Global UPS Replacement Batteries Market 2026 by Manufacturers, Regions, Type and Application, Forecast to 2032
1 Market Overview
- 1.1 Product Overview and Scope
- 1.2 Market Estimation Caveats and Base Year
- 1.3 Market Analysis by Type
- 1.3.1 Overview: Global UPS Replacement Batteries Consumption Value by Type: 2021 Versus 2025 Versus 2032
- 1.3.2 Nickel-Cadmium
- 1.3.3 Lead-Acid
- 1.3.4 Lithium-Ion
- 1.4 Market Analysis by Specifications
- 1.4.1 Overview: Global UPS Replacement Batteries Consumption Value by Specifications: 2021 Versus 2025 Versus 2032
- 1.4.2 Single Cell
- 1.4.3 Battery Pack
- 1.5 Market Analysis by Cycle Life
- 1.5.1 Overview: Global UPS Replacement Batteries Consumption Value by Cycle Life: 2021 Versus 2025 Versus 2032
- 1.5.2 300-1000 Cycles
- 1.5.3 1000-2000 Cycles
- 1.5.4 2000-6000 Cycles
- 1.6 Market Analysis by Application
- 1.6.1 Overview: Global UPS Replacement Batteries Consumption Value by Application: 2021 Versus 2025 Versus 2032
- 1.6.2 Personal and Home Offices
- 1.6.3 Enterprise Offices
- 1.6.4 Data Centers and Server Rooms
- 1.6.5 Medical Equipment
- 1.6.6 Financial and Payment Systems
- 1.6.7 Others
- 1.7 Global UPS Replacement Batteries Market Size & Forecast
- 1.7.1 Global UPS Replacement Batteries Consumption Value (2021 & 2025 & 2032)
- 1.7.2 Global UPS Replacement Batteries Sales Quantity (2021-2032)
- 1.7.3 Global UPS Replacement Batteries Average Price (2021-2032)
2 Manufacturers Profiles
- 2.1 EnerSys
- 2.1.1 EnerSys Details
- 2.1.2 EnerSys Major Business
- 2.1.3 EnerSys UPS Replacement Batteries Product and Services
- 2.1.4 EnerSys UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.1.5 EnerSys Recent Developments/Updates
- 2.2 East Penn
- 2.2.1 East Penn Details
- 2.2.2 East Penn Major Business
- 2.2.3 East Penn UPS Replacement Batteries Product and Services
- 2.2.4 East Penn UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.2.5 East Penn Recent Developments/Updates
- 2.3 GS Yuasa
- 2.3.1 GS Yuasa Details
- 2.3.2 GS Yuasa Major Business
- 2.3.3 GS Yuasa UPS Replacement Batteries Product and Services
- 2.3.4 GS Yuasa UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.3.5 GS Yuasa Recent Developments/Updates
- 2.4 Exide Technologies
- 2.4.1 Exide Technologies Details
- 2.4.2 Exide Technologies Major Business
- 2.4.3 Exide Technologies UPS Replacement Batteries Product and Services
- 2.4.4 Exide Technologies UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.4.5 Exide Technologies Recent Developments/Updates
- 2.5 Exide Industries
- 2.5.1 Exide Industries Details
- 2.5.2 Exide Industries Major Business
- 2.5.3 Exide Industries UPS Replacement Batteries Product and Services
- 2.5.4 Exide Industries UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.5.5 Exide Industries Recent Developments/Updates
- 2.6 Amara Raja
- 2.6.1 Amara Raja Details
- 2.6.2 Amara Raja Major Business
- 2.6.3 Amara Raja UPS Replacement Batteries Product and Services
- 2.6.4 Amara Raja UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.6.5 Amara Raja Recent Developments/Updates
- 2.7 Leoch
- 2.7.1 Leoch Details
- 2.7.2 Leoch Major Business
- 2.7.3 Leoch UPS Replacement Batteries Product and Services
- 2.7.4 Leoch UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.7.5 Leoch Recent Developments/Updates
- 2.8 Narada
- 2.8.1 Narada Details
- 2.8.2 Narada Major Business
- 2.8.3 Narada UPS Replacement Batteries Product and Services
- 2.8.4 Narada UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.8.5 Narada Recent Developments/Updates
- 2.9 Vision Group
- 2.9.1 Vision Group Details
- 2.9.2 Vision Group Major Business
- 2.9.3 Vision Group UPS Replacement Batteries Product and Services
- 2.9.4 Vision Group UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.9.5 Vision Group Recent Developments/Updates
- 2.10 Sacred Sun
- 2.10.1 Sacred Sun Details
- 2.10.2 Sacred Sun Major Business
- 2.10.3 Sacred Sun UPS Replacement Batteries Product and Services
- 2.10.4 Sacred Sun UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.10.5 Sacred Sun Recent Developments/Updates
- 2.11 Shuangdeng
- 2.11.1 Shuangdeng Details
- 2.11.2 Shuangdeng Major Business
