MANIPULATION TACTICS USED BY BRANDS TO ATTRACT
CUSTOMERS
CHAPTER - 1
1.1 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 consumer'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 consumer demand for purchases as a primary marketing focus. Many manipulative
techniques are employed on people, and there are many distinct types of [Link] focus
of this study is to analyse various manipulation tactics used by brands to influence customers to
buy their product.
1.2 INTRODUCTION :
We believe that some marketing techniques are manipulative while others are not, marketers and
consumers 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.
1.3 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
1.4 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.
1.5 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.
Snehal Chincholkar & Vandana Sonwaney (2017)', has found that online purchasing
Customers prefer websites that offer a large range of products, shipping information, a fair
pricing with discounts, and post-sale services. Online purchasing is preferred by consumers over
regular in-store shopping. In online purchasing, a variety of elements influence the consumer's
decision to purchase.
Conor Drummond, Thomas O'Toole, Helen McGrath (2019) - Digital revolution has
increased the significance of online types of marketing, such as social media marketing. Its
objective is to identify digital interaction concepts and techniques in order to develop marketing
competency. The four stages of social media marketing that have been identified are connecting,
engaging, coordinating, and cooperating.
Niboria, Trishal & Shukla, Dr & Singh, Sudhir (2021) - The brands are aware of the
influence and presence of social media among their target market and adapt their strategies
accordingly. The businesses are well aware of the patterns in which customers make purchases,
and they correspondingly adjust aspects like price increases, discounts, and marketing
campaigns.
1.6 LIMITATIONS :
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.
CHAPTER – 2
2. RESEARCH METHODOLOGY :
The 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.
2.1 RESEARCH DESIGN :
The study has been carried out by descriptive type of research. The samples recorded consist of
120 individuals and the period of study is 6 months. The study has been carried out in
Coimbatore district.
2.2 DATA COLLECTION :
Primary data involves the data collected through the questionnaire framed for data collection and
the Secondary data involves the data collected through journals , books and internet.
CHAPTER – 3
[Link] AND INTERPRETATION
PERCENTAGE ANALYSIS :
Table 3.1
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
Interpretation :
Out of 120 respondents, the majority of the respondent fall under the age category 20-30 with
55.8 per cent. The age category of 31-40 and 41-50 have equal number of respondents with 21.7
per cent. The least number of respondent fall under the age category 51-60 with 0.8 per cent
Table 3.2
Gender
Variables Number of respondents Percentage
Male 59 49.2
Female 61 50.8
Total 120 100
Interpretation :
Out of 120 respondents, majority of the respondents were female with 50.8 per cent and 49.2 per
cent were male respondents
Table 3.3
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
Interpretation :
The above table shows the annual income of the respondents. Out of 120 respondents, the
majority of them fall under income category less than 250000 annually with 54.2 per cent. The
respondents with income category of 250000-500000 is 31.7 per cent of the 120 respondents. In
the 120 respondents, 8.3 per cent receive annual income between 500000-750000 and 2.5 per
cent receive annual income between 750000-1000000. Respondents who receive annual income
more than 1000000 is 3.3 per cent.
Table 3.4
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
Interpretation :
The table shows the educational qualification of the respondents. The majority of the respondents
are undergraduate with 69.2 per cent and 22.5 per cent are postgraduate , 0.8 per cent are SSLC
and 5 per cent are HSC. 2.5 per cent of the 120 respondents have other educational qualification.
Table 3.5
Area of residence
Variables Number of respondents Percentage
Rural 36 30
Urban 64 53.3
Semi – urban 20 16.7
Total 120 100
Interpretation :
From the table, it is inferred that 53.3 per cent are residing in urban area. Out of 120 respondents,
30 per cent have their residence in rural area and 16.7 per cent have their residence in semi-
urban.
Table 3.6
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
Interpretation :
From the table it is inferred that the majority of the respondents have selected their nature of job
as others with 34.1 per cent , 27.5 per cent of the respondents are self employed and 19.2 per
cent of the respondents are IT sector , 1.7 per cent are doctors and 7.5 per cent are engineers. 5
per cent of the respondents are teachers.
Table 3.7
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
Interpretation :
From the table it is inferred that majority of the respondents purchase the product based on the
necessity with 46.7 per cent. 30.8 per cent of the respondents depends on personal factor for
purchasing a product. 13.3 per cent of the respondents consider the economic factor in
purchasing the product, 9.2 per cent depends on situational factor in purchasing product.
