Energy Efficiency Economics & Markets

New Home Fixed Appliance Purchase, Fuel Choice and Decision Making

Client: Australian Energy Utility

EnergyConsult staff developed a survey of new home occupiers in Victoria to determine the market share of gas and electricity across a variety of end-uses and to survey new homes appliance stocks. A major focus of this research was on determining who were the decision makers, what was the decision making processes and what were the decision criteria used in choosing hot water, heating, cooking and air conditioning systems. Ensuring the results were statistically valid was a challenge, given the small and diverse population base and the difficulty in identifying relevant customers. The decision-making processes were mapped and recommendations concerning marketing communication strategies and the use of marketing channels were also developed.