- 2.11.3 Shuangdeng UPS Replacement Batteries Product and Services
- 2.11.4 Shuangdeng UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.11.5 Shuangdeng Recent Developments/Updates
- 2.12 CSB
- 2.12.1 CSB Details
- 2.12.2 CSB Major Business
- 2.12.3 CSB UPS Replacement Batteries Product and Services
- 2.12.4 CSB UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.12.5 CSB Recent Developments/Updates
- 2.13 C&D Technologies
- 2.13.1 C&D Technologies Details
- 2.13.2 C&D Technologies Major Business
- 2.13.3 C&D Technologies UPS Replacement Batteries Product and Services
- 2.13.4 C&D Technologies UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.13.5 C&D Technologies Recent Developments/Updates
- 2.14 FIAMM
- 2.14.1 FIAMM Details
- 2.14.2 FIAMM Major Business
- 2.14.3 FIAMM UPS Replacement Batteries Product and Services
- 2.14.4 FIAMM UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.14.5 FIAMM Recent Developments/Updates
- 2.15 Power-Sonic
- 2.15.1 Power-Sonic Details
- 2.15.2 Power-Sonic Major Business
- 2.15.3 Power-Sonic UPS Replacement Batteries Product and Services
- 2.15.4 Power-Sonic UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.15.5 Power-Sonic Recent Developments/Updates
- 2.16 Discover Battery
- 2.16.1 Discover Battery Details
- 2.16.2 Discover Battery Major Business
- 2.16.3 Discover Battery UPS Replacement Batteries Product and Services
- 2.16.4 Discover Battery UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.16.5 Discover Battery Recent Developments/Updates
- 2.17 B.B. Battery
- 2.17.1 B.B. Battery Details
- 2.17.2 B.B. Battery Major Business
- 2.17.3 B.B. Battery UPS Replacement Batteries Product and Services
- 2.17.4 B.B. Battery UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.17.5 B.B. Battery Recent Developments/Updates
- 2.18 KIJO
- 2.18.1 KIJO Details
- 2.18.2 KIJO Major Business
- 2.18.3 KIJO UPS Replacement Batteries Product and Services
- 2.18.4 KIJO UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.18.5 KIJO Recent Developments/Updates
- 2.19 Tianneng
- 2.19.1 Tianneng Details
- 2.19.2 Tianneng Major Business
- 2.19.3 Tianneng UPS Replacement Batteries Product and Services
- 2.19.4 Tianneng UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.19.5 Tianneng Recent Developments/Updates
- 2.20 Fengfan
- 2.20.1 Fengfan Details
- 2.20.2 Fengfan Major Business
- 2.20.3 Fengfan UPS Replacement Batteries Product and Services
- 2.20.4 Fengfan UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.20.5 Fengfan Recent Developments/Updates
- 2.21 Ritar
- 2.21.1 Ritar Details
- 2.21.2 Ritar Major Business
- 2.21.3 Ritar UPS Replacement Batteries Product and Services
- 2.21.4 Ritar UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.21.5 Ritar Recent Developments/Updates
- 2.22 Consnant
- 2.22.1 Consnant Details
- 2.22.2 Consnant Major Business
- 2.22.3 Consnant UPS Replacement Batteries Product and Services
- 2.22.4 Consnant UPS Replacement Batteries Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.22.5 Consnant Recent Developments/Updates
3 Competitive Environment: UPS Replacement Batteries by Manufacturer
- 3.1 Global UPS Replacement Batteries Sales Quantity by Manufacturer (2021-2026)
- 3.2 Global UPS Replacement Batteries Revenue by Manufacturer (2021-2026)
- 3.3 Global UPS Replacement Batteries Average Price by Manufacturer (2021-2026)
- 3.4 Market Share Analysis (2025)
- 3.4.1 Producer Shipments of UPS Replacement Batteries by Manufacturer Revenue ($MM) and Market Share (%): 2025
- 3.4.2 Top 3 UPS Replacement Batteries Manufacturer Market Share in 2025
- 3.4.3 Top 6 UPS Replacement Batteries Manufacturer Market Share in 2025
- 3.5 UPS Replacement Batteries Market: Overall Company Footprint Analysis
- 3.5.1 UPS Replacement Batteries Market: Region Footprint
- 3.5.2 UPS Replacement Batteries Market: Company Product Type Footprint
- 3.5.3 UPS Replacement Batteries Market: Company Product Application Footprint
- 3.6 New Market Entrants and Barriers to Market Entry
- 3.7 Mergers, Acquisition, Agreements, and Collaborations
4 Consumption Analysis by Region
- 4.1 Global UPS Replacement Batteries Market Size by Region
- 4.1.1 Global UPS Replacement Batteries Sales Quantity by Region (2021-2032)
