Renewable Energy in China

Running head: SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
Development of Sustainable Integrated Marketing Communications in the Energy Industry
Name of the Student
Name of the University
Author note

1SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
Table of Contents
1. Literature Review........................................................................................................................3
1.1 General Background of the development of Renewable Energy (RE)..................................3
1.2 Discussion on Genesis of oil companies in the (crude) energy sector of Nigeria.................4
1.3 How Nigeria economy has benefited from the oil boom.......................................................5
1.4 Alternative to crude oil e.g. renewable energy......................................................................7
1.5 How Nigeria is now moving to RE and What Nigeria economy stands to benefits............12
1.6 Comparison of countries who have benefited from RE, types RE they use, and benefits of
RE to their economy..................................................................................................................15
1.7 How Nigeria will benefit from RE......................................................................................18
1.8 How RE products is currently being marketed in developed countries...............................20
1.9 What technologies are available and being used in developed economy and emerging
economy.....................................................................................................................................25
1.10 Discuss whether or not there is a shortfall of technology in Nigeria.................................28
1.11 Discuss the finance of RE e.g. charity funding and the issues of affordability of RE for
general public.............................................................................................................................30
1.12 Key Findings and Gaps in the Literature Review..............................................................33
2. Research Methodology..............................................................................................................37
2.1 Introduction..........................................................................................................................37
2.2 Research Approach..............................................................................................................38
2.2.1 Deductive Research Approach.....................................................................................39

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2.2.2 Inductive Research Approach.......................................................................................40
2.3 Selection of the proper research approach.......................................................................42
2.4 Research Design..............................................................................................................44
2.4.1 Selection of the Technique for Research Design..........................................................44
2.5 Data Collection Methodology..............................................................................................45
2.5.1 Classification over Data Collection..............................................................................46
2.6 Data Analysis Methodology................................................................................................48
2.6.1 Qualitative Data Analysis Methodology......................................................................49
2.6.2 Quantitative Data Analysis Methodology....................................................................51
2.7 Research Philosophy............................................................................................................52
References......................................................................................................................................54

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1. Literature Review
1.1 General Background of the development of Renewable Energy (RE)
In the present times, there has been a massive increase in the rising effect of Renewable
Energy (RE). With the rising effect of innovation, there has been a massive form of growth in the
forms of renewable energy. The proliferation of renewable energy have changed the face of the
energy industry for an emerging economy. Hence, there has been a major rise in the process in
which there has been a democratised form of production of energy and consumption within the
country (Emodi and Ebele 2016). The energy industry was entirely based on grid-connected
power and fossil fuel-based companies before the sector of renewable energy had become the
most significant player in the market.
In the discussion supported by Aliyu, Modu and Tan (2018), it has been discussed that in
the present times, the government of different countries have been in the process of embarking
for the undertaking of ambitious culture. This has further increased the market share for the
proliferation of renewable energy. Different political ambitions are described to be the main
driving forces for different energy companies in order to engage within the established projects
for designing an innovative climate. The perceptions of energy companies are focused over
business opportunities, which are also determined by a certain set of factors that would have a
major influence over the innovation ambitions.
The supported literature in the following parts of the research would focus over the
genesis of oil companies that primarily deal with the crude energy sector in Nigeria. This
discussion further leads to the ways in which the Nigerian economy has been benefited from the
oil boom while also focusing over the different alternatives that could be included for crude oil

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(Oyedepo et al. 2019). The discussion of the literature also studies the comparison of various
countries, which have majorly been benefited from the rise of RE and the certain benefits that
have been made over the economy. In the following parts of the literature, the useful
technologies that are majorly employed within the various RE industries and the developed
economy are discussed.
1.2 Discussion on Genesis of oil companies in the (crude) energy sector of Nigeria
Energy forms the pivotal role for the development and economic progress of any nation.
One of the most vital issue that is being faced by most countries is based on an uninterrupted
energy supply. The future form of economic growth would crucially depend on the full-time
availability of energy gathered from sources that would be accessible, affordable and
environment-friendly (Odupitan 2017). Some other terms that could be linked with energy are
climate changes, security and public health. The prime significance of the resources of energy
could not be overemphasized. The prime reason is that they would be considered as vital in every
sector of the economy. Electricity is thus defined as the most wide and desired form of energy
that is used on a global basis. They would thus play a major role within the technological and
socioeconomic development of any country (Okoro et al. 2017). In the recent past, it has been
seen that Nigeria has been in the phase of experiencing extreme shortage of electricity that has
been characterized due to the high form of unreliability index for the past decades.
Nigeria is considered as one of the largest oil producer within Africa. Ogbuigwe (2018)
discusses the fact that Nigeria holds the largest reserves of natural gas within the entire continent.
An overall view over the different eras of energy and their most useful features, which could
serve as most important points. These points could thus be useful for understanding the major
influences that have majorly formed an impact on the natural changes made by the supply of

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energy infrastructure and their major use in Nigeria. Different resources based on energy are
available within Nigeria in abundant proportions. The country primarily possesses the largest
reserve of crude oil in the world (Lawrence 2018). However, electricity is defined as the basic
requirement for establishing a sustainable livelihood within the continent. The Universal Basic
Education and poverty eradication program would require a major form of energy based on
measuring the success factor of the energy resources. The primary absence of the supply of
reliable energy has put the rural population in a backward condition.
The factor of the absence of the supply of reliable energy has untapped the economic
potentials of the country. However, Abu (2016), discusses that Nigeria has been highly blessed
with the factor of abundant form of energy resources, which includes biomass, wind, solar and
small kind of potentials based on small hydropower. The logical solution is thus based on the
increasing level of penetration for renewables into the mix of supply. The patterns for energy
consumption from all over the world have shown the fact that the African countries and Nigeria
have supported towards the low rates of energy consumption (Ikein 2017). The Nigerian
continent majorly suffers from the inadequate form of supply of usable energy due to the high
increasing demand as the focus of a developing economy. Nigeria is highly rich in different
conventional forms of energy resources that includes coal, national gas, oil and lignite. The
continent has also been endowed with different renewable energy sources, which are
hydropower, wind, wood and solar energy.
1.3 How Nigeria economy has benefited from the oil boom
Arif (2019) in his discussions has claimed the fact that the energy sector within Nigeria
has been considered to play a highly vital role within the economy of Nigeria. This is mainly due
to the reason that the country would be highly endowed with an abundant form of energy

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resources that includes gas, oil, water and coal. The discovery of oil in Nigeria occurred in 1958.
Since the early 1970s, the discovery of oil has majorly dominated the economy of Nigeria. In the
present times, Nigeria has become the largest kind of oil producer in sub-Saharan Africa
(Ogwang, Vanclay and van den Assem 2018). The country has become one of the member of
OPEC and as per an estimation, the production volume of oil had reached till 2.413 million
barrel/day in the year 2005. With the high rising volume in the production of oil, it has become
the sixth largest producer of oil. Since, the year 1960, Nigeria has reaped up to an estimation of
US $600 billion with the revenue generated from the production of oil.
Crude oil has become one of the primary source of economic strength to Nigeria since the
various kind of oil products can be sold at a greater value that could surpass the extraction cost.
Different researches have led to the fact that such an economy that would have abundant
resources would be able to seek more form of rents that those economies who would have little
amount of resources (Altabef and Gaonkar 2017). In Nigeria, it can be seen that oil resources
have majorly been identified to become on the most primary drivers behind corruption and rent-
seeking activities. The growth of oil reserves have led to the major increase in the form of
earnings from foreign exchange during the boom of the era of oil. The utilization of the resources
focusing over oil boom in some of the laudable public projects occurring within Nigeria
(Nyarko, Antwi and Antwi-Boasiako 2019). The major productive base of Nigeria includes
different hydrocarbons, production of crude oil and farming. Hence, they represent 75% of
employment and 90% of foreign trade.
In the recent 5 years, there has been a tremendous improvement in the economy of
Nigeria with an average 7%. However, this improvement in Nigeria have majorly been
facilitated with the growth of the oil sector. Since the fluctuating prices of oil in Nigeria, a lot of

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focus would be put towards the maintaining of a consistent price margin within the oil sector
regardless of the present status within the global market (Manasseh et al. 2018). The factor of
instability in the sector of oil prices and the over-reliability factor on oil in Nigeria have led to
numerous concerns by several economic analysts. They have raised such concerns in relation to
the fate of the country for the near future.
In a subsequent form, the income of Nigeria had decreased when there was a fall in the
prices of oil after the major boom. The increases in the prices of oil from the year 2005 to 2008
had majorly reflected the increase within the expenditure and revenue for the government of
Nigeria (Abraham and Michael 2018). However, in 2009, there was a major form of financial
crisis in Nigeria, which had prompted towards the falling prices of the world oil consumption.
The impacts made by oil on the export and GDP of Nigeria are majorly influenced by the prices
generated from world oil (Akinyetun 2016). Hence, the principle based on comparative
advantage had mostly become irrelevant because the several adjustments made in oil production
could not form a major influence over the economic development in Nigeria.
On the other hand, it has been estimated that Nigeria owns the third highest number of
low economic sections of people in the entire world after India and China. Low level of human
development strategies, environmental degradation and social conflicts are considered as some of
the problems that have segmented the present developmental state of Nigeria (Obi 2018). The
vast form of natural resource reserves have formed many forms of implications for the society.
They would also have political and economic developments within the country while also with
the consideration of environmental implications.

