You will evaluate a particular consumer behaviour issue using consumer behaviour theories and research to provide an innovative sustainable marketing solution, which will benefit both consumer and provider.
Solar energy has become a source of major renewable energy that can successfully meet the challenges the world is facing regarding energy consumption. This particular power source has been enjoying increased popularity because of its versatility with many a benefit to the people as well as environment. Solar power is a safe alternative that replaces current fossil fuels such as coal and gas for the generation of electricity. It also helps to reduce the pollution of air, water and land. Moreover, this power source has continuous power supply capability which will be useful for the users. The target market of the solar power generator is basically the Australian households who are struggling to pay the increasing power bills. This report aims to discuss the previous studies on this topic of solar marketing, the strategies the marketers can adopt and concludes with recommendation.
Solar energy is a very through provoking topic which has incurred many researches. On this topic many a scholars have shared their ideologies and suggested their valuable thoughts in increasing use of solar energy in the household. Many concepts have included to enhance the capacity of the solar power system so that the households can be able to reduce their power bills without bringing much changes in their electricity system in their households.
Urpelainen (2016) has completed a survey focussed on energy access, consumption and poverty in the village of India where there is a high demand of energy but the people do not get enough. Thereof, the solar electricity can be a perfect supplier in these cases. The decreased cost of solar power electricity generation has enabled the electricity generator networks to supply power to these rural areas where people depend on the fossil fuel electricity. For these business, there is a preconditioned customer base for the business expansion and access to finance easily. Liu et al. (2016) has discussed that the CSP or concentrating solar power system can convert the sunlight into a source of heat which may be used in the conventional power plant. This system uses some non-polluting materials as medium which aims to improve the capacity and efficiency of the CSP system. This system will make the costs of electricity lesser that of the conventional fossil-fuel power plants. Phadke, et al. (2017) similarly has talked about the appliances which will be used to in the households in very low cost. These can be highly efficient DC or direct current pralines to have the potential for increasing the affordability of the off-grid solar power systems. This can be used in the rural electrification by reducing the size of the required systems. These super-efficient appliances when are used, total cost of the solar home system as well as their allied appliances will be reduced by nearly 50%. However, the results may vary rendering to appliances used with this system. Munkhammar et al. (2015) have discussed the use of solar energy in the households in the city of Westminster, London. In this paper the authors have investigated the household electricity usage, electric vehicle (EV) home-charging along with distributed photovoltaic (PV) power productions. As this is parsimoniously advantageous to the maximization of PV power self-consumption in the place context the power consumption or production patterns with or without familiarizing EV home-charging on the household level has also been investigated.
Theory of self-determination is a macro theory of human personality and motivation which concerns the inherent growth tendencies of the people as well as their psychological needs.it is concerned with the motivations behind the choices that the people make without any external influence as well as interference (Gordon et al. 2018). This particular theory focuses on the range to which the behaviour of the individuals is motivated as well as self-determined. This theory of self-determination is cantered round the belief that the human nature demonstrates some persistent positive features which it repeatedly showed effort, commitment and agency in their lives. The people often have distinctive psychological needs which is the basis of self-motivation as well as personality integration. Three innate needs are identified by SDT which are competence, relatedness and autonomy. These innate needs are seen in the humanity across gender, time and culture.
This particular theory can be related with the encouraging the household of Australia to use more solar electricity to eliminate the issues of high power bills and demand. The rising community concerns for the rising energy costs to the consumers has directed many a power utility companies for adopting strategies to reduce energy consumption in the households (Aklin, Cheng and Urpelainen 2018). These approaches have been based on the extrinsically delimited pricing mechanisms. These strategies are applicable through two separate but related studies which suggests more cost?efficient alternatives for enhancing the plan of energy savings. These two studies are mainly the use of self?determination theory (SDT) and the word of mouth within the online as well as offline communities. Significant increase in reported energy?saving behaviours over time supports the role of SDT. As the theory relates with the basic needs, the energy access is also has become a basic needs of the people if a country. Through this theory three psychological needs of autonomy, competence, and relatedness, will be satisfied and further enhancement of energy?saving behaviour will be built (Bang et al. 2000). This theory therefore has important implications for marketers in terms of behavioural change of their target market.
Marketing Strategy 1: focusing on the customers is the first strategy for successful marketing, therefore, the marketers must commit their advertisings for educating the customers about their cost savings intrinsic in solar power electricity. In order to grab the attention of the potential customers they need to know the time that the local utility sends out the power bills to the customers so that they can easily target those days with geo-targeted web-based advertising in the internet (Lakew et al. 2017). Moreover, this can be done via commercials in the electronic and print medias. Through these advertisings the people will increase awareness about the affordability of the solar powers or appliances which will be able to provide them a long term financial benefits annually. The basic needs that the theory of self-determination speaks about, can be approached easily as the marketers will be targeting the customers through the plans of making them understand the utility of solar electricity (Hadwan and Alkholidi 2016). This aims to serve their individual basic needs as well as reduce the energy poverty in the households. However, this strategy has advantages such as this can easily spread the awareness among the people within a very limited time and limited efforts. One the other hand there is a disadvantage also as the people with no access to print as well as electronic media cannot be approached through this strategy.
