Energy Efficiency Economics & Markets

Analysis of Customer Behaviour

Client: Asia Electricity Utility

The study was aimed at developing methodology for estimating customer response to various programs and strategies (marketing, pricing, energy efficiency and DSM) by different segments of large commercial and industrial customers. This study involved analysis of Market Research data, collected through personal interviews, together with energy audit and load research data. Demographic (firmographic in case of business customers), psycho-graphic and behavioural attributes were used to establish behavioural profiles of various customer segments. Cross Tabs, Multinomial Logistic and Optimal Scaling Regression Techniques, and Independent Samples Means Tests were used to refine the segment profiles.