Off-campus UMass Amherst users: To download dissertations, please use the following link to log into our proxy server with your UMass Amherst user name and password.
Non-UMass Amherst users, please click the view more button below to purchase a copy of this dissertation from Proquest.
(Some titles may also be available free of charge in our Open Access Dissertation Collection, so please check there first.)
Stiletto marketing: Segmenting innovative buyers of energy-efficient houses from other home buyers
Abstract
Personal contact, including target mailing and word-of-mouth is effective for promoting energy-efficient houses. Market segmentation of individuals must coincide with when they plan to buy or build houses. The proposed use of this marketing strategy (called stiletto marketing) is backed up by a mailed survey of New England homeowners and a review of relevant literature. It is a strategy similar to that used by agricultural extension agencies, also called “change agencies.” A hypothesis tested and confirmed was that differences occur in attitudes, beliefs, and behaviors between owners of recently constructed energy-efficient houses and energy-inefficient houses. Thus, homebuyers with a propensity to become “early adopters” (become buyers) of energy-efficient houses may be identified, and contacted either in person, by telephone, or the Internet. Currently, at an early stage in the diffusion of energy-efficient houses, marketing resources should concentrate on people who are most likely to become early adopters.
Subject Area
Marketing|Social psychology|Environmental science|Energy
Recommended Citation
D'Alessio, Glenn, "Stiletto marketing: Segmenting innovative buyers of energy-efficient houses from other home buyers" (2000). Doctoral Dissertations Available from Proquest. AAI1399494.
https://scholarworks.umass.edu/dissertations/AAI1399494