contains some analysis using chi square and anova on spss and tried to get some new findings.and can be helpful in marketing projects at the time of dissertation or summer internship.

1. Dissertation Report
on
A Study on Impact of Celebrity Endorsement on Buying Behaviour
GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH
GREATER NOIDA
2018
Submitted by-
Sumit Ranjan
GM16130
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2. INTRODUCTION
• Celebrity endorsement is a special type of advertisement which includes a
famous person from film fraternity, athletes, and sports, modeling world etc.
it helps in promoting the product brand and also increasing the sales of the
product.
• It is mainly used to influence the consumer who comes across these
advertisements as it is accessed in the consumers mind for many days even
after the advertisement. Celebrity endorsement has not always helped in
promoting the product but it has been developed considerably over the
years.
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3. OBJECTIVES
• To understand how does celebrity have impact on customers on buying
products.
• To understand how the other factor like quality, price and celebrity
endorsement affect the purchasing decision of consumer.
• To understand what makes consumer notice a brand
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4. HYPOTHESIS
• Different age groups have different attraction level in buying a product
endorsed by a celebrity.
• Different in age group and gender get influenced by celebrity endorsement.
• Celebrities help different age group more to remember a brand/product
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5. METHODOLOGY
• Demographic – Urban
• Sampling Unit – Above 15 years of age
• Sampling Size – 83 Respondents
• Data Collection – Questionnaire, Using Likert Scale
• Tools for Data Analysis – One Way Anova, Chi Square Test.
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6. Data Interpretation & Analysis
• Male = 47
• Female = 36
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7. Age Group
• 15-20 = 6
• 21-25 = 31
• 26-30 = 28
• Above 30 = 19
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8. Do You Get Attracted to Buy a Product/Brand Endorsed by a
Celebrity?
• Strongly agree = 23
• Strongly disagree = 8
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9. ANOVA
Age Group*attraction
• Do You Get Attracted to Buy a Product/Brand Endorsed by a Celebrity?
• H0: different age group not have different attraction levels towards a celebrity endorsed
product.
• At 5% level of significance
• α = .05
• p = 0.566
• p > α
• 0.566 > .05
• We accept our null hypothesis and conclude that different age group not have different
attraction level towards a celebrity endorsed products.
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Sum of Squares df Mean Square F Sig.
Between Groups 3.380 3 1.127 .681 .566
Within Groups 129.010 78 1.654
Total 132.390 81

10. Chi-Square
Gender*attraction
• Do You Get Attracted to Buy a Product/Brand Endorsed by a Celebrity?
• H0 : Both the variable i.e gender and attraction level are dependent of each other
• At 5% level of significance
• α = 0.05
• p = .731
• 0.731 > 0.05
•
• We accept our null hypothesis and thus conclude that gender and attraction level are dependent
on each other.
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Chi-Square Tests
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.024a 4 .731
Likelihood Ratio 2.046 4 .727
Linear-by-Linear Association 1.402 1 .236
N of Valid Cases 82
a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 3.41.

11. .
• Quality = 41
• Advertising = 10
• Endorsing celebrities = 9
• Price = 20
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12. Chi-Square
Brand Notice*Age
a. 15 cells (75.0%) have expected count less than 5. The minimum expected count is .18.
• H0 : Both the variables brand notice and age are independent of each other
• At 5% level of significance
• α = .05
• P = .003
• 0.003 < .05
• We accept H1 hypothesis and conclude that variable brand notice and age are dependent on each
other.
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Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 30.250a 12 .003
Likelihood Ratio 21.323 12 .046
Linear-by-Linear Association .697 1 .404
N of Valid Cases 82
a. 15 cells (75.0%) have expected count less than 5. The minimum expected count is .18.

13. Celebrities Help You More to Remember a Brand/Products?
Strongly Agree = 25
Strongly Disagree = 5
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14. Chi-Square
Brand recalling*Age group
• H0 : There is no significant difference between different age group in recalling a brand
endorsed by a celebrity
• At 5% level of significance
• α = .05
• P = .743
• .743 > .05
• We accept the null hypothesis there is no significant difference in the mean value
i.e different age group do have different level of recalling a brand endorsed by a
celebrity.
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Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 8.525a 12 .743
Likelihood Ratio 9.076 12 .696
Linear-by-Linear Association .974 1 .324
N of Valid Cases 82
a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .30.

15. QUESTIONNAIRE
1. Gender?
• Male
• Female
2. Age?
• 15-20
• 21-25
• 26-30
• Above 30
3. Do You Get Attracted to Buy a Product/Brand Endorsed by a Celebrity? *
Strongly agree Strongly disagree
1 2 3 4 5
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16. .
4. If Agreeing why?
• Credibility
• Trustworthiness of the products
• Attractiveness of celebrity
• Sense of similarity to the celebrity
• Other factors
5. What Makes You Notice a Brand?
• Quality
• Advertising
• Endorsing Celebrity
• Price
• Other Factors
6. Celebrities Help You More to Remember a Brand/Products?
Strongly agree Strongly disagree
1 2 3 4 5
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17. .
7.Would You Buy a Brand if Your Favorite Celebrity is endorsing it?
Strongly agree Strongly disagree
1 2 3 4 5
8. Will You Stop Buying a Brand if Your Favorite Celebrity Endorsing it Got
Involved in a Scandal?
Strongly agree Strongly disagree
1 2 3 4 5
9. Does Your Favorite Celebrity Gives a Positive Image to the Endorsed
Brand?
Strongly agree Strongly disagree
1 2 3 4 5
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18. FINDINGS & CONCLUSIONS
• From our findings we conclude that celebrity have its impact on the
purchasing power of customers.
• We also found that level of attraction for celebrity endorsed brands is
affected by gender.
• Different age group have not different level of attraction for celebrities
endorsed brands.
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19. .
THANK YOU
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