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Optimal Usage of Marketing and Sales to Push Residential Refurbishment

Authors:
Mart Verhoog

Keywords: agent-based modeling (ABM); refurbishment decision-making (DM); marketing and sales; empirically grounded.

Abstract:
Agent-based models can be used to assess the impact of different mixes of marketing and sales measures on home-owner’s energetic refurbishment decision-making. During the last two decades, governments have been using especially mar-keting-like measures (e.g., mass media campaigns) to push residential refurbishment – for a large part unsuccessfully. Only recently, more sales-like activities (e.g., visits of energy consultants) have been offered for that purpose. The question now rises, whether this will be a more successful approach. This idea contribution addresses the research question what mix of marketing and sales measures is optimal to support homeowners during their refurbishment decision-making.

Pages: 35 to 37

Copyright: Copyright (c) IARIA, 2022

Publication date: October 16, 2022

Published in: conference

ISSN: 2308-4537

ISBN: 978-1-68558-001-8

Location: Lisbon, Portugal

Dates: from October 16, 2022 to October 20, 2022