Consumer Behaviour with Celebrity

1. Consumer Behavior and Celebrity

2. INTRODUCTION
 “Celebrity endorser is an individual who is known by the public for his or her
achievements in areas other than that of the product class endorsed.”
 Theory and practice proves that the use of superstars in advertising generates lot of publicity and
attention.
 Companies invest large sums of money to align their brands
 Furthermore, because of their fame, celebrities serve not only to create and maintain attention, but
also to achieve high recall rates for marketing communication messages in today’s highly
cluttered environments.

3. • Actors (ex Shahrukh khan, Amitabh Bachhan ),
• Models (ex. Vaneeza Ahmed, Iman Ali)
• Sports athletes (ex. Shahid Afridi, Sachin Tendulkar,
Roger Federer )
• Entertainers (ex. Anwar Maqsood, Umer Shareef)
• Pop Stars (ex. Jal, Atif Aslam,Call)
• Businessmen (ex. Dirubhai Ambani)
• Politicians
• Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl, Dentonic guy)

4. How a firm employs a celebrity
• Testimonial
• Endorsement
• Actor
• Spokesperson

5. How celebrity endorsements affect consumer purchase decision
• celebrity endorsement have recall of the product
• celebrities have credibility on expertise that makes the product more desirable or
enhances perceptions of quality
• the celebrity endorsers image is transferred to the product so that those who use the
product are associated with the image.

6. Indian consumer mentality
 They look up to certain public faces and aspire to be one among them.
 Brand Ambassadors connect with a sense of attachment.
 Brands have temptation to use celebrity ambassadors

7. 1
• Instant brand awareness and recall.
2
• Celebrity values define, and refresh the brand image.
3
• Celebrities add new dimensions to the brand image
4
• Instant credibility or aspiration PR coverage.
5
• Lack of ideas.
6
• Convincing clients.
Celebrity endorsement are impelled by virtue by the
following motives

8. Who endorsed what?

9. Compatibility between the celebrity and brand
image
 Celebrity’s fit with the brand image.
 Celebrity—Target audience match
 Celebrity associated values.
 Costs of acquiring the celebrity.
 Celebrity—Product match.
 Celebrity controversy risk.
 Celebrity physical attractiveness.
 Celebrity credibility.
 Celebrity prior endorsements.
 Whether celebrity is a brand user.
 Celebrity profession.
 Celebrity popularity.
 Celebrity availability.

10. Advantage
 Brand awareness and recall.
 Celebrity value define and refreshes
brand image
 Increase in sales figure.
 Repair tarnished brand image
 Easy to distinguish products.
 Giving message to the target
market.

11. Failure of Celebrity Endorsement
 The Bachchans were endorsing Maruti Versa
 Shahrukh Khan endorsing Lux.
 James Bond endorsing Reid & Taylor.
 Virendra Sehwag endorsing Reliance Telecommunication.
 Milind soman tuff shoes advertisement by woodland.

12. How to make it a success mantra?
 Have a long term celebrity association with the company Eg: Sachin tendulkar -
boost.
 Focus on idea that connects brand and celebrity.
 Think how the celebrity can used in the interest of the brand. Eg: Hrithik Roshan
– Hide n Seek
 Multiple celebrities for a single brand dilute the associations. Eg: Pepsi

13. Conclusion

14. FACTORS AFFECTING THE BUYING BEHAVIOUR
OF CONSUMERS
0
5
10
15
20
25
30
35
Product utility & appearance Price Brand name Opinion-leader Celebrity endorser
The no of respondents whom we contacted replied maximum Brand name 18%, followed by
Price 22%,Product utility & appearance 28%,opinion leader 2% and celebrity endorser 30%.

15. MALE ENDORSHER VS FEMALE
ENDORSHER
Sales
male
female
The no of respondents whom we contacted replied that maximum of the people like Male
48%,female 52%

16. As per conducted survey
Q). Which factor related to product affects you most?
• Price
• Quality
• Celebrity endorsement
• Others 45
5075
30
Out of 200 people
Price
Quality
Celebrity Endorsement
Others