for sunflower pellets over wood pellets. The results indicate that a slight majority (46%) would prefer sunflower pellets due to their lower price, while a significant portion (44%) would not be swayed by the lower price and still prefer wood pellets. Additionally, 10% of the respondents are uncertain about their preference, indicating some level of indecision or lack of strong preference.
The third question from the survey uncovers what factors are most important to costumers when choosing solid biomass fuels (see
Figure 9). The findings reveal that the majority (51% of the respondents) prioritize price, indicating that affordability plays a crucial role in their decision-making process. Following price considerations, 34% of the respondents place importance on quality, suggesting that many customers are willing to invest more in pellets of superior quality, potentially driven by factors such as enhanced efficiency, cleanliness or environmental sustainability. Only 15% of the respondents prioritize composition, implying that while some consumers may have concerns about the specific ingredients or additives in the solid biomass fuels, it is not a significant consideration compared to price and quality for most respondents.
The objective of the next survey question (see
Figure 10) is to gain insight into costumers' purchasing habits regarding solid biomass fuels, specifically inquiring about their preferred purchasing channels. A significant portion of the respondents (31%) prefer to purchase pellets from wholesale markets, suggesting that a notable portion of consumers may be purchasing pellets in large quantities or for commercial purposes. Factors such as pricing, availability and convenience likely influence this choice.
The fact that nearly a third of the respondents buy pellets directly from manufacturing enterprises (29%) suggests a preference for obtaining products directly from the source. This choice may be influenced by factors such as trust in product quality, direct access to fresher products and potentially better pricing due to bypassing intermediaries. The proportion of respondents buying pellets online is lower than those opting for wholesale markets and manufacturing enterprises. Nevertheless, online purchases (15%) still constitute a significant segment of the market. Convenience, diverse product options and possibly competitive pricing are key motivators behind this preference. Also factors like delivery choices and the ease of comparing products may further encourage consumers to choose online shopping. While not the majority, a significant portion of the respondents still prefer purchasing pellets from retail stores (25%).
The marketing research results highlight the significance of clear and informative pellet labeling (see
Figure 11). Marketers can utilize this insight to optimize label design and content, meeting the preferences of the majority who prioritize this aspect of packaging. Additionally, efforts can be made to understand and potentially address the reasons behind the minority of consumers who do not pay attention to labels, ensuring that important information reaches all consumer segments effectively.
61% of the respondents indicate that they pay attention to the labels on pellet packages regarding their characteristics. This suggests that a significant part of the costumers value the information provided on product labels. Reasons for this could include concerns about product quality, safety, environmental impact or meeting specific requirements for their intended use. Additionally, consumers may perceive labels as indicators of transparency and trustworthiness from the manufacturer or brand. A smaller proportion, 9% of the respondents admit to not paying attention to the labels on pellet packages regarding their characteristics. This minority group may have various reasons for disregarding labels, such as preconceived notions about the product, previous satisfactory experiences with similar products or a lack of interest in product details.
The survey results further reveal a clear consumer preference for pure solid biomass fuels, with a minority favoring fuels with additives. Moreover, a notable portion of the respondents are unsure about their preference, providing marketers with an opportunity to educate and clarify any doubts. This understanding of preferences can guide product development, marketing strategies and messaging to effectively meet consumer needs and preferences in the pellet market (see
Figure 12). The vast majority (91% of the respondents) indicate a preference for pure solid biomass fuels. This strong inclination suggests that consumers prioritize simplicity and purity in their pellet choices. Reasons for this preference may include concerns about potential negative impacts of additives on health, the environment or pellet performance. Also consumers may perceive pure pellets as more authentic and natural, aligning with preferences for minimally processed or organic products.
A very small fraction, only 1% of the respondents, express a preference for pellets containing additives. Consumers who favor solid biomass fuels with additives may prioritize specific benefits offered by the additives, such as enhanced performance, flavor or nutritional value. However, the low percentage indicates that this segment is not substantial compared to those favoring pure pellets. 8% of the respondents express uncertainty regarding their preference for either pure or additive-containing pellets. This uncertainty may stem from a lack of information about the differences between pure and additive-containing solid biomass fuels, indecision about personal preferences or a need for more information to form a preference.
The survey data indicates a strong belief among Bulgarian customers that wood pellets are more calorific compared to sunflower pellets (see
Figure 13). The vast majority, comprising 93% of the respondents, believe that wood pellets are more calorific. This preference likely reflects the widespread use and familiarity of wood pellets as an efficient heating fuel in Bulgaria, as well as their reputation for efficient energy production. Only a tiny fraction, just 2% of the respondents, believe that sunflower pellets are more calorific.
This minimal preference indicates that the perception of sunflower pellets as a highly calorific fuel is not widely held among Bulgarian customers. Sunflower pellets may not be as commonly used or as well-known for their heating properties compared to wood pellets, leading to a lower level of confidence in their calorific value. However, there remains a small percentage of consumers (5%) who are uncertain about this comparison of wood pellets versus sunflower pellets, suggesting an opportunity for further education and clarification on the calorific properties of different pellet types.
According to the marketing research results, there is a widespread belief among Bulgarian customers that sunflower pellets leave more ash after burning in a household boiler compared to wood pellets. While there is a minimal percentage of respondents who believe otherwise, a notable portion also express uncertainty about this comparison, suggesting an opportunity for clarification and education on the ash-producing characteristics of different pellet types (see
Figure 14).
The overwhelming majority, comprising 87% of the respondents, believe that sunflower pellets leave more ash after burning in a household boiler. This strong preference suggests a widespread perception among Bulgarian customers that sunflower pellets result in higher ash residue compared to other types, such as wood pellets. This preference may stem from personal experiences or observations of higher ash content when using sunflower pellets, leading to a general consensus among consumers. Only a very small group, representing 2% of the respondents, believe that wood pellets leave more ash after burning. This minor preference suggests that there is minimal belief among Bulgarian customers that wood pellets produce higher ash residue. This could be due to wood pellets being perceived as a cleaner-burning fuel compared to sunflower pellets, with lower ash content as a result. 11% of the respondents express uncertainty regarding which type of pellets leaves more ash after burning. This uncertainty may arise from a lack of firsthand experience or knowledge about the ash-producing properties of different pellet types.
The marketing research results also highlight a strong consensus among the respondents regarding the significance of moisture content in pellets, with the majority considering it a critical factor in their purchasing decisions. There are smaller segments of consumers who either do not prioritize moisture content or are uncertain about its importance. Addressing these perspectives and providing clarity on the role of moisture content could assist consumers in making more informed choices when selecting pellets (see
Figure 15).
The majority of the respondents (87%) acknowledge the importance of moisture content in pellets. The significance attributed to moisture content likely stems from its crucial role in the efficiency and performance of pellet-fueled appliances, such as boilers or stoves. Maintaining appropriate moisture levels is essential for achieving efficient combustion and maximizing heat output. Hence, consumers value pellets with suitable moisture content to ensure optimal performance and energy efficiency. A small minority, comprising 7% of the respondents, express that moisture content in pellets is not a critical factor for them. This viewpoint suggests that some customers prioritize other factors, such as price or availability, over moisture content when making pellet purchases. Alternatively, they may not fully grasp the impact of moisture content on pellet performance or may not view it as a primary consideration in their decision-making process. Another 6% of the respondents convey uncertainty regarding the importance of moisture content in pellets, which may arise from a lack of knowledge or understanding regarding the role of moisture content in pellet performance.