The Relationship between Demarketing and Customers’ Perception toward Reducing Water Consumption: An Applied Study
| المصدر: | المجلة المصرية للدراسات التجارية |
|---|---|
| الناشر: | جامعة المنصورة - كلية التجارة |
| المؤلف الرئيسي: | Ebeid, Ahmed Yehia Hussein (Author) |
| مؤلفين آخرين: | El-Nazer, Alaa Abd El-Kader Mohamed El-Saied Yousef (Co-Author), El-Setouhi, Ahmed Mohamed Ahmed (Co-Author) |
| المجلد/العدد: | مج43, ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الصفحات: | 66 - 90 |
| رقم MD: | 1118824 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Demarketing | Product | Price | Place | Promotion | Customers’ Perception
|
| رابط المحتوى: |
عدد مرات التحميل
13
| المستخلص: |
This study aims to identify the effect of demarketing mix (product, price, place and promotion) on customers’ perception toward reducing water consumption in Mansoura. It adopts post positivism philosophy, deductive approach and quantitative method. Data were collected from 390 customers in Mansoura. Path Analysis was employed to test the research hypotheses using Amos 24: The research results revealed that demarketing mix significantly influenced customers’ perception toward reducing water consumption. |
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