Marketing Strategy 2: knowing one’s own industry is one of the major strategy that helps in marketing the products. Absolute knowledge about the solar industry, the current events, the knowledge about the existing competition and the options the marketers can present to their customer are some critical elements of the positive and effective marketing strategy. This is especially critical if there is already much competition in the regional market. Through properly knowing these elements are marketing strategies, the marketers can have answered any question of the customers and present the products uniquely in order to attract more attention of the customers (Breyer et al. 2017). In addition to this, the marketers will know the perfect ways of approaching the customers so that they can identify the products from other competitors and feel the urgency of buying. Through the theory of self-determination, the companies will be able to show the competence of their products more effectively than that of their competitors to the customers of the region. By knowing the industry, the marketers will be able to identify the places of improvement which obviously will increase their competency in the market. The marketers will have a positive feedback on their products as well as their services only to increase intrinsic motivation of the people to replace their traditional electric appliances with the high quality solar appliances. The advantage of this method is obviously related with more customer attachment and knowledge of the industry which lead to the improvement of own products and differentiate them form the rest of the competitors’ but there is a grave disadvantage related with this strategy (Corona, de la Rúa and San Miguel 2016). This process of gaining knowledge about the industry is quite difficult as well as time consuming which may have a far reaching effect on the marketing of the companies.
Marketing Strategy 3: by finding great strategic partners the markets can apply the strategy of co-marketing to reach more customers even internationally (Aklin et al. 2017). One of the chief keys to market solar products is to find popular and trusted as well as experienced brands. The references of energy authorities and other environmental cooperatives, will be a potential way to finalise a deal. The community artists will also help to promote the company having solar power electricity as a part of their sustainability campaign. This will help the marketers reach the potential customers across the regions. The marketers need to understand that the solar is large purchase which require trust. Therefore, support from the strategic partners will give the opportunity to understand the demand areas where the potential market has less competition. co-marketing with the strategic partners will also help in building trust as the customers will refer to the company along with the names of the trusted corporations (Ha and Janda 2012). Along with these advantages, there is a highly serious disadvantage that the marketers can face. This is the unethical behaviour of the strategic partners. The company will face defame and lose its brand value in case one of the strategic partners gets indulged in the fraudulence. This will lead to the mistrust of the customers which will affect the business of the firm.
Recommendation and Conclusion
Therefore, it can be concluded that the marketers will have a huge opportunity in marketing the solar appliances or the apparatuses for using solar power electricity as the market of solar power is not so congested till now. Moreover, the marketers do not need to indulge in creating awareness among the customers as the demand for solar electricity is already increasing which is expanding the market very fast. However, there are some strategies which can be followed by the marketers to successfully market their solar products and increase the demand gradually. Following this, the marketers need to know each and every side of their business and gain absolute knowledge about their industry so that they can enhance their potential through constant innovation.
References:
Aklin, M., Bayer, P., Harish, S.P. and Urpelainen, J., 2017. Does basic energy access generate socioeconomic benefits? A field experiment with off-grid solar power in India. Science advances, 3(5), p.e1602153.
Aklin, M., Cheng, C.Y. and Urpelainen, J., 2018. Geography, community, household: Adoption of distributed solar power across India. Energy for Sustainable Development, 42, pp.54-63.
Bang, H. K., Ellinger, A. E., Hadjimarcou, J. and Traichal, P. A., 2000. Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology & Marketing, 17(6), 449-468.
Breyer, C., Bogdanov, D., Gulagi, A., Aghahosseini, A., Barbosa, L.S., Koskinen, O., Barasa, M., Caldera, U., Afanasyeva, S., Child, M. and Farfan, J., 2017. On the role of solar photovoltaics in global energy transition scenarios. Progress in Photovoltaics: Research and Applications, 25(8), pp.727-745.
Corona, B., de la Rúa, C. and San Miguel, G., 2016. Socio-economic and environmental effects of concentrated solar power in Spain: A multiregional input output analysis. Solar Energy Materials and Solar Cells, 156, pp.112-121.
Gordon, R., Dibb, S., Magee, C., Cooper, P. and Waitt, G., 2018. Empirically testing the concept of value-in-behavior and its relevance for social marketing. Journal of Business Research, 82, 56-67.
Ha, H. Y. and Janda, S., 2012. Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing, 29(7), 461-469.
Hadwan, M. and Alkholidi, A., 2016. Solar power energy solutions for Yemeni rural villages and desert communities. Renewable and Sustainable Energy Reviews, 57, pp.838-849.
Lakew, H., Hailu, B., Hailu, T. and Carter, S., 2017. A climate for solar power: Solutions for Ethiopia’s energy poverty.
Liu, M., Tay, N.S., Bell, S., Belusko, M., Jacob, R., Will, G., Saman, W. and Bruno, F., 2016. Review on concentrating solar power plants and new developments in high temperature thermal energy storage technologies. Renewable and Sustainable Energy Reviews, 53, pp.1411-1432.
Munkhammar, J., Bishop, J.D., Sarralde, J.J., Tian, W. and Choudhary, R., 2015. Household electricity use, electric vehicle home-charging and distributed photovoltaic power production in the city of Westminster. Energy and Buildings, 86, pp.439-448.
Phadke, A.A., Jacobson, A., Park, W.Y., Lee, G.R., Alstone, P. and Khare, A., 2017. Powering a home with just 25 Watts of solar PV: super-efficient appliances can enable expanded off-grid energy service using small solar power systems.
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