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Effects of deceptive and unethical marketing on consumer behaviour

Gourkar, Vaishnavi (2023) Effects of deceptive and unethical marketing on consumer behaviour. Masters thesis, Dublin, National College of Ireland.

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Aim: The aim of the study is to find out the effect of unethical marketing practices on the purchasing behaviour of consumers.

Methods: This study has made use of quantitative primary research methodology, where the data is collected by conducting a survey of 50 consumers. It has made use of the positivist approach to find a cause-and-effect relationship between unethical marketing practices and consumer purchasing behaviour.

Findings: After conducting and carefully analysing the survey, it was evident that there is a negative correlation between using unethical marketing practises and consumer purchasing behaviour, i.e., unethical practices lower the purchase repeats of the customers.

Conclusions: As deceptive marketing strategies negatively affect purchasing behaviour, firms should focus on following ethical and transparent marketing practices to continue to gain the trust of consumers so that they can stay competitive in the long run.

Item Type: Thesis (Masters)
Ruf, Ruben
Subjects: H Social Sciences > HF Commerce > Business Ethics
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 21 Aug 2023 12:49
Last Modified: 21 Aug 2023 12:58

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