Biomass residential heating: semantic structure and implications for advertising

For a business, knowing current stakeholder product knowledge is essential to influencing behaviour. What do consumers think and feel about biomass residential heating? An assessment of consumers’ semantic structure about a biomass residential heating product: pellet stove/furnace, reveals that consumers perceive the product as natural but laborious to maintain, and dirty/smelly. An exploratory analysis of the industry’s marketing communications suggests that the industry is not addressing the ‘ease-of-use’ issue.


Issue Date:
2015-04
Publication Type:
Journal Article
DOI and Other Identifiers:
2063-0476 (Other)
Record Identifier:
http://ageconsearch.umn.edu/record/206117
PURL Identifier:
http://purl.umn.edu/206117
Published in:
Studies in Agricultural Economics, Volume 117, Number 1
Page range:
57-60
Total Pages:
4
Note:
http://dx.doi.org/10.7896/j.1508




 Record created 2017-04-01, last modified 2018-01-23

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)