Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ppt on impact of celebrity endorsement on consumer buying decision

12,859 views

Published on

  • Nice presentation learned many things from this
    thnaku
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Ppt on impact of celebrity endorsement on consumer buying decision

  1. 1. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR<br />SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ<br />
  2. 2. OBJECTIVES<br />TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS.<br />TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.<br />
  3. 3. RESEARCH METHODOLOGY<br />Research design -Descriptive & analytical research.<br />SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore.<br />VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.<br />
  4. 4. RESEARCH METHODOLOGY<br />Tools for data collection <br /><ul><li>Primary data is collected through Questionnaire.
  5. 5. Secondary data is collected through journals, magazines & articles.
  6. 6. TOOLS FOR DATA ANALYSIS
  7. 7. Percentage analysis ,mean , mode & standard deviation. </li></li></ul><li>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.<br />
  8. 8. RESULT<br />There is a strong impact of celebrity endorsement on consumer buying decision of FMCG product.<br />Factors of celebrity endorsements that affect consumer buying decision are as follows in the order of preference<br /><ul><li>Expertise
  9. 9. Familiarity
  10. 10. Similarity
  11. 11. Likeability
  12. 12. Match-up between brand & celebrity
  13. 13. Trustworthiness
  14. 14. We also found out different advantages & disadvantages of celebrity endorsement. </li></li></ul><li>DISCUSSIONADVANTAGES OF CELEBRITY ENDORSEMENT<br />Establishment of credibility<br />Mitigating the tarnished image<br />Rejuvenating the stagnant brand<br />Ensured attention<br />Brand promotion<br />Better recall<br />
  15. 15. DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT<br />Vampire effect<br />Negative image of celebrity<br />Multiple endorsement<br />Inconsistency in the professional popularity<br />Celebrities endorsing one brand & using another. <br />
  16. 16. CONCLUSION<br />Most of the celebrity endorsement have favorable impact.<br />There is a positive relationship between different celebrity attributes & buying decision of customers of FMCG product.<br />Choice of celebrity.<br />Flexible approach.<br />A celebrity is an means to an end ,& not an end in himself/herself.<br />
  17. 17. THANK YOU<br />

×