"IMPACT OF DECEPTIVE ADVERTISEMENT ON CONSUMER’S LOYALTY INDUSTRY OF PAKISTAN

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”