Consumer Behavior: Significance of Solar Panels and Home Batteries

This report focuses on consumer behavior of Take the power back. It covers advantages and disadvantages of solar panels, theories such as Theory of Reasoned Behavior and Maslow’s hierarchy of needs, and marketing strategies such as word-of-marketing, internet marketing and traditional marketing.

Running head: CONSUMER BEHAVIOUR
Consumer behavior
Name of the Student:
Name of the University:
Author’s note:

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Executive Summary
This report focuses on consumer behavior of Take the power back. This report focusses on significance of solar panels and home batteries. It has
been found that solar panels as well as home batteries decreases the electricity bills of households and stores the additional energy for future. A
literature review of consumer behavior has been conducted in this particular study. Advantages and disadvantages of solar panels are covered in
this literature review. Various theories such as Theory of Reasoned Behavior and Maslow’s hierarchy of needs are covered in the literature
review. Marketing strategies such as word-of-marketing, internet marketing and traditional marketing are explained in this particular study.
Internet marketing strategy has been recommended to Take the power back because it is a cost-effective marketing tool in comparison with rest
marketing strategies.

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Table of Contents
Introduction..................................................................................................................................................................................................................4
Literature Review and Framework...............................................................................................................................................................................4
Advantages of solar panels.......................................................................................................................................................................................4
Disadvantages of solar panels..................................................................................................................................................................................5
Theory of Reasoned Behavior..................................................................................................................................................................................5
Maslow’s hierarchy of needs:...................................................................................................................................................................................6
Marketing Strategies.....................................................................................................................................................................................................6
Traditional Marketing...............................................................................................................................................................................................6
Internet Marketing....................................................................................................................................................................................................7
Word of mouth marketing........................................................................................................................................................................................8
Recommendation and Conclusion................................................................................................................................................................................8
References....................................................................................................................................................................................................................9

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Introduction
This report focusses on consumer behavior of Take the power back. It is seen that using households using solar batteries and home
batteries are capable of saving the extra energy. It has been noticed that by using solar panels as well as home batteries of Take the power back,
it is possible to decrease the electricity bills. It has been noticed that solar panels and home batteries are gaining importance in all over the world
including Australia. This is because the energy we get from sun is less harmful and it helps us to protect the surrounding environment. In this
particular study, demographic market segmentation is the chosen market segment. Demographic market segmentation will aid the organization
to conduct thorough market research on the potential customers based on age, gender, race, ethnicity and religion. In this particular study,
households are unable to cope up with rising electricity bills and they are not purchasing solar panels and home batteries.
Literature Review and Framework
Advantages of solar panels
In accordance with the opinion of Claiborne and Sirgy (2015), healh benefits are associated with usage of solar panels in households. No
emission of air pollutants takes place in households that uses solar panels. In this context, it can be stated that people does not suffer from
different respiratory diseases. On the other hand, Xiang, Magnini and Fesenmaier (2015) argued that no emission of greenhouse gases like
carbon dioxide, carbon monoxide takes place in households, which uses the solar panels. In accordance with the opinion of Cantallops and Salvi
(2014), using solar panels saves the money on the utility bills such as electricity bills. On the other hand, Anderson and He (2015) asserted that
solar panels decrease the extent of dependency of the individuals on conventional power resources. In this regard, it can be stated that it is used
for generating the portion of home’s power system. From the perspective of Szabó et al.(2017 ), it has been observed that solar panels are easy to
maintain. It has been noticed that it is required for the individuals to clean solar panels a couple of times every year. In other words, Easy

