Identifying effects of mixed marketing in solar devices

Abstract

The Sun is one of the main sources of renewable energy which can serve as a useful source of energy supply in most parts of the world. Using solar energy is not only necessary but also will be inevitable in future. The aim of this study is to investigate the effects of marketing Mix on using solar devices. Hypothesis discussed in the paper is: Marketing mix (price, product, place and promotion) affects using solar devices by consumers. The population of this study includes sell customers of solar energy products in Tehran, Iran and according to Cochran formula for determining the volume of Unlimited Data the sample size is 384, in 2013 to collect opinions of the people. Data collected using questionnaires and structural equation modeling (SEM) in Lisrel software was used for data analysis. The obtained results identify four aspects of the marketing mix (price, product, promotion and place) and related indicators of measured dimensions. All the proposed hypotheses were confirmed and thus each of the four marketing mix elements (price, product, place and promotion) has a significant impact on the amount of solar devices used.