An application about product and advertisement perception of university students in the perspective of marketing ethics and morality

In today's economic environment where competition is increasing and consumer demands and needs are constantly renewed, the duties and responsibilities of marketing, which is the closest function to the consumers, are increasing both in the aspect of consumer and the society. Day after day; conscious consumers are a source of pressure on businesses. Businesses that have undertaken only the task of providing only the goods and services that are needed in the past now have a number of responsibilities against the natural, social and economic environment. However, as the ethical values in the businesses are not developed sufficiently, lack of sensitivity and dominant profit-oriented thinking may lead to an insecure environment. Generally businesses are institutions that are aimed at profit making, at the same time as they have responsibilities against society; ethics is a debt against their society. In particular, the first step in creating ethical responsibility and awareness through ethical responsibility during the marketing process is to determine the level of the individual's ability to perceive existing ethical issues. In this study first of all, ethics, morality, marketing ethics and ethical approaches are discussed. Lastly; ethical attitudes, social responsibilities and advertisement perceptions of Çanakkale Onsekiz Mart University Political Sciences Faculty students during the marketing process of the enterprises are measured. As a result of the research; it is determined students have a negative opinion that enterprises ignore the ethical principles while they perform their activities.