Research Article Open Access

Measuring three Demarketing Cases using Statistical Methods

Eunice Lebogang Sesale1, Mantepu Tshepo Mase Tshaba1, Tshepo Matsose1, Gezani Richman Miyambu1 and Solly Matshonisa Seeletse1
  • 1 Sefako Makgatho Health Sciences University, South Africa
American Journal of Applied Sciences
Volume 14 No. 3, 2017, 365-371

DOI: https://doi.org/10.3844/ajassp.2017.365.371

Submitted On: 30 September 2016 Published On: 2 March 2017

How to Cite: Sesale, E. L., Tshaba, M. T. M., Matsose, T., Miyambu, G. R. & Seeletse, S. M. (2017). Measuring three Demarketing Cases using Statistical Methods. American Journal of Applied Sciences, 14(3), 365-371. https://doi.org/10.3844/ajassp.2017.365.371

Abstract

This paper applies statistical measures to illustrate effects of 'demarketing' in three case studies. The first case involves a leading Internet café which had recently lost customers to rivals in the same trading environment. The second one involves a reputable Chicken farm that had also lost many clients. The third one involves a Catering services company that had lost some of its customers. The three cases are respectively labelled 'Int café', 'Chicken farm' and 'Catering services'. Despite these being dissimilar cases, some similarities occurred with the way they lost favor with their clients. The paper calculates and compares the demarketing effects in the three cases using the measures.

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Keywords

  • ANOVA
  • CV
  • Demarketing
  • Percentage