Pepsi has been the largest selling soft drink brand in India for over a century. The document discusses the history of Pepsi starting from its origins in the 1880s in the United States to its current popularity among India's youth. It also outlines Pepsi's brand advantage in India through its strong association with cricket, Bollywood celebrities and positioning itself as the drink of choice for young Indians.

1. A
COMPREHENSIVE PROJECT
ON
“Impact of Celebrity Endorsement on Brand Equity Of Pepsi”
Submitted to
R.B. Institute of Management Studies
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDENCE OF
Faculty Guide
Ms.Twinkal Thakkar (Asst. Professor)
Submitted by
Ronak Patel
[Batch: 2012-14, Enrolment no.: 127460592101]
Varsha Sharma
[Batch: 2012-14, Enrolment no.:127460592141]
M.B.A SEMESTER III
R.B. Institute of Management
M.B.A PROGRAMME
Affiliated to Gujarat Technological University Ahmedabad April 2013-14

2. DECLARATION
We Varsha sharma and Ronak Patel, hereby declare that the report for
“comprehensive project” entitled “Impact of Celebrity Endorsement on Brand
Equity Of Pepsi” is a result of our own work and our indebtedness to other work
publications, references, if any, have been duly acknowledged.
Place: Ahmedabad Varsha Sharma
Date: Ronak Patel

3. INSTITUTE’S CERTIFICATE
“Certified that this Comprehensive Project Report Titled “Impact of Celebrity
Endorsement on Brand Equity Of Pepsi” is the bonafide work of Ms. Varsha
Sharma and Ms. Ronak Patel, who carried out the research under my
supervision. I also certify further, that to the best of my knowledge the work
reported here in does not form part of any other project report or dissertation on
the basis of which a degree or award was conferred on an earlier occasion on
this or any other candidate.
Signature of the Faculty Guide

4. Preface
Stars, who are known to shape destinies, cast an enormous influence. We’re
referring to the powerful effect of celebrities on destinies of brands. One
approving nod from a famous face can translate into millions in brand sales.
People love to live in dreams. They worship celebrities. Celebrities may be sports
stars like Sachin Tendulkar, Mahindra Singh Dhoni, Roger Federer. Ronaldo and
tiger woods’ or Film Stars like tom cruise, bredd pitt, Salman Khan, John
Abraham. They treat them as God. . Perhaps that’s why the world over,
companies have been using stars to endorse everything, from food to food
chains, from soft and hard drinks to health drinks, from clothes and accessories
to cars. 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. But does this
celebrity endorsement acts as a source of brand-building and have impact over
the purchasing behavior of customers in case of automobiles? For this we
decided to conduct these vary research and objectives of our research are:
 To identify the influence of celebrity endorsement on consumer buying
behavior.
 To study celebrity endorsement as a source of brand- for pepsi
 To find which type of celebrity persona is more effective.
Secondary data used for this study are article of different authors, experts articles
on this study, magazines, market survey of pepsi, interview with distributers and
Internet. The main key elements of this study are as marketing strategies,
product endorsement, celebrity endorsement, marketing mix and advertising.
Brand equity, Brand image, Celebrities’, Product endorsement etc.
Conclusion of this study is that Whether Celebrity endorsement has a positive or
a negative impact on the brand is a debate that is open to interpretation. But till
the time the corporate world continues to foot fancy bills of celebrity endorsers
and till consumers continue to be in awe of the stars, the party is not likely to
break up and this help companies to earn more profit and increase brand equity.

