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It can be assumed that this correlation also exists for photovoltaic systems. Nevertheless, it cannot be generalized and be said that people with a certain income are potential buyers. As mentioned before, there are different behaviors and habits within and among the Caribbean islands. For example, in Dominica – another island close to the case studies - it is a custom to go to the river for bathing and to chat with the people (Homscheid, pers. comm. 10 May 2010). Solar water heaters will probably have a lower acceptance in this market. Therefore the Caribbean islands must not be seen as homogeneous; every island is different and has to be approached individually to assure adaptation and market growth. According to Mallon (2006), the renewable energy industry is global and opening up a new market will require the involvement of non-indigenous companies. This can be clearly disproved for the Caribbean solar water heater technology. Local manufactures established and penetrated the market. It seems that Caribbean people are quite suspicious about a new technology. Thus lots of efforts are required to gain their trust and confidence. Same for photovoltaic technologies, although it is a non-indigenous product, only a local company was able to open the market. Only through the high commitment and the close contact to customers, as well as the government, the solar water heater and photovoltaic markets established. As confirmed during the interviews, this exactly is also needed to be successful on other islands - personal staff at site, with the required knowledge, high reputation and reliability (Burkhardt, D. pers. comm. 27 April 2010, Burkhardt, K. pers. comm. 28 April 2010) Once the market and the product confidence are established, it is also possible for international companies to enter. This was experienced in the solar water heater market, when Chinese products entered the market a couple of years ago. Due to the cheap prices, they were able to gain significant market shares. However, care has to be taken with new products. Product failure or reliance could not just destroy the manufacturer’s reputation but also whole market segments. Because of bad experiences and afraid of reputation losses, GrenSol is exclusivly using high quality products. To gain the trust of the Caribbean people is very important (Burkhardt, D. pers. comm. 27 April 2010). Once the market is stable, cheaper products could enter in the markets, as seen at the example of the solar water heaters. Viability in Terms of Sustainable Development 84PDF Image | CARIBBEAN RENEWABLE ENERGY DEVELOPMENT PROGRAMME
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