An analysis of eligible consumer choices among electricity suppliers in Turkey

The economic view that aims to reach a competitive market in every area and liberalization movement have affected energy markets, especially electricity market. Turkey has reconstructed its energy markets for the last 20 years and "eligible consumer" law was one of the biggest steps of reconstruction since its purpose is to make every consumer free to choose their electricity supplier. In this thesis, the effect of suppliers' attributes on eligible consumers' choices is analyzed; because, it is important to understand eligible consumers' behaviors for law-makers to conduct and protect a competitive market, and electricity suppliers to increase customer satisfaction and to stay alive in the competition. Discrete choice analysis with multinomial logit model is applied and two models are developed by using different attributes of suppliers. According to the analysis and model parameters, unit price and the recognition of suppliers have the biggest effect on eligible consumers' choices in Turkey.