Consumer loyalty to electricity suppliers. Factors affecting consumer behaviour

Bachelor Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, course: Bachelor of Business in Management Applications, language: English, abstract: This study was conducted to investigate consumer behaviour and attitudes in relation to remaining with or switching electricity supplier. Secondary research in the form of a literature review examines the history, development and understanding of the factors which affect consumer behaviour in general. Primary research explores consumer behaviour, attitudes and understanding in relation to electricity suppliers. Primary research was conducted in two phases. Phase one involved 100 consumer surveys using an online distribution method. Phase two involved conducting fifteen interviews with local household electricity consumers. This investigation found that the main decision to remain with or switch electricity supplier came down to cost. Trust in electrical suppliers claims was shown to have an effect on choice. Recommendations by family, friends and colleagues also had an impact. The main influences found included switching, combination supply deals, environmental considerations and payment methods etc. Furthermore the research has shown that there is high potential for the electricity supply industry to improve marketing associated with switching and should include information on regulations and responsibilities. The research included in this paper may be of interest to consumer behaviour analysts, marketing professionals, electricity suppliers, marketers of the electrical supply industry and researchers in this topic area. This dissertation has investigated the factors effecting consumer behaviour particularly in the area of electricity supplier choice.