MANIPULATION TACTICS USED BY BRANDS TO ATTRACT

CUSTOMERS

DR. W. SARANYA*

Associate professor,

Department of Commerce with Professional Accounting,

Sri Ramakrishna College of Arts & Science

Coimbatore - 641006.

HARIKRISHNAN. S**

Department of Commerce with Professional Accounting,

Sri Ramakrishna College of Arts & Science

Coimbatore - 641006.

ABSTRACT

The manipulation tactics examine the strategies employed by marketers to persuade customers to
change their perceptions of a product and so inspire them to buy it. There are many new ways to
manipulate a customer's choice and behaviour when making a product purchase decision in the
current technological era. Brands are interested in employing manipulation strategies as a key to
stoke customer demand for purchases as a primary marketing focus. Many manipulative
techniques are employed on people, and there are many distinct types of manipulation. The focus
of this study is to analyse various manipulation tactics used by brands to influence customers to
buy their product.

Keywords: Manipulation tactics , marketers , customer behaviour , purchase decision.

INTRODUCTION

We believe that some marketing techniques are manipulative while others are not, marketers and
customers must consider how to determine if a specific marketing technique is manipulative. The
purpose of marketing is to encourage us to purchase a good or service. To influence our
purchasing decisions, marketers use manipulation as a tool. Our attitudes may be influenced by
the news we read in newspapers, see on Tv or read online. Some stories are purposely told in a
certain way in order to influence your thoughts or stir up feelings. Discount campaigns, as an
illustration. everyone enjoys and looks forward to discounts. The truth is that occasionally we get
pretty good prices, but other times the so-called special offers end up being misleading. Some
sellers boost their prices right before a sale and then lower them afterwards. Finally, the price has
not changed yet, we clients are duped by slogans like "50% discount" and immediately make a
purchase. Marketing strategy becomes manipulative if it affects the natural decision making
process in purchasing goods or service of the customer.

STATEMENT OF PROBLEM

Buyers more and more associate marketing tactics with manipulation. Customers have been
manipulated throughout the brands. Manipulation is present in everyday life,
manipulation results wherein the customers are attracted to that tactic and buy products whether
they use it or not. Marketers manipulate the customers to buy some specific goods , tactics may
differ but the ultimate aim is to make the product sell. Manipulation also lead to financial loss for
the customer as they attracted to that product they are ready to buy the product whatever the
price maybe. Manipulation also leads the customer to regular buying practice where it becomes a
habit and it may result in buying products at regular intervals irrespective of necessity of that
particular product. Manipulation tactics is done in many ways by brands through different modes
attracting the customers towards them, especially when in launch of a new product. What is the
necessity to use manipulation tactics and What are the problems faced by the customer due to
manipulation tactics, from the above the researcher identifies the problem as follow.
OBJECTIVES OF THE STUDY

1. To analyse the commonly used manipulation tactics

2. To know the area of customers manipulated more
3. To study the factors leading to desire of customers purchase
4. To study the issues arising due to manipulation

RESEARCH METHODOLOGY

This study is descriptive in nature. It includes collection of both primary and secondary data. For
120 respondents, a survey-based approach was applied with a questionnaire. The period of study
is 6 months and the study has been carried out in Coimbatore district.

LITERATURE REVIEW

Fetscherin M., & Heinrich D. (2014) stated that Customers had to think about themselves and
their behaviour in ways they hadn't before, which was a fundamental requirement. Consumers
should start looking at advertisements from a potentially manipulative angle since doing so
might serve as a change in buying behaviour.

Narsaiah, R. Preetham, Shashi, R. (2019), in their study of brand impact of apparels on

consumer Behaviour in Kukatpally area shows that People's financial levels have an impact on
how frequently they purchase branded clothing . The advertisement that promotes customer
perception of branded clothes plays a significant effect in consumer purchasing behaviour.

