MKG210: Consumer Behavior Report - Marketing Solar Power Solutions

This report analyzes the topic of encouraging households to adopt solar panels and batteries, targeting adult homeowners with families and multiple electronic devices. It identifies the problem of ineffective marketing campaigns and proposes three marketing strategies based on the self-determination theory: social media marketing, creative video marketing, and leveraging influencers. The report reviews existing literature on solar power adoption and concludes that leveraging influencers is the most recommended strategy due to its ability to target a specific audience effectively. The report provides insights relevant to consumer behavior and marketing strategy development and is available on Desklib, a platform offering study tools and resources for students.

Take The Power Back
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Take The Power Back
Contents
1. Introduction...................................................................................................................................3
1.1 Overview of the topic...................................................................................................................3
1.2 The target market.........................................................................................................................3
1.3 Statement of problem.......................................................................................................................3
2. Literature review and framework...................................................................................................3
2.1 Overview of literature on the topic..............................................................................................3
2.2 Theory..........................................................................................................................................4
3. Marketing strategies......................................................................................................................5
3.1 Marketing strategy 1....................................................................................................................5
3.2 Marketing strategy 2....................................................................................................................6
3.3 Marketing strategy 3....................................................................................................................6
4. Conclusion and recommendations.................................................................................................7
5. References.....................................................................................................................................8

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1. Introduction
1.1 Overview of the topic
In the contemporary world, the need for sufficient power for domestic use has grown
drastically for quite some time now. This is a fact that has made it necessary for households
to start looking for the most convenient power sources in terms of cost and power supply
capability to be able to run their domestic appliances conveniently. With that in mind, it has
been proven that solar and batteries make the most convenient power source that can be used
by households to quench their power thirst. This power source has been found the best power
source because it is cheap regarding the fact that it only needs one purchase and one is good
to go (Kassarjian, 2017). Again, the power is convenient in the sense that it is easy and cheap
to maintain. In Australia, though most of them, households are beginning to embrace the use
of solar power.
1.2 The target market
This study targets the adult people owning their own families. These people have a couple of
electronic devices at their homes thereby making them have a big demand for power to run
them.
1.3 Statement of problem
For quite some time, there have been major campaigns for taking back power by encouraging
people to but solar and batteries for the same. While the campaigners have been very
aggressive and determined to see that their ideologies are bought, their campaigns have not
been very successful because they targeted the wrong market (Menon, 2016). As a result,
therefore, targeting the most appropriate market would make the campaigns prevail.
2. Literature review and framework
2.1 Overview of literature on the topic
The topic of taking power back has drawn a lot of concern from the side of both scholars and
researchers, possibly because of its importance on the contemporary world. With regard to a
research done by (Koufaris, 2015), “a record-breaking month of rooftop installations and a
flood of large-scale solar farms could almost double Australia’s solar power capacity in a
single year.” For quite some time, the solar manufacturing industry was not doing well
because most of the people did not have a positive motivation toward the purchase of solar
panels. However, it seems that currently, a huge number of people are getting the essence of

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using solar and battery power. That explains the reason as to why most of the solar
manufacturing industries are doing well in these days. Even though most of the companies
were putting all efforts to ensure that they produce commodities that are of the best quality to
suit the demand of the market, they still were not doing well since the idea of the use of those
sources of power was not embraced as it should be (Firat, 2014). The fact that most of the
households are beginning to embrace solar power use implies that a major limelight has
shone upon them regarding the use of solar power. The solar industry is expected to do
exemplary well in the coming years as households have begun opting for solar power use.
A substantial research on the same shows that most of the households have begun to embrace
the practice on their own without being convinced possibly because they have seen
convenience and value for money in the source of the paper. Another research on the same
conducted by (Wlodkowski, 2017) shows that the number of solar panels that were installed
by Australian households increased by 69% in 2018. The research also shows that the number
of solar panels installed by households in the country is expected to continue to rise. This
increase in solar power consumption has been possible due to the fact that most of the people
are beginning to get convinced that solar power is more convenient than any other power
source. Another researcher who showed interest in the topic said that use of solar power is the
easiest, cheapest and most convenient way to get power (Ajzen, 2015). The research shows
that opting for other power sources is not advisable as it is a wastage of one’s resources that
could be used to perform other income generating activity. He says that those people who opt
for other power sources will eventually go for solar the solar power. Another research
showed that Australians have the tendency to install more solar panels during the month of
January due to favorable weather as well as a decrease in their price. He, however, advises
that the purchase of solar panels should not be influenced by weather conditions or price but
the importance attached to them. According to most of the authors, the essence of taking
power back is starting to sink into the hearts of many but not as much as it should be.
2.2 Theory
It is important to choose the most effective framework to be in a position to appropriately
carry out the research. To be able to select the most appropriate investigation theory, one
needs to consider the study question, the target market among other factors (Polonsky, 2017).
After consideration of the necessary factors, the theory that was selected for the purpose of
this study is the self-determinant theory that lies under the category of motivation theories.
This theory “represents a broad framework for the study of human motivation and