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maintenance of solar panels is one of the greatest benefits of using solar panel. From the perspective of Schwarzer, Buschhorn and Vogel
(2014), storage of additional energy is possible in the houses where solar panels as well as home batteries are used on a regular basis.
Disadvantages of solar panels
There are some disadvantages of solar panels. In accordance with the opinion of Urpelainen (2016), solar panels are costly to install.
Although it has been noticed that by installing solar panels, hosuseholds can save money, still it has been observed that initial installation costs
are quite high. It has been observed that average costs ranges from $3 till $8. In other words, its initial installation charges are quite higher. This
can be counted as a disadvantage of solar panels that restricts the individuals to use them in their households. From the perspective of Mishra,
Kaman, and Mishra (2014), in order to operate the solar panels properly, sufficient sunlight is required for transforming it into electrical energy.
In this regard, it can be stated that sunlight is only available at daytime. Therefore, there should be a substitute source of energy in order to fulfill
the person’s need during night. In other words, over dependency of solar panels on sunlight can be counted as its disadvantage.
Theory of Reasoned Behavior
Martin Fishbein and Icek Ajzan was the propounders of this particular theory. This particular theory tries to illustrate and forecast
behavioral intentions. Behavioral Intentions, Attitudes along with Subjective Norms are the main elements of this theory of reasoned action. As
per the concept of this theoretical concept, it has been observed that attitudes as well as subjective norms determines the individual’s behavioral
intentions. It has been observed that intention is considered as the predictor of behavioral approaches. It has been noted that perceived behavioral
control as well subjective norms determines the intention. Apart from this, individual’s attitude towards specific behavior is determined by the
intention (Montano and Kasprzyk, 2015). It has been observed that households of Australia are unable to cope up with increasing prices of
electricity bills. The intention of the customers is to reduce the electricity bill and store the extra energy for future. As a result, they will focus
on understanding the benefits of solar panels as well as solar panels. The proper implication of this theory will influence the people to buy solar
panels and home batteries and reduce their dependency on the centralized electricity.

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Maslow’s hierarchy of needs:
As per this theoretical concept, there are various types of human needs. The lowest levels of pyramid represent basic needs whereas the
top levels of pyramid represent complex needs. Physiological needs are air, water, clothing food and shelter. After these needs are fulfilled,
individuals seek for safety and security. The next level is the needs for psychological as well as social needs. Love, affection and care becomes
important in the life of an individual. After fulfilling these needs, individuals now craves for respect, confidence, recognition, power and status.
As the level progresses, people seek for growth as well as development. It has been noticed that people are struggling to pay increasing
electricity bills. Therefore, they are seeking for solar panels that will store extra energy for them and decrease the electricity bills ( Anderson,
2014). The appropriate application of this theory will motivate or encourage the people to purchase solar panels and home batteries for their
households.
Marketing Strategies
Traditional Marketing
In accordance with the opinion of Anderson and He (2015), the marketing which is done through print advertisements, billiboards and
newspaper advertisements are termed as traditional marketing. On the other hand, Cantallops and Salvi (2014) commented that traditional
marketing is also done through TV commercials and radio spots. It has been observed that traditional marketing increases awareness among the
customers regarding the brand’s products such as solar panels and home batteries. In the opinion of Schwarzer, Buschhorn and Vogel (2014),
face-to-face interaction enables the person to establish a strong communication with its users and buyers. In this regard, it can be stated that face-
to-face contact saves the precious time of the consumers as salesperson directly approaches the customers at the doorsteps or at the outlets of the
respective brand. It is seen that this particular marketing strategy reaches a huge mass as they do not identify their potential users as well as
buyers. These are the advantages of traditional marketing. Besides, there are some disadvantages too. It has been noticed that people can read
newspapers as well as magazines from internet, therefore, they tend to avoid reading printed versions. It has been observed that people tends to

