THE IMPACT OF MARKETING DECEPTION ON CONSUMERS’ ATTITUDE: A CASE STUDY ON THE TELECOMMUNICATION SECTOR IN TURKEY

Abstract

This research aims to identify the deceptive practices that telecommunications companies make in marketing mix elements (Services, price, promotion, distribution, and physical evidence) and their effect on consumers’ attitudes in its three components ( cognitive, emotional, and behavioral). To achieve the objectives, quantitative research was conducted, and the researcher used the descriptive analytical methodology. A survey was used as a data collection tool, and responses were gathered from the telecommunications companies' customers with a sample size of 200. Data were analyzed using the SPSS program. The final findings show that four out of five hypotheses were supported. It was clear that there was a statistically significant impact of the marketing deception practices by telecommunications companies on affecting the consumers’ attitudes, especially in services, price, promotion, and distribution. On the other hand, physical evidence deception by telecommunications companies has no significant effect on consumers' attitudes. Finally, the study offered several recommendations, such as raising customer awareness about deception practices and encouraging customers to talk about it when exposed to these practices. Also, telecommunication companies should be more responsible about their provided services and fulfill their customer protection from deceptive practices. Moreover, consumer protection associations and the government should raise awareness and establish laws, controls, and conditions to protect customers and consider ethical practices as social responsibility toward the customers and the community.