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1.4 Alternative to crude oil e.g. renewable energy
According to several previous records, it has been seen that Nigeria had mostly crept
through the worst form of recession for more than two decades. This form of recession had
precipitated on a large scale based on persistent fall in the sector of international oil prices (Ben-
Iwo Manovic and Longhurst 2016). After a recognition of the dangerous nature of an economy,
there has been a major form of emphasis that has been made on a continuous basis. A
diversification has also been made through the means of development that would be made over
the non-oil sector. This form of a diversified strategy should be prepared in such a manner that it
would be made for a long-term strategy.
In a traditional form, the concern for renewable energy has mainly been driven based on
the targets set for sustainability. It has also been fuelled with the regional efforts based on
diversifying the existing portfolios of energy (Oyedepo et al. 2018). There are many kind of
subsidies, which have design the solar PV into an economically attractive form. This form would
be made more viable for the consumers within the countries. The result of this change would
result in unprecedented growth within the past decades. The global installation of solar power
setup have shown a tremendous growth since the year 2006. It has also largely been drawn with
the continuous drop in the capital costs (Osunmuyiwa, Biermann and Kalfagianni 2018). It has
also been seen that the price of PV modules had largely fallen by a margin of 30% since the year
2008. The reduction in terms of capital investment has majorly allowed for the solar power
energy to be viewed as an alternative of viable energy. This alternative based on viable energy
has been considered in terms of the generation of traditional power from nuclear, natural gas and
coal.

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There are many countries in the Middle East, which have included solar power as a form
of their major investments to increase their portfolio of wider energy. The introduction of solar
energy as an alternative to crude oils could be considered as one of the best possible option for
the future of “post-oil” (Diemuodeke et al. 2017). In most countries, the fact of renewable
energy, whichhas been considered as an alternative to crude oil. It also has a wider portfolio in
which natural gas and coal would play their major roles. The major drop in the prices for crude
oil had been a leading cause for many nations to think about their decisions and allocate their
present subsidies (Somorin, Di Lorenzo and Kolios 2017). This further has presented a major
opportunity for the transition of renewable energy from an alternative of energy to an energy
staple.
This discussion focuses over the alternative that could be presented towards the Nigerian
economy, which could be considered as an alternative to crude oil. The strategies and policies
that have been set by the Government in Nigeria are based on harnessing the major potential
present within the resources of natural oil including the dynamics within the mining landscape of
Nigeria (Diemuodeke, Hamilton and Addo 2016). In Nigeria, it has been seen that there are wide
form of prospects based on growth that could be set for the sector of solid minerals. In the year
2015, there was a discovery of marginal growth in the area of mining of solid minerals that had
hit 69.2 billion. It had amounted and contributed to 0.33 percent in the areas of GDP (Aliyu,
Deba and Saidu 2017). However, other figures that had been published by the National Bureau
of Statistics (NBS) had shown the fact that the mining and minerals sector had majorly
contributed to 0.55% to the GDP of Nigeria in the year 2016.
As per the above figures and definition of alternatives that could be presented for crude
oil, the discussion could be further be focused over the fact that the primary substitute to crude

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oil includes ethanol, wind power and nuclear power. Elum and Momodu (2017) have stated the
fact that although fossil fuels can be considered as a small form of alternative in the areas of
domestic and global energy markets but it can be considered as a considerable form of public
momentum based on the increase over their utilization (Akorede et al. 2017). Financing towards
renewable sources of energy through the levelized cost of energy (LCOE) analysis have been
able to place a heavy form of emphasis over the upfront form of capital costs that can be
estimated in an easy manner. Renewable energy is considered to be a sector, which entirely
depends on the technological development. Hence, the various costs uncured from such forms of
energy would continue in their form of decreasing based on the improvement and refinement
methods that includes their manufacturing, techniques of installation and other forms of
development (Olaoye et al. 2016). On the other hand, fossil fuels are considered to be an
extraction-dependent sector. In such sector, the costs would generally increase as the various
resources would become a hard task to be detected.
In an arguable manner, the fossil fuels had generally stood to gain more form of benefits
from the cost deflation and technology. The development of technology based on the purpose of
extraction and drilling can be described as limited and slow (Fakehinde et al. 2019). This kind of
differentiation based on extraction-based and technology-based industries can be described as a
critical point based on communicating with various potential investors. The dropping module
based on the prices of solar energy and research progress based on capturing of energy and
storage could lead to renewable energy for leveraging the maximum opportunity for the present
state of crude oil (Adewuyi 2016). This situation would further lead towards penetration of
sources based on conventional power. The various national policies that also includes the costs
based on technology have the most form of significant implications over the economic

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competitiveness based on energy such as solar and wind. However, the major drop in the prices
of oil have put forward an opportunity for wind and solar based on leveraging technology
developments and reductions in capital costs (Osunmuyiwa and Kalfagianni 2017). This would
thus be needed to increase the level of market penetration for renewable energy.
The nuclear power can be considered as another form of alternative when compared to
crude oils. Different countries from all across the globe have some larger concentrations of
nuclear energy that are used for deriving better results (Otene, Murray and Enongene 2016).
According to research conducted by National Aeronautics and Space Administration (NASA), it
has been stated that nuclear power can be considered as the most effective form of substitute for
the challenge over fossil fuels based on the consumption of future form of energy. In comparison
to gas, coal, ethanol and oil, nuclear power has the capability to produce a negligible and adverse
effect over the climate (Okoye, Taylan and Baker 2016). The use of nuclear power can be
considered to be utilized in a cheap manner as compared to other forms of clean kind of energy,
which includes wind, solar and hydropower energy.
Wind and solar power are considered as two popular forms of sources of renewable
energy. Different kind of proponents have argued over the fact that the various kind of
substitutes would be able to offer a clean kind of break towards the area of fossil fuels (Elum,
Modise and Nhamo 2017). As per different signifying points discussed by the Institute for
Energy Research, it has been cleared that wind and solar power could be used widely in the
forms of renewable sources of energy. Most form of contemporary wind and solar plants would
need a major form of constant source of backup power. In a usual form, electricity is generated
from various coal plants (Cline-Cole and Maconachie 2016). As per the estimations generated
from reports made by the International Energy Agency (IER), it states that consumers in the

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present times, mostly rely on wind and solar power for 10% and 8% of the use of global energy.
The IEA also acknowledges the fact that specific kind of policy frameworks need to be put under
action. These includes tax funded government grants and subsidiaries based on the increased use
of alternatives (Longhurst, Ben-Iwo and Manovic 2016). Although different alternatives had
been proposed, the sector of solid minerals have been considered as the primary drivers of
growth and the major form of game changer for the economy of Nigeria. The present goal of the
Government of Nigeria is to raise revenues based on non-oil through the idea of diversification.
1.5 How Nigeria is now moving to RE and What Nigeria economy stands to benefits
The Nigerian economy has faced tremendous population boom, which has stretched the
supplies of power and soared the emissions of carbon to a certain breaking point. Hence, the
given reasons has been a major factor towards turning an oil-rich Nigeria into a renewable-based
economy to a major extent (Akuru et al. 2017). Nigeria, which is one of the most populous
country in Africa, requires 10 times of the current output of electricity based on guaranteeing
supply to 197 million people. From various estimations, it has also been seen that half of the
population in Nigeria do not have access to electricity supplies.
Different campaigners who have initiated the transition process to renewable energy
sources have discovered it as the most efficient way of bringing the different rural communities
into a common platform (Oyedepo et al. 2019). This transition is further been aimed to clean a
bit of the population from the worst form of population rates. According to Thomson Reuters
Foundation, it has been discussed that ready and easy access to electricity to every home would
further help in reducing the unemployment rates in youth. This would further help in increasing
the productivity within the country (Jimah, Isah and Okundamiya 2019). Renewable energy if