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avoid reading signs mentioned in the billboard. In the opinion of Xiang, Magnini and Fesenmaier (2015), individuals also changes the radio
station at the time of commercial break. These are some of the disadvantages associated with traditional marketing strategy. This marketing
strategy is capable of motivating the customers in purchasing the solar panels along with home batteries. The marketing strategy will perceive
the attitude of the consumers towards solar panels and home batteries of Take the power back. After understanding the psychology of the
customers, managers working at Take the power back will apply traditional marketing methods on them. After mitigating the basic needs, people
will start searching for solar panels and home batteries and at that time salesperson of Take the power back will try their best to inspire them to
buy solar panels and home batteries.
Internet Marketing
In accordance with the opinion of Claiborne and Sirgy (2015), merchandising via internet enables the company to reach a huge mass. It
has been observed that there are several individuals who are using internet on a daily basis. Moreover, Solomon et al. (2014) commented that
cost of merchandising the items is comparatively cheaper than internet than that of other methods of marketing. This is considered as an
advantage of internet marketing. As opined by Ottman (2017), internet marketing is an effective method of marketing that enables the
organizations like Take the power back to remain connected with its existing users and buyers on a regular basis. This is another advantage of
internet marketing. It is an opportunity for Take the power back to cross the geographic as well as national boundaries through internet
marketing strategy. From the perspective of Appiah-Adu and Amoako (2016.), internet marketing saves time as well as effort of customers.
Ottman (2017) commented that Customers can access information from internet regarding the product features, price and quality. In this
context it can be stated that customers of Australia can access information from the internet regarding the pricing and features of solar panels and
home batteries manufactured by Take the power back. It has been observed that fraudulent activities hampers the security of internet thereby
hampering the privacy of customers. In other words, Armstrong et al. (2015) opined that the vulnerability of internet in the hands of hackers can
be considered as a major demerit of internet marketing. The vulnerability of internet marketing to the technical faults is considered as a major
disadvantage of internet marketing. In other words, over dependency of internet marketing on technology is counted as a major disadvantage.

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Internet marketing will help Take the power back to understand the requirements of customers regarding the pricing of their solar panels and
home batteries.
Word of mouth marketing
In accordance with the opinion of Appiah-Adu and Amoako (2016) word-of-mouth marketing is a cost-effective marketing strategy in
comparison with other marketing strategies. This is one of the major advantages of internet marketing. Solomon et al. (2014) commented that
individuals who buys goods based on referral , they tend to purchase more than that of other marketing strategies. This is applicable for Take the
power back. It has been noticed that it takes time to spread among people. Therefore, this is considered as a major disadvantage of word-of-
mouth marketing. It has been noticed that word-of-mouth marketing aids Take the power back to spread the benefits of using solar panels and
home batteries among people of Australia.
Recommendation and Conclusion
From the above discussion, it can be stated that internet marketing will be the best marketing strategy for Take the power back. It will
enable the company to reach global customers along with domestic customers. Internet marketing will reduce the cost of promoting the solar
panels and home batteries that are manufactured by Take the power back. It will help the customers of Take the power back to obtain
information regarding the quality and pricing of solar panels and home batteries. In this context, it can be stated that by adopting internet
marketing, this particular organization can drive its existing customers to buy their solar panels as well as home batteries.

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References
Anderson, A., 2014. Maslow's Hierarchy of Needs. The Prairie Light Review, 36(2), p.7.
Anderson, P.M. and He, X., 2015. Consumer behavior in East/West cultures: Implications for marketing a consumer durable. In Proceedings of
the 1996 Multicultural Marketing Conference (pp. 3-8). Springer, Cham.
Appiah-Adu, K. and Amoako, G.K., 2016. The execution of marketing strategies in a developing economy: A case study of selected market
leaders. African Journal of Economic and Management Studies, 7(1), pp.9-29.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. London: Pearson Education.
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality
Management, 36, pp.41-51.
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and
guide for future research. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 1-7). Springer, Cham.
Mishra, D., Akman, I. and Mishra, A., 2014. Theory of reasoned action application for green information technology acceptance. Computers in
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Montano, D.E. and Kasprzyk, D., 2015. Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health
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Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Abingdon: Routledge.

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Schwarzer, U., Buschhorn, S. and Vogel, K., 2014, May. System benefits for solar inverters using SiC semiconductor modules. In PCIM Europe
2014; International Exhibition and Conference for Power Electronics, Intelligent Motion, Renewable Energy and Energy Management;
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Szabó, S., Bódis, K., Kougias, I., Moner-Girona, M., Jäger-Waldau, A., Barton, G. and Szabó, L., 2017. A methodology for maximizing the
benefits of solar landfills on closed sites. Renewable and Sustainable Energy Reviews, 76, pp.1291-1300.
Urpelainen, J., 2016. Energy poverty and perceptions of solar power in marginalized communities: Survey evidence from Uttar Pradesh,
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Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer behavior in travel and tourism: Insights from travel
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