Consumers’ Knowledge of Controlled Ventilation Systems

Abstract

When dealing with product development and innovative advancements in ecological technologies, as well as correlating business interests, there is a need to integrate expert and everyday knowledge in planning and decision-making strategies. From their experience of daily routines in their living and working environments, consumers know about specific aspects (standards, strengths, weaknesses and so on) of the products and technologies they use (Herstatt and von Hippel, 1992). In the case of energy-efficient buildings and ventilation technologies, the knowledge and experiences of the users of these products can be of help in future innovations and improvements (Bailetti and Litva, 1995; Rohracher and Tritthart, 1997). Moreover knowledge of consumers’ attitudes is of great value when defining target-group marketing strategies (market segmentation and market communication) (Kotler, 2000; Kroeber-Riel and Weinberg, 2003).