Personal contact, including target mailing and word-of-mouth is effective for promoting energy-efficient houses. Market segmentation of individuals must coincide with when they plan to buy or build houses. The proposed use of this marketing strategy (called stiletto marketing) is backed up by a mailed survey of New England homeowners and a review of relevant literature. It is a strategy similar to that used by agricultural extension agencies, also called “change agencies.” A hypothesis tested and confirmed was that differences occur in attitudes, beliefs, and behaviors between owners of recently constructed energy-efficient houses and energy-inefficient houses. Thus, homebuyers with a propensity to become “early adopters” (become buyers) of energy-efficient houses may be identified, and contacted either in person, by telephone, or the Internet. Currently, at an early stage in the diffusion of energy-efficient houses, marketing resources should concentrate on people who are most likely to become early adopters.
| Identifer | oai:union.ndltd.org:UMASS/oai:scholarworks.umass.edu:dissertations-4168 |
| Date | 01 January 2000 |
| Creators | D'Alessio, Glenn |
| Publisher | ScholarWorks@UMass Amherst |
| Source Sets | University of Massachusetts, Amherst |
| Language | English |
| Detected Language | English |
| Type | text |
| Source | Doctoral Dissertations Available from Proquest |
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