LIMITATION OF THE STUDY

Since the study is being conducted only in Coimbatore, the opinion of the customers are limited.
Samples were collected only from 120 respondents, so the information is insufficient.
Respondents of the age group 51 – 60 were only one, so the exact opinion of that age group was
not able to be determined.
ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS

Table 1

Age

Variables Number of respondents Percentage

20 – 30 67 55.8
31 – 40 26 21.7
41 – 50 26 21.7
51 – 60 1 0.8
Total 120 100
Table 2

Gender

Variables Number of respondents Percentage

Male 59 49.2
Female 61 50.8
Total 120 100
Table 3

Annual income

Variables Number of respondents Percentage

Less than 250000 65 54.2
250000 – 500000 38 31.7
500000 – 750000 10 8.3
750000 – 1000000 3 2.5
More than 1000000 4 3.3
Total 120 100
 Table 4

Educational qualification

Variables Number of respondents Percentage

SSLC 1 0.8
HSC 6 5
Undergraduate 83 69.2
Postgraduate 27 22.5
Others 3 2.5
Total 120 100
Table 5

Area of residence

Variables Number of respondents Percentage

Rural 36 30
Urban 64 53.3
Semi – urban 20 16.7
Total 120 100
Table 6

Nature of the job

Variables Number of respondents Percentage

It sector 23 19.2
Self entrepreneur 33 27.5
Agriculture 6 5
Doctor 2 1.7
Engineer 9 7.5
Teacher 6 5
Others 41 34.1
Total 120 100
Table 7

Leading factor in purchasing a product

Variables Number of respondents Percentage

Personal factor 37 30.8
Situational factor 11 9.2
 Economic factor 16 13.3
Necessity for that product 56 46.7
Total 120 100
Table 8

Opinion on marketers using manipulation tactics

Variables Number of respondents Percentage

Unethical 26 22.6
Neutral 50 43.5
Ethical 39 33.9
Total 115 100
Table 9

Necessity of marketers to use manipulation tactics

Variables Number of respondents Percentage

Ethical manipulation can
33 27.5
positively impact
Manipulation tactics are
22 18.3
unethical
To accomplish their sales 37 30.8
To attract to their new
28 23.3
product
Total 120 100
Table 10

Common technique applied by marketers

Variables Number of respondents Percentage

Reputation 25 20.8
Expert opinion 17 14.2
Social proof 8 6.7
Emotions 11 9.2
Discount 59 49.2
Total 120 100
Table 11

Frequently using media of platform

Variables Number of respondents Percentage

Social media 95 79.2
Television 14 11.7
Radio 2 1.7
Newspaper 8 6.7
Others 1 0.8
Total 120 100
Table 12

Technique impress you more by a brand to buy its product

Variables Number of respondents Percentage

Necessity 38 31.7
Brand goodwill 47 39.2
Getting discounts 15 12.5
Trend 20 16.7
Total 120 100
Table 13

Purchase occurrence during discounted price

Variables Number of respondents Percentage

Yes 58 51.7
No 62 48.3
Total 120 100
Table 14

Manipulation tactics problems

Variables Number of respondents Percentage

Health issues 10 8.3
Change of mind 30 25
Confusion 33 27.5
Financial loss 16 13.3
Addiction on a product 17 14.2
Excessive judging 8 6.7
Dishonesty 6 5
Total 120 100

Table 15

Type of customers manipulation

Variables Number of respondents Percentage

Luxury people 19 15.8
Middle class people 90 75
Lower class people 11 9.2
Total 120 100

Table 16

Manipulation techniques in usage of brands

Variables Number of respondents Percentage

Food 21 17.5
Clothing 30 25
Electrical appliances 18 15
Fashion accessories 29 24.2
Daily essentials 21 17.5
Furniture 1 0.8
Total 120 100
Table 17

Easy manipulation way

Variables Number of respondents Percentage

Online purchase 91 75.8
Offline purchasing 29 24.2
Total 120 100
Table 18

Customers direct manipulation reasons

Variables Number of respondents Percentage

Fear of missing out 29 24.2
Getting a good deal or price 49 40.8
Change in trends 32 26.7
Comfort and convenience 10 8.3
Total 120 100
Table 19