5. Acknowledgement
We deeply express our profound gratitude and whole hearted thanks to
our beloved R.B. Institute of management studies, who provided necessary
facilities, guidance and endless encouragement, which helped me soundly.
We express our sincere thanks to our faculty department of R.B Institute,
for guiding us right from the inception till the completion of the project. We
sincerely acknowledge them for extending their valuable guidance, support for
literature, critical reviews of project and all the moral support they had provided to
us with all stages of this project.
We wish to express our gratitude to our faculty guide Ms Twinkal Thakkar,
assistant professor of R. B. institute of management studies for their excellent
guidance and dedicated development.
We would like to thank our friends and family members for their
cooperation in completing project successfully.
Varsha Sharma
Ronak Patel

6. EXECUTIVE SUMMARY:
The field of consumer behavior is the study of individuals, groups or
organizations and the processes they use to select, secure, use and dispose of
product, services, experiences, or ideas to satisfy needs and impacts that these
processes have on the consumer and society. And understanding the consumer
behavior is the prime and toughest task in front of every marketer. There are a lot
of factors, which influence consumer buyer behavior. This study aimed at to
understand the influence of celebrity endorsement on consumer buying behavior.
Marketers pay millions of Dollars to celebrity endorsee hoping that the stars will
bring their magic to brand they endorse and make them more appealing and
successful. But all celebrity glitter is not gold.
Celebrity sources may enhance attitude change for a variety of reasons. They
may attract more attention to the advertisement than would non-celebrities or in
many cases, they may be viewed as more credible than non-celebrities. Third,
consumers may identify with or desire to emulate the celebrity. Finally, consumer
may associate known characteristics of the celebrity with attributes of the product
that coincide with their own needs or desire. The effectiveness of using a
celebrity to endorse a firm's product can generally be improved by matching the
image of the celebrity with the personality of the product and the actual or
desired serf concept of the target market.
What therefore seems relevant by the study is that, yes, definitely celebrity
endorsee influence consumer buying behavior and brand building but while using
celebrity endorsee, marketer has to take care of all the aspect that whether they
brought personality and image of celebrity matches or not, whether celebrity
endorsee has deep penetration among the masses or not, whether he is
considered as credible source or not etc.

7. INDEX
S.NO CONTENT PAGE NO.
1. GENERAL INFORMATION 1-4
2. INTRODUCTION TO ORGANIZATION 5-23
3 REVIEW OF LITERATURE 24-33
4 HYPOTHESIS 34-35
5 RESEARCH METHODOLOGY 36-39
Title of study
Objective of the project
Type of research
Sample size , method of selecting sample
Scope of study
6 Appendix 40-42
7
Bibliography 43-47

8. 1
GENERAL
INFORMATION

9. 2
GENERAL INFORMATION
The industry began in mid 1900’s with leading companies like Pepsi Co. and
Coca Cola controlling the beverage business sector with sweetened soft
drinks and carbonated soda water. American audiences attached excitement
and convenience to these popular drinks, and a variety of soft drink brands
began to originate such as Dr.Pepper, Sprite, etc. The beverage industry has
undergone rapid expansion over the last decade.
The only obstacle for these beverage companies was the high number of
calories and sugar levels their drinks contained; a drawback for health-
conscious consumers.
A soft drink (also called pop, soda, coke, soda pop, fizzy drink, or carbonated
beverage) is a non-alcoholic beverage that typically contains carbonated
water, a sweetening agent, and a flavoring agent. The sweetening agent may
be sugar, high-fructose corn syrup, or a sugar substitute (in the case of diet
drinks). A soft drink may also contain caffeine or juice. Products such as
energy drinks, Kool-Aid, and pure juice are not considered to be soft drinks.
Other beverages not considered to be soft drinks are hot
chocolate,hot,tea,coffee,milk,milkshakes,and schooled.
Small amounts of alcohol may be present in a soft drink, but the alcohol
content must be less than 0.5% of the total volume. If the drink is to be
considered non-alcoholic. Widely sold soft drink flavors are cola, lemon-lime,
root beer, orange, grape, vanilla, ginger ale, fruit punch, sparkling lemonade,
squash, and water. Soft drinks may be served chilled or at room temperature.
They are rarely heated.

