الفهرس 
الاطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Water is one of the main natural resources upon which development plans are based in all the countries of the world. Therefore, a lot of states, whether rich or poor, have paid much more interest in their water resources. Besides, the problem of water consumption has led to pay explicit attention to water problem, especially drinking water. Hence, there is an urgent need to rationalize water consumption.
Therefore, this research aims to investigate and assess the existing strategies of water companies to rationalize water consumption. In addition, it attempts to establish a strategic demarketing model to reduce water consumption. Such a model can be applied to water distribution corporations in Greater Cairo, including (Cairo, Giza and Qalyoubia governorates). It, also, proposes a group of suggestions that may contribute to rationalize water usage.
The main research problem is represented in the attempt to answer the following questions: How can the demarketing strategies be used in rationalizing water consumption in Greater Cairo? Is there a relation between demarketing strategies and the rationalization of water consumption? And how can the strategies of raising awareness and the culture of consumerism, escalating prices, programmed cutoff, or the maintenance of household sanitary materials be applied to rationalize the consumption of water drinking?
After literature review of relevant previous studies, a proposed model is established to demonstrate the causality of research variables. Further, the paper adopts the method of path analysis to illustrate the strong relationship between research variables using the statistical program SPSS (Statistical Package for Social Sciences). For primary data collection, a survey list is designed (a list for managers and another one for consumers). Then, a number of tests have been made to assess the validity of the models of research variables measurement. A survey is addressed to a sample of the managers of drinking water and sanitation companies in Greater Cairo and the consumers under study as well. The number of the responded sample is (566) individuals about 93.8% of the total sample. The sample is divided into (182) managers and (384) consumers in the light of adopting the analytical descriptive approach
The study concluded that there is a positive relationship with statistical significance between the strategies of reverse marketing and the rationalization of consumption of drinking water. The results also confirmed the presence of a positive impact of these strategies on the rationalization of consumption of drinking water so that if there are reverse marketing strategies with which the degree of rationalization of drinking water consumption increases with the exception of a Product mix expansion strategy have no effect on rationalizing the consumption of drinking water. The results also showed a difference in the managers ’perception of water reverse marketing strategies according to their administrative level, as well as a statistically significant difference in the consumers’ awareness of these strategies according to marital status and responses were in favor of the married.
In light of the results reached by the study, the researcher recommended the necessity of enhancing the awareness of senior management in water companies of the importance of rationalizing drinking water consumption, developing awareness and rationalization programs for citizens by the government, and emphasizing periodic maintenance from the company on buildings by installing pieces of internal water connections from The good kind.
Finally, the researcher suggested touching on the following research topics to be an extension of the current research, which was to conduct similar studies in other service sectors such as the electricity distribution sector in Greater Cairo, or study the relationship between the quantities consumed from domestic water and the price set for this water, as well as conduct studies on the application of the use of strategies Reverse marketing in other fields (electricity, smoking, etc.), and recommends studies on methods for rationalizing consumption of drinking water and its effect on the price policy for drinking water on the allocation of water resources in the Arab Republic of Egypt.
Terminology of study:
-Demarketing
-Demarketing Strategies.
-Rationalize water consumption.