The research study discusses the relationship between deceptive marketing and consumer behavior regarding the telecommunication industry of Pakistan. As Pakistan is the third largest telecommunication emerging market in the world so, the factors that affect the reaction of consumers are important. Many customers who use different cellular networks are deceived through false marketing and deceptive features shown in the advertising. The factors that are considered deceptive according to the consumers are examined, that are incorrect interpretation, financial and emotional loss and misleading claims to determine consumer behavior. Moreover, the reaction to these factors is also considered when the customer is exposed to deception in marketing. Keywords: Deceptive marketing, Consumers behavior, incorrect interpretation, financial and emotional loss, misleading claims and cellular industry