10. 3
The first marketed soft drinks (non-carbonated) in the Western world appeared
in the 17th century. They were made from water and lemon juice sweetened
with honey. In 1676, the Companies des Lemonades of Paris was granted a
monopoly for the sale of lemonade soft drinks. Vendors carried tanks of
lemonade on their backs and dispensed cups of the soft drink to thirsty
Parisians.
Carbonated drinks made without any alcohol are called Soft Drinks. They are
also known as Coke/Soda/Pop etc. Hot chocolate, teas, coffee etc are usually
excluded from this classification. They are sold in a variety of sizes and manner.
In the U.S., they are often sold in two-liter bottles, one liter plastic bottles, 24
and 20 US fluid ounce bottles and in 12 US fluid ounce cans. Packaging is also
available in many different quantities
Market Structure:
The soft drink industry is a global marketing phenomenon. In essence, it is
simply a blended water drink with sweeteners, flavors and additives. The
success in advertising and marketing this product lies in convincing billions of
consumers to drink these instead of straight water or other less expensing
alternatives. The brand recognition of this industry is extraordinarily high. In
2002, world sales exceeded US $193 billion. In contrast, fruit sales were just
US $69 billion. Global consumption is currently in excess of 327 billion liters.
Pepsi and Coca-Cola, between them, hold the dominant share of the world
market. Cadbury Schweppes follows a close third. Coca-Cola has
approximately half of the world market share and sells 4 out of the top 5 soft
drink brands in the world. Coca Cola sales for 2006 reached US $24.1 billion. It
has profit margins of 20% and a market capitalization of US $130 billion. Pepsi
sales stood at US $36 billion but this also includes snacks and other foods

11. 4
Some analysts view the definition of soft drinks incomplete and wish to add
ready to drinks also, to this industry. If they are added as well, these would add
another 1.3 billion servings to 50 billion servings for these drinks.

12. 5
INDUSTRY
INFORMATION

13. 6
INDUSTRY INFORMATION
Industry Definitions:
 Fizzy drinks: drinks injected with carbon dioxide at high pressure are
called Fizzy drinks.
 Floats: soft drink with scoops of ice-cream
 Soda: another term for soft drink
 Pop: another U.S. term for soft drinks
 Coke: a derivative and brand name of Coca-Cola, often used as a label
for soft drinks in general
Market Metrics
Soft drink market size for FY00 was around 270mn cases (6480mn bottles).
The market witnessed 5- 6% growth in the early‘90s. Presently the market
growth has growth rate of 7- 8% per annum compared to 22% growth rate in
the previous year. The market size for FY01 is expected to be 7000mn bottles.
Soft Drink Production area
The market preference is highly regional based. While cola drinks have main
markets in metro cities and northern states of UP, Punjab, Haryana etc.
Orange flavored drinks are popular in southern states. Sodas too are sold
largely in southern states besides sale through bars. Western markets have
preference towards mango flavored drinks. Diet coke presently constitutes
just 0.7% of the total carbonated beverage market.

14. 7
Growth promotional activities
The government has adopted liberalized policies for the soft drink trade to give
the industry a boast and promote the Indian brands internationally. Although the
import and manufacture of international brands like Pepsi and Coke is
enhanced in India the local brands are being stabilized by advertisements, good
quality and low cost.
World Market:
Global sales of soft drinks exceed 327 billion liters and are valued at more than
US $393 billion annually. North America, Europe and Japan are the most
mature markets for global soft drinks. Coco Cola and PepsiCo Inc have
significant control over the global soft drinks market and both have similar
business organizations and processes worldwide. The industry includes other
than the soft drink manufactures themselves, the bottlers and various raw
material suppliers. Suppliers of cans, plastic and glass bottles are included in
this category.Globally, the soft drinks majors continue to face challenges. One
key global trend is a move away to healthier drinks, which may put some
pressure on yearly growth in sales of soft drinks. The push to diet beverages
have been well covered by the major producers – with sales of diet Coke and
diet Pepsi still strong. A recent trend is the rise in popularity of sports drinks.
Bottled water has also experienced very strong growth. Finally the quality of
water used in the manufacture of soft drinks poses serious issues for the
industry. Major players are working on the issue as water scarcity becomes a
global issue

