An analysis to determine the impact of deceptive advertisements on the consumer purchase behavior

Consumer behavior is a very complex process as there is presence of different determinants of human behavior. Consumer behavior is the study of different processes which takes place between individuals or groups while selecting, purchasing, using or disposing of the product in order to satisfy their needs. The objective of the study is to find out factors involved in consumer purchase behavior regarding deceptive advertisements and to evaluate the effect of deceptive advertisements on the consumer purchase behavior..For achieving this objective 305 respondents each from rural and urban areas were interviewed for the study. The data were collected on a specially structured pre-tested questionnaire from the respondents through personal interview method. The data were analyzed by using chi-square test, t-test. The study shows that There were 5 factors derived out of consumer purchase behavior. These were Preference to product attributes, Inducement by advertisements, Advertisements misleading, Stick to the brand already using and Decision after comparing different source.