Özet:

The purpose of this paper is to contribute to growing body of research on Demarketing concept which is based on the Marketing theory, while concentrating on Ostensible Demarketing strategies especially the Ostensible and their uses in improving product image in the minds of customers through the usage of the deployed marketing techniques as the main framework of analysis and application. Depending on the marketing technology and the techniques specific to marketing studies and Demarketing then this implementation study depends on a questionnaire to collect the required data from 312 customers, the information collected was based on a primary exploration study with the purpose of constructing and designing a study model. As well as arbitrating the study hypotheses, in addition to the literatures related to Demarketing, its strategies, and the tools used in the ostensible strategy. All the factors with an apparent contribution/effect on consumers perception and improving product value in their minds but in different and varying degrees, as there is a positive significant relationship between all the factors considered in this study model in varying degrees of strength. Restrictions due to the period/time and some difficulties related to the acceptance of customers to answer the questionnaire which took some time and the effort used to convince them to answer it. The results of this study is of a great benefit to business organizations which work on improving their products' value in the customers mind through the usage of Demarketing strategies especially the Ostensible Demarketing strategy and their executive tools, subsequently, these results can be considered as a launching base to future studies that can help business corporations in that direction. This study is an attempt to clarify the effect of the application of this Strategy on the improvement of product image on the customer perception, as this subject is important for different business organizations, in addition to this study which obviously has taken a different direction than any previous studies in Demarketing Strategy which subsequently will improve the worth and originality of this area. Key Words: Ostensible Demarketing Strategy, Demand, Perception, Product Quality, Customer’s Minds.

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