Table 3.8
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
Interpretation :
From the table it is inferred that out of 115 respondents 33.9 per cent of the respondents consider
the manipulation tactics used by the marketers are ethical. But majority of the respondents
consider this as neutral with 43.5 per cent , 22.6 per cent of the respondents feels that the
manipulation tactics are unethical.
Table 3.9
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 product 28 23.3
Total 120 100
Interpretation :
From the table, it is inferred that majority of the respondents think that marketers use
manipulation to accomplish sales with 30.8 per cent. Out of 120 respondents, 27.5 per cent think
that manipulation can have positive impact and 23.3 per cent of the respondents think that
manipulation are to attract their new products. 18.3 per cent of the respondents consider
manipulation tactics as unethical.
Table 3.10
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
Interpretation :
The table shows that 49.2 per cent of 120 respondents consider discount as the major technique
applied by the marketers. 20.8 per cent of the respondents think that reputation is the technique
used, 14.2 per cent of the respondents falls under the category of expert opinion and 9.2 per cent
of the respondents falls under the category of emotions.6.7 per cent of the respondents think that
social proof is the technique used by the marketers.
Table 3.11
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
Interpretation :
From the table it is inferred that the majority 79.2 per cent of the respondents uses social media
frequently. Out of 120 respondents, 11.7 per cent of the respondents uses television and 6.7 per
cent of the respondents uses newspaper. 1.7 per cent of the respondents uses radio as the media
of platform. The rest of the respondents 0.8 per cent use other media of platform frequently.
Table 3.12
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
Interpretation :
Out of 120 respondents, the majority with 39.2 per cent are attracted by the goodwill of the
brand. 31.7 per cent of the respondents are buying the product based on their necessity and 16.7
per cent are attracted towards the change of trend. Getting discounts on the products attracts 12.5
per cent of the respondents.
Table 3.13
Purchase occurrence during discounted price
Variables Number of respondents Percentage
Yes 58 51.7
No 62 48.3
Total 120 100
Interpretation :
Out of 120 respondents 51.7 per cent of the respondents purchase the product during discounted
price and remaining 48.3 per cent of the respondents do not prefer purchasing the product during
the discounted price
Table 3.14
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
Interpretation :
Of the 120 respondents, the majority 27.5 per cent of the respondents are got confused by the
manipulation techniques and 25 per cent of the respondents have change of mind. 14.2 per cent
of the respondents are addicted towards the product by the manipulation techniques. 13.3 per
cent of the respondents have financial loss due to the manipulation techniques of the brands. 8.3
per cent of the respondents faced health issue and 6.7 per cent are facing problem with excessive
judging. 5 per cent of the respondents are dishonest with the products due to manipulation.
Table 3.15
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
Interpretation :
Of the 120 respondents the most manipulated respondents are middle class people with 75 per
cent. 15.8 per cent of the respondents are luxury people and 9.2 per cent of the respondents are
lower class people who are manipulated.
Table 3.16
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
Interpretation :
The above table shows the manipulation technique used by brands in various products. The
majority of the respondents manipulated by clothing brands is 25 per cent. Of the 120
respondents, 24.2 per cent of the respondents got manipulated by the brands in fashion
accessories. Respondents equally got manipulated by the brands in Food and daily essentials
with 17.5 per cent each , 15 per cent are manipulated by electrical appliances brand. 0.8 per cent
are only manipulated by the furniture brands.
Table 3.17
Easy manipulation way
Variables Number of respondents Percentage
Online purchase 91 75.8
Offline purchasing 29 24.2
Total 120 100
Interpretation :
Out of 120 respondents, the majority 75.8 per cent of the respondents are easily manipulated by
purchasing online and 24.2 per cent are manipulated easily by offline purchase.
Table 3.18
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
Interpretation :
From the table, it is inferred that majority of the respondents are directly manipulated by getting
a good deal on price is 40.8 per cent. Out of 120 respondents, 26.7 per cent of the respondents
gets manipulated by the change in trend and 24.2 per cent of the respondents are manipulated by
the fear of missing out. Comfort and convenience manipulated 8.3 per cent of the respondents.
