the relationship Between Demarketing and customers, Perception Toward Reducing Water consumption (An applied StudyP)

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية التجارة - جامعة المنصورة

2 جامعة الدلتا للعلوم والتکنولوجيا

المستخلص

Abstract: 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

الكلمات الرئيسية

الموضوعات الرئيسية


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