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WP1 Consumer Insights - A Segmentation Analysis of Households’ Reasons for Changing their Heating Systems

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Abstract:

This project is part of the “Smart Systems and Heat” Phase 1 Business Model Development Project. It will provide insights into consumer behaviour relating to heat decisions. The project will be made up of four small pieces of consultancy work looking at specific issues:

  • Consumer Response & Behavious Analysis
  • Literature Review Personality and Risky Heat Decisions
  • Household Heating Design Aids
  • Segmentation Analysis
This report contains the analysis carried out by Loughborough University on the data from the Consumer Response & Behaviour Project (CRaB). This analysis evaluated whether a segmentation could be developed to predict the reasons why households changed their heating systems.

Three different analysis attempts were made; however, the best of the models only correctly predicted 55% of the reasons for changing the boiler. The method used and results are set out in this report

The categories most frequently predicted by each analysis are generally the reasons chosen by the most householders. This suggests that the independent variables have little predictive power to predict thereasons for changing the boiler. It seems that, based on this sample, householders change their boilers either when they have broken down or when they are about to break down,regardless of the demographic characteristics of the households, or the technical features of their homes. The best predictors of when the boiler is changed could be variables such as whether the householder thinks is it going to break down soon, whetherit will last another winter, how badly it will affect them if the boiler breaks down before it is changed

Publication Year:

2017

Publisher:

ETI

Author(s):

Beckhelling, J.

Language:

English

File Type:

application/pdf

File Size:

926496 B

Rights:

Energy Technologies Institute Open Licence for Materials

Rights Overview:

The Energy Technologies Institute is making this document available to use under the Energy Technologies Institute Open Licence for Materials. Please refer to the Energy Technologies Institute website for the terms and conditions of this licence. The Information is licensed "as is" and the Energy Technologies Institute excludes all representations, warranties, obligations and liabilities in relation to the Information to the maximum extent permitted by law. The Energy Technologies Institute is not liable for any errors or omissions in the Information and shall not be liable for any loss, injury or damage of any kind caused by its use. This exclusion of liability includes, but is not limited to, any direct, indirect, special, incidental, consequential, punitive, or exemplary damages in each case such as loss of revenue, data, anticipated profits, and lost business. The Energy Technologies Institute does not guarantee the continued supply of the Information. Notwithstanding any statement to the contrary contained on the face of this document, the Energy Technologies Institute confirms that it has the right to publish this document.

Further information:

N/A

Region:

United Kingdom

Publication Type:

Technical Report

Subject:

Buildings

Theme(s):

Smart Systems and Heat