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Biomass residential heating: semantic structure and implications for advertising

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  • Athiyaman, Adee

Abstract

For a business, knowing current stakeholder product knowledge is essential to influencing 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.

Suggested Citation

  • Athiyaman, Adee, 2015. "Biomass residential heating: semantic structure and implications for advertising," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 117(1), pages 1-4, April.
    • Handle: RePEc:ags:stagec:206117
    DOI: 10.22004/ag.econ.206117
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    References listed on IDEAS

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    2. Wells, William D, 1993. "Discovery-Oriented Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 489-504, March.
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