The purpose of this research is to help PG&E increase its understanding of customers’ preferences in the medium screw base (MSB) lighting category - Incandescent, Halogen, CFLs and LED lighting. Specifically, this research focuses on determining the role different product features play in customer preferences in order to guide future program design and marketing communication strategies. In addition, this study seeks to ascertain how PG&E can most effectively educate its customers on the benefits of energy-efficient lighting products.
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