15. 8
INDUSTRY PLAYERS:
The Coca-Cola Company
Coca Cola is the number one brand globally and has been for over 40 years It
is sold in virtually every country of the world. The successful expansion that
began in World War II has continued unabated up to this date. Now, the
company has more than 400 brands in its portfolio. Tab, produced in 1963 was
one of the company’s landmark marketing successes.
PepsiCo Inc.
Pepsi-Cola was created in 1898 in New Bern, North Carolina, by druggist Caleb
D. Brad ham. PepsiCo Inc. holds about one-third of the U.S. market and is the
second largest soft drink major in the world. It owns Frito-Lay snacks and other
businesses. Pepsi soft drinks include brands such as Pepsi, Diet Pepsi, Slice,
Mountain Dew and Mug Root Beer.
Cadbury Schweppes
Cadbury Schweppes PLC is the number three global soft drink producer. The
portfolio includes Squirt, La Casera, TriNa, Spring Valley, and Wave. It has
cornered more then 17% of the world market. Total sales exceed US $12.9
billion.

16. 9
INTRODUCTION TO THE ORGANIZATION :
Type Public
Industry Food
Beverages
Founded Delaware - June 8, 1965
reincorporated in North Carolina – 1986
Founder(s) Donald M. Kendall
Herman W. Lay
Headquarters Purchase, Harrison, New York
Area served Worldwide
Key people Indra Nooyi
(Chairperson and CEO)
Products Pepsi
Diet Pepsi
Mountain Dew
Aquafina
Sierra Mist
Lipton Teas
7up (outside the U.S.)
Mirinda
Tropicana Products
Naked Juice
Quaker Oats Company
Lay's
Doritos
Cheetos
Walkers snack foods
Tostitos
Revenue US$ 57.838 billion (2010)[2]
Operating income US$ 8.332 billion (2010)[2]
Net income US$ 6.338 billion (2010)[2]
Total assets US$ 68.153 billion (2010)[2]
Total equity US$ 21.476 billion (2010)[2]
Employees 294,000 (2010)[2]
Divisions PepsiCo Americas Foods; PepsiCo Americas
Beverages; PepsiCo Europe; PepsiCo Asia, Middle
East & Africa
Traded as NYSE: PEP
S&P 500 Component
Website PepsiCo.com

17. 10
Pepsi - Yeh Hai Youngistan Meri Jaan
Brand History
Pepsi is a hundred year old brand loved by over 200 million people worldwide.
The largest single selling soft drink brand in India is the ubiquitous'socialiser'at
every occasion.
 Youngistaan loves it. 200 million people worldwide love it. But what has
made Pepsi the single largest selling soft drink brand in India is actually a
formula concocted a century ago in a far away continent.
 1886, United States of America. Caleb Bradman, the man with a plan, got
on to formulate a blockbuster digestive drink and decided to call it Brad’s
drink. It was this doctor’s potion that was to become Pepsi Cola in 1898,
and eventually, Pepsi in 1903.
 Pepsi has always played on the front foot and since its inception has come
out with revolutionary concepts like Diet, 2L bottles, recyclable plastic cola
bottles and the enviable My Can.

18. 11
Brand Advantage
 Pepsi has become a friend to the youth and has led many youth cultures.
Youngsters over the generations have grown up with Pepsi and share an
emotional connect with it, unlike any other cola brand. Be it parties,
hangouts, or just another day at home, a day is never complete without
the fizz of Pepsi!
 Pepsi, Cricket and Bollywood have been joined at the hip since the
beginning. Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh
Bachchan, Kareena Kapoor, Priyanka Chopra, Virender Sehwag, M. S.
Dhoni, John Abraham, Ranbir Kapoor and Deepika Padukone are a few
celebrities who will go any length for a chilled Pepsi.
 The Pepsi My Can is undoubtedly the most popular cola pack of all times.
It is not just a pack but a style statement for today’s youth.

