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2 pages/≈550 words
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Business & Marketing
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English (U.S.)
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Topic:

Selling Compact Fluorescent Light (CFL) at Walmart

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1. What are two major sources of resistance to CFL adoption? Would you characterize each as psychological, economic, or both?
2. If you were managing the lighting product category for Walmart, how might you address these two barriers to adoption through marketing actions?
Only two questions need to be answered, not like writing an essay. One question should be no more than 200 words maximum.

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Selling CFLs at Walmart
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Selling CFLs at Walmart
Answer 1
One of the primary sources of resistance to compact fluorescent light (CFL) adoption was the harsh lighting associated with implementing this new technology. The majority of consumers had misperceptions about CFLs. When they thought of CFLs, many shoppers perceived harsh fluorescent lighting fixtures of ceilings that they saw in businesses and schools. As such, they hesitated to use CFLs and were stuck with their incandescent bulbs. This can be characterized as an economic problem. The other reason for resistance to the adoption of CFLs was the usage issues, including flickering, buzzing, inconvenient recycling procedures, and health hazards due to the mercury contained inside (Johnson & Bartels, 2011). Consumers did not want to use CFLs due to these problems, which were witnessed by first adopters and had attracted a

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