This document analyzes the impact of celebrity endorsements on consumer behavior. It discusses how celebrity endorsements can be an effective marketing strategy by influencing consumers. The document outlines its objectives to study celebrity endorsements as a brand-building tool and how they affect consumer purchasing. It also aims to determine what type of celebrity is most effective and why marketers use celebrity endorsements. The document presents models for how celebrity endorsements work and factors that influence consumer behavior. It analyzes survey results that show consumers are swayed by celebrity endorsements and have preferences on gender and age of celebrity endorsers. The conclusion is that celebrity endorsements help convey brand image and leave lasting impressions on consumers.

1. Celebrity Endorsement : A
marketing Strategy & its
impact on consumer behavior
Made By- Karan
Patwari
A3906411122
E-16

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.”
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%.

4. OBJECTIVES
To study celebrity endorsement as a
source of brand-building
How does celerity endorsement
influences consumer buying behaviour
To find which type of celebrity persona
is more effective
What are the reasons for the usage for
celebrity endorsement strategy by
marketer’s

5. Research Methodology
Primary data-
Questionnaire
Secondary data-
Internet
Business Journals
Books

6. TEARS MODEL
T= Trust Worthiness
E= Expertise
A= Attractiveness
R= Respect
S= Similarity

7. The No Tears Model
(1) Celebrity and audience match up,
(2) Celebrity and brand match up,
(3) Celebrity credibility,
(4) Celebrity attractiveness,
(5) Cost consideration,

8. 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%.

9. LIKING TOWARDS THE CELEBRITY WHILE ENDORSHING
THE BRAND
0
10
20
30
40
50
60
Yes No Can't Say
The no of respondents whom we contacted replied maximum Yes
54%,followed by No 24%,& Can’t say 22%.

10. 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%

11. Conclusion
After analyzing the data it has been
observed that females are the most
effective endorsers.
Celebrities help convey a strong
image of the brand as well as
company.
Helps leave a long lasting impact on
the minds on the consumer.
To associate the image of the brand
with the image of the celebrity.

12. Recommendations
The marketers should try and only use
young celebrities with good reputation,
as the focus nowadays is more on the
young generation .
The celebrity endorsing the brand
should also match the product being
endorsed.

13. Thank you