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.