Abstract
AbstractWith many electricity markets around the world now open to retail competition, it is increasingly valuable to understand the attitudes, motivations and behaviour of residential electricity purchasers. Drawing upon two sets of survey results from an Ontario (Canada) community, this paper answers two questions. First, what ‘kinds’ of people are more or less likely to switch electricity supplier? Secondly, what motivates those who are more or less likely to switch electricity supplier? After answering these questions, the paper advances marketing strategies for new retail electricity suppliers and proposes business plans for established municipal electric utilities. Copyright © 2004 Henry Stewart Publications Ltd.
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