THE EFFECT OF MANIPULATIVE SALES TECHNIQUES USED BY MOBILE PHONE COMPANIES ON THE BEHAVIORAL INTENTIONS AND CONSUMPTION HABITS OF CONSUMERS IN GENERATION Z

Abstract

In the modern marketing world, where data as a source is very important, businesses use many different methods with the help of technology to obtain various data about consumers' purchasing behavior and to reach detailed information about their consumption habits. Businesses are able to identify the weak points of the consumer, manipulate them, and enable the consumer to buy more and more often than they need, thanks to the information they have obtained from the analyzes they have made. At this point, we come across manipulative techniques that businesses use in various sizes and types. Businesses use the act of manipulation, to attract the attention of consumers or to encourage them to buy their products by trying to change their purchasing behavior and consumption habits with different stimuli. In the study, it was aimed to determine the extent of the effects of the manipulative sales techniques used by mobile phone companies on the behavioral intentions and consumption habits of the consumers in the generation z. For this, a conceptual model has been developed and the hypotheses created for the research have been tested through the analysis. The sample of the research focused on individuals who studying at university in Turkey, and the online survey method with Google Forms was used to collect the data. In line with the purpose of the research, exploratory and confirmatory factor analysis and structural equation model analyzes were performed on the data obtained. Keywords: Manipulative Marketing, Generation Z, Consumption Habit, Behavioral Intention