The Impact of Marketing Deception In Building A Mental Image of The Consumer in The Services Market

Our aim in this study is to shed light to the marketing deception by introducing the deception through the subjects related to the services product such a physical environment, distribution, promotional information and prices in the service sector. Preliminary data were collected through a questionnaire distributed to the working community of the customers of the private sector companies in Duhok. A return from 110 questionnaires of 150 pieces and distributed to the working community was provided. We used statistical analysis methods to calculate arithmetic averages, standard deviations, regression coefficients, repeats and percentage ratios of data. In this study, it was determined that there were marketing deceptions in different sizes and negative effects on the customers in Duhok province. These tricks have a negative impact on the mental image of customers. In the same way, companies are also among the determinants of marketing tricks at high levels and in different sizes. The reason for the widespread use of marketing deception is the fact that the legislative organs are insufficient in this regard and the legal procedures in this field are gradually carried out by the working organizations. In order to provide consumers with effective protection against deception and misinformation, a series of recommendations were presented, most notably the need to enable cooperation between interested parties and consumer protection organizations and consumers. Finally, this study suggests that it is necessary to apply to Islamic law. Because of the prohibited sales transactions, the Islamic law has made extensive statements.