Behavioural Motives of Acquisition of Solar-driven Equipment

The article identifies needs of the target group, namely structure of motives, which justify making a decision to buy, in order to create efficient marketing strategy of an enterprise, which sell solar-driven equipment in Ukraine. There are five segments in the domestic market of helio-systems: individual consumers, recreation industry, agrarian industry, construction and social spheres. The article allocates 15 motives of acquisition of the solar-driven equipment for these segments, the most important of which are price, availability of solar energy, alternative price and energy saving. Besides, the structure of such motives is determined for each segment individually. In order to choose specific marketing instruments in the policy of promotion of solar-driven equipment, the article identifies differences in the form of goals of use and motives of acquisition between the specified consumer segments. The article reveals certain barriers that interfere with acquisition of solar-driven equipment – low level of trust into helio-systems, conservatism of consumers, absence of free applications for consumers – overcoming which is only possible with the help of certain marketing actions.