Impact of Deceptive Advertising on Women Buying Behavior: A Study on Cosmetics Industry of Bangladesh

Abstract

Deceptive advertisements harm consumers by causing them to have false beliefs about the nature of the products being advertised and thereby causing them to make different purchasing decisions than they would have made otherwise. This is particularly evident in the cosmetics industry in Bangladesh where recently, various forms of advertising techniques deceptive in nature are urgently and increasingly adopted to enhance sales figure and to establish a strong market share. In this quantitative research, the study estimates the relationship of women response against deceptive advertising. The researcher has reported the results of a questionnaire survey of 227 women of this industry using convenience sampling from four different areas in Dhaka city. The findings acquired through using basic statistical tools like descriptive analysis, factor analysis and following multiple linear regression model to provide new insights into deceptive advertising. The impact of deceptive advertising on women buying behavior is highly significant across most of the social and health impact variables like affecting lifestyle, stereotype role, social class, several side effects, fail to give promised services, consequences of cosmetics products.