POTENTIAL DEMARKETING STRATEGY APPLICATION IN ELECTRIC POWER CONSUMPTION RATIONALZATION: A FIELD STUDY IN ADEN, YEMEN
Keywords:
Demarketing Strategies, Electric Power, Consumption, Power Demand, Alternative Power SourcesAbstract
This research aims to investigate potential demarketing alternatives towards rationalizing electricity consumption in Aden, Yemen. A descriptive-analytical method was employed to attain the study objectives and evaluate the research hypothesis with questionnaires distributed to 400 study samples. Resultantly, a relationship was identified between demarketing strategy implementation and electricity consumption rationalization in Aden, Yemen. Additionally, this research proposed a programmed and phased utilization of demarketing strategies and enhancing awareness and educational programs towards electricity consumption rationalization with various social media platforms in the Aden Governorate.
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