Abstract:
Purpose
The purpose ofthe research is to examine that whether a consumer remains loyal to high end
cosmetic companies when he/she experience deception in advertisement? The effect of
deceptive claims made in the advertisements of cosmetics industry and how these deceptive
claims lead to emotional loss of a consumer i.e., when your expectation does not meet with
reality. Similar phenomena can be seen in deceptive advertising. Harmful ingredients that are
used in the making of the cosmetics but are never mentioned in the advertisements and nor
on the packaging ofthe product and finally
Methodology & Design
The data collection technique used in this research study comprised of quantitative and
qualitative approach which was extracted from the questionnaire method. As the research
framework indicates, there are four independent variables and one dependent variable. So an
adjustment in the independent variable will change the dependent variable. In this manner, to
examine the research questions and test the theory a causal review is required. This study is
focused on finding out the impact of deceptive advertisement on consumer loyalty industry
of Pakistan. This paper also clarifies the structure of a connection amongst the independent
and dependent variables. Therefore, this study can be considered as causal or explanatory
research. Explanatory research shows a connection between factors and also the course of the
relationship. The sampling method that was used in this research is ‘quota sampling method”
