The extent to which retail stores practice marketing deception from the point of view theLibyan consumers"A field study on a sample of consumers in the city of Benghazi"

Abstract

The study aimed to identify the extent to which retail stores practice marketing deception and its dimensions (product, price, distribution, and promotion) from the point of view of consumer, and then to reveal differences about the extent to which retail stores practice marketing deception as perceived by the consumer. Based on a number of variables (gender, age, educational level, marital status, monthly income level). The study used the descriptive approach; To achieve its objectives, a questionnaire tool was developed, and the size of the study population amounted to (449,525) members, following the quota sampling method, and the sample size was (384) single, and the data was analyzed using statistical software packages for social sciences (SPSS). The results of the study indicated that the practice of retail stores Marketing deception from the consumer’s point of view was (high), but in varying proportions, and it was found that marketing deception represented in distribution is the most practiced by retail stores, followed by marketing deception in the price, then marketing deception in promotion, while marketing deception related to the product came in the last rank. The results of the study also showed that there are no statistically significant differences about the extent to which retail stores practice marketing deception from the consumer’s point of view for all dimensions due to the level of monthly income and marital status, while there are statistically significant differences about the extent to which retail stores practice marketing deception in product, price or promotion. Or distribution, or two dimensions of marketing deception, or all dimensions attributed to gender, educational level, and these differences were in favor of females, and holders of a master’s degree or more. Finally, the study recommended the necessity of combating marketing deception in all its forms and intensifying media efforts to inform the consumer of his rights and educate him about this deception, and the cooperation of all state agencies, including the Municipal Guard, the Customs Guard, and consumer rights protection organizations in combating all forms of deception, and imposing deterrent penalties on perpetrators in accordance with the law.