American International Journal of the Humanities, Social Science, and Business

• Demarketing and its Impact on Consumer Awareness of Rationalizing Electricity An Analytical Study of the Views of a Sample of Beneficiaries in Mosul

  Dr. Jarjees Omair Abbas & Mustafa Ahmed Shefaa Al-Omari

  This research aims to demonstrate the importance of Demarketing tools and their impact on consumers' awareness that are benefiting from private electric energy services. This service has severely underserved Iraq's environment, and there is a weak awareness among many citizens who do not care about the rationalization of electricity consumption. Thus, the electricity distribution company is unable to cover the local needs despite the physical possibilities it possesses. Hence, the research highlights the role of Demarketing means, i.e., price increase, counter-advertising, and reduction of processing hours. Thus, the price increase policy and the culture of the beneficiary consumer are both examined as they contribute noticeably to raising awareness of rationalizing electricity consumption. In a few words, a sample of beneficiaries in Mosul was asked about Demarketing methods and consumer awareness indicators. In light of their views and answers, an analytical study about Demarketing and its impact on consumer awareness of rationalizing electricity is presented throughout this research..
  Key Words: Demarketing methods- consumer awareness indicators- rationalizing electricity

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