Table 3.19
Advertising manipulate customer
Variables Number of respondents Percentage
Yes 110 91.7
No 10 8.3
Total 120 100
Interpretation :
Out of 120 respondents 91.7 per cent of the respondents are manipulated by the advertisement
and 8.3 per cent are not manipulated by advertisement
Table 3.20
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 25 20.8
other sellers
Multiple payment options 13 10.8
Total 120 100
Interpretation :
The above table shows the influence of purchasing decision. The majority of the respondents
with 21.7 per cent are influenced by exclusive product. Out of 120 respondents, 15.8 per cent are
influenced by the exclusive product and 10.8 per cent are influenced by multiple payment
options. Both time of delivery and less price compared to other sellers have same percentage of
respondents with 20.8 per cent. 10 per cent of the respondent’s purchasing decision are
influenced by best discounts.
Table 3.21
Packaging create a desire to buy a product
Variables Number of respondents Percentage
Yes 101 84.2
No 19 15.8
Total 120 100
Interpretation :
Out of 120 respondents, the majority of them with 84.2 per cent says that packing creates desire
to buy a product whereas 15.8 per cent says that packing won’t create desire.
Table 3.22
Manipulated customers overshop regularly
Variables Number of respondents Percentage
Yes 92 76.7
No 28 23.3
Total 120 100
Interpretation :
From the table, it is inferred that majority of respondents with 76.7 per cent think that the
manipulated customers over shop regularly and 23.3 per cent think that they will not.
CHI – SQUARE TEST :
Educational qualification - Media of platform
Education Social Television Radio Newspaper Others Total
Qualification media
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
Chi square value : 0.648
Degree of freedom = 1
Result : Not significant
Interpretation :
There is no significant association between educational qualification and media of platform. The
calculated value is 0.648 and the table value is 0.05 ,hence the hypothesis is rejected.
Age - Factor of purchasing
Age Personal Situational Economic Necessity Total
factor factor factor for that
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
Degree of freedom = 1
Result : Not significant
Interpretation :
There is no significant association between age and factor of purchasing. The calculated value is
0.567 and the table value is 0.05 ,hence the hypothesis is rejected.
Annual income - Type of customer
Annual Lower class Middle class Luxury Total
income people people people
Less than 6 47 12 65
2,50,000
2,50,000 4 30 4 38
5,00,000
5,00,000 - 1 8 1 10
7,50,000
7,50,000 - 0 2 1 3
10,00,000
More than 0 3 1 4
10,00,000
Total 11 90 19 120
Chi square value : 0.941
Degree of freedom = 1
Result : Not significant
Interpretation :
There is no significant association between annual income and type of [Link] calculated
value is 0.941 and the table value is 0.05 ,hence the hypothesis is rejected.
CHAPTER – 4
[Link] :
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.
4.2 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.
4.3 SUGGESTION :
• Customers have to make their buying decisions by thinking carefully.
• Customers have to gain knowledge about manipulation over the products and they have
to overcome it.
4.4 REFERENCES :
• Fetscherin M., & Heinrich D. (2014). Consumer brand relationships: A research
landscape. Vol. 55, Issue 3, pp:679-688
• Narsaiah, R. Preetham, Shashi, R. (2019), “A Study on Brand Impact of Apparels on
Consumer Buying Behaviour in Kukatpally Area”, “International Journal of Trend in
Scientific Research and Development”, ISSN: 2456-6470, Volume 3, Issue 3, Page 514-
517, March-April (2019).
• Snehal Chinchokar and Vandana Sonwaney (2017), "Website attributes and its impact on
online consumer buying behaviour: An empirical study of online consumers in mumbai
region" Indian Journal of Science and Technology, Vol. 10(47), p. 1-9
• Drummond Conor, O'Toole Thomas & McGrath Helen (2019). Target audience & the
stakes involved Vol.9, Issue 4, pp:1288-1296
• Niboria, Trishal & Shukla, Dr & Singh, Sudhir. (2021). Manipulation Tactics Used by the
Brands to Attract Customers 10.13140/RG.2.2.15024.89601.
• [Link] Agarwal(2022), Manipulation Tactics Brands Use to get more Customers,
International Journal of Creative Research Thoughts(IJCRT), Volume 18, Issue 11
November 2022 I ISSN 2320-2882
• [Link] Rangaswamy et all., Manipulation Tactics and consumer Behaviour
creating a desire to purchase,Journal of Tianjin University Science and Technology,
Volume 52,Issue 10:2021 ISSN(Online): 0493-2137
• Pratibha Goswani, Impact of Manipulation By Brand Customers: A powerful Tactic to
gain and retain Customers,Quest Journal, Journal of research in Business and
management, Volume 9-Issue 8(2021) pp:15-17 ISSN (Online): 2347-3002