Keywords: demarketing, cigarette smoking, Palestine, smokers, marketing, cigarettes
Factors affecting the demarketing of cigarette smoking in Palestine
This research attempted to examine factors affecting the demarketing of cigarette smoking in Palestine. Thus, the research concerned itself with knowing the origin and definition of demarketing, determining the factors of demarketing, and developing an appropriate model for the demarketing of smoking. An empirical study was conducted to collect the primary data using 800 questionnaires; the first was for smokers (400), and the second for non-smokers (400). The findings of the study, based on respondents' point of view, show that there is a relationship between independent variables (product, price, place and promotion) and the dependent variable (demarketing of smoking) for several reasons that will be discussed throughout this research. The essay subsequently concludes with recommendations for areas of further academic research, policy makers in Palestine, and for the smokers themselves.