Journal of Entrepreneurship and Business Innovation ISSN 2332-8851 2021, Vol. 8, No. 2 21 http://jebi.macrothink.org Impact of Deceptive Advertising on Women Buying Behavior: A Study on Cosmetics Industry of Bangladesh Md. Muzahidul Islam Lecturer, Army Institute of Business Administration, Savar Savar Cantonment, Dhaka - Aricha Hwy, Savar Union 1344, Bangladesh E-mail: muzahidju03@gmail.com Received: September 25, 2021 Accepted: October 18, 2021 Published: October 20, 2021 doi:10.5296/jebi.v8i2.19110 URL: http://dx.doi.org/10.5296/jebi.v8i2.19110 Abstract Deceptive advertisements harm consumers by causing them to have false beliefs about the nature of the products being advertised and thereby causing them to make different purchasing decisions than they would have made otherwise. This is particularly evident in the cosmetics industry in Bangladesh where recently, various forms of advertising techniques deceptive in nature are urgently and increasingly adopted to enhance sales figure and to establish a strong market share. In this quantitative research, the study estimates the relationship of women response against deceptive advertising. The researcher has reported the results of a questionnaire survey of 227 women of this industry using convenience sampling from four different areas in Dhaka city. The findings acquired through using basic statistical tools like descriptive analysis, factor analysis and following multiple linear regression model to provide new insights into deceptive advertising. The impact of deceptive advertising on women buying behavior is highly significant across most of the social and health impact variables like affecting lifestyle, stereotype role, social class, several side effects, fail to give promised services, consequences of cosmetics products. Keywords: Buying Behavior, Bangladesh, Cosmetic Industry, Deceptive Advertisement 1. Introduction Nowadays deceptive advertising has become one of the most highly discussed and major concern in the world. It is now more than a regular practice in any industry. Businesses are going far from the ethical issues. Most of the marketers’ only focus is to make money. And advertising has played a major role in the business world to reach the customers more