أثر الخداع التسويقي على قرا ر الشرا ء

Abstract

Marketing deception is one of the unethical business practices used the marketer to increase sales and make considerable profits without considering the consumer, who is the center of the marketing operation. Therefore, our study aimed to shed light on deceptive marketing practices and measure their effect on the consumer and his purchasing decisions by studying a sample of 110 consumers for cosmetics in wilaya of Mila, adopting the descriptive-analytical approach and using SPSS)version 26.0) and EXCEL. The study’s most important findings are the existence of a significant impact of deceptive marketing practices, in cosmetics’, on consumers’ purchasing decisions in the wilaya of Mila, Finally, we came to an important conclusion that illustrates a limited consumer culture recommendation: the necessity for consumers’ to acquire a culture of consumption, checking the information contained in the product, and the obligation to report the slightest deception not to ignore this kind of practices.