Advertising manipulate customer

Variables Number of respondents Percentage

Yes 110 91.7
No 10 8.3
 Total 120 100

Table 20

Influence of purchasing decision

Variables Number of respondents Percentage

Time of delivery 25 20.8
Product rating 26 21.7
Exclusive product 19 15.8
Best discount 12 10
Less price compared to other
25 20.8
sellers
Multiple payment options 13 10.8
Total 120 100
Table 21

Packaging create a desire to buy a product

Variables Number of respondents Percentage

Yes 101 84.2
No 19 15.8
Total 120 100
Table 22

Manipulated customers overshop regularly

Variables Number of respondents Percentage

Yes 92 76.7
No 28 23.3
Total 120 100
CHI SQUARE TEST

Table 23
Education Social Televisio
Radio Newspaper Others Total
Qualification media n
SSLC 1 0 0 0 0 1
HSC 4 0 0 2 0 6
Under graduate 62 13 2 5 1 83
Post graduate 25 1 0 1 0 27
Others 3 0 0 0 0 3
Total 95 14 2 8 1 120
Educational qualification – Media of platform

Chi square value – 0.648

Table 24

Age - Factor of purchasing

Personal Situational Economic Necessity for that

Age Total
factor factor factor product
20 – 30 22 5 8 32 67
31 – 40 8 3 4 11 26
41 – 50 7 3 3 13 26
51 – 60 0 0 1 0 1
Total 37 11 16 56 120
Chi square value – 0.567
 Table 25

Annual income - Type of customer

Lower class Middle class Luxury

Annual income Total
people people people
Less than 2,50,000 6 47 12 65
2,50,000 - 5,00,000 4 30 4 38
5,00,000 - 7,50,000 1 8 1 10
7,50,000 - 10,00,000 0 2 1 3
More than 10,00,000 0 3 1 4
Total 11 90 19 120
Chi square value – 0.941

FINDINGS

PERCENTAGE ANALYSIS

 Majority of the respondents fall between the age of 20-30 .

 Majority of the respondents were female .
 Majority of the respondents gets the annual income of below 250000.
 Majority of the respondents were undergraduate.
 Majority of the respondents were living in urban area.
 Majority of the respondents fall under the job category of others.
 Majority of the respondents fall for the necessity of the product.
 Majority of the respondents have neutral opinion on marketers using manipulation tactics.
 Majority of the respondents think that marketers use manipulation tactics to accomplish
their sales.
 Majority of the respondents fall for discount.
 Majority of the respondents frequently use social media.
 Majority of the respondents buy the product based on the brand goodwill.
 Majority of the respondents purchase the product during discounted price.
  Majority of the respondents manipulated confusion.
 Majority of the respondents manipulated are middle class people.
 Majority of the respondents are manipulated by clothing.
 Majority of the respondents are easily manipulated in online purchase.
 Majority of the respondents are directly manipulated by getting a good deal or price.
 Majority of the respondents are manipulated by advertisement.
 Majority of the respondents are influenced by product rating.
 Majority of the respondents says that packaging create a desire to buy a product.
 Majority of the respondents says that manipulated customer overshop regularly.

CHI SQUARE TEST

 There is no significant association between educational qualification and media of
platform.
 There is no significant association between age and factor of purchasing.
 There is no significant association between annual income and type of customer.

CONCLUSION

Marketers use manipulation tactics to influence the customers to purchase the product ,marketers
commonly manipulate the customers by showcasing the products in discounted price rather than
other techniques. Leading factor for the customer in purchasing a product is the necessity for that
specific product. There are many problems faced by the customer due to manipulation such as
addiction , financial loss etc.. but the major problem for manipulated customer is confusion.

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Scientific Research and Development”, ISSN: 2456-6470, Volume 3, Issue 3, Page 514-
517, March-April (2019).
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WEBSITES
 https://www.questjournals.org
 https://vartalaapconsulting.medium.com
 https://ijcrt.org
 https://www.researchgate.net