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dc.contributor.advisorLawson, Rob
dc.contributor.authorGrieve, Campbell
dc.date.available2012-02-14T23:06:59Z
dc.date.copyright2012
dc.identifier.citationGrieve, C. (2012). An Analysis of Consumers’ Perceptions and Attitudes Towards Pay-As-You-Go Electricity Plans (Thesis, Master of Business). University of Otago. Retrieved from http://hdl.handle.net/10523/2109en
dc.identifier.urihttp://hdl.handle.net/10523/2109
dc.description.abstractPay in arrears electricity has been the traditional and most common method for purchasing power in New Zealand for a long time. As a result, both retailers and consumers are subjected to a number of problematic issues. These include bad debt exposure for retailers and lack of information and control for consumers. Pay-as-you-go electricity plans have the potential to overcome these issues. Therefore, Mercury Energy are interested in exploring its viability within the mass market of New Zealand. In order to do this successfully, the project utilised a mixed methodology to uncover factors that would potentially limit or enhance the diffusion of modern pay-as-you-go electricity plans. The qualitative component employed Mercury Energy’s recent trial product “Advance”, allowing a realistic examination of participants’ behaviours and perceptions. The quantitative component employed a survey that was intended to gain insight into the broader issues of introducing an alternative electricity plan. The findings of the research uncovered five key barriers that seemingly limit the diffusion of pay-as-you-go electricity plans. These barriers were mainly consistent with consumers’ apathetic treatment of new alternatives, association with undesirable electricity plans, social risk, and the discontinuity of attributes. The conclusions suggested that most of the barriers could be overcome, in time, with an extensive marketing push strategy. However, the discontinuity of paying in advance was considered detrimental to the likely success of any new alternative. It was thus recommended that paying for usage in advance should not be the central offering of any new alternative. Instead it should be kept as an optional feature initially where it can be introduced in a continuous fashion over a relatively long period of time.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectElectricity
dc.subjectEnergy
dc.subjectConsumer Attitudes
dc.subjectPerceptions
dc.subjectDiffusion
dc.subjectConsumer Inertia
dc.titleAn Analysis of Consumers’ Perceptions and Attitudes Towards Pay-As-You-Go Electricity Plans
dc.typeThesis
dc.date.updated2012-02-14T02:48:51Z
dc.language.rfc3066en
thesis.degree.disciplineDepartment of Marketing
thesis.degree.nameMaster of Business
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
otago.evidence.presentYes
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