This book is included in the Self Reliance Heat & Power section.
Abstract
Industrial adoption of capital goods typically involves several
individuals with different backgrounds and job responsibilities. These
individuals differ in the way they perceive and evaluate available
product alternatives. The measurement and consideration of these
differences can lead to substantial improvements in the development of
marketing strategies for new industrial products.
This paper analyzes the introduction of solar powered air conditioning
aimed at the industrial market. Individuals most likely to be involved
in the adoption process are identified and differences in their
perceptions and evaluation criteria are measured. The investigation of
these problems leads to new measurement methods and to some new tests
for determining the equality of evaluation spaces. Implications for the
development of a marketing plan for industrial solar air conditioning
are discussed. The potential for application of the new methodology to
development of marketing programs for other industrial products is also
reviewed.
A significant difference between individual and organizational adoption
of energy alternatives (or, in fact, products of any sort) is that
organizations typically have several individuals involved in the
adoption process. These individuals differ in both their perceptions of
available product alternatives and their evaluation criteria. Specific
consideration of these differences in a product development procedure
leads to improvements in product positioning and opens new marketing
strategy alternatives. This paper suggests how differences in product
perception and evaluation criteria can be measured and how those
measurements be used to improve market entry strategy for solar powered,
industrial air conditioning systems.
Contents:
1.0 Solar Energy Alternatives
2.0 Industrial Adoption of Energy Saving Alternatives
3.0 The Data and Measurement Procedure
4.0 Grouping of Decision Participants
5.0 Product Perception Analysis
5.1 Perceptual Analysis Methodology
5.2 Perceptual Analysis Results
6.0 Product Evaluation Space Analysis
6.1 Product Evaluation Space Methodology
6.2 Product Evaluation Space Results
7.0 Marketing Implications
8.0 Conclusions and Implications for Research
APPENDIX 1
USE OF THE CHOW TEST IN ESTABLISHING EQUALITY OF
SEVERAL FACTORS OBTAINED FROM THE SAME SET OF VARIABLES IN DIFFERENT
SAMPLES
APPENDIX 2
ROTATED FACTOR LOADING MATRICES FOR THE FIVE
GROUPS
REFERENCES
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