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Consumer behaviour in restructured electricity markets
Author(s) -
Rowlands Ian H.,
Parker Paul,
Scott Daniel
Publication year - 2004
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.140
Subject(s) - electricity , competition (biology) , electricity retailing , business , marketing , electricity market , industrial organization , commerce , engineering , ecology , electrical engineering , biology
Abstract With many electricity markets around the world now open to retail competition, it is increasingly valuable to understand the attitudes, motivations and behaviour of residential electricity purchasers. Drawing upon two sets of survey results from an Ontario (Canada) community, this paper answers two questions. First, what ‘kinds’ of people are more or less likely to switch electricity supplier? Secondly, what motivates those who are more or less likely to switch electricity supplier? After answering these questions, the paper advances marketing strategies for new retail electricity suppliers and proposes business plans for established municipal electric utilities. Copyright © 2004 Henry Stewart Publications Ltd.