Unethical Practices of Advertising by Telecom Sector in Pakistan and its Effect on Consumer Perception

Abstract

Advertisement is an important marketing technique which is used by the organizations today to reach out to their current customers and potential customers. The purpose of this outreach is to make sure that the current set of services are being shared with the public in terms of the needs that are present in the market, so that sales and revenue collection can be increased. In this research, the purpose was to focus on any unethical advertising methods which were being used in the market by the Telecom operators. Unethical advertising includes the use of information in an incorrect manner through either concealment of information or giving out false information, as facts. The result of these activities is unhappy customers, declining market reputation and unclear organizational values. This impact of unethical advertising was investigated in this research on the satisfaction and perception of the customers since they are relying on this information on everyday basis. The samples were asked key questions in the form of interview questions as well as questionnaires. The collected data was analyzed quantitatively and qualitatively and the results were formulated for the market phenomenon. The report contains all aspects of the research which was carried out in the time frame allotted for the research and all the necessary areas relevant to the research are mentioned here. The research concluded that the use of unethical advertising can cause negative perceptions to float in the market and as a result, the customer generally tries to make a switch between carriers. Despite peer pressure, and mixed reviews of services, the experience of the client himself is enough to initiate this switch.