Marketing Strategies for Solar Power in Australian Households

Running head: TAKE THE POWER BACK
TAKE THE POWER BACK
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TAKE THE POWER BACK
Introduction:
Solar energy has become a source of major renewable energy that can successfully
meet the challenges the world is facing regarding energy consumption. This particular power
source has been enjoying increased popularity because of its versatility with many a benefit
to the people as well as environment. Solar power is a safe alternative that replaces current
fossil fuels such as coal and gas for the generation of electricity. It also helps to reduce the
pollution of air, water and land. Moreover, this power source has continuous power supply
capability which will be useful for the users. The target market of the solar power generator is
basically the Australian households who are struggling to pay the increasing power bills. This
report aims to discuss the previous studies on this topic of solar marketing, the strategies the
marketers can adopt and concludes with recommendation.
Literature Review
Solar energy is a very through provoking topic which has incurred many researches.
On this topic many a scholars have shared their ideologies and suggested their valuable
thoughts in increasing use of solar energy in the household. Many concepts have included to
enhance the capacity of the solar power system so that the households can be able to reduce
their power bills without bringing much changes in their electricity system in their
households.
Urpelainen (2016) has completed a survey focussed on energy access, consumption and
poverty in the village of India where there is a high demand of energy but the people do not
get enough. Thereof, the solar electricity can be a perfect supplier in these cases. The
decreased cost of solar power electricity generation has enabled the electricity generator
networks to supply power to these rural areas where people depend on the fossil fuel
electricity. For these business, there is a preconditioned customer base for the business
expansion and access to finance easily. Liu et al. (2016) has discussed that the CSP or
concentrating solar power system can convert the sunlight into a source of heat which may be
used in the conventional power plant. This system uses some non-polluting materials as
medium which aims to improve the capacity and efficiency of the CSP system. This system
will make the costs of electricity lesser that of the conventional fossil-fuel power plants.
Phadke, et al. (2017) similarly has talked about the appliances which will be used to in the
households in very low cost. These can be highly efficient DC or direct current pralines to
have the potential for increasing the affordability of the off-grid solar power systems. This

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can be used in the rural electrification by reducing the size of the required systems. These
super-efficient appliances when are used, total cost of the solar home system as well as their
allied appliances will be reduced by nearly 50%. However, the results may vary rendering to
appliances used with this system. Munkhammar et al. (2015) have discussed the use of solar
energy in the households in the city of Westminster, London. In this paper the authors have
investigated the household electricity usage, electric vehicle (EV) home-charging along with
distributed photovoltaic (PV) power productions. As this is parsimoniously advantageous to
the maximization of PV power self-consumption in the place context the power consumption
or production patterns with or without familiarizing EV home-charging on the household
level has also been investigated.
Theory of self determination
Theory of self-determination is a macro theory of human personality and motivation
which concerns the inherent growth tendencies of the people as well as their psychological
needs.it is concerned with the motivations behind the choices that the people make without
any external influence as well as interference (Gordon et al. 2018). This particular theory
focuses on the range to which the behaviour of the individuals is motivated as well as self-
determined. This theory of self-determination is cantered round the belief that the human
nature demonstrates some persistent positive features which it repeatedly showed effort,
commitment and agency in their lives. The people often have distinctive psychological needs
which is the basis of self-motivation as well as personality integration. Three innate needs are
identified by SDT which are competence, relatedness and autonomy. These innate needs are
seen in the humanity across gender, time and culture.
This particular theory can be related with the encouraging the household of Australia to use
more solar electricity to eliminate the issues of high power bills and demand. The rising
community concerns for the rising energy costs to the consumers has directed many a power
utility companies for adopting strategies to reduce energy consumption in the households
(Aklin, Cheng and Urpelainen 2018). These approaches have been based on the extrinsically
delimited pricing mechanisms. These strategies are applicable through two separate but
related studies which suggests more cost‐efficient alternatives for enhancing the plan of
energy savings. These two studies are mainly the use of self‐determination theory (SDT) and
the word of mouth within the online as well as offline communities. Significant increase in
reported energy‐saving behaviours over time supports the role of SDT. As the theory relates