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personality.” The theory holds that intrinsic is in a position to bring about innovations on
their own as well as influence decision making. With regard to a research done by (Weitz,
2015), “the interplay between the extrinsic forces acting on persons and the intrinsic motives
and needs inherent in human nature is the territory of Self-Determination Theory.”
The author goes further and says that “the interplay between the extrinsic forces acting on
persons and the intrinsic motives and needs inherent in human nature is the territory of Self-
Determination Theory.” Another school of thought holds that “meta-theory for framing
motivational studies, a formal theory that defines intrinsic and varied extrinsic sources of
motivation, and a description of the respective roles of intrinsic and types of extrinsic
motivation in cognitive and social development and in individual differences” (Godin, 2017)
The primary reason for choosing this theory is because it is appropriate because it sometimes
is important to leave people to make decisions for themselves. The theory also holds that
external motivations influence intrinsic motivations and behavioral change. It is due to that
reason, therefore, the theory becomes quite appropriate for the study. The aim of this study is
to rake power back by encouraging people to buy solar and batteries. Using the framework
discussed, the campaign will give the necessary information to enable people to change their
decisions om their own and take power back. With that, the goal of the study will have been
achieved.
3. Marketing strategies
For any form of marketing to be successful, proper choice of marketing strategy must be
done. Every organization usually has its long-term goals that have to be met. These goals are
met through the employment of the most appropriate marketing strategies (Sheth, 2016).
These strategies may also serve as competitive advantages for the organizations that use them
appropriately. In the attempt to take power back, several strategies have to be employed to
achieve the goals of the marketing. These strategies are discussed below.
3.1 Marketing strategy 1
The use of social media is one of the major strategies proposed for this market. The strategy
is so important that it has been the major success of many business units around the world. To
prevail in the campaign of taking power back home, the strategy will involve making the
target market aware of the campaign. From that, they will be in a position to make their own
decisions depending on the source of their intrinsic motivations. The advantage of this
strategy is that it is cheap and convenient strategy as it can reach wider audience since a lot of

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people use social media platforms (Mathieson, 2015). One of the major drawbacks of this
strategy is that most of the people consider almost all social media adverts as being scams
and therefore do not consider social media as being a source of credible information. This
strategy is linked to the study framework in that it lets the market make decisions on their
own depending on their feeling on the product being marketed.
3.2 Marketing strategy 2
The second marketing strategy that is proposed for this marketing is the use of creative
videos. The campaign will be accompanied by creative videos that are made explaining the
importance of taking power back by the use of solar panel and battery. These videos will also
have practical examples of some cases where this source of power has been successfully and
conveniently used d to supply power in households for all domestic purposes. These creative
videos will be published in Facebook. According to substantial research that was done by
(Madden, 2015), it has been found that after, Google, YouTube is the second largest search
engine in the world. Whenever people are in need of learning about certain things effectively,
they visit the search engine to conveniently learn whatever they need. The search engine is
one of the best learning sites since it both has audio and visual capability unlike Google
which only has textual capability (Morgan, 2016). This fact forms the basis of its major
advantage. It is advantages since it shows all the details and thus can easily be convincing. Its
drawback is that it requires taking a physical step of getting to the site and search which may
be difficult for some of the sections of the target market who rely on the mainstream media
(Conner, 2016). This strategy of linked to the self-determinant theory om that it provides the
necessary information and leaves decision making to the target market.
3.3 Marketing strategy 3
The third strategy of the use of leverage influencer. It is an imperative strategy that has seen
the success of many business organizations. This strategy will look for an influencer with an
already established followership whose followership conform to target market selection
criteria. This person will be chosen to be an ambassador of the campaign. This strategy will
be used based on the believe that the person will turn their followers into adopting the idea of
the campaign. The main advantage of this strategy is that it is easy to choose an audience that
conforms to the market in that the only influencer whose followers lie under the selected
market category is chosen (Arnould, 2015). Its main disadvantage is that it may be costly at
times. This strategy uses the idea of self-determinant theory that holds that sometimes it takes
extrinsic motivations to bring about intrinsic motivations and lead to behavior change.

