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@article{192346,
        author = {S.Saranya and S.Uma},
        title = {CONSUMER RESPONSE TO DECEPTIVE ADVERTISING PRACTICES: A STUDY OF BUYING BEHAVIOUR IN SELECTED CONSUMER GOODS IN COIMBATORE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {1302-1307},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192346},
        abstract = {Deceptive advertising has become an increasingly prominent concern in contemporary consumer markets, particularly with the expansion of digital and media-intensive promotional strategies. The present study examines consumer responses to deceptive advertising practices and their influence on buying behaviour in selected consumer goods markets in Coimbatore City. Adopting a quantitative research design, primary data were collected from 150 consumers using a structured questionnaire. Exploratory Factor Analysis was employed to identify the underlying dimensions of deceptive advertising practices, followed by Confirmatory Factor Analysis to validate the measurement model. Structural Equation Modeling was further applied to examine the structural relationships between deceptive advertising practices, consumer attitudes, and buying behaviour.
The results reveal that deceptive advertising is a multidimensional construct comprising misleading claims, hidden information, exaggerated benefits, and celebrity or influencer bias. The structural model indicates that deceptive advertising practices significantly influence consumer attitudes, which in turn have a strong effect on buying behaviour. Although deceptive advertising also exerts a direct impact on purchase behaviour, consumer attitude plays a crucial mediating role in this relationship. The findings suggest that while deceptive advertising may encourage short-term purchasing, it poses risks to consumer trust and long-term brand credibility. The study contributes to the existing literature by offering a validated analytical framework and provides practical implications for marketers and policymakers in promoting ethical advertising practices.},
        keywords = {Deceptive advertising, Consumer attitude, Buying behaviour, Structural equation modeling, Consumer goods},
        month = {February},
        }