IMPACT OF FAKE DECEPTIVE ADVERTISING ON CONSUMERS PURCHASING INTENTION IN NIGERIA (CASE STUDY OF NIGERIA TELECOMMUNICATION INDUSTRY)
BACKGROUND OF STUDY
The essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases, before production units could be arrived at while production units will in turn affect material purchases. However, taking decision on sales is the most difficult tasks facing many business executives. This is because it is difficult to predict, estimate or determine with accuracy, potential customers’ demands as they are uncontrollable factors external to an organization. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programmes that can influence consumers’ decision to purchase its products. This is where advertising and brand management are relevant. Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e product, price, place and promotion. As a promotional strategy, advertising serve as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision.
DECEPTION IN ADVERTISEMENT
Deception’ through the advertisement is a common phenomenon today. Among others some of the Advertisers published the misleading, fraudulent and deceptive advertisement through mass media such as TV, radio, bill boards, sigh boards, transportation, satellite channels and so on. Some deceptive and fraudulent products are sale for some complex diseases like Agma, cancer, diabetics, etc for which company are offering strong guarantee to cure these complex those diseases through their Advertisements within very short period of time. Sometimes they are publishing their Advertising through mass Medias not only for above diseases, but guaranteed to solve all kinds of physical and mental problems by single doges of medicines or through their (Addatik) power.