ENERGY MARKETING DYNAMICS AND CONSUMER PERCEPTIONS OF ELECTRICITY SUPPLY PERFORMANCE IN NIGERIA
Abstract
This study examines the dynamics of energy marketing and consumer perceptions of electricity supply performance in Nigeria, specifically focusing on Calabar. The research investigates the interaction between energy and electricity power providers and consumers, exploring how marketing strategies influence consumer satisfaction and perception of electricity supply reliability. The study employed a cross-sectional survey design, using a sample of 600 households across Calabar, Odukpani, Akpabuyo, Bakassi, and Akamkpa. Over six months, data were collected through a structured questionnaire on electricity records obtained from the Calabar Head Office of Port Harcourt Electricity Distribution Company (PHED). The study tested three specific energy marketing strategies: consumer education campaigns, smart metering adoption, and demand-side management incentives. The findings reveal that households exposed to these marketing strategies reported a 15% increase in satisfaction with electricity service providers, a 10% improvement in perceptions of service reliability and a 7% improvement in electricity service quality. Furthermore, the analysis revealed a statistically significant reduction in electricity consumption by about 14% among households that adopted smart metering technology. About 9% of participants engaged in off-peak electricity usage after being informed about demand-side marketing management incentives. The study concludes that targeted energy and electricity power marketing strategies can effectively improve consumer perceptions and promote more efficient electricity usage behaviours in Calabar zones. The implications of this suggest that electricity distribution companies (PHED) should invest in tailored marketing campaigns and education to enhance consumer satisfaction and optimise energy and electricity power consumption patterns.