Athiyaman, Adee (2015): Biomass residential heating: semantic structure and implications for advertising. Studies in Agricultural Economics, 117 (1). pp. 57-60. ISSN 2063-0476
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Abstract
For a business, knowing current stakeholder product knowledge is essential to infl uencing behaviour. What do consumers think and feel about biomass residential heating? An assessment of consumers’ semantic structure about a biomass residential heating product: pellet stove/furnace, reveals that consumers perceive the product as natural but laborious to maintain, and dirty/smelly. An exploratory analysis of the industry’s marketing communications suggests that the industry is not addressing the ‘ease-of-use’ issue.
| Item Type: | Article |
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| Uncontrolled Keywords: | marketing communications, pellet fuel, HVAC systems |
| Subjects: | Q - Agricultural and Natural Resource Economics – Environmental and Ecological Economics Q - Agricultural and Natural Resource Economics – Environmental and Ecological Economics > Q00 - General |
| Depositing User: | István Ady |
| Date Deposited: | 19 Apr 2017 11:49 |
| Last Modified: | 23 Jun 2017 09:28 |
| URI: | http://repo.aki.gov.hu/id/eprint/2117 |
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