Companies often falsely represent their products ostensibly to build their brand and to enhance sales. This research proposal seeks to evaluate the impact of deceptive marketing on the buyers and consumers of herbal medicine. False advertising has been shown to have a profound effect on consumer purchase intent. Marketing is a vital part of any company, and business entities spend a fortune to promote their service and product offerings. The use of misleading advertising is meant to psychologically influence customers’ capacity to make informed decisions. This proposal appraises the influence of the misrepresentation of herbal products on consumer choices.
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