دور التسويق العكسي في ترشيد استهلاك الكهرباء للقطاع العائلي : دراسة حالة عينة من سكان مدينة و رقلة- الجزائر

Abstract EN

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427 The study aims to know the effect of Demarketing strategies (reverse product strategy, reverse pricing strategy, reverse promotion strategy, reverse distribution strategy) in order to rationalize electrical energy.

The study was conducted using a questionnaire on a random sample of 310 people.

The study used inferential descriptive statistics methods to explain the obtained results and to test the study hypotheses, based on the statistical program SPSS version 28 to analyze the data.

The results confirmed: there is a strong level in rationalizing the consumption of electric energy in the Residential sector, there are statistically significant differences between the strategies of Demarketing and rationalization of electric energy consumption in the Residential sector (scientific level, income), and there is a relationship Positive between Demarketing strategies and rationalization of electrical energy consumption, there is a relationship between Demarketing strategies and the rationalization of electricity consumption.

And the presence of importance after the reverse promotion with 68.

7%, then followed by the two dimensions of the reverse product and pricing 69.

8%, and in the last the reverse distribution with 67.

8%.

Pearson correlation coefficient between the reverse product strategy and the rationalization of electrical energy consumption is 0.

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