Authors :
Shivam Mahana, Manvi Mehta, Maria Shaikh, Mehnaz Ali, Miloni Shah
Volume/Issue :
Volume 4 - 2019, Issue 10 - October
Google Scholar :
https://goo.gl/DF9R4u
Scribd :
https://bit.ly/3490V6w
Abstract :
The topic of research for this paper is analysis of impact of celebrity endorsements on consumer buying
behavior. Today, a lot of products are available in the market and hence it has become difficult for people to
differentiate amongst products. In India a celebrity idolizes in the mind of the consumer so large that any
activity can be capitalized on their huge fan following. This research aims at finding the impact of Celebrity
endorsements on Buying behavior of consumers of different gender, age, occupation, income level etc. This
research is a combination of descriptive and exploratory research. The sample size selected for this research is
120 respondents out of which 67 are female (56%) and 53 are male (44%). Primary as well as secondary
research is conducted for this study. The data collected from the respondents has been analyzed using
descriptive statistics, one sample test, Chi-square tests. In the conclusion, we found that Celebrity endorsements
help create awareness but have no direct impact on Consumer buying behavior. The Various attributes of a
celebrity affect consumer buying behavior in different variations. Celebrity endorsements are not as important
as factors such as Price and Quality while buying a product. Overall, consumers feel that claims made by such
celebrity endorsements are not believable. On the other hand, consumers are very likely to abstain from buying
certain products due to the celebrities who advertise them.
The topic of research for this paper is analysis of impact of celebrity endorsements on consumer buying
behavior. Today, a lot of products are available in the market and hence it has become difficult for people to
differentiate amongst products. In India a celebrity idolizes in the mind of the consumer so large that any
activity can be capitalized on their huge fan following. This research aims at finding the impact of Celebrity
endorsements on Buying behavior of consumers of different gender, age, occupation, income level etc. This
research is a combination of descriptive and exploratory research. The sample size selected for this research is
120 respondents out of which 67 are female (56%) and 53 are male (44%). Primary as well as secondary
research is conducted for this study. The data collected from the respondents has been analyzed using
descriptive statistics, one sample test, Chi-square tests. In the conclusion, we found that Celebrity endorsements
help create awareness but have no direct impact on Consumer buying behavior. The Various attributes of a
celebrity affect consumer buying behavior in different variations. Celebrity endorsements are not as important
as factors such as Price and Quality while buying a product. Overall, consumers feel that claims made by such
celebrity endorsements are not believable. On the other hand, consumers are very likely to abstain from buying
certain products due to the celebrities who advertise them.
