Småhusägarnas syn på att köpa fjärrvärme. En studie av tillämpade försäljningsstrategier och kunders val vid konvertering från direktverkande el.

Abstract

Summary

This report presents results from the project ”Converting direct resistive electric heating into district

heating - customer related aspects” conducted at the division of Efficient Energy Systems, Department

of Energy Sciences, Lund University. The main objective of this study was to investigate how specific

households within one housing area (Sandsbro in Växjö with 110 one-family houses) experienced the

conversion process, in order to understand the reasons behind “yes” or “no” responses to the utility’s

offer. A qualitative approach with semi-structured in-depth interviews with a specially selected sample

of households from 10 converted and 13 not converted houses was chosen as the main method.

The investigation led to the following conclusions and recommendations:

• Household reactions to the terms of sale and conversion:

Many households felt that the decisions were rushed - there is a need for better planning, especially for

the older households. The information provided was evaluated as detailed and sufficient. The

“demonstration villa” was a good idea but the installation should be done more professionally -

aesthetics are very important here. Home visits were the only personal contact and should be

conducted in all houses in order to answer questions and explain problems. Co-ordination of

excavation should be better in order to limit the time the ground is open. A few of the households

undertook some of the works themselves to reduce costs but the compensation was often considered as

too low to motivate customers.

• Household opinions on the product and/or service:

Almost all households felt that the thermal comfort was better than before - more stable indoor

temperature, no problems with overheated radiators or smell of burning dust. On the other hand, hot

water comfort was worse - longer waiting time for hot water and too low water temperature during

summer. Aesthetics were considered very important and could be crucial for the decision to convert

the heating system. Many of the interviewed households were uncertain how to adjust and take care of

the system - there is a notable need for information here.

• Household understanding of the economic terms of the district heating conversion:

It was clear that many of the interviewed households did not have a view about the change of energy

costs after conversion. It was also difficult for them to make a profitability analysis before the

decision. However, the offer was considered to be very favourable in this specific case. It is important

that the offer and investment comes at the right time for the households - regardless of the price. One

argument raised against district heating conversion was fear of monopoly and high energy costs. All

households, even those not converted, were convinced that the investment would be paid back in the

future because of an increased property value following conversion.

Household reasons to say “no” to district heating conversion:

• The household has recently invested in a new heating system or in a secondary system,

• Negative views about aesthetics of the waterborne system,

• It’s too labour intensive to convert,

• Wrong facts or misunderstanding.

Household reasons to say “yes” to district heating conversion:

• Improved thermal comfort,

• Convenience,

• Low investment costs

• Expectations about lower energy costs,

• Few alternatives to direct resistive space heating,

• Better than electricity from an environmental point of view.

Statistical analysis proved that variables such as “age”, “type of household” and “energy use level”

could, to some extent, be related to the decision to convert from electric radiators to district heating.

• author: Sernhed, Kerstin and Pyrko, Jurek
• organization: Department of Energy Sciences
• publishing date: 2006
• type: Book/Report
• publication status: published
• subject: Energy Engineering
• keywords: värmegles, försäljningsstrategier, marknadsföring, fjärrvärme, småhusägare, direktverkande el, konvertering
• in: Värmegles 2006:30
• pages: 98 pages
• publisher: Svensk Fjärrvärme
• report number: 30
• ISSN: 1401-9264
• language: Swedish
• LU publication?: yes
• id: 97cc7989-05c5-451c-bf20-ffcc90ffca0a (old id 576568)
• alternative location: http://www.svenskfjarrvarme.se/download/4269/
• date added to LUP: 2016-04-01 16:53:14
• date last changed: 2018-11-21 20:44:59