Deceptive Point-of-Sale Marketing Tactics Impact on Consumer Purchase Intentions with an Attitude as a Mediator

Abstract

The study examines how misleading sales techniques, such as deceptive point-of-sale practices, affect customers' willingness to buy things or their purchase intention in Iraq, where laws protecting consumers are weak and uncontrolled. The researchers also looked at how a customer's overall impression (attitude) of a product plays a role in this connection. The surveyed 400 shoppers at various supermarkets in Erbil, Iraq. 382 valid responses were received. A Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data and test the study's hypothesis. The findings show that deceptive sales tactics hurt a customer's desire to buy. Additionally, a customer's perspective on a product plays a part in the link between those tactics and purchase intention. These results suggest that honest marketing practices benefit both businesses and customers by creating positive feelings towards products and ultimately increasing sales. JEL Codes: M31, M37 Received: 06/04/2024. Accepted: 05/07/2024. Published: 25/07/2024.

Keywords

• Deceptive practices
• point of sale deceptive marketing
• consumers’ attitude
• buying behavior
• purchase intention