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| Author: | Wood, L. L. Mauskopf, J. A. |
| Title: | Forecasting market potential and market penetration of residential water heater load control programs |
| Journal: | Journal of Forecasting
1991 : JUL, VOL. 10:4, p. 399-413 |
| Index terms: | MARKET RESEARCH ELECTRICITY SUPPLY INDUSTRY POWER CUSTOMERS INCENTIVES USA |
| Language: | eng |
| Abstract: | A model is presented which estimates market potential and forecasts market penetration for one demand-side management /DSM/ program: water heater load control, in the service territory of Virginia Power Corp., a large electric utility in the USA. Water heater load control is a voluntary program where customers are paid a monthly incentive to allow the utility to shut off power to electric water heaters during peak demand periods. Reducing the level of peak demand through DSM programs is one way for utilities to avoid building new power plants. The total energy and demand impact, the projected energy and demand impact, the energy saving, and the customer decision process are discussed. |
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