Customer Satisfaction Survey of DC Solar Submersible Pumps: Unveiling Opportunities in Lower-Tier Markets and Green Energy Potential

**China, May 13, 2025** — In the current era of rapid energy transition and agricultural modernization, DC solar submersible pumps have emerged as a favored solution in agricultural irrigation, thanks to their eco-friendly, energy-efficient, and high-performance attributes. The lower-tier markets, encompassing vast rural areas, small and medium-sized cities, and counties, have shown a burgeoning demand for these innovative products. To gain a comprehensive understanding of customer satisfaction with DC solar submersible pumps in these regions, Zhejiang Rambo Intelligent Technology Co., Ltd recently conducted an extensive and in-depth survey.

Research Background and Objectives

Lower-tier markets are characterized by a large agricultural population and significant irrigation needs, yet often face inadequate power infrastructure. DC solar submersible pumps present a viable solution to address irrigation challenges in these areas. The primary objective of this survey was to comprehensively assess customers' usage experiences, satisfaction levels, and latent demands regarding DC solar submersible pumps. The insights gained aim to provide a solid foundation for enterprises to optimize product research and development, refine market promotion strategies, and enhance service quality.

Research Methodology and Sampling

Multimodal Research Approach

The survey employed a mixed-methods approach, combining online questionnaire surveys, offline on-site interviews, and telephone follow-ups. Online questionnaires were disseminated through agricultural forums, social media groups, and the digital channels of local agricultural cooperatives, effectively engaging tech-savvy younger customers. Off-site interviews were conducted in rural fields and farmlands, enabling face-to-face interactions with farmers who have hands-on experience with DC solar submersible pumps, thereby capturing authentic and detailed usage feedback. Telephone follow-ups targeted customers who were unable to participate in in-person interviews, ensuring a broader and more inclusive sample representation.

Scientific Sampling Design

To ensure the representativeness and accuracy of the survey results, the sampling process meticulously considered various factors, including regional disparities, differences in planting structures, and the demographic characteristics (age and income) of customers in lower-tier markets. A total of 24 counties and cities across 8 provinces were selected as research areas, covering diverse agricultural production zones, such as grain, economic crop, and fruit and vegetable cultivation regions. Random sampling was employed within each area, resulting in a final dataset of 1,309 valid questionnaires, 72 on-site interviews, and 135 telephone follow-ups.

Research Focus and Key Indicators

Product Performance Satisfaction

This segment focused on evaluating core product performance metrics, such as water pumping capacity, operational stability, and durability. The research aimed to determine whether the pumps could effectively meet customers' irrigation needs during practical use and identify any recurring malfunction issues. For example, in arid regions, customers prioritized high water pumping capacity to ensure sufficient water supply within limited time frames. In areas with rugged terrains, product stability was of utmost importance to prevent equipment damage due to vibrations and jolts.

Usability Satisfaction

The survey examined the ease of installation, operation, and maintenance of the pumps. Given that many customers in lower-tier markets are ordinary farmers with limited technical expertise, product usability was a critical factor. Findings revealed that customers desired simplified installation procedures, clear operation manuals, and accessible maintenance services to promptly resolve equipment issues.

Economic Benefit Satisfaction

The study aimed to understand the impact of DC solar submersible pumps on customers' energy costs, irrigation efficiency, and overall economic benefits. Although solar submersible pumps offer energy-saving and environmental advantages, their relatively high upfront costs necessitated an assessment of customers' economic satisfaction as a key indicator of product competitiveness. The survey indicated that while the initial investment was higher, most customers recognized the long-term economic viability of these pumps, citing savings in electricity bills and reduced labor costs.

After-sales Service Satisfaction

This aspect evaluated the quality of after-sales services provided by enterprises, covering areas such as response time, maintenance service quality, and spare parts availability. Given the remote locations of many lower-tier market customers, timely and efficient after-sales support was highly valued. However, the survey highlighted customer dissatisfaction with slow response times and inadequate spare parts supply, underscoring the need for improvement in these areas.

Research Findings

### High Overall Satisfaction with Room for Improvement

The survey revealed an overall customer satisfaction rate of 82% for DC solar submersible pumps in lower-tier markets. Notably, satisfaction with product performance and usability reached 76% and 68%, respectively. These findings indicate that the product generally meets customer expectations, but significant opportunities exist to enhance after-sales services and improve cost-effectiveness.

Regional and Demographic Variations

Customer satisfaction varied significantly across different regions and customer segments. In more economically developed county towns, customers placed greater emphasis on product intelligence and design aesthetics. In contrast, customers in remote rural areas prioritized basic performance and affordability. Additionally, customers with different planting structures exhibited distinct product preferences: those in grain-growing regions focused on pumping capacity and stability, while economic crop and fruit and vegetable growers emphasized precise irrigation capabilities.

Key Customer Concerns

The survey identified several critical issues raised by customers, primarily centered around slow after-sales service response times, insufficient spare parts availability, and high product prices. Many customers reported lengthy waits for maintenance services following equipment breakdowns, and the difficulty of sourcing local spare parts often led to increased maintenance costs and delays. Moreover, despite the long-term savings, the high upfront cost of solar submersible pumps posed a significant barrier for customers with limited financial resources.

Conclusions and Recommendations

Conclusion

The survey results highlight the substantial growth potential of DC solar submersible pumps in lower-tier markets. However, enterprises must focus on optimizing product quality, enhancing after-sales services, and refining pricing strategies to fully capitalize on this opportunity. By deeply understanding customer needs and continuously improving products and services, companies can elevate customer satisfaction and secure a larger market share.

Recommendations

1. **Enhance After-sales Service Networks**: Establish more after-sales service centers in lower-tier markets to expedite response times. Implement an efficient spare parts inventory management system to ensure the timely availability of essential components.
2. **Optimize Pricing Strategies**: Develop tailored pricing models based on regional characteristics and customer segments. Introduce flexible payment options, such as installment plans and trade-in programs, to make the products more accessible to a wider range of customers.
3. **Drive Product Innovation**: Leverage customer feedback to continuously improve product performance, integrate advanced intelligent features, and meet diverse customer needs. Foster collaborations with agricultural research institutions to develop customized irrigation solutions for lower-tier markets.

This survey provides valuable insights into customer satisfaction with DC solar submersible pumps in lower-tier markets. Enterprises should leverage these findings to enhance product quality and service excellence, thereby facilitating the broader adoption of green energy solutions in agricultural production.