140 Y. TAKEBUTA ET AL.
Concerned about Price
High
Low
Disinterested Segment
Switching is a nuisance and I
haven’t thought much about
alternative suppliers
REN Committed Segment
I want to promote REN
sources, and I want to choose
them myself.
Economizing/Disinterested
Segment
All things considered, I want a
supplier who is cheap
REN Supporting/
Economizing Segment
If cheapest, I will choose REN
electric power sources
Weak
Strong
Concerned about Electricity itself
Main target of
Minna Denryoku
Target of other
power producers
and suppliers
Fig. 6.3 Household consumer segments on switching power suppliers and
interest in renewable energy (REN) (Source Figure created by author, translated
by Eivind Lande)
Moreover, the proportions of the different segments were, according
to a previously conducted questionnaire, approximately as listed in
Fig. 6.4. Minna Denryoku thinks that, in addition to the “committed
segment,” it can also reach the “consistently economizing segment”
through lowering costs by means of the “Enection” system and the “disinterested segment” by means of the enjoyable “electric power with a
face” system.
Lineup and Examples
of “Electric Power with a Face”
Currently, approximately one hundred electric power plants are listed
under “electric power with a face.” Depending on the electric power