- 4.1.2 Global UPS Replacement Batteries Consumption Value by Region (2021-2032)
- 4.1.3 Global UPS Replacement Batteries Average Price by Region (2021-2032)
- 4.2 North America UPS Replacement Batteries Consumption Value (2021-2032)
- 4.3 Europe UPS Replacement Batteries Consumption Value (2021-2032)
- 4.4 Asia-Pacific UPS Replacement Batteries Consumption Value (2021-2032)
- 4.5 South America UPS Replacement Batteries Consumption Value (2021-2032)
- 4.6 Middle East & Africa UPS Replacement Batteries Consumption Value (2021-2032)
5 Market Segment by Type
- 5.1 Global UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 5.2 Global UPS Replacement Batteries Consumption Value by Type (2021-2032)
- 5.3 Global UPS Replacement Batteries Average Price by Type (2021-2032)
6 Market Segment by Application
- 6.1 Global UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 6.2 Global UPS Replacement Batteries Consumption Value by Application (2021-2032)
- 6.3 Global UPS Replacement Batteries Average Price by Application (2021-2032)
7 North America
- 7.1 North America UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 7.2 North America UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 7.3 North America UPS Replacement Batteries Market Size by Country
- 7.3.1 North America UPS Replacement Batteries Sales Quantity by Country (2021-2032)
- 7.3.2 North America UPS Replacement Batteries Consumption Value by Country (2021-2032)
- 7.3.3 United States Market Size and Forecast (2021-2032)
- 7.3.4 Canada Market Size and Forecast (2021-2032)
- 7.3.5 Mexico Market Size and Forecast (2021-2032)
8 Europe
- 8.1 Europe UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 8.2 Europe UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 8.3 Europe UPS Replacement Batteries Market Size by Country
- 8.3.1 Europe UPS Replacement Batteries Sales Quantity by Country (2021-2032)
- 8.3.2 Europe UPS Replacement Batteries Consumption Value by Country (2021-2032)
- 8.3.3 Germany Market Size and Forecast (2021-2032)
- 8.3.4 France Market Size and Forecast (2021-2032)
- 8.3.5 United Kingdom Market Size and Forecast (2021-2032)
- 8.3.6 Russia Market Size and Forecast (2021-2032)
- 8.3.7 Italy Market Size and Forecast (2021-2032)
9 Asia-Pacific
- 9.1 Asia-Pacific UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 9.2 Asia-Pacific UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 9.3 Asia-Pacific UPS Replacement Batteries Market Size by Region
- 9.3.1 Asia-Pacific UPS Replacement Batteries Sales Quantity by Region (2021-2032)
- 9.3.2 Asia-Pacific UPS Replacement Batteries Consumption Value by Region (2021-2032)
- 9.3.3 China Market Size and Forecast (2021-2032)
- 9.3.4 Japan Market Size and Forecast (2021-2032)
- 9.3.5 South Korea Market Size and Forecast (2021-2032)
- 9.3.6 India Market Size and Forecast (2021-2032)
- 9.3.7 Southeast Asia Market Size and Forecast (2021-2032)
- 9.3.8 Australia Market Size and Forecast (2021-2032)
10 South America
- 10.1 South America UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 10.2 South America UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 10.3 South America UPS Replacement Batteries Market Size by Country
- 10.3.1 South America UPS Replacement Batteries Sales Quantity by Country (2021-2032)
- 10.3.2 South America UPS Replacement Batteries Consumption Value by Country (2021-2032)
- 10.3.3 Brazil Market Size and Forecast (2021-2032)
- 10.3.4 Argentina Market Size and Forecast (2021-2032)
11 Middle East & Africa
- 11.1 Middle East & Africa UPS Replacement Batteries Sales Quantity by Type (2021-2032)
- 11.2 Middle East & Africa UPS Replacement Batteries Sales Quantity by Application (2021-2032)
- 11.3 Middle East & Africa UPS Replacement Batteries Market Size by Country
- 11.3.1 Middle East & Africa UPS Replacement Batteries Sales Quantity by Country (2021-2032)
- 11.3.2 Middle East & Africa UPS Replacement Batteries Consumption Value by Country (2021-2032)
- 11.3.3 Turkey Market Size and Forecast (2021-2032)
- 11.3.4 Egypt Market Size and Forecast (2021-2032)
- 11.3.5 Saudi Arabia Market Size and Forecast (2021-2032)
- 11.3.6 South Africa Market Size and Forecast (2021-2032)
