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It is a desired and expected situation for businesses to reach profitability by increasing their sales with fair sales prices. Otherwise, unethical pricing with unfair and misleading methods harm consumers. In many countries, there are legal sanctions against sellers if such situations are detected. The aim of this study is to draw attention of the readers and increase their awareness about the unethical pricing methods and the legal regulation in Turkey. In this study, secondary sources about shelf and cash price mismatches, excessive pricing, fractional pricing, unit pricing, black market which are frequently encountered within the scope of unethical price practices, were collected by Document Analysis method and subjected to document and discourse analysis. This study indicates that consumers should be careful about price, quality, weight, label and discount while shopping. In this study, it has been revealed once again how important it is for consumers to be conscious of the products they buy. In this respect it is expected that the research will be beneficial to consumers who shop. It was pointed that the consumers should be careful about the prices of the products, not be in a hurry and should make their own inspections when they suspect. [ABSTRACT FROM AUTHOR]

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