IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ
OBJECTIVES TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS. TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.
RESEARCH METHODOLOGY Research design -Descriptive & analytical research. SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore. VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.
Percentage analysis ,mean , mode & standard deviation.
PERCENTAGE ANALYSISWe have analyzed each factor on the basis of percentage of response given by respondents for a particular option.MEANIt is the measure of central tendency.MODEIt the size of item with maximum frequency.STANDARD DEVIATIONIt is the measure of variability or diversity from the mean.
RESULT There is a strong impact of celebrity endorsement on consumer buying decision of FMCG product. Factors of celebrity endorsements that affect consumer buying decision are as follows in the order of preference
We also found out different advantages & disadvantages of celebrity endorsement.
DISCUSSIONADVANTAGES OF CELEBRITY ENDORSEMENT Establishment of credibility Mitigating the tarnished image Rejuvenating the stagnant brand Ensured attention Brand promotion Better recall
DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT Vampire effect Negative image of celebrity Multiple endorsement Inconsistency in the professional popularity Celebrities endorsing one brand & using another.
CONCLUSION Most of the celebrity endorsement have favorable impact. There is a positive relationship between different celebrity attributes & buying decision of customers of FMCG product. Choice of celebrity. Flexible approach. A celebrity is an means to an end ,& not an end in himself/herself.