Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
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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.
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
A Study on Impact of Celebrity Endorsement on Buying Behavioursumit ranjan
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.
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1. Marketing Research Brand Endorsement
Questionnaire
1. Name: _________________________________( optional )
St id:___________________________________
Email address : _________________________ ( optional )
Gender:
• Male
• Female
Age:
• 13-19
• 20-30
• 30-40
• 40-50
• 50 and Above
2. What makes you notice a brand?
• Quality
• Advert
• Endorsing celebrity
• Price
• Other
3. Do you believe products specifically advertised by the celebrities are of good quality?
• Yes
• No
• 50%
• Not sure
4. Would you buy a brand if your favorite celebrity is endorsing it?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
5. Will you stop buying a brand if your favourite celebrity endorsing it got involved in a
scandal?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
6. Would you buy a brand if your favourite celebrity is endorsing it?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
2. Marketing Research Brand Endorsement
7. Does your favourite celebrity give a positive image to the endorsed brand?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
11. Does the presence of celebrities like Shahrukh Khan, Amitabh
Bachan or Aishwariya Rai in an advertisement encourages you to purchase the product or service?
Yes •
No •
Not sure •
12. Do you believe the celebrities also use those products which they themselves endorse?
Yes •
No •
Not sure •
13. What type of celebrity endorsement persuades you personally to purchase products?
• Film star
• Famous personalities
• Cricketer
• Politician
16. Does celebrity endorsement help in brand promotion?
Yes •
No •
Not sure •
17. What means of advertisements persuades you the most to purchase a product?
• Television
• Radio
• Newspaper
• Magazines
• Internet