Do deceptive advertisement and deceptive Packaging (package downsizing or slack filling) Really trigger consumer purchase intention?

Abstract

The aim of this article is to investigate the relationship of increasingly deceptive advertising with big undelivered claims and large slack-fill packaging with purchase ·intention of the consumer. Marketers are trying their best to increase the worth of their product in the mind of the customers through perceived features and benefits of the goods and services, but unfortunately they have taken this effort too far that they have started to make use of deception through their communication to satisfy people and intend them to buy the product. The underlying study has taken place in the area of FMCG. Data is collected through a careful distribution of questionnaire among 250 individuals and their responses were recorded. 5 point Likert rating scale is used to gauge the extent of agreement of the individual to the given item of the scale. Our research suggests that perceived veracity, consequences and vulnerability decreases the purchase intentions of the consumer whereas, customer expectations and his attitude towards the marketing strategy of the brand has positive impact on the purchase intention.