Developing a customer driven renewable program: Public service company of Colorado`s use of market research findings
- Public Service Co. of Colorado, Denver, CO (United States)
The question of whether consumer attitudes about the environment translate into consumer actions intrigues consumer product manufacturers, so much so that the green marketing has become part of the nation`s marketing vernacular. It`s also of significance to electric utilities, and it became significant to Public Service Company of Colorado (PSCo) when the company faced a resource planning docket that included a renewable energy component. The company wanted to resolve contradicting opinions about the necessity and the cost of renewables among customer and special interest groups. The result for PSCo has not only answered a number of questions which have largely remained unanswered in the electric utility industry, but has also allowed PSCo to develop what it feels to be a truly customer driven program for introducing renewable energy to Colorado energy consumers. PSCo`s Marketing Division surveyed past research about consumers` environmental attitudes, then conducted what may be the nation`s most comprenhesive utility sponsored green pricing study. The objective was to meet the needs of regulators, shareholders, and customers alike; and to do so with common sense and prudence. Completed in December of 1992, the study produced reliable pricing estimates and market penetration projections of voluntary customer funding to accelerate development of renewable resources. Customers proposed to introduce small-scale renewable energy programs through voluntary contributions without any overall rate increase. Segmentation analysis of survey responses gave PSCo the ability to market renewable energy to those customers who most strongly support emerging technologies.
- Research Organization:
- Electric Power Research Inst. (EPRI), Palo Alto, CA (United States); Synergic Resources Corp., Bala-Cynwyd, PA (United States)
- OSTI ID:
- 102694
- Report Number(s):
- EPRI-TR-104558; TRN: 95:001847-0004
- Resource Relation:
- Other Information: PBD: Nov 1994; Related Information: Is Part Of Proceedings: Sixth Biennial Marketing Research Symposium: Blue sky to bottom line{hor_ellipsis}marketing research, customer value and utility performance; PB: 481 p.
- Country of Publication:
- United States
- Language:
- English
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