Ppt on impact of celebrity endorsement on consumer buying decision

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  • 1. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR
    SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ
  • 2. OBJECTIVES
    TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS.
    TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.
  • 3. 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.
  • 4. RESEARCH METHODOLOGY
    Tools for data collection
    • Primary data is collected through Questionnaire.
    • 5. Secondary data is collected through journals, magazines & articles.
    • 6. TOOLS FOR DATA ANALYSIS
    • 7. 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.
  • 8. 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
    • Expertise
    • 9. Familiarity
    • 10. Similarity
    • 11. Likeability
    • 12. Match-up between brand & celebrity
    • 13. Trustworthiness
    • 14. 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
  • 15. DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT
    Vampire effect
    Negative image of celebrity
    Multiple endorsement
    Inconsistency in the professional popularity
    Celebrities endorsing one brand & using another.
  • 16. 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.
  • 17. THANK YOU