Effectiveness of Celebrity Endorsement On Consumer Buying Behaviour

Group members
Zarmeena Gauhar
Fahad Khan Tareen
Amna Khan
Samana Rizvi
Mehvish

INTRODUCTION

In todays competitive world consumers are

exposed to thousands of voices and Images in
magazines, newspapers, and on billboards,
websites, radio and television.
The hooks that can hold the consumers
attention are the celebrities.
Companies invest large sums of money to align
their brands.
Brand is the most valuable asset of any firm.

CELEBRITY ENDORSEMENT

McCracken's (1989) definition of a celebrity

endorser is, "any individual who enjoys public
recognition.
Friedman and Friedman (1979) found empirical
evidence that, in the promotion of products
high in psychological and/or social risk.

Celebrities Promoting Pepsi

Scope of Celebrity Endorsement

o Firms have been juxtaposing their brands and

themselves with celebrity endorsers (e.g.,
athletes, actors) in the hope that celebrities
may boost effectiveness of their marketing.
o Greater the score of the below parameters,
greater are the chances of getting close to the
desired impact.

REASONS OF ADOPTING THE CELEBRITIES IN ENDORSING THE PRODUCT

Mechanism and theories of celebrity endorsement

Celebrity endorsement can be key to marketing success

When we get a celebrity to endorse your

company or sign a licensing agreement, you
benefit from customers' awareness of the
property.
High-profile endorsements from athletes and
celebrities will set you apart from your
competitors.
You can become a contender in the playing
field a celebrity spokesperson can work for
companies of all sizes.

Fit with the Advertising Idea

Marketers now seek to adopt 360 degree brand

stewardship in which the brand sees no limits
on the number of contact points possible with
a target consumer.
One of the most successful celebrity
endorsement campaigns which reflect the fit
between the brand and the 360 degree
advertising fit is Fardeen Khan and Provogue.

Celebrity-Target Audience Match

a) Celebrity Values
b) Celebrity-Product Match
c) Celebrity Controversy Risk
d) Celebrity Regional Appeal Factors
e) Celebrity Physical Attractiveness
f) Celebrity Credibility
g) Whether Celebrity is a Brand User

How Celebrity Endorsements Influence the Consumer

i.

The basis for the effectiveness of celebrityendorsed advertising can be linked to

Kelman's processes of social influence as
discussed by Friedman and Friedman.

ii. Compliance, Identification & Internalization,

iii. Compliance infers that another individual or
group of individuals influences an individual
because he or she hopes to achieve a
favourable reaction from this other group.

Identification
a. It applies to the situation wherein the
individuals emulate the attitudes or behaviour
of another person or group, simply because
they aspire to be like that person or group.
b. Internalization as a process of social influence
is said to occur when individuals adopt the
attitude or behaviour of another person
because that behaviour is viewed as honest.

RESEARCH METHODOLOGY

Even celebrities are endorsing multi brands.

This study will also help to know whether
celebrities endorsers are able to influence
the buying behaviour of the customers or not.
Effectiveness of Celebrity Endorsement on
Consumer Behaviour.

RESEARCH DESIGN

A research design is an arrangement of

conditions for collection and analysis of Data
in a manner that aims to combine relevance to
the research purpose with Economy in
procedure.
Area: The study was based on covered the
maximum area the Islamabad city.
Taken the survey only on Youth.

Data analyses & Interpretation

The below pier chart tells that there are 86% male and 14 %
female. Out of 200 Respondent, 172 are Male and 28 are
women.

Sex
Female; 14%

Male ; 86%

Male

Female

Age

The below pier chart tells that age of 70% people are between 20-25
year ,21% people falls in 25-30 year, and remaining 9 % people are in
30-35 year. Out of 200 respondent 141 respondents comes in 20-25
year, 41 respondents are in 25-30 year and 18 respondents come in 3035 year.

Age
30-35; 9%
25-30; 21%
20-25; 71%

20-25

25-30

30-35

Education

The below pier chart tells that 65 % people (130) have post
Graduation. 23% people(45) has done their Graduation. 8%
and 4% have done their education in Higher secondary and Pre
University Respectively.

Education

Pre- University; 5%

Graduation; 23%
Post- Graduation; 65% Higher Secondary; 8%

Higher Secondary
Graduation

Pre- University
Post- Graduation

Occupation

In the below Pie Chart. 68% Respondent (137) are

Student, 27% people are working professional and
remaining 5% (9 respondents) are working as a Business
Person.
Occupation

Working Professional; 27%

Business Person ; 5%

student; 69%

Celebrity in an advertisement encourages

buying the product.
Below pie Chart tells that 39% people are strongly believes that celebrity
encourage them to buy product, 27% people strongly agree with that they are
influence by Celebrity endorsement, 16% believe that they will purchase
product or not , 11 % people disagree with this, 7 % are Strongly Disagree with
this Statement.

Strongly agree; 27%

Stongly Disagree; 7%
Disagree; 12%

Neutral; 16%

Agree; 39%

Celebrities make difference to the

image of the brand.
Below pie Chart tells that 40% people are strongly believes that
celebrity makes different image to the brand, 25% people strongly
agree with this statement, 18% people disagree with this statement,
7 % are Strongly Disagree with this.

Stongly Disagree; 6%
Strongly agree; 25%

Disagree; 19%
Neutral; 12%

Agree; 40%

Stongly Disagree
Agree

Disagree
Strongly agree

Neutral

Expertise of the Celebrity

In the below pie chart, 37% respondent (High) is influence by

Expertise of the celebrity. 22% respondent (Very High) influence by
Expertise of the celebrity. 21% believes that they are Average
influence by Expertise of the Celebrity. 7% people says that there is no
need of Expertise of the celebrity.
Very High; 22%

Null; 8%
Low; 13%

Average; 21%
High; 37%

FINDINGS

Majority of the respondent are male (86%)

70% respondent falls in 20-25 years age

65% respondent has a degree of post graduation.
68% respondent is student.

Limitation of the Study

Some people are not ready to fill-up the data.

Biased information
Sample size 200 questionnaire. So it is very less
according to name of topic.

Result of the study

1. 77.98 % believes that celebrity in advertisement encourage to buy the product
2.
3. 72.73 % believe that celebrity makes different image to the brand.
4.
5. 84.83 % believes that celebrity doesnt use the product which they endorse.
6.
7. 69.29% believes that people purchase the product to improve social status.
8.
9. 61.05% believe that celebrity has no power to change my perception.
10.
11. 67.24% believes that celebrity convey all the true feature of the product.
12.
13. 67.96% believes that celebrity holds the viewers attention.

Result of the study

1. 60.45% believes that they purchase the product because it endorse by his favourite Celebrity.
2.
3. 90.22 % believes that scandals attached with celebrity destroy the brands image.
4.
5. 78.76 % believes that celebrity helps them to remember brand or product.
6.
7. 11) 65.24% believes that their favourite celebrity gives positive image to the endorsed Brand
8.
9. 12) 71.84% believes that celebrity builds trust in the brand
10.
11. 13) 44% people are high influence by Attractiveness of the Celebrity.
12.
13. 45% people are high influence by Trustworthiness of the Celebrity.
14.
15. 15) 37% people are high influence by Expertise of the Celebrity.

SUGGESTION &RECOMMENDATIONS

Most of the people are influence by the

attractiveness of the celebrity.
Trustworthiness rather than expertise of the
celebrity because there are 40% is in
attractiveness of the celebrity and 45% is in
trustworthiness of the celebrity.
When 37 % are influence by expertise of the
celebrity.