Identifying Effects of Mixed Marketing in Solar Devices

The Sun is one of the main sources of renewable energy which can serve as auseful source of energy supply in most parts of the world. Using solar energy isnot only necessary but also will be inevitable in future. The aim of this study isto investigate the effects of marketing Mix on using solar devices. Hypothesisdiscussed in the paper is: Marketing mix (price, product, place and promotion)affects using solar devices by consumers. The population of this study includessell customers of solar energy products in Tehran, Iran and according toCochran formula for determining the volume of Unlimited Data the sample sizeis 384, in 2013 to collect opinions of the people. Data collected usingquestionnaires and structural equation modeling (SEM) in Lisrel software wasused for data analysis. The obtained results identify four aspects of themarketing mix (price, product, promotion and place) and related indicators ofmeasured dimensions. All the proposed hypotheses were confirmed and thuseach of the four marketing mix elements (price, product, place and promotion)has a significant impact on the amount of solar devices used.