19. 12
PepsiCo is a world leader in convenient snacks, foods and beverages.
 Solid Philosophy, Solid Company
Creating a Better Tomorrow for Future Generations
 Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only
the right thing to do, but the right thing to do for our business
 PepsiCo Values & Philosophy
Our Values & Philosophy are a reflection of the socially and
environmentally responsible company we aspire to be. They are the
foundation for every business decision we make.
 Corporate Governance
PepsiCo has adopted strict corporate standards that govern our
operations and ensures accountability for our actions. Learn more about
the processes and policies guiding our business.
World-Class, Muscular Brands
PepsiCo is home to hundreds of brands around the globe. Listed here are some
of our most recognized. More »

20. 13
PepsiCo, Incorporated (NYSE: PEP) is a Fortune 500, American global
corporation headquartered in Purchase, Harrison, New York, with interests in the
manufacturing, marketing and distribution of grain-based snack foods,
beverages, and other products. PepsiCo was formed in 1965 with the merger of
the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from
its namesake product Pepsi to a broader range of food and beverage brands, the
largest of which include an acquisition of Tropicana in 1998 and a merger with
Quaker Oats in 2001 - which added the Gatorade brand to its portfolio as well.
As of 2009, 19 of PepsiCo's product lines generated retail sales of more than $1
billion each,[4] and the company’s products were distributed across more than
200 countries, resulting in annual net revenues of $43.3 billion. Based on net
revenue, PepsiCo is the second largest food & beverage business in the world.[5]
Within North America, PepsiCo is ranked (by net revenue) as the largest food
and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006,
and the company employed approximately 285,000 people worldwide as of
2010.[6] The company’s beverage distribution and bottling is conducted by
PepsiCo as well as by licensed bottlers in certain regions.[7] PepsiCo is a SIC
2080 (beverage) company.

21. 14
History:
The recipe for Pepsi, the soft drink, was first developed in the 1890s by a New
Bern, North Carolina pharmacist and industrialist, Caleb Bradham, who named it
"Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-
Cola Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-
Cola Company was first incorporated in the state of Delaware in 1919.
Ownership of this company traded hands several times throughout the 1920s
and 1930s, and in the early 1960s its product line expanded with the creation of
Diet Pepsi and Mountain Dew.
Separately, the Frito Company and H.W. Lay & Company - two American potato
and corn chip snack manufacturers - began working together in 1945 with a
licensing agreement allowing H.W. Lay to distribute Fritos in the Southeastern
United States. The companies merged to become Frito-Lay, Inc. in 1961. In
1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo,
Inc., the company it is known as at present. At the time of its foundation,
PepsiCo was incorporated in the state of Delaware and headquartered in
Manhattan, New York. The company's headquarters were relocated to its still-
current location of Purchase, New York in 1970, and in 1986 PepsiCo was
reincorporated in the state of North Carolina.
Acquisitions and divestments:
Between the late-1970s and the mid-1990s, PepsiCo expanded via acquisition of
businesses outside of its core focus of packaged food and beverage brands;
however it exited these non-core business lines largely in 1997, selling some,
and spinning off others into a new company named Tricon Global Restaurants,
which later became known as Yum! Brands, Inc.. PepsiCo also previously owned
several other brands that it later sold, in order to allow it to return focus to its
primary snack food and beverage lines, according to investment analysts
reporting on the divestments in 1997. Brands formerly (no longer) owned by

22. 15
PepsiCo include: Pizza Hut, Taco Bell, KFC, Hot 'n Now, East Side Mario's,
D'Angelo Sandwich Shops, Chevys Fresh Mex, California Pizza Kitchen,
Stolichnaya (via licensed agreement), Wilson Sporting Goods and North
American Van Lines.
The divestments concluding in 2007 were followed by multiple large-scale
acquisitions, as PepsiCo began to extend its operations beyond soft drinks and
snack foods into other lines of foods and beverages. PepsiCo purchased the
orange juice company Tropicana Products in 1998, and merged with Quaker
Oats Company in 2001, adding with it the Gatorade sports drink line and other
Quaker Oats brands such as Chewy Granola Bars and Aunt Jemima, among
others.
In