Las tácticas engañosas de marketing en el punto de venta impactan en las intenciones de compra del consumidor con una actitud como mediadora
- Aram Massoudi
, - Sahar Jalal Fatah
Resumen
El estudio examina cómo las técnicas de venta engañosas, como las prácticas engañosas en los puntos de venta, afectan la disposición de los clientes a comprar cosas o su intención de compra en Irak, donde las leyes que protegen a los consumidores son débiles y están incontroladas. Los investigadores también observaron cómo la impresión general (actitud) del cliente sobre un producto juega un papel en este sentido. Encuestaron a 400 compradores en varios supermercados en Erbil, Irak. Se recibieron 382 respuestas válidas. Se utilizó un modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) para analizar los datos y probar la hipótesis del estudio. Los hallazgos muestran que las tácticas de venta engañosas perjudican el deseo de compra del cliente. Además, la perspectiva del cliente sobre un producto juega un papel en el vínculo entre esas tácticas y la intención de compra. Estos resultados sugieren que las prácticas de marketing honestas benefician tanto a las empresas como a los clientes al crear sentimientos positivos hacia los productos y, en última instancia, aumentar las ventas.
Códigos JEL: M31, M37
Recibido: 06/04/2024. Aceptado: 05/07/2024. Publicado: 25/07/2024.
Palabras clave
Prácticas engañosas, marketing engañoso en el punto de venta, actitud de los consumidores, comportamiento de compra, intención de compra
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