Nayab, Zain

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2016

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

Now a days, organization’s advertisements are focused on attributes of deception. The rationale behind the deception is to attract customers, gain market share and enhance sales. Organizations, intentionally or unintentionally employs deceptive advertising strategy to market the product. But, firms are unaware of the fact that customers have ability to interpret the deception. The research was initiated with the introduction chapter illustrating the objectives, rationale, background of the topic. The purpose of the study is to “analyze the dimensions of deceptive advertisements” in food industry. The research evaluated the consumer’s perception and views regarding deceptive advertisements and how it affects the consumer's choice and preferences. The research was focused on different Universities Students of city Karachi. There is a need to conduct the research on the stated topic, because in Pakistan, many companies have faced criticism, but are able to gain the market share. In Pakistan, no research has been conducted in area of deceptive adverts, especially on university students. The study will benefit the customers, marketing agencies, general public and companies to alter or make better decisions.

Moreover, the report highlights an in-depth literature review that helped in the development of the variables, theoretical framework and questionnaires. The theoretical framework is taken from previous research Journal to ensure the “validity along with the reliability”. Discussing the independent and dependent variables, Consumer behavior is the dependent variable, where else, “consumer attention, visual cognition, factual memory along with the awareness of brand are independent variables”. The research methodology chapter stated that research was quantitative in nature, carried through questionnaires. The data analysis chapter interpreted the results through regression analysis and stated that the “independent variables, consumer attention, factual memory, brand awareness, visual cognition has impact on the dependent variable, consumer behavior”.

In last, conclusion and recommendation was written. The report can be concluded with the insights that food deceptive advertisement makes consumers attentive, and “once they see a deceptive ad, they can recognize another easily”. It also creates “awareness of brand” and consumers associate “deceptive advertisement of a product with negative brand name”. It is significant to note that consumers have capability to comprehend the misleading food commercial. Hence, it can be determined that “majority of the respondents agree and strongly

agree that food deceptive advertisements have an impact on consumer choices and preferences". The recommendations were written separately for the consumers and the marketers, firms and marketing agencies by providing the valuable insights. It is recommended that marketers must be careful when designing an advertisement, as customers interpret food deceptive ads, llrms should not employ deceptive techniques, as consumers can recall add even after years and it creates negative brand image and decreases the credibility. Additionally, it is recommended to customers that they should make a “rational decision” to purchase a product. It implies that consumers should analyze the product’s specifications, details, compare with the other products, compare the mentioned product details with the advert’s positioning or established image and make a purchase decision. It is suggested that shoppers should complain the firm, or authorities when faced with any deception; it will reduce the rate of deceptiveness in adverts.

Pages

54

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