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Author(s): Fouzia Ali | Ali Raza | Syed Usman Izhar | Muhammad Shoai | Waqas Amin | Muhammad Adna | Aamir Mehmood

Journal: Australian Journal of Business and Management Research
ISSN 1839-0846

Volume: 1;
Issue: 3;
Start page: 104;
Date: 2011;
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Keywords: Deceptive advertisements (ads) | beauty products | students | Pakistan

The purpose of this study was to measure the correlation and impact of deceptive beauty advertising (Ads) with and on the buying behavior of the university students toward beauty products. Developed instrument contained nineteen questions. Five point Likert scale was used and the response rate was 94.667%. Two variables were computed; buying behavior of university students towards beauty products was dependent variable; and deceptive beauty ads were independent variable. Descriptive statistics, correlation and liner regression techniques were used with the help of SPSS 16. Positive and significant correlation and impact was found with and on the buying behavior of university students toward beauty products which means that the use of beauty products increases with the increase in deception in beauty products ads. The data were collected from university students and non-serious attitude of students were the limitations of this study. In this study, the main focus was on the buying behavior of students and beauty products ads, and it will serve as a benchmark for prospective researchers for future study.
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