This document discusses the use of celebrity endorsements in consumer marketing. It notes that celebrities are known public figures used to generate attention for brands. Companies invest heavily in celebrity endorsements because celebrities can create recall of marketing messages due to their fame. Effective celebrity endorsements depend on finding celebrities that are compatible with the brand image and target audience. Some advantages of celebrity endorsements include increased brand awareness, refreshed brand image, and potentially higher sales. However, endorsements can fail if the celebrity-brand match is poor or if the celebrity becomes controversial. Surveys found that brand name and price most influence consumer purchases, while celebrity endorsements were also an important factor for some.

1. Consumer Behavior and Celebrity

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.”
 Theory and practice proves that the use of superstars in advertising generates lot of publicity and
attention.
 Companies invest large sums of money to align their brands
 Furthermore, because of their fame, celebrities serve not only to create and maintain attention, but
also to achieve high recall rates for marketing communication messages in today’s highly
cluttered environments.

3. • Actors (ex Shahrukh khan, Amitabh Bachhan ),
• Models (ex. Vaneeza Ahmed, Iman Ali)
• Sports athletes (ex. Shahid Afridi, Sachin Tendulkar,
Roger Federer )
• Entertainers (ex. Anwar Maqsood, Umer Shareef)
• Pop Stars (ex. Jal, Atif Aslam,Call)
• Businessmen (ex. Dirubhai Ambani)
• Politicians
• Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl, Dentonic guy)

4. How a firm employs a celebrity
• Testimonial
• Endorsement
• Actor
• Spokesperson

5. How celebrity endorsements affect consumer purchase decision
• celebrity endorsement have recall of the product
• celebrities have credibility on expertise that makes the product more desirable or
enhances perceptions of quality
• the celebrity endorsers image is transferred to the product so that those who use the
product are associated with the image.

6. Indian consumer mentality
 They look up to certain public faces and aspire to be one among them.
 Brand Ambassadors connect with a sense of attachment.
 Brands have temptation to use celebrity ambassadors

7. 1
• Instant brand awareness and recall.
2
• Celebrity values define, and refresh the brand image.
3
• Celebrities add new dimensions to the brand image
4
• Instant credibility or aspiration PR coverage.
5
• Lack of ideas.
6
• Convincing clients.
Celebrity endorsement are impelled by virtue by the
following motives

8. Who endorsed what?

9. Compatibility between the celebrity and brand
image
 Celebrity’s fit with the brand image.
 Celebrity—Target audience match
 Celebrity associated values.
 Costs of acquiring the celebrity.
 Celebrity—Product match.
 Celebrity controversy risk.
 Celebrity physical attractiveness.
 Celebrity credibility.
 Celebrity prior endorsements.
 Whether celebrity is a brand user.
 Celebrity profession.
 Celebrity popularity.
 Celebrity availability.

10. Advantage
 Brand awareness and recall.
 Celebrity value define and refreshes
brand image
 Increase in sales figure.
 Repair tarnished brand image
 Easy to distinguish products.
 Giving message to the target
market.

11. Failure of Celebrity Endorsement
 The Bachchans were endorsing Maruti Versa
 Shahrukh Khan endorsing Lux.
 James Bond endorsing Reid & Taylor.
 Virendra Sehwag endorsing Reliance Telecommunication.
 Milind soman tuff shoes advertisement by woodland.

12. How to make it a success mantra?
 Have a long term celebrity association with the company Eg: Sachin tendulkar -
boost.
 Focus on idea that connects brand and celebrity.
 Think how the celebrity can used in the interest of the brand. Eg: Hrithik Roshan
– Hide n Seek
 Multiple celebrities for a single brand dilute the associations. Eg: Pepsi

13. Conclusion

14. 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%.

15. 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%

16. As per conducted survey
Q). Which factor related to product affects you most?
• Price
• Quality
• Celebrity endorsement
• Others 45
5075
30
Out of 200 people
Price
Quality
Celebrity Endorsement
Others