K. Tiedemann (Canada)
Energy efficiency, lighting, price, quality, market share
A number of studies have examined various aspects of the market for compact fluorescent lamps (CFLs). But there have been few attempts to provide a rigorous economic model of the market for CFLs. Rigorous modelling of the market for an energy efficient product such as CFLs is a prerequisite to understanding the potential impact of demand side management (DSM) programs. The purpose of this paper is to help fill this gap by providing a description and analysis of the market for compact fluorescent lamps in British Columbia, Canada. Key conclusions include the following. First, product price was a statistically significant positive function of actual quality and perceived quality. Second, market share was a statistically significant negative function of price and statistically significant positive function of actual quality and perceived quality. Third, marketing campaigns aimed at increasing market penetration of CFLs should focus on product price, product quality and branding.
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