A research on deceptive packaging practice: The case of cake packages in Turkey

This study is about the deceptive practices in public relations and marketing activities. In order to understand and evaluate these deceptive practices, the cake packages were chosen as the area of study. Cake packages were examined with the content analysis method and inferences were made about the nature of the deception. Hence, this work reveals the tools and mechanisms in deceptive packaging practices by basing itself on solid empirical data.This thesis verifies that the deceptive packaging practices are common among the cake packages in Turkey. A considerable amount of packages display fake exaggerated or complicated information. Although it was not proved that deceiving practices were used in away to support each other, it was seen that many of them were used at the same time on the packages.Based on the acquired quantitative data, it can be said that sellers, public relation practitioners and marketers provide valuable information about their products. However at the same time they try to hide, change or manipulate information. Considering that deceptive practices have been used in each examined package, it is thought that, this application couldn?t be coincidental. Hence it can be concluded that these practices not only influence consumers wellbeing and health, but also proves that the professionals in the area intentionally plan and practice deception.Key Words: Marketing Communication, Deception, Packaging Practice, Cake Packages