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4. Conclusion and recommendations
Choosing a good marketing strategy is important in convincing people to take power back by
the use of solar and batteries. Marketing strategies have proved to be very crucial in the zeal
to reach marketing goals and therefore, if they are applied as required they would lead to the
maneuvering of any marketing. Even though several marketing strategies have been studied
in this paper, the use if leverage influencer is the most recommended marketing strategy. This
strategy is very advantageous in the sense that it ensures that the most appropriate audience is
selected. It makes it possible to target a particular market as opposed to a few others. If used
appropriately, the strategy will ensure that power is taken back and that households but solar
and batteries.
5. References

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Ajzen, I., 2015. Perceived behavioral control, self‐efficacy, the locus of control, and the
theory of planned behavior. Journal of applied social psychology, 6(7), pp. 66-87.
Arnould, E., 2015. Market-oriented ethnography: interpretation building and marketing
strategy formulation. Journal of marketing research, 4(6), pp. 23-45.
Conner, M., 2016. Extending the theory of planned behavior: A review and avenues for
further research. Journal of applied social psychology, 6(78), pp. 55-67.
Firat, A., 2014. From segmentation to fragmentation: markets and marketing strategy in the
postmodern era. European journal of marketing, 5(6), pp. 60-74.
Godin, G., 2017. The theory of planned behavior: a review of its applications to health-
related behaviors. American journal of health promotion, 56(7), pp. 54-67.
Kassarjian, H., 2017. Incorporating ecology into marketing strategy: the case of air pollution.
The Journal of Marketing, 5(8), pp. 56-76.
Koufaris, M., 2015. Applying the technology acceptance model and flow theory to online
consumer behavior. Information systems research, 56(7), pp. 43-54.
Madden, T., 2015. A comparison of the theory of planned behavior and the theory of
reasoned action. Personality and social psychology Bulletin, 76(8), pp. 67-88.
Mathieson, K., 2015. Predicting user intentions: comparing the technology acceptance model
with the theory of planned behavior. Information systems research, 6(7), pp. 40-75.
Menon, A., 2016. The quality and effectiveness of marketing strategy: Effects of functional
and dysfunctional conflict in intraorganizational relationships. Journal of the
Academy of Marketing Science, 5(76), pp. 30-63.
Morgan, R., 2016. Relationship-based competitive advantage: the role of relationship
marketing in marketing strategy. Journal of Business Research, 45(8), pp. 45-65.
Polonsky, M., 2017. A stakeholder theory approach to designing the environmental
marketing strategy. Journal of business & industrial marketing, 5(7), pp. 59-65.
Sheth, J., 2016. Why we buy what we buy: A theory of consumption values. Journal of
business research, 7(8), pp. 55-69.

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Weitz, B., 2015. Knowledge, motivation, and adaptive behavior: A framework for improving
selling effectiveness. The Journal of marketing, 6(7), pp. 38-45.
Wlodkowski, R., 2017. Making sense out of motivation: A systematic model to consolidate
motivational constructs across theories. Educational Psychologist, 5(6), pp. 40-56.