We use hydrocarbon products in all areas of our everyday life, such as in the fields of transportation, production, clothing, and high technology. For the purpose of our study, we also include habitat and comfort. In recent years, the issue of sustainable development has been emphasized in order to find a solution to environmental problems. This humanitarian concept is the desire to develop tools and procedures that are used to receive or produce "clean" energy.
It is estimated that by 2025, there will be lower levels of oil reserves, geopolitical instability and the mechanisms of increased demand relative to supply will only be per barrel of crude oil, which will trade at $320. This increase in oil prices will impact all levels of the organization of our civil societies.
Therefore, in recent years a new system that captures the rays emitted by the sun called solar energy has been introduced. Today, more and more companies are turning to this new energy which is obtained through the use of solar panels, and solar photovoltaic energy. A company named IDS markets and installs solar panels, and is located in Quebec among three rivers.
Employing solar energy in homes is a concept that has just arrived in Quebec. The households are not yet aware of the installation of solar panels in homes. The question of aesthetics and cost are two important concepts that a potential customer can question. We must understand the marketing problem to examine the means to be implemented to encourage consumers to buy this product.
At first glance, the product is expensive and not just the aesthetics are considered. The aim of our research is to understand consumer behavior regarding the purchase of a solar panel, and also to know the key points that the company needs to improve upon to attract consumers. The team needs to analyze the decision process of purchasing a solar panel in order to make marketing recommendations to IDS Energy, and thus increase their sales.
Initially we established four typical profiles of people who are likely to buy a solar panel for private use. These profiles are: the person concerned by the environment and environmentally committed; the relatively high income person who resides in a house; property owners wishing to reduce their water heating bills and electricity; the industrial enterprises type that have high water consumption.
The trigger for a product like solar panels is very simple. Buying a solar system is a high involvement purchase. The main reason that pushes a potential buyer to this type of product is cost saving in the energy generated by such a system and also the ecological aspects of this type of installation.
Tags: IDS Energy, solar panels, decision making process of purchasing a solar panel
[...] These four profiles are most likely to buy this product and will allow us to begin the initiation phase of the purchase-decision making, position ourselves well in place of the potential customer, and analyze the reasons that will cause him to purchase. Decision making The outbreak The trigger for buying a product such as solar panels does not happen the same way as buying a CD. The simple reason is that purchasing a solar energy system is a high involvement purchase. Therefore, it requires much more than the routine questioning that accompanies a regular purchase. [...]
[...] Heating with wood Yield Open fire 10 to 15% Closed hearth 70% Wood stove 50 to 70% Wood stove logs 40 to 80% Wood stove pellet 80% or more Boiler wood logs 50 to 90% Modern boiler pellet 85 to 100% For several years now, the WHO (World Health Organization) has been warning people against particles emitted into the atmosphere by the burning of wood, which would be very harmful to human health. Besides, the cost of purchasing and installing a stove, a fireplace or boiler is very high. [...]
[...] However, the cost of purchase and installation is a long term investment, which means it is high to begin with. Aesthetics is also a point which slows the enthusiasm of some consumers, because such equipment can be disorienting. Also, if the weather is not favorable, the efficiency of solar collectors will not be at its maximum and the system becomes more or less useful depending on it. Purchase intent After analyzing all the possibilities available to him, the consumer makes a preset choice that seems most effective in view of his situation. [...]
[...] At this stage, the buying process becomes more definite. It is at this stage that the consumer gathers information and he does this in two ways. Firstly, he passively pays more attention to articles, reports on the topic and listening to his companions when they speak about heating in general. In short, he will gather information without doing so consciously. On the other hand, if the information he holds at that time seem insufficient to make an informed decision he will continue to collect data, but actively. [...]
[...] Also they have a lifespan of 25 years and get their energy from an inexhaustible source: the sun. WEAKNESSES The main weakness of solar panels is that their installation is quite costly, and may be to the tune of $ 10,000. Furthermore the production of panels is not an eco-friendly operation, and is like many other industrial products in terms of its contribution to global warming. Besides, individuals are often reluctant to install because they find that the panels do not meet their standards of beauty. [...]
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