سياسات التسويق العكسي كما تدركها الأمهات و دورها في ترشيد الاستهلاك لبعض مرافق المسكن العامة

Abstract EN

The Research aimed to study demarketing policies as perceived by mothers and their relation to rationalizing consumption of some public housing facilities.The research used descriptive analytical method.

The sample of this research including (200) mothers who have children in various stages of education and have electricity, water, and natural gas facilities inside her house in Shebin Al-Kom, Tala, Melij, Al-Batanoun, and Al-Shuhada at Menofia Governorate.

The sample was selected in intentionally purposed way.

The tools of this study included general data form of mothers and their family, demarketing policies as perceived by mothers questionnaire with their dimensions (increase prices, anti advertising and control) and rationalizing consumption of Some public housing facilities for mothers with their dimensions (electricity, water and natural gas).

Data has been released, classified, tabulated and using statistical methods through SPSS.

The results revealed that there was correlation between demarketing policies as perceived by mothers and rationalizing their consumption of some public housing facilities.

There were differences between mothers who working and non-working in demarketing policies as perceived by them to working.

There were differences in demarketing policies as perceived by mothers according to the number of family members to the fewest.

There were differences in rationalizing consumption of some public housing facilities for mothers according to the number of family members to the largest.

There were differences in demarketing policies as perceived by mothers according to monthly income to the highest.

There were differences in rationalizing consumption of some public housing facilities for mothers according to monthly income to the lowest and the highest.