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Provide A model to measure effectiveness Advertising and Notification At Decrease Intensity of household gas consumption (case study: East Azarbaijan Province)
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Kayomars Molaee   , Alireza Bafandeh Zendeh * , Samad Aali |
| Department of industrial management, Tabriz Branch, Islamic Azad University, Tabriz, Iran; |
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Abstract: (1518 Views) |
| The purpose of this research is to measure the effectiveness of East Azarbaijan gas company's advertisements on consumption reduction and to quantitatively estimate the effect of advertisements on consumption reduction. Gas household costumer of East Azarbaijan province were selected as the statistical population. The statistical population was clustered according to consumption levels and 2169 costumer participated in the research by completing the questionnaire. Research data were analyzed using confirmatory factor analysis and analysis of variance. The validity of the questionnaire was confirmed using content validity and convergent validity. Its reliability was also confirmed through four methods of Cronbach's alpha, composite reliability, average explained variance and maximum explained variance. In order to measure the effect of advertisements on gas consumption, the variables of air and comfort/welfare temperature were used as mediating variables. By performing regression on the daily data of air temperature and gas consumption of the province, the relationship between two variables was determined as a mathematical equation, and then the amount of consumption reduction was estimated assuming compliance with the consumption pattern and reducing the temperature of residential houses. From the results of the survey, the effectiveness of advertising was calculated to be 63%. The results of the modeling show that for every 1% increase in the effectiveness of advertisements, the amount of gas consumption in the province decreases by 0.59%. Assuming the full effectiveness of advertisements in the area of optimal gas consumption, the amount of consumption reduction in the province is The average was estimated at 23%. |
Article number: 4 |
| Keywords: Advertising effectiveness, AIDA model, natural gas, household consumer |
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Full-Text [PDF 2101 kb]
(550 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/04/24 | Accepted: 2023/07/31 | Published: 2023/08/1
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