 Water is the one of the most precious resources but too much of hot water consumption will

lead to emission of Green house Gas (GHG) in atmosphere. One of the major contributors of
the GHG emission in the average household is the use of showers. But one of the easiest and
most cost efficient ways of remedy for wastage of water is by installing a water efficient
shower head rated AAA rather than A rated one. This will lead to a saving up to 50,000 Litres
of water each year and two tonnes of GHG emission each year. This case is all about water
saving through introduction of efficient shower heads.
 As a solution to this problem E-co shower a small business based in Hunter valley in New
South Wales has planned to come up with AAAA and AAAAA water consumption rating
showers. Richard West and his wife are the two principles of this company.
 Company wished to shift it’s core competency from B2B market, selling to hotels,
universities and NSW fire Brigade to retail sales although it used to be deal on ad-hoc basis.

Product Portfolio of E-co Shower –

1. Pearl Short Arm (Basic)

2. Pearl Long Arm models and Shower adaptor (Basic)
3. Diamond, Sapphire and Opal models – Designer style – Deluxe range

Technological Models –

 Mini Blasters
 Maxi Blaster
 Water Spike
 Eco Flow
 Shower Tower
 Security Shower

Shower attributes E-co Shower –

 Technology which enables water to stick more closer to the body surface.
 Good feel of the shower
 No Bouncing off of the water
 Large reduction of water and energy cost

Concept test was required to launch, improve, innovate a product and ruling out of the
same. Managerial input and the consumer feedback is the key aspect of attribute evaluation.

Study of E-co shower

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Student and staff from university of new castle conducted the following –

1- Retail Audit – Study to gain some product insight, to know competitive products and it’s
pricing.
2- Focus group – To identify additional product feature that people are interested in, to know
water cost were included in the rent, identifying the decision makers in the purchase.
 The above study will result in six product attribute

a) Water pressure
b) Water conservation
c) Price
d) Colour/style
e) Brand
f) Australian made

Three additional surveys (self administered questionnaires) combined with the peoples rating with
the above attributes will lead to identifying environmental correlates and purchase intent of low cost
39$ and high cost 120$ shower heads.

Study 1

It consisted of mall-intercept sample of students in the students’ union dining area.

Respondents were mostly females (70%) of 18 to 82 years. In which 54% were on rent and 46% had
their own home.

Study 2

It consisted of second and third year marketing students.

Respondents were males (51%) of 18 to 28 years. Further there was a category split between those
who paid all or a portion of water usage bill (45.7%) and the rest was included in rent (54.3%).

Study 3

It consisted of second and third year marketing students.

Respondents were predominantly females (66.7%) of 18 to 36 years. Further there was a category
split between those who paid all or a portion of water usage bill (45%) and the rest was included in
rent (55%).

Note- 92% respondents were staying in a rented flat and rest owned their flat.

Results (overall)
It was seen that they were most concerned about the price of the product. Many went with the 39$
low cost shower. Those who were neither interested in both the showers gave primary importance
to price and water pressure attributes. Those who were interested in both the showers gave primary
importance to non performance attributes.

Those who own house preferred installing 120$ shower head.

Study 2 & 3 results

Preference was given in buying 39$ shower head. Major decision makers in
descending order were
a) Family
b) Partner/ Flat mate
c) Landlord/Owner
d) Self
Study includes decision makers purchase likelihood on a 0-10 scale.

Conclusion

It was concluded in all the three studies were that performance related attributes (water pressure,
conservation and price) are of greater importance than non performance related attributes. This
conclusion was supported by the Richards own product selling experience.

Ultimately we can conclude a shower is consumed for primarily utilitarian purpose rather than
symbolic purpose.