Indian Journal of Public Health Research & Development
Year : 2019, Volume : 10, Issue : 1
First page : ( 717) Last page : ( 722)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2019.00141.4

The effect of Demarketing in Reducing Consumption of Medical Products through Consumer Culture (Applied Study in the Public Health Sector/Babil Governorate)

Aboud Zeinab Abdul Razzaq^1,*, Ayyez Shafaa Turki¹

¹University of Babylon Faculty of Management and Economics, Iraq

*Corresponding author: Zeinab Abdul Razzaq Aboud. University of Babylon Faculty of Management and Economics, Iraq

Online published on 21 February, 2019.

Abstract

The subject of the study is important because it is related to human health and life. Through the concept of demarketing, health organizations can reduce the demand for medical products. The main problem with the study was the lack of visibility of health organizations about the impact of demarketing in reducing the consumption of medical products through consumer culture. The study aims to determine the level of impact of demarketing in reducing or reducing the consumption of medical products through the intermediary role of consumer culture in health organizations in Babylon. The study proved the validity of the hypotheses and reached the conclusions were the most important: demarketing is counterproductive to traditional marketing to achieve benefits and objectives that serve the individual, organization and society and try to reduce the depletion of natural resources. demarketing is an important tool used to reduce demand or consumption, rationalize its use of a particular product or service and to limit the use of certain products that harm the public health of man and society.

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Keywords

Demarketing, consumer culture, medical products.

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