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celebrity endorsments impact on buying decision of consumer

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celebrity endorsments impact on buying decision of consumer

  1. 1. CONSUMER
  2. 2. STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON THE PURCHASING DECISION OF THE CONSUMER
  3. 3. Prepared by: NEETUKHATRI SUJYOTHI BHANDARY VAIBHAV ROKADE YASH SETH YOGESH JAGE Under the esteemed guidance of Prof .Sameer Virani
  4. 4. CONTENTS METHODOLOGY OBJECTIVES,HYPOTHESIS,ANALYSIS CONCLUSION BIBLIOGRAPHY
  5. 5. •Sample size 100 •Scales :Nominial ,Likert •SURVEY-questionnaire
  6. 6. Analysis • Objective: To understand the impact of celebrity endorsement on the various age group's buying decision Hypothesis: There is no significant difference in the impact of celebrity endorsement on the buying decision, between group 1(aged 12-20yrs),2(aged 20- 35) 3(35 and above)
  7. 7. Test:One way anova Conclusion: • As p = 0.033 < 0.05. •Therefore significant difference between the groups • reject our null hypothesis
  8. 8. Conclusion: • atleast one is different from the other groups • the null hypothesis is rejected and we conclude • significant difference between group 1 and 3
  9. 9. Analysis • Objective: To understand the impact of celebrity endorsement on buying decision of the people of different area Hypothesis: There is no significant difference in the impact of celebrity endorsement on the buying decision, between group 1(western ),2(central) 3(harbour) Area
  10. 10. Test:One way anova Conclusion: •As p = 0. 542 > 0.05. • no significant difference between the groups •accept our null hypothesis
  11. 11. Analysis • Objective: To understand the buying behaviour of consumer before and after the celebrity endorsement • Hypothesis: There is no significant difference in the preference of the product/brand before a celebrity endorses it and after the celebrity has changed to a competitor product/brand BEFORE & AFTER CELEB ENDORSMENT
  12. 12. Test:Paired –T test Conclusion: •p = 0.000 < 0.05. •reject our null Hypothesis •Significant difference • there is a change in the preference of the product when the celebrity endorses competitors product.
  13. 13. Analysis • Objective: To understand the buying behaviour of consumer before and after the celebrity endorsement when the price of product is considered • Hypothesis: There is no significant difference in the preference before the increase in the price of a product due to celebrity endorsement and after the reduction of the price of a product due to no celebrity endorsement BEFORE AND AFTER PRICE
  14. 14. Test :Paired –T test Conclusion: p = 0. 283 > 0.05. we accept our null Hypothesis No significant diffrence before and after conclude that increase in the price of the product due to celebrity endorsement or reduction in the price of the product due to no celebrity endorsement does not change the preference of the buyer
  15. 15. Analysis • Objective: To understand the brand association of the consumers with product with logo, jingle and celebrity endorsement. • Hypothesis:There is no significant difference between the of association of the brand with jingle, logo and celebrity endorsing it
  16. 16. Celeb Association
  17. 17. Logo Association
  18. 18. Jingle Association
  19. 19. Test: Chi-square test Conclusion: •ASSOCIATION WITH CELEBRITY ENDORSMENT 0.482>0.05 null hypothesis accepted , •ASSOCIATION WITH LOGO 0.426>0.05 null hypothesis accepted and •ASSOCIATION WITH JINGLE 0.494>0.05 null hypothesis accepted • No significant association between the brand value and logo,jingle and celebrity endorsement
  20. 20. Conclusions • The association of brand value with celebrity endorsment was not significant along with jingle and logo • When the impact of celebrity endorsement on consumers belonging to different age group and area tested was observed no significant difference found. • when the impact on consumers, before and after the celebrity has changed his endorsement was observed significant differenece was found which indicates people do prefer brands according to their choice of celebrity • But no significant difference in the impact was found when the price factor due to celebrity was included
  21. 21. Bibliography • www.ibm.com • www.laeard.com • Research Methodology by Kothari • Economic times

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