International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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IMPACT OF UNETHICAL ISSUES IN ADVERTISING ON CONSUMER BUYING BEHAVIOUR

    1 Author(s):  SONIA GOYAL

Vol -  6, Issue- 3 ,         Page(s) : 213 - 215  (2015 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Advertising is one of the best means of mass communication. Advertising especially in India can be easily regarded as the most entertaining package of mass media. Effective advertisements strategies have been used by most of the companies to influence the buying behaviours of the consumers. Advertisements are helpful in creating the awareness and perception among the customers about a product and service. Advertisement involves rational and emotional appeals. The present study focuses on identifying the influence of unethical issues in advertisements on the consumer behaviour. Misleading and false advertisements are also a part and parcel of unethical advertisement. We will try to study the impact of all these activities on the buying behaviour of a consumer.

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