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DEMARKETING PERCEPTIONS AND CUSTOMER ATTITUDES RELATIONSHIP: A FIELD RESEARCH CONDUCTED WITH YOUNG CONSUMERS

Abstract

Author(s): ?brahim BOZACI

This study takes into consideration the subject of selective demarketing activities and its results which is explained as differentiating marketing mixes in a negative way for untargeted customers. The study is important in terms of clarrfying the resutls of selective demarketing activities which are generally applied. Under this framework, customer perceptions about selective demarketing and relationships with customer attitudes are researched. After explaining demarketing activities, types and reasons; demarketing perceptions and relationships with customer satisfaction, trust and loyalty is tested through a field research. Toward this direction, face to face survey is conducted with students of Keskin Vocational High School. Initial data which gathered in research are analyzed and results are interpreted. According to research findings, the perception level of demarketing activities are negatively and significantly related with customer trust, customer satisfaction and customer loyalty. Moreover, it is found that male and high incomers perceive demarketing activities higher than others. As a result, research findings are interpreted and suggestions for firms are developed.

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Citations : 27

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