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brought in within the economy would lead to greater form of contribution towards the major
form of reduction in carbon footprint based on the energy demands from an urban population.
As per reports presented by Thomson Reuters, it has been strategized by the Nigerian
Government that the expansion of electricity would range up to 75 percent of the entire
population by the year 2020. It has also been figured out that the percentage of expansion would
reach up to 90 percent by the year 2030 (Edomah 2019). Nigeria also aims towards the
generation of 30 percent of the total amount of energy from different forms of renewable sources
by the year 2030.
According to another report published by Organization of the Petroleum Exporting
Countries (OPEC), it has been analysed that the production of oil and gas majorly accounts for
more than 35 percent of the gross domestic product in Nigeria. It also gains a position for 90
percent of the total revenue for exports (Evans et al. 2019). In the recent past years, Nigeria has
majorly invested with $20 billion in different forms of solar power projects. The purpose behind
the implementation of the solar power projects majorly seeks towards the boosting of capacity of
national grids. These are further aimed at reduction of reliance based on the building of mini-
grids in various rural areas without the absence of electricity.
Although Nigeria majorly possesses an abundant form of access to different sources of
renewable energy and a best designed master plan for the use of renewable energy, the country is
still lagging behind in the forms of renewable energy. These majorly reflects to the purpose of
usage and energy development (Glover 2017). The use of a master plan for renewable energy
could majorly be attributed to the different incurable costs based on the use of renewable
resources, which when compared to costs incurred with the use of fossil-based fuels. The
resources should be made attractive in an economical manner based on the increasing usage of

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renewable energy. There has been major changes towards the shift towards renewable energy for
the purpose of mainstreaming of sustainable development, which is currently in the phase of
growth.
The switching towards renewable energy for the Nigerian economy would lead to
different forms of positive contributions in the development of rural areas. The transition would
also lead to lower costs of healthcare facilities, independence factor of energy and mitigation for
climate changes (Worrall, Roberts and Whitley 2018). Although the renewable energy would not
be able to compete with fossil fuels in terms of price factors, there have been a factor of margins,
which would be narrowing. Another major form of improvements have been found in terms of
production of renewable energy and efficiency for energy. However, the costs for these have
decreased the capital amount that would be needed for major applications.
From the various forms of investment strategies based on the implementation of
renewable sources, it can be discussed that there is a major need for capital investment.
However, it has been seen that costs incurred for the investment have majorly fallen with a
margin of 76 percent since the past five years (Akinwale et al. 2019). The many forms of
interests for the incorporation of renewable energy within the work culture and mainstream
sustainable development is recently in a growing phase. This has majorly been possible due to
the wide form of expansion of commercial markets that depend on renewable energy as the
major factor of investment.
Nigeria is in the major process of searching for various other kind of alternatives, the
primary reason behind this is due to the economy based on fossil-fuel, which would come to an
end eventually. Hence, a proper backup of energy resources should be kept in hand at the earliest
as this is of utmost importance (Adepoju and Akinwale 2019). However, with the growing

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utilization of renewable energy resources and growing form of governmental support, Nigeria
has strengthened their ability towards incorporating the effect of renewable energy into their
power grid. This sector is also increasing in a high form.
Some of the major trends based on the renewable energy market in Nigeria in the recent
years are:
1. As per estimations, it has been seen that 10.6 million of SMEs and 27.9 million
households have a major need towards accessing electricity within Nigeria. In order to meet with
the increased demands, Nigeria should raise non-profit organisations and businesses who would
majorly be focused towards the development of products and projects that would be helpful for
increasing the access of electricity for businesses, communities and homes.
2. There are several non-governmental organisations (NGOs), which plays major roles in
developing services based on renewable energy in the Nigerian culture (Okudolo, Amamkpa and
Ani 2019). The NGOs would be able to support the major form of growth of renewable sector
through financing activities, capacity-building and promotion of public awareness.
1.6 Comparison of countries who have benefited from RE, types RE they use, and benefits
of RE to their economy
Different countries from all over the world have formed together a plan for developing a
low-carbon future. This could be embraced based on embracing geothermal, wind and solar
energy. In the following parts of the discussion, there is a comparison derived from literatures
about the countries, which have majorly been benefited with the use of RE. The discussion
would also focus over the types of RE that are used in the present times and the benefits, which
are drawn over their economy based on the use of RE.

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1. Sweden – In the year 2015, Sweden had described the innovative goal based on
elimination of fossil fuels based on the generation of electricity by the year 2040. A major kind
of investment has thus been put on the use of major form of renewable sources of energy such as
smart grids, wind, solar, clean transport and storage of energy (Börjesson, Hansson and Berndes
2017). Based on bringing in such challenging major investments within their economy, Sweden
has set forward a challenge to other countries based on joining them in the race of bringing in
latest developments in terms of renewable energy resources.
2. Germany – The country is considered as one of the world leader in terms of renewable
energy during the first half of the year 2018. Germany had been considered to be one of the
largest producer of electricity in order to provide power to every single household for the country
in a single year (Dóci and Gotchev 2016). Germany has set themselves a target to Government of
Germany has been thinking of plans based on providing a brighter future to their people in terms
of providing solar energy.
3. Uruguay – The country is considered as one of 100 percent that would be powered
with renewable energy resources that is considered as less than 10 years in terms of concerted
effort. Uruguay is considered to have invested majorly into useful form of renewable resources
such as solar and wind (Zabaloy and Guzowski 2018). The utilization of renewable resources in
the country rose from 40 percent renewables, which had been analysed in the year 2012.
4. Denmark – The country receives half of their percentage of electricity from solar and
wind power in the year 2017. However, in the country, 43 percent of the electricity had been
derived from wind, which can be considered as a new form of world record. It can thus be
discussed as the high percentage of wind power, which had ever been achieved on a worldwide
basis (Petersen 2018). Hence, from the analysis over the consumption of renewable sources of

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energy, it can be discussed that Denmark majorly aims to become 100 percent free from fossil
fuels by the year 2050.
5. China – The country had become one of the largest contributor to the use of renewable
energy resources by the year 2017. The country had made the largest use of solar energy and
wind capacity, which had been installed at every part of the country. Long term plans had been
set by the officials based on benefiting their economy (Zhao and Luo 2017). The Government of
China had also confirmed over the fact that they would generate 35 percent of the electricity
within the country from different sources of renewable energy by the year 2030. The major
mission aimed by the country would be to clean up the polluted air.
6. Morocco – Morocco is situated in such a region that it would have an ample amount of
energy that could be derived from the sun. This figure can be considered to be much bigger than
any other country in the world. Hence, Morocco has been in the planning process to construct the
largest kind of concentrated solar plant in the earth, which is nearing towards its completion
(Hanger et al. 2016). There are other forms of renewable energy resources, which are hydro and
wind plants. However, the major solar plant has been expected to near towards its completion by
the year 2020.
7. United States of America (USA) – As per several estimations and reports, it has been
discussed that a new kind of solar energy system would be installed at a time gap of two minutes
in the year 2014. The earnings generated from these systems had put USA in the fifth place in
terms of global rankings based on the installed capacity of solar photovoltaic cells (Anawar and
Strezov 2018). America also possesses the records of holding the second ranking in terms of
installation of the capacity of wind energy on a global basis after China.

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8. Kenya – Kenya is also in the process of implementing geothermal energy based on the
major purpose of powering their future and thus reducing the reliability factor of costly form of
imports based on electricity. From various reports based on the generation of power, it has been
seen that Kenya gains half of their electricity from different geothermal energy resources. The
trend had started from 13 percent in 2010 (Kazimierczuk 2019). However, Kenya also gains
another maximum source of energy from wind. The largest farm in Africa gains 310 MW power
that is directly connected to the electric grid in October. Thus, the country has been set to
provide another 20 percentage of their power from the installed capacity of electricity.
1.7 How Nigeria will benefit from RE
Efficiency in energy leads to many form of social benefits being incurred over the
economy of Nigeria. These social benefits brought over the economy includes the factor of
reduced energy bills for every poor household within the Nigerian economy. From an economic
standpoint, it can be discussed that the implementation of renewable energy target within the
country would have much form of significant costs (Emodi et al. 2017). The Nigerian economy
could majorly benefit from the use of targeted interventions, which would further aim towards
the reduction of local air pollution. This would also help the country to help in tackling against
the emissions from greenhouse gases.
From previous times, it has been seen that Nigeria has been facing several constraints
based on their economic growth scenario. The lack of irregular supply of power and reliable
access can be defined as a persistent problem that might be affecting several businesses, which
are spread across the country. This kind of problems based on the supply of energy resources
mostly discourages various foreign investors from investing within the country (Lin and Ankrah
2019). From an estimation over the world power, it can be seen that Nigeria is situated at the

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bottom of the ranking of world power. Hence, according to the World Bank Business Report, it
has been ranked at 187 among 189 countries from all across the world.
In the present times, the current form of output based on renewable energy can be seen as
a percentage for the overall mix of energy. This percentage can be considered as extremely low.
The energy mix has largely been dominated with the extreme use of oil that constitutes up to 57
percent and a 36 percent of natural gas (Haseeb et al. 2018). Hydropower and solar power
majorly represent 7% and 13% respectively. The majority of the Nigerian population primarily
depends on the utilization and burning fuel wood based on purpose of generating energy. The
burning of fuel wood has several forms of serious health implications that would be brought for
heart and lung diseases (Ikhide and Adjasi 2018). The reports presented by the Nigerian
government shows that 32% and 43% of child-deaths and post-neonatal have majorly attributed
towards the use of wood fuel in the entire country.
Based on the discussion supported with the problems being faced by the Nigerian
economy, it can be discussed that the transition from the use of fossil fuels to the revolution
based on renewable energy sources. The transition scenario has been discussed in the climate
agreement of Paris 2015. As per several estimations, it has been discussed that the use of
renewable energy resources would become a factor of extreme competitiveness as the cost of
using fossil fuels have continued to fall drastically (Mendes et al. 2018). In order to get relieved
from this situation, Nigeria should seize the major opportunity for developing the use of
renewable energy for fostering towards economic growth. This would also be necessary for
improving the livelihood scenario of people.
Renewable energy could play a major form of important role towards meeting the future
needs of energy in both of urban and rural areas. Utilization and development of renewable

20SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
energy should be given with the topmost priority. The country of Nigeria is mostly blessed with
a large form of renewable energy resources (Ayodele, Alao and Ogunjuyigbe 2018). The full
form of utilization and development would help towards leading in the areas of sustainable
development and reduction in the poverty for the economy. Some of the primary reasons that
lead to the use of renewable energy resources and technologies is that they form a key
component towards the impact on sustainable development. The use of renewable energy
resources thus leads to less impact over the environment and any other form of energy sources
(Oyedepo et al. 2019). In order to seize the various kind of opportunities based on the use of
renewable energy, Nigeria should invest towards the markets supporting renewable energy
resources. Thus, technologies should be developed in such a manner that it would remove all
forms of constraints and barriers towards the diffusion of renewable energy.
Nigeria possesses the major form of potential for making use of renewable energy in
order to provide great form of service to their people and towards the economy. The renewable
energy could be in the form of hydropower, biomass and solar. The country also majorly invests
in the field of research and development in order to bring in major kind of developments for the
expansion of such form of industries (Adesanya and Pearce 2019). The Nigerian Government
should sign laws based on designing the best kind of an energy plan. The development and
implementation of renewable sources based on energy would be able to open new kinds of
prospect based on increasing the indigenous supply of energy. It would thus contribute towards
self-sufficient forms of energy to every household of Nigeria.
The most obvious benefits that would be incurred with the implementation of renewable
energy within Nigeria is that it would help in the creation of new form of options based on
responding towards the energy requirements. Many kind of energy requirements would be in the

21SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
areas of domestic, industrial, transport, rural and various different sectors (Kwag, Adamu and
Krarti 2019). They would thus be able to provide a decentralized and diversified pattern towards
the supply of energy. In Nigeria, the use of renewable energy has particular form of relevance as
the electricity grids do not extend towards the several remote areas. Thus, renewable energy
would present a unique opportunity towards the construction of power plants wherever needed.
1.8 How RE products is currently being marketed in developed countries
In present times, the marketing of products based on renewable energy have been made
using several different forms of marketing strategies. Among these, the use of Integrated
Marketing Communications (IMC) could be discussed as the most useful feature that could help
for the major boost of the sector (Lamidi et al. 2017). The leading location in terms of
investments over the use of marketing tactics have been made by China. Their investments had
been made in the year 2017 that had accounted for $126.6 billion and this is further considered as
the highest kind of figure and had reached up to 45% of the total marketing sector. The
investment made by U.S was considered to be far below from China at an amount of $40.5
billion, which was 6% down from the investments made by China.
The marketing of renewable energy products is currently being performed with the help
of the initiative known as Public Private Partnership (PPP) based on performing fervent and
effective forms of market delivery. Nigeria has majorly invested within the energy market, which
has been put under an estimation of 7.5 billion worth US Dollars. The market based on
renewable energy primarily refers to solar, wind, biomass and different other kinds of small
forms of hydropower options for the generation of electricity (Bello and Abdulai 2016). The
installation of products based on renewable energy, which includes solar energy, wind energy
and hydropower energy. Low forms of energy applications that includes street lighting,

22SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
community lighting and water pumping are being marketed by installing them at various
suburban regions and homes. Under the new policies implemented by the Government at
Nigeria, the supply and energy demands would be implemented in a sustainable manner based on
achieving the balance between social development, economic development and protection of
eco-friendly nature.
There are various theories and models that could be related to the purchase behaviour of
consumers for the renewable energy products. The discussion of the EKB model primarily
considers the model for decision making for consumers. The use of this model defines 5 primary
steps based on Need Recognition such as Information Search, Evaluate Alternatives, Purchase,
and Outcome (Stankevich 2017). Another theory is based on the use of Word-of-Mouth concept
that would be allowed on the platforms of Social Media. This thus provides capabilities towards
consumers based on sharing their positive and negative experiences. The theories of Word-of-
Mouth based on Social Media mostly plays a major role towards putting an influence over
customers.
Based on the marketing behaviour of renewable energy products for the consumers, it can
be seen that consumers mostly depend on information that would be heard by them from
different people. According to the principles supported by Philip Kotler, it can be discussed that
marketing as defined for the RE products would be made as per proper guidelines for
administration and be done with the help of social processes. Based on such standards, the
groups or individuals in Nigeria would be able to gain beneficiaries from the Government. The
target audience could also be identified and based on this, the competitors could be identified.
However, on the other hand, with the help of the principle supported by Chris Fill and Turnbull,
it can be discussed that this approach based on the effective use of IMC would help in

23SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
developing ideas related to the understanding over the key drivers of market based on
influencing brand strategies (Fill and Turnbull 2016). These principles would also extremely
support for the identification of issues and restricting the progress in meeting objectives set for
the plan. Hence, the word-of-mouth acts as the major factor behind the purchasing decisions
made by them.
In a successful performed IMC campaign done by the manufacturing companies in
Nigeria, some of the well-coordinated activities that could be performed by them are:
1. Advertising – The use of advertising could be defined as a series of careful and well-
timed television advertisements. These would further be coupled with newspapers and selected
magazines based on print promotions. These kind of advertisements are generally visible to the
common people who would be able to understand the meaning of the products and further
contact with the service providers.
2. Direct marketing – Direct-to-consumer pieces of mail that would be sent to targeted
customer segments. The targeting of the customer segments would be based on selected
geographic areas (Saifuddin et al. 2016). Reinforcement of messages from targeted
advertisements could also be considered as the best method to market their products. The use of
techniques based on targeted advertisements would majorly help in focusing over the target
segments of the population and thus help towards a better resolution of promotion strategies. By
using such strategies based on digital marketing, the manufacturers would be able to better
interact with the customers and increase the potential of sales.
3. Personal Selling – The use of this form of IMC strategy could be made by a customer
sales representative. The representative should be highly educated in order to demonstrate and

24SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
explain the use of the renewable energy-based products. The representation of the benefits
generated from the products should also be stressed based on advertising.
4. Sales Promotions – The use of sales promotions primarily emphasizes over the
reflection of same kind of messages and designing of advertisements. Emphasis over point-of-
sale impact would also lead towards better sales of the renewable energy product. This point-of-
sale strategy would be helpful towards promoting the products to specific targeted customer
groups and ensuring that they have a high profit margin from those specific regions.
5. Digital Marketing – This is defined as one of the best kind of marketing strategies.
Each of the products that would be designed should be reflected on the website of the
organization manufacturing the product. The design and included offers that are reflected in the
advertisements could be posted on YouTube, Facebook or on any other social media platform
(Ukenna, Nkamnebe and Idoko 2019). In the recent times, social media acts as a useful strategy
based on motivating the people. Hence, the manufacturers of the products should develop a clean
strategy for posting relevant and attracting messages on the social media platform.
6. Public Relations – The Government should take some kind of responsibilities based
on organizing a press release focusing over a certain advertisement over a product. In the press
release, the company manufacturing the product should deliver valuable messages and make the
public understand about the importance of the product (Gungah, Emodi and Dioha 2019). In case
of selling of the renewable energy product, the officials of the company should demonstrate and
explain the importance of the product. This would help in marking an impression in the minds of
the people.

25SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
The behaviour of consumers in purchasing a product should be considered to be
extremely critical based on deciding the type of factors that affect the customers. A proper
understanding of the customer perception would be considered as extremely helpful and raise
consciousness about the fact in which they make use of energy for their daily needs. According
to different studies and results, it has been understood that most of the people in Nigeria so not
have a proper access to energy supply for 24 hours (Wojuola and Alant 2017). This can be thus
considered as another prime factor, which leads towards the development of efficiency of
energy. During the purchasing of any electrical appliance, there are several things, which should
be taken under consideration. The Government of Nigeria should take into consideration many
factors for the development of policies promoting towards efficiency of energy.
There are some factors that should be considered for understanding the consumer
behaviour. These are:
1. Price of the Renewable Energy product – The price of the product is considered to
be extremely crucial for affecting the minds of consumers. There are many consumers who
purchase a product depending on their price factors. This can be thus considered as a great tool
for influencing the customer behaviour.
2. Name of Manufacturer of the Product – Most of the consumers believe in the fact
that the brand of the product or the manufacturer is a vital aspect behind purchasing of the
product. Consumers also believe in the fact that the products made by certain manufacturers can
be most durable as compared to their competitors (Ovwigho et al. 2020). Irrespective of the price
factor, there are many consumers who believe in the fact that these products made by certain
manufacturers would be considered to last for a long period of time.

26SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
3. Product Durability – Consumers also study the durability of any product before the
final purchase. This can also be linked with the manufacturer name or product name.
4. Consumer Rating – People are also majorly influenced with a general perception in
relation to an appliance. They have a certain belief over the fact that the more number of people
give acceptance over a product, the better would be the product. Hence, this is considered as
another important factor that majorly influences the choice of appliances by consumers.
1.9 What technologies are available and being used in developed economy and emerging
economy
The development of economies depends on several factors. The use of technology for
bringing in developments towards the economy can be discussed as the most important factor.
The use of technology could further be understood as one of the primary contributing factor
leading towards the economic development of countries. Hence, the different forms of
technological changes would significantly contribute towards the development of
underdeveloped countries. The level of technology would be considered to be one of the major
determinant factor that would lead towards economic growth (Rodrigues et al. 2016). High level
of technological inventions would be a leading factor towards the rapid growth level of
economies. Technological progress or innovation within different countries can be considered as
a determinant factor leading towards economic progress.
The categorisation of technologies based on the countries across the world are discussed
as:
RE Technologies Category Countries
Wind Energy High Australia, Argentina and America
Solar Energy Medium South Africa, Maldives, India and Philippines
Hydropower Energy High Nigeria, Egypt, Jordan and Australia

27SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
Biomass Energy Low India, Australia and South Africa, Jordan, Nigeria
Geothermal Energy Low Europe
According to the categorisation set for the use of technologies, it can be discussed the
type of technologies and which are being used in which kind of economies. From the above
categorisation presented, it can be discussed that wind energy is considered as a high technology
in the countries of Australia, Argentina and America. This is mainly due to the reason that the
initial costs of investment could be majorly be put for such kind of developing countries. These
countries are in the process of developing the use of wind energy.
Solar energy is mainly considered as a medium supported technology, which is installed
within major countries such as Africa, Maldives, India and Philippines. Different kind of
investments based on major projects have been installed and are being used on a constant basis.
However, different government initiatives have also been supported in these countries for better
development of renewable energy supported technological systems.
Biomass energy is also being considered to be useful in developing countries such as
India, Australia and South Africa. This form of renewable energy is being considered as the most
important kind of fuel supporting the economies of the countries. Hydropower energy is
considered as a low technology in Africa and Australia. This form of technology is primarily
been adapted for use and manufacturing of different developing countries.
Nigeria also faces abundant form of sunshine. Solar installation projects are being
installed in the country between 7.0 kWh/m2 /day within the northern coastal regions and 4.0
kWh/m2 /day within the Southern coastal regions. However, the major availability of sunshine
can be considered as the major form of positive indicator that the country is investing towards

28SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
the development of solar energy resources (Su, Zhang and Su 2015). The government of Nigeria
has also initiated the operation based on “Light up Rural Nigeria” from the year 2014 that
primarily aims towards providing of constant supply of electricity in the rural areas with the help
of an off-grid system.
There are some less evidences of development areas of small kind of wind power plants
in Nigeria. The country is facing some constraints based on the development of wind power
plants such as site location, resistance to new technology and acoustic noise emission. From the
discussion over the various renewable energy products, it can be seen that Nigeria faces a low
level of investment for the penetration power of renewable energies (Aliyu, Dada and Adam
2015). Low costs of investment but higher costs of maintenance have resulted for the low
development of renewable energy strategies and products in Nigerian households.
On the other hand, the emerging market economy generally refers to a region or country
that would be equipped with fast growing, low absolute, per capita income and where the
different authorities would be majorly dedicated to different forms of economic liberations. The
different kind of emerging economies might vary on a substantial basis depending on their
various level of characteristics. In the categorization of emerging economies, different countries
are included that have a substantial form of high standards of living (García-Gusano, Iribarren
and Garraín 2017). These include Slovenia and Portugal. There are some other large economies
that would have a low per capita income, which includes India and China.
1.10 Discuss whether or not there is a shortfall of technology in Nigeria
Although Nigeria has a vast potential for designing latest technologies, yet they face
major problems in terms of accessing towards quality and public forms of electricity. This would
majorly threaten towards the socio-economic objectives based on alleviating employment,

29SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
creation of wealth and eradicating poverty (Azimoh and Mbohwa 2019). There is a major need
for the government based on the building of new kind of power plants. This would majorly be
needed for increasing the existing form of energy generation capacity.
The shortfall in terms of supply of energy based on the vast majority of the Nigerian
population would remain in a substantial form the next decade. Secondly, the real cost of power
generated from renewable energy would be from household generators and from the businesses.
The reforms made from the power sectors would play a major role towards the economic growth
of the Nigerian economy (Salman, Nomanbhay and Foo 2019). The power would mostly come
from the electricity grids but there would be a limited form of power for the growth over the
economy. There are also certain areas that would effectively remain outside of substantial
rationing.
From the claims supported from the above discussions, it can be understood that solar
energy products and technology have been majorly utilized within Nigeria. The different forms
in which solar energy technology, which is a form of Renewable Energy technology have been
utilized are solar PV cells for solar pumping systems and rural electrification. Solar thermal have
also been used for solar cookers, solar water heating, solar crop dryer and solar chick brooders.
Currently, on the technologies that are supported for the conversion of energy from biomass, it
can be discussed that the resources based on the utilisation of biomass are made by direct
combustion in the specific rural areas.
The policies established by the Nigerian Government are not stated exactly based on the
implementation and development of bio-energy within the country. However, the government
have placed much kind of focus towards the financing structure and development architecture of
renewable energy. However, the development and deployment of solar energy technologies in

30SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
Nigeria can be considered as expensive. The importation cost of the various parts based on the
development of solar energy panels is also high. The Nigerian Government also plans towards
the development of local capability based on the use of wind energy and applying it to areas
where it would be economically and technically feasible.
According to different studies over the economy and power generating facilitators at
Nigeria, it can be seen that Nigeria does not have their indigenous technology based on the
generation of renewable energy. As per conducted surveys, it has been shown that 6.3% of
Nigerian manufacturing firms primarily depend on grid electricity. Each of the firms generating
electricity have their independent power capacity to support the different activities occurring
within Nigeria. In Nigeria, the major sources of obtaining biomass is dependent on plant and
animal waste, industrial and municipal waste, aquatic wastes and many others. The adoption of
renewable technology focused over solar power can be discussed as low when put under
comparison over large potentials.
From the above discussion over the literature, it can be understood that Nigeria would
mostly need renewable energy products in order to eradicate the use of electricity. However, they
also major challenges and hence there is a high need for supplementing power plants supported
with renewable energy (Ebhota 2019). The economy also needs to strengthen their sources of
renewable energy based on on-grid power, which would also be supported with off-grid
renewable energy solutions. The economy of Nigeria based on the market for renewable energy
remains in a nascent state. However, the project development based on renewable energy has
been in the process of development for the past two decades.
From a historical perspective, the primary source of renewable energy in Nigeria has
been through the development of hydropower plants. Over the past years, the use of renewable

31SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
energy products have hugely shifted to include different other sources that includes solar for
lighting up the streets, which is a major part of their street-lighting project. The progressive kind
of shift towards renewable energy products would largely be affecting the customers of Nigeria
as they majorly long to make use of them. The shift towards the renewable energy products have
led to emergence of small scale of renewable energy solutions for commercial, residential and
even many forms of industrial solutions. These also include mini grids, petrol stations and banks.
1.11 Discuss the finance of RE e.g. charity funding and the issues of affordability of RE for
general public
Nigeria is widely endowed with varied and vast form of natural resources that are able to
product the maximum form of green energy. The sector based on renewable energy is green and
yet in its development phase. The Ministry of Environment in Nigeria sets up a primary purpose
of developing renewable energy resources that would be reliable, clean, sustainable and stable.
They also tackle the vast form of challenges based on implementing new kind of policies based
on their investment strategies in the key areas.
In the present times, Nigeria has been in the process of developing a Climate Investment
Funds (CTF) investment plan based on an initial investment plan of $250 million. This amount
has been made in action based on contributing towards the planning and development of national
strategies focusing on low carbon and sustainable development. Under the CTF plan, the various
projects include the investments made over urban transport in the cities of Abuja, Lagos and
Kano. These projects have also developed a facility of financing based on catalysing the
investments made over the private sector focusing on energy efficiency and renewable energy
made over different industries.

32SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
The sector of renewable energy in Nigeria has been set for receiving a major form of
$165 million investment that would be made by European Union (EU) for the Master Plan based
on Renewable Energy made within the country that would be seen through the rapid
development of different renewable energy based projects. The financing structure based on the
utilization of renewable energy remains as a major kind of issue. The financing for the
development and installation of goods would mainly be done by different outsourcing companies
who would primarily be responsible for installation of renewable energy products (Emodi and
Ebele 2016). The Government of Nigeria has majorly put interests towards the collaboration with
different companies who would further hold responsibility towards the development of
renewable products.
The funding, which is being provided to the Nigerian economy in terms of bringing in
development of renewable energy based projects and technologies can be classified under the
following headings. These include:
1. Shareholders or Independent Producers in a Project Company – This form of
investment made over the projects can be considered as a risk but it would have a high form of
return for the involved investors. Investors who are willing to take risks for a longer time period
mostly make such kind of investments.
2. Financing Institutions – As the major players in Project Finance and PPP initiative
deal, these financial institutions are mostly given the major task of granting the facility of credits
made to the SPV. The financial investors are defined as such investors who would majorly invest
a major capital amount in high form of profit-based deals in order to gain substantial amount of
returns over their investments. The financing institutions offering major investments face a
higher propensity of risks while only playing a passive role based on the policies set by the SPV.

33SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
The capital investments made by the financial institutions should be need to be primarily
constructed based on the facility and steep for shareholders or sponsors that would be bear alone
by them (Oladokun, Etudaiye-Muhtar and Etudaiye 2020). In the current scenario based on the
development of renewable energy projects for Nigeria, the investors are considered as the big
financial banks, large financial corporations and Development Finance Institutions. Some
different other kind of funds that could be brought in relation to the renewable sector are:
a. Greenfield Fields – These kind of funding or investments are majorly made when a
certain project is in its initial phase and there is a certain assumption that there would be a high
kind of construction activity and might involve technological risk with higher future returns.
b. Brownfield Funds – These investments are made only after the construction of the
project and these investments are only meant for the purpose of bearing the operational risks.
They are only able to take the lower risks.
The projects that are being built for renewable energy in the country are majorly financed
through the perspective of a debt-equity mix. Hence, the various types of financing activity are
defined as:
a. Equity capital, which would be usually supported though the developer or sponsor.
Venture capital, private equity funds and impact investors.
b. Debt finance that would be supported through financial institutions.
c. International and domestic capital markets that would be majorly be obtained from
project bonds, refinancing, public offerings and sovereign bonds.

34SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
3. Manufacturers, Supplier and Distributor based on Renewable Systems and
Components – In this form of financing culture, the investors are majorly interested in building,
manufacturing and supplying of equipment, instruments, gadgets, components and the overall
system. The primary aim of such financial investors is to handle the planning, construction and
design of the initial phase and thus become shareholders at the operational phase.
In the present condition of Nigeria, there is a high need for the growth of local
manufacturing based on renewable systems and components. This also poses a major challenge
before the investors. The investors who are ingenious and innovative in nature would have the
maximum form of technical capacity and man power based on manufacturing of the greatest
form of high quality components and technical systems for trading them within the emerging
market.
1.12 Key Findings and Gaps in the Literature Review
From the discussion over the supported literatures, it has been found that renewable
energy has the major potential to transform the energy sector in Nigeria. The use of renewable
energy could help in bridging the gaps within the energy sector especially in the rural areas in the
Northern Nigeria. The vast scale of opportunities that have been provided to the Nigerian
economy has become apparent based on the implementation of new grid technologies, which
includes concentrated solar power. The aspect of changes brought in technological use would
mean that the use of solar power that would be properly financed might be able to bring about
huge transformations to the high raising needs of household energy. The progress that can be
seen in the aspect of lighting majorly indicates the fact that advances made in the field of
renewable energy would be able to address the needs of the people. This would thus bring
improvements in the field of affordability and efficiency within the Nigerian culture.

35SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
(Figure 1: The Conceptual Framework)
(Source: Created by author)
The next part of the literature focuses over the ways in which Nigeria has been moving
towards the adoption of renewable energy and their related products. The scale in which the
potential of renewable energy functions can be considered as much larger in the forms of
policymakers and public. The recent kind of studies focusing over the literatures have primarily
concentrated over the potential for solar thermal power in Nigeria. The large scale generation of
renewable energy could prove to be highly transformational in nature. However, household-level
and consumer-level systems could be able to offer independence for all forms of energy based on
the majority needs.
In the findings from the literature, it has been understood that the small number of
developers of renewable energy in Nigeria who have a tremendous experience over the sector
could form a crucial factor towards the emergence of this technology in the viable markets. In

36SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
order to support growth for the renewable energy industry, both the government and practitioners
would need to understand the lessons based on servicing, adapting, efficiency and installation of
new technologies. The overseas incentives and planning are majorly based on the commitments
and trends based on the climatic changes in which the rapid falling of cost based on renewable
energy would define it in a competitive nature. In this context it can be discussed that in the
Nigerian economy, immediate competitiveness in the aspect of renewable energy would most
likely to be occurred due to the over excessive form of reliability over kerosene and generators.
This further puts the real costs based on the needs of energy.
However, from the above discussed literature, it can also be understood that there were
some kind of gaps within the discussed literatures. The understanding of the different literatures
have led to the certain gap within them based on the discussion over the use of different
advertisement strategies for the promotion of renewable products through IMC concepts. The
different literatures have majorly focused over the growth of IMC strategies for increasing the
market demand. This includes different use of strategies such as digital marketing, TV
advertisements and many others (Mihart 2012). However, each of the literatures have discussed
over the strategies used but have failed to discuss about the kind of strategies that are being
implemented in Nigeria for increasing the growth factor of supply of renewable products at each
household of the country.

37SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
2. Research Methodology
2.1 Introduction
A research methodology is defined as some specific use of techniques, which should be
adopted by the researchers performing a research. In the present research, the research would be
primarily be conducted over the collected data from the sample of survey collected from some
participants from Nigeria. During the performing of research methodology, the data that would
be collected from customers would be such who would not have made use of RE based products.
In the present research work, customers would mainly be chosen from the rural households as
well as from the urban sections. They would also be researched based on the purpose of
understanding whether IMC would be able to influence their decision-making process for
purchasing the RE products.
The sample would be highly considered based on studying the behavior of customers and
their decision-making process based on understanding the use of the products. The sample that
would be chosen for customers would be based on the process of simple random probability
sampling technique (Flick 2015). The survey that would be conducted would be performed by
the manufacturers of the Renewable Energy products and the government agencies. An online
questionnaire would also be formed in which participants would be asked to fill in the forms. A
sample size of 100 would be chosen. Based on studying over the quantitative techniques of
research, 50 customers would be selected from the rural regions while 50 customers would be
chosen from the urban areas. The managers within the product development companies would be
performing the work of research after the collection of data.

38SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
Using the gathered data from several findings and discussions over various literatures
would help in the progress over the section of research methodology. Under the discussion of the
research methodology, there will be a discussion over the various approaches that would be
undertaken for arriving at a conclusion over the research (Kumar 2019). The data collection
methodology have also been discussed under the methodology section that helps in the ways in
which the collected data have been analyzed for better report generation and outputs.
It can also be understood as a systematic technique that would be used for the performing
of research over a certain specific area. This would simply mean as a guide focusing over
performing research works and the ways in which the research would need to be conducted. The
research methodology also helps towards the determination of analysis methods that needs to be
undertaken, thus throwing light over the available resources and limitations within which the
research needs to be conducted (McCusker and Gunaydin 2015). The research methodology also
helps towards supporting any type of consequences that might be faced during the conduction of
the research.
2.2 Research Approach
The research approach can be defined as a procedure and plan, which primarily
comprises of certain broad form of assumptions based on detailing a particular method. This
method could be in relation to interpretation, analysis and collection of data. The approach made
by research would specifically be based on the research problem. The research approach
primarily depends on two broad categories. These include:
1. Approach made by collection of data
2. Approach made by reasoning and data analysis

39SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
According to the research made by different researchers, it has been discussed that there
are three major forms of research approaches that could be taken under consideration during the
performing of research studies (Marshall, Coleman and Reason 2017). These research studies
could be described in the following two parts: deductive research approach and inductive
approaches towards research.
The use of qualitative data would require the bringing of an inductive approach for the
purpose of performing analysis. However, the use of deductive approach is made by quantitative
data. On the other hand, the mixed type of data implies the use of both the deductive and
inductive approaches based on performing analysis. There should be a certain form of
consistency present with the use of analysis, methodology and methods (Alase 2017). Thus, the
choosing of a proper form of research approach is based on the demonstration of an appropriate
logic. Hence, in order to prove the credibility of the research, the research should be able to lead
towards the entire findings of the research.
2.2.1 Deductive Research Approach
A deductive approach is primarily concerned with the development of a hypothesis,
which would further be based on an existing theory. This approach would further be used for the
designing of a strategy of research based on testing the hypothesis. The word “deductive” would
mean reasoning from the particular form to the general nature. According to Rahi (2017), the use
of hypothesis could help in providing an explanation of the deductive approach. These could
further be derived from various propositions made over the theory. In another context, the
deductive approach is majorly concerned with the performing of deductions over conclusions
made from propositions and premises.

40SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
The use of quantitative research helps in the translation over the usage of statistical
analysis based on establishing of a connection between the unknown and the kind of things that
could be learned based on research. The analysis of data with the help of quantitative strategies
would require a major understanding of relationships among the various variables. This could
further be performed by using inferential or descriptive statistics. The approach of descriptive
statistics would help in drawing major kind of inferences about the estimation of parameters and
populations. On the other hand, the use of inferential statistics are majorly based on the use of
descriptive statistics (Hardwick 2016). The assumptions that would be made would be able to
generalize the population from a particular selected sample.
The quantitative data particularly requires the performing of a statistical analysis based
on testing of a hypothesis. Deductive approach is primarily used because it enables the reason for
performing research from a generic purpose to establish and conclude towards a specific
scenario. The performing of a deductive approach based on reasoning or analysis mainly consists
of certain steps:
1. The primary steps involves the exploration over previously set theories.
2. The developing of hypothesis or theoretical framework.
3. Performing an observation through the use of statistical testing for a particular
hypothesis (Zalaghi and Khazaei 2016).
4. Posting confirmation drawn over a specific conclusion that would be drawn logically
from the premises.

41SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
2.2.2 Inductive Research Approach
The use of inductive research, which is also known as inductive reasoning primarily starts
with the process of theories and observations. These are mainly proposed when the research
process would be nearing towards its end and meeting with the results made over the
observations (Eisenhardt, Graebner and Sonenshein 2016). The inductive research brings
together the search pattern based on observation and further development of research based on
certain theories and explanations.
There would be no application of hypothesis and theories that could be applicable in the
areas of inductive studies during the starting of the research. During the performing of research
based on the inductive approach, the researcher would have a certain free choice of their own
based on altering the direction in which the research study would progress even after the
commencement of the research. However, it is a major point of discussion that the inductive
approach would not bring an implication for the disregarding over the theories during the process
of formulation over the research objectives and research questions (Jebb, Parrigon and Woo
2017). The use of the inductive research approach further aims towards the generation of
meanings from the collected data set.
However, the use of inductive approach would not prevent the researcher from the use
over the existing theory and formulation of a research question. Hence, during the use of
inductive research approach, the regularities, resemblances and patterns would be need to be
observed based on reaching up to extreme conclusions. During the performing of a research
based on the inductive approach, a detailed observations of the world would be mad. This would
thus move towards ideas and generalizations (Thomann and Maggetti 2017). The process of
following of an inductive approach firstly initiates with describing the area of the topic. In this

42SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
process, the researchers would bring in a tendency to build some form of empirical
generalizations and further identify preliminary kind of relationships during the progress over the
research area.
The qualitative area of research would place a great form of emphasis over the use of
methods based on the process of collection and generation of data. The use of qualitative
research helps in placing a less form of emphasis over the use of analytical techniques based on
interpreting of data. The inductive research approach firstly employs a detailed kind of reading
over the secondary data for the purpose of deriving models, themes and concepts
(Hashemnezhad 2015). Hence, after the proper analysis over the secondary data, this information
would be useful for the analysis over the secondary data. The process initiates from selecting the
study area and then developing of a theory. The inductive research approach includes the
following:
1. Combining a varied form of secondary data based on summarizing them.
2. Creation of clear form of links based on meeting with the objectives set for the
research and thus deriving results from the collected raw data for analysis. These links should
also be cleared and thus a discussion would also be need to be presented based on fulfilling the
research objective.
3. Development of a theory based on meeting with the processes and experiences that
would be revealed based on the text data.
Hence, the choice of an inductive research approach through the use of thematic analysis
for study would be able to determine the primary objective of the research study. This would
thus not focus over the use of testing methods on a hypothesis.

43SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
2.3 Selection of the proper research approach
In this research study, the primary focus is to discuss about the ways in which renewable
energy based products could be marketed within the Nigerian economy based on the use of IMC
strategies (Rezaei et al. 2016). It also discusses the ways in which sustainable integrated
marketing communications could be helpful to market the various products that would be
manufactured within Nigeria. During the performing of the research of the Nigerian economy,
there would be a major need to understand the standards of living of the people in Nigeria and
then understand the ways in which the use of renewable energy products might or might not
benefit them in the future. In order to conduct a proper research over the area of study, the use of
inductive research approach would be taken under consideration.
Hence, during the use of inductive research approach over this particular study area, the
researchers would focus over the designing and use of research questions that would be helpful
for narrowing the scope of the given study. During the entire conduction process of the research,
the entire research would be focused over the discovery of answers based on a certain
questionnaire set (Venkatesh, Brown and Sullivan 2016). In the case of the above conducted
research works, the researcher would prepare a qualitative approach based on performing an
interview of the people in the rural areas of Nigeria, understand their concerns and gather the
data. The questionnaire set would be designed in such a manner that it would be aligned with the
objectives set for the research.
However, if the technique of deductive research approach is being used for the
conducting of research, then the researchers would need to adopt the steps taken for an inductive
approach and then reverse the order of performing research accordingly. In this case, the
researchers would start with analyzing different research works based on the use of renewable

44SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
energy products in Nigeria. They would then analyze the research works based on the gathered
data and find its critical implications over the chosen scenario. However, this form of research
approach would mostly be conducted while performing a scientific investigation.
Hence, the discussion and understanding of the results that could be generated from both
research approaches, it can be concluded that the choice of the inductive research approach
would be considered as highly appropriate for the conduction of the particular research study.
This is primarily due to the reason that when using the inductive approach, the data gathered
from the interview would be highly be suitable for understanding the result patterns. The result
patterns that would be generated from the interview would help in understanding the ways in
which the people in Nigeria would be adopt the use of renewable energy products. Moreover, the
interview would also be conducted based on understanding of the customer segments in which
the renewable energy products would be marketed. The use of IMC within the sustainable
marketing of these products would need to be set up properly, which could thus help in replacing
the present form of use of energy products.
2.4 Research Design
The research design is defined as a kind of framework focused over techniques and
methods that would be chosen by a researcher based on combining different components within
the research in a logical manner. Exploratory research design would be mainly chosen for
acknowledging different ideas from researchers (Meyers, Gamst and Guarino 2016). The
research design would thus be aimed for providing a direction for understanding the ways in
which IMC could prove helpful for the marketing of renewable products.

45SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
2.4.1 Selection of the Technique for Research Design
In the given research area, the use of explanatory research design technique would be
considered to be the most important technique for performing the research. With the help of the
explanatory research design technique, the ideas of the researcher and their thoughts would be
considered as the main key (Kaiser, El Arbi and Ahlemann 2015). The explanatory technique of
research is entirely dependent on the personal inclination of the researcher in relation to a
particular topic.
In the case of the concerned research design over the understanding for the use of
renewable energy products in Nigeria and the marketing strategies, it can be discussed that the
products could be easily marketed with the efficient use of IMC concepts. The marketing
communication that would be used for the marketing of goods should be well-established in
nature. The marketing channels would also be well known based on the understanding over the
people performing the research (Tetnowski 2015). Renewable Energy Development would also
be considered as highly important based on putting a major impact over the lives of the people in
the Nigerian economy.
IMC is considered as a useful technique to market the different products that would be
based on RE. Some of the most useful techniques that would be integrated within the concept of
IMC are advertising, direct marketing, personal selling, promotion through sales, digital
marketing, social media marketing and public relations (Meyers, Gamst and Guarino 2016).
Such techniques could be considered as highly critical in nature and which would be considered
as highly useful for the promotion of RE products for the Nigerian economy. The explanatory
research design technique would thus be helpful for guiding the integration of IMC processes for
product manufacturing for enabling renewable energy services.

46SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
The particular research work focuses over the facts based on revealing important data that
would be highly necessary for the successful implementation of renewable energy products in
the households of Nigeria. It would also help in understanding the ways in which IMC could also
be used for the exclusive marketing of renewable energy products in Nigeria (Wohlin and Aurum
2015). Hence, a particular decision would need to be taken based on the choice of exploratory
research design technique, which would primarily suit the particular work of research study.
2.5 Data Collection Methodology
The aspect of data collection defines the process in which different forms of raw
information are being collected from various relevant sources based on the major need for
finding answers to a certain research problem. Hence, the collected information from various
sources could be highly useful to a particular area of study (Stage and Manning 2015). This is
also regarded as one significant aspect in relation to conduct any form of specific research work.
2.5.1 Classification over Data Collection
The methods based on data collection could be further divided into two different
categories. These are: the primary methods based on data collection and secondary methods
based on data collection. The two different data collection methods are explained below:
1. Primary Methods of Data Collection – The methodology based on collecting data
from primary sources incorporates the way in which the information would be collected from
various sources that would have a first-hand experience over a certain event. The data, which is
being collected by the researcher from first-hand sources includes interviews, experiments,
methods and surveys (Flaherty, Honeycutt and Powers 2015). The research project is kept in
mind and thus data is being collected from all kind of primary sources.

47SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
In the process of using primary methods over the collecting of data, field researches
would be conducted. Interviewing over the people staying in rural areas of Nigeria would be
highly helpful for understanding the specific areas that would be lacking a proper accessibility to
energy supplies. Telephonic conversations and face-to-face meetings are considered as the most
important ways in which the firsthand information could be gathered (Cyr 2016). The data
gathered from the direct responses of the people can be thus considered as to be highly reliable in
nature. This is mainly because the respondents would be highly sincere in nature while
describing the scenario, which they would be facing.
2. Secondary Methods of Data Collection – The use of secondary data is defined as a
type of data collection methodology in which the data collected would be done by a party, which
would not be in direct relation to a particular research study (Palinkas et al. 2015). However, this
data might have been collected for any other purpose and at any different time in the past times.
However, in the present times, if any researcher would make use of this data, then this would be
considered as secondary data. A wide variety of secondary data would be available in the hands
of the researcher. This form of data collection methodology is primarily used for gaining an
initial insight over the described research problem.
The availability of secondary data is made readily available from various kind of sources
and hence there is no particular form of collection methods. The researcher has a wide number of
choices and sources from which the data could be collected, which might be external and internal
(Pryor et al. 2015). The various internal sources of secondary data are financial statements, sales
report, and information of a company, feedbacks and reports from distributor, dealer and a
retailer. On the other hand, the different external sources that would be able to lead towards

48SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
secondary data collection are business journals, business magazines, social books, library and
mostly the Internet platform.
Selection of the suitable data collection methodology – The above research is based on
understanding the sectors in which renewable energy and their related products could be
introduced within the Nigerian economy. Nigeria has a huge potential for making use of
renewable energy and thus bring major sustainability within the economy. The use of IMC
techniques could also be highly helpful in marketing the products based on renewable energy
(Stage and Manning 2015). The understanding of the proper form of IMC technique would also
majorly help the manufacturers and the government to utilize them appropriately.
Hence, in order to proceed with the works of research, the primary methods of data
collection would be conducted. A survey would be formed within the rural and urban population
of Nigeria who have not used the renewable energy products. Moreover their knowledge would
also be tested in relation to the use of Internet tools, which would be focused over understanding
about the knowledge they would have in relation to the digital world (McCormick et al. 2017).
The entire work of research would be majorly be done based on the collected information from
various primary sources. Hence, it could be mainly stated that the collection of primary data
would be mainly used for generating the entire work of research.
2.6 Data Analysis Methodology
Data analysis is described as the main process of analyzing, changing and modeling over
the data based on discovering useful form of information that would be used for the purpose of
making critical decisions for any business or the purpose of research. The primary objective of
performing a data analysis would be to mainly extract beneficial information based on the
collected data (Mayer 2015). After the data have been extracted, a team of researchers would

49SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
perform analysis over the data and thus come to an important conclusion with the data and use of
data analysis techniques.
In order to bring in growth for a research or business objective, the performing of data
analysis is described as the most useful technique. The performing of data analysis could be
majorly be done by making use of data analysis tools and techniques. With the use of such form
of tools, it would become highly easy for researchers to perform processes and thus manipulate
over the data (Eswari, Sampath and Lavanya 2015). They would also analyze the various
relationships based on the different extracted data patterns. Hence, correlation could also be
formed between the data sets as they also majorly help in identifying trends and patterns, which
would be further be useful for interpretation.
2.6.1 Qualitative Data Analysis Methodology
In the qualitative data analysis technique, these are performed using experiments,
interviews, focus groups and many other techniques. Based on the conducted assessments, it
would be easy for determining the proper analysis over the appropriate data and further works of
research. The data analysis using this quantitative technique would mainly involve the
identification of various common patterns based on the responses generated and performing a
critical analysis (Nassaji 2015). This is primary aimed towards achieving the research objectives
and aims.
The different steps based on performing qualitative data analysis over the given area of
research are as follows:
Step 1: Arranging of Data – In the initial stage, the data would be collected, which
would be in its unstructured format. Hence, the researcher performing the analysis would need to

50SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
transcribe the collected data. The primary step involved within this process is to analyze every
aspect of the data and arrange them in a systematic manner (Bandara et al. 2015). The
arrangement of data would further mean that all of the data would be converted into a text-
supported format. Hence, the data could be further exported into a spreadsheet or it could be
typed manually within the spreadsheet (Mihas 2019). However, the research doing the work
could also employ any computer–supported technique and tools for doing the assembling of data
in a structured format.
Step 2: Organizing each of the data – After the data would be designed in a structure
format as described in the previous step, the next immediate step would be to organize each of
the entered data. There would be many chances that there would be a large chunk of information,
which would still need to be properly arranged in a certain order. One of the great way of
organizing of the data is to study the supported research objectives. The researcher would then be
able to organize the data as per the related questions (Leung 2015). The research objective would
thus need to be arranged in a tabular format in order to design it in a visually appealing manner.
Hence, the researcher should not start working over any form of unorganized data as it might
lead to obtaining of several conclusive results.
Step 3: Setting of Codes for Collected Data – After the organizing of data, a proper
setting up of codes for each of the data would be needed. The process of coding would ensure
that the huge amount of information would be compressed further. Thus, the coding process
ensures that the qualitative data would be categorized and patterns and properties would be
assigned based on the collected data. The process of coding would thus be considered as the
most important step in the process of qualitative data, which would further lead to deriving of
theories from related findings of the research (Shahiri and Husain 2015). Hence, after the

51SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
assigning of codes, the patterns could be built for gaining an in-depth insight within the data that
would further lead to making of informed decisions.
Step 4: Validation of the Data – One of the most important process in the qualitative
data analysis is the process of performing validation over the data. Data validation can be defined
as one important process in the analysis over qualitative data. This can be further defined as a
recursive step, which should be further followed throughout the entire process of research
(Johnston 2017). The two important prospects of validation of data are: measuring the accuracy
of research methods and design and maintaining reliability, which defines the consistent way of
producing accurate data.
Step 5: Concluding over Analysis Process – After the performing of analysis, the most
important step would be to conclude with the analyzed data. This would further mean that the
data would be presented in a systematic manner in the format of a report, which could be readily
used. The report would state that the method used by the researcher could be further used for
conducting research studies (Takey and de Carvalho 2015). It would majorly help in determining
the negatives and positives and determining the limitations extracted from the study. The report
would also generate the inferences or suggestions based on the findings that would further relate
to any further research.
2.6.2 Quantitative Data Analysis Methodology
In the quantitative data analysis methodology, the researcher would need to transform the
raw data into some form of meaningful data by applying critical and rational thinking skills. The
performing of qualitative data analysis would further include the calculation of different
frequencies based on variables and differences that would be established between the variables
(Inoue et al. 2015). The use of quantitative approach would be primarily associated with the

52SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
gathering of evidence for the purpose of supporting or rejection of hypothesis that have been
formulated during the early stages of the process of research.
Choice of the appropriate Data Analysis Tools and Techniques – Based on the
performing of data analysis over the collected data, there exists different types of techniques and
methods, which would help in performing the analysis (Taylor, Bogdan and DeVault 2015). In
the given area of research, Statistical Package for Social Sciences (SPSS) would be majorly be
used for performing complex analysis over collected data. In the given research, the conduction
of survey would be done to understand the preferences of customers based on using the RE
products. Hence, SPSS could prove to be useful and an ideal tool for analyzing and processing of
collected survey data.
2.7 Research Philosophy
Research philosophy is considered as an important aspect of research methodology. The
research philosophy mainly deals with the nature, source and development of knowledge. Hence,
in simple terms, the research philosophy is defined as a belief of certain ways based on which the
data about a certain phenomenon could be collected, performed an analysis and further used for
doing future works (Da Veiga 2016). Each of the stages within the process of research is mainly
dependency on assumptions gained from sources and the type and nature of gathered knowledge.
Hence, the use of research philosophy would mainly help towards the reflection if the important
assumptions based on the author and it also serves as the basis of research. The different types of
research philosophies are positivism, realism and interpretivism.
Hence, the choice of a proper form of research philosophy is dependent on the different
kind of practical implications. The use of positivism research philosophy would majorly help in
the development of performing deep kind of examination over the particular area of study based

53SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
on the understanding of the use of IMC for the advertisement of renewable energy products
(Antwi and Hamza 2015). However, interpretivism helps in the dealing of several kind of
activities that are performed during the course of the research. The realism approach can be
defined as a contrast and mixed kind of approach based on the use of the above defined research
philosophies (Eriksson and Kovalainen 2015). During the conduction of the above research,
every relevant information primary and secondary data would be further be collected.
According to the defined scenario in which interviews and surveys would be conducted,
it can be defined that the research philosophy based on the use of positivism would be used for
the analysis over statistical information. The primary data would be collected mainly and hence
analysis would also be need to be done (Lessem and Schieffer 2016). This would majorly help
for understanding and gaining a deep knowledge about the ways in which the IMC could be
practically used for the promotion of renewable energy products within the Nigerian economy.
However, the use of secondary data would be further be used for the identification of theories
based on IMC applications could be used for the promotion of the renewable energy products.

54SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS IN THE ENERGY INDUSTRY
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