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| Author: | Rowlands, I.H. Parker, P. Scott, D. |
| Title: | Consumer behaviour in restructured electricity markets |
| Journal: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 272-283 |
| Index terms: | Competition Consumer behaviour Electricity supply industry Loyalty Motivation |
| Freeterms: | Public opinion |
| Language: | eng |
| Abstract: | After many electricity markets became open to retail competition it has been more beneficial to understand the behaviour and motivations of residential electricity purchasers. Based on two surveys conducted in Canada the article answers two questions. Firstly, what kinds of people are more or less likely to switch electricity supplier and secondly, what motivates these people. The paper advances marketing strategies for new retail electricity suppliers and proposes plans for established municipal electric utilities. |
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