EFFECT OF DECEPTIVE ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR

Abstract

Purpose: Major aim of this study was to evaluate the impact deceptive advertisement on consumer buying behavior. Variables under the study were vague messages, omission and false claims used by the advertisers. Methodology/sample: The study involved use of head & shoulders anti-dandruff shampoo ad as stimuli and questionnaire as an instrument. 400 desired respondents were contacted to complete the study. The respondent individuals belonged to age group between 20 to 30 years, social classes A and B. To analyze the data, Descriptive frequencies and Pearson correlation was applied. Findings: The analysis suggested that individuals buying behavior gets affected by deceptive advertisements. Practical Implications: The outcomes of the research suggested that marketers should rely more on competitive factors than using deceptive claims in order to gain market share. Besides this regulatory bodies should be established to monitor the ad campaigns.