12 Market Dynamics
- 12.1 UPS Replacement Batteries Market Drivers
- 12.2 UPS Replacement Batteries Market Restraints
- 12.3 UPS Replacement Batteries Trends Analysis
- 12.4 Porters Five Forces Analysis
- 12.4.1 Threat of New Entrants
- 12.4.2 Bargaining Power of Suppliers
- 12.4.3 Bargaining Power of Buyers
- 12.4.4 Threat of Substitutes
- 12.4.5 Competitive Rivalry
13 Raw Material and Industry Chain
- 13.1 Raw Material of UPS Replacement Batteries and Key Manufacturers
- 13.2 Manufacturing Costs Percentage of UPS Replacement Batteries
- 13.3 UPS Replacement Batteries Production Process
- 13.4 Industry Value Chain Analysis
14 Shipments by Distribution Channel
- 14.1 Sales Channel
- 14.1.1 Direct to End-User
- 14.1.2 Distributors
- 14.2 UPS Replacement Batteries Typical Distributors
- 14.3 UPS Replacement Batteries Typical Customers
15 Research Findings and Conclusion
16 Appendix
- 16.1 Methodology
- 16.2 Research Process and Data Source
According to our (Global Info Research) latest study, the global UPS Replacement Batteries market size was valued at US$ 2792 million in 2025 and is forecast to a readjusted size of US$ 4140 million by 2032 with a CAGR of 5.9% during review period.
UPS replacement batteries are replaceable energy storage core components designed specifically for uninterruptible power supplies (UPS). They charge and store energy when the mains power is normal and discharge quickly when the mains power is interrupted, providing uninterrupted backup power for critical loads. They are the core consumables that determine the UPS's runtime, output stability, and system reliability.
In 2025, the global production of UPS replacement batteries was 64.6 million units, with an average price of $42 per unit.
Upstream includes lead-acid battery materials, lithium battery materials, electrolytes, separators, casings, and battery management-related components, along with cell manufacturing and packaging processes. The supply chain is relatively mature but influenced by fluctuations in raw material prices. Downstream applications are broad, focusing on sectors with high requirements for power continuity, including data centers, telecommunications base stations, financial systems, healthcare institutions, and industrial control. Data centers represent the most important demand source. From a downstream perspective, demand is characterized by a strong replacement cycle, typically every three to five years. As data center capacity expands and digital infrastructure continues to grow, replacement demand steadily increases, while high-reliability environments require improved battery performance and safety.
The industry is evolving toward lithium-based solutions, longer lifespan, and smarter management. Traditional lead-acid batteries are gradually being replaced by lithium-ion batteries, offering higher energy density, longer cycle life, and lower maintenance costs, while battery management systems and remote monitoring capabilities are becoming increasingly important. Key drivers include the expansion of data centers and cloud computing, the rollout of 5G infrastructure, and continuous demand for reliable power in critical industries, along with efforts to optimize operational and maintenance costs. Constraints include the higher upfront cost of lithium batteries, compatibility issues with existing UPS systems, and increasingly strict safety and regulatory requirements, while lead-acid batteries remain competitive in cost-sensitive markets.
In terms of profitability, UPS replacement batteries typically achieve gross margins in the range of 15% to 30%, with higher margins for lithium-based solutions, while traditional lead-acid products face stronger competition and lower margins. Profitability is significantly affected by raw material price fluctuations, while channel strength and service capabilities play an important role. Companies with scale advantages and strong distribution networks are better positioned to achieve stable profitability. As demand shifts toward longer lifespan and intelligent solutions, profit concentration is gradually moving toward companies with strong technological and brand advantages.
This report is a detailed and comprehensive analysis for global UPS Replacement Batteries market. Both quantitative and qualitative analyses are presented by manufacturers, by region & country, by Type and by Application. As the market is constantly changing, this report explores the competition, supply and demand trends, as well as key factors that contribute to its changing demands across many markets. Company profiles and product examples of selected competitors, along with market share estimates of some of the selected leaders for the year 2025, are provided.
Key Features:
Global UPS Replacement Batteries market size and forecasts, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global UPS Replacement Batteries market size and forecasts by region and country, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global UPS Replacement Batteries market size and forecasts, by Type and by Application, in consumption value ($ Million), sales quantity (K Units), and average selling prices (US$/Unit), 2021-2032
Global UPS Replacement Batteries market shares of main players, shipments in revenue ($ Million), sales quantity (K Units), and ASP (US$/Unit), 2021-2026
The Primary Objectives in This Report Are:
To determine the size of the total market opportunity of global and key countries
To assess the growth potential for UPS Replacement Batteries
To forecast future growth in each product and end-use market
To assess competitive factors affecting the marketplace
This report profiles key players in the global UPS Replacement Batteries market based on the following parameters - company overview, sales quantity, revenue, price, gross margin, product portfolio, geographical presence, and key developments. Key companies covered as a part of this study include EnerSys, East Penn, GS Yuasa, Exide Technologies, Exide Industries, Amara Raja, Leoch, Narada, Vision Group, Sacred Sun, etc.
This report also provides key insights about market drivers, restraints, opportunities, new product launches or approvals.
Market Segmentation
UPS Replacement Batteries market is split by Type and by Application. For the period 2021-2032, the growth among segments provides accurate calculations and forecasts for consumption value by Type, and by Application in terms of volume and value. This analysis can help you expand your business by targeting qualified niche markets.
Market segment by Type
Nickel-Cadmium
Lead-Acid
Lithium-Ion
Market segment by Specifications
Single Cell
Battery Pack
Market segment by Cycle Life
300-1000 Cycles
1000-2000 Cycles
2000-6000 Cycles
Market segment by Application
Personal and Home Offices
Enterprise Offices
Data Centers and Server Rooms
Medical Equipment
Financial and Payment Systems
Others
Major players covered
EnerSys
East Penn
GS Yuasa
Exide Technologies
Exide Industries
Amara Raja
Leoch
Narada
Vision Group
Sacred Sun
Shuangdeng
CSB
C&D Technologies
FIAMM
Power-Sonic
Discover Battery
B.B. Battery
KIJO
Tianneng
Fengfan
Ritar
Consnant
Market segment by region, regional analysis covers
North America (United States, Canada, and Mexico)
Europe (Germany, France, United Kingdom, Russia, Italy, and Rest of Europe)
Asia-Pacific (China, Japan, Korea, India, Southeast Asia, and Australia)
South America (Brazil, Argentina, Colombia, and Rest of South America)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa, and Rest of Middle East & Africa)
The content of the study subjects, includes a total of 15 chapters:
Chapter 1, to describe UPS Replacement Batteries product scope, market overview, market estimation caveats and base year.
Chapter 2, to profile the top manufacturers of UPS Replacement Batteries, with price, sales quantity, revenue, and global market share of UPS Replacement Batteries from 2021 to 2026.
Chapter 3, the UPS Replacement Batteries competitive situation, sales quantity, revenue, and global market share of top manufacturers are analyzed emphatically by landscape contrast.
Chapter 4, the UPS Replacement Batteries breakdown data are shown at the regional level, to show the sales quantity, consumption value, and growth by regions, from 2021 to 2032.
Chapter 5 and 6, to segment the sales by Type and by Application, with sales market share and growth rate by Type, by Application, from 2021 to 2032.
Chapter 7, 8, 9, 10 and 11, to break the sales data at the country level, with sales quantity, consumption value, and market share for key countries in the world, from 2021 to 2026.and UPS Replacement Batteries market forecast, by regions, by Type, and by Application, with sales and revenue, from 2027 to 2032.
Chapter 12, market dynamics, drivers, restraints, trends, and Porters Five Forces analysis.
Chapter 13, the key raw materials and key suppliers, and industry chain of UPS Replacement Batteries.
Chapter 14 and 15, to describe UPS Replacement Batteries sales channel, distributors, customers, research findings and conclusion.