MANAGERS
IMPACT OF CELEBRITY
ENDROSEMENT ON CONSUMER
BUYING BEHAVIOUR
Celebrity endorsement
Nowadays celebrity endorsements are commonly used
Significance of the
research
Objectives
Scope of study
REVIEW OF LITERATURE
Celebrity endorsement
Celebrity was a person whose name could grab public attention, arouse public interest and
generate profit from the public (Gupta, 2009). Hence, the celebrity endorsement was the use of
famous people to endorse a particular product, service or brand.
Celebrity endorsement was very useful, which could help to gain
sales, increase brand awareness, create positive feelings towards the
brand, entertain the customers, as well as recall the brand value.
There were certain forms of celebrity endorsements, which
included print advertising in magazines, television advertising,
products used in movies and television programs, photographs of paid
celebrities using the products bearing the endorsed brand,
photographs of unpaid celebrities using the products bearing the
endorsed brand, mention of luxury brand in music, inviting celebrities
to be co-creators in designing products and naming products after
celebrities (Eshaghpour,2010).
The consumer decision process model illustrated a roadmap of consumers minds that the
marketers and managers could use to help and guide product mix, communication as well as
sales strategy. The model captured the activities which would occur when decisions are
made in a schematic format
RESEARCH
METHODOLODGY
Parts of questionnaires were distributed to the Level 5, Level 6, Level 7
Students in the B school international Kottakkal, Kerala and also different
college students across Kerala.
For the online questionnaires, it was constructed by using the spreadsheet in
GOOGLE. The questionnaires were disseminated throughout the internet social
network and snowball sampling was triggered at the same time.
The focus was on the behavioral pattern and the impact of celebrity
endorsements on the purchase attitude of the consumers towards products
and services.
The questionnaires were distributed to a sample population of 102 consumers.
. The questionnaire consisted of 25 questions in order to obtain sufficient
information from the respondents
The data must be collected within a week, from 24th Dec, 2014 16:00p.m to
31th D, 2012 16:00p.m.
Reliability test
Reliability test was an important analytical method which could
estimate the reliability and quality of components of multiple-item.
If the Alpha value was >0.6, it considered as acceptable and
preferable when the values >0.8.
Factors analysis
Rotated component
matrix
Part-1;
When analyzing the rotated component matrix the first part include different
questions (Q2,Q7,Q14,Q12 ) these questions are based on the "Celebrity
influences on branding".
Part 2
In the second part which include questions (Q21,Q22,Q9,Q20) these questions
are based on "Influence of celebrity on purchasing".
part3
while analyzing the 3rd part, questions (Q8,Q13,Q10) these questions are
based on the "Knowledge of the celebrity about the consumer"
Part 4
In the 4th part of the questions (Q5,Q23,) these questions are based on
to measure "Trustworthiness of the celebrity
Part 5
while analyzing the 5th part of the questions (Q15,Q27,Q24) these
questions are based on the "beliefs on the celebrity
Part 6
In the 6th part of questions (Q17,Q26) these questions are based on
"Attractiveness of the celebrity
Part7
While analyzing the 7th part of the questions (Q19,Q6,Q4) these questions are
based on "Honesty of the celebrity"
Recommendation
Limitations of study
There are some limitations=
Firstly, the target respondents of the research should
be from males and females from different age
groups, however due to the time constraints and the
snow balling effects, most of the respondents are
students.
Secondly, the sample of the present research is not
derived from probability sampling and therefore the
data obtained should be treated with caution.
Moreover, the sample population s is relatively small
to be a formal marketing research.
Limited time period