TY  - THES
U1  - Master Thesis
A1  - Vodolazova, Natalia
T1  - Drivers for the buying decisions of pellets for consumers in Germany
BT  - Strategic success factors of pellets marketing in Germany
N2  - The research focused on the wood pellet market for private consumers in Germany and has the objective to understand the factors affecting the purchase decisions of wood pellets buy-ers. The aims of the research were achieved by applying the Engel, Kollat, Blackwell model of consumer behaviour, by conducting in-depth interviews and deriving the grounded theory. The application of EKB model revealed that the following groups of factors may influence the con-sumers: cultural (culture and social class), social (family influence), personal (age and lifecycle stage), psychological (believes, motives, attitudes) and unexpected circumstances. In-depth interviews with the buyers of wood pellets helped specify the influencing factors to finally an-swer the research question. The analysis showed that the buyers of wood pellets are influ-enced by family, personal believes and attitudes, and the unexpected circumstances. The most important factors for the buyers are the quality of the pellets and reliability of the supplier. If they are satisfied with the quality of product and service, they will be reluctant to look for an alternative. And on the opposite side, in case the quality of the product or the service is unsat-isfactory this is a limiting factor and will stop the buyer from purchasing this product. Price is an important factor for the buyers of pellets in bags. However, in the situation of volatile mar-ket and exploding prices, the price factor will play a bigger role. Thus, the strategic factors for marketing of pellets is to concentrate on quality and price communication, and to focus on the quality of pellet delivery service.
KW  - wood pellets
KW  - renewable energy
KW  - influence factors to the purchase process
Y2  - 2022
U6  - https://doi.org/10.25924/opus-4591
DO  - https://doi.org/10.25924/opus-4591
SP  - 77
S1  - 77
ER  -