Human to Human Marketing

The rise of deceptive advertising practices such as bait and switch, hidden costs, and misleading headlines has raised growing concerns in consumer markets. This study investigated the influence of deceptive marketing strategies on consumer perception and behaviour, using Oraimo products in Ilorin, Nigeria, as a case study. The research was prompted by increasing complaints regarding misleading promotional tactics, which affect trust, purchase intention, and product understanding among consumers. The study aimed to examine the impact of bait and switch on perceived quality, the effect of hidden cost on purchase intention, and the relationship between bait headline and product knowledge. A survey research design was adopted, and data were collected using structured questionnaires distributed to a sample of 384 respondents. Data were analysed using multiple regression techniques. The results revealed that bait and switch significantly impacted the perceived quality of Oraimo products (R = 0.833, R² = 0.694, p = 0.000), hidden cost had a significant effect on purchase intention (R = 0.764, R² = 0.584, p = 0.000), and bait headline was significantly related to product knowledge (R = 0.799, R² = 0.639, p = 0.000). The study concluded that deceptive advertising influences consumer decisions in multiple dimensions. It recommends that firms like Oraimo should adopt ethical marketing practices by eliminating bait and switch tactics, ensuring transparency in pricing to remove hidden costs, and using clear, informative headlines that foster genuine product knowledge. This will not only improve customer trust but also sustain long-term brand loyalty.