False advertising and cheating customers

On 10 June 2015 i went to PEP store in Secunda. I bought a Mobicell Go dual sim card cell phone. <br> On the shelf, the phone was advertised under cell c for R169.00, so i purchased the phone. when i go to the till, i was charged R189.00. <br> I explain to the teller(Selepi) that the phone is R169.00 and she refused to cell it to me for the advertised price.<br> She even called someone to cause i was angry and wanted to pay the price i saw. I was simply told that if i dont want to pay the price they tell me i should leave it.<br> I felt like i have been cheated. The price advertised, was not the real price.<br> My question is, is this how business is being done at PEP? do you advertise prices on the shelf and hope that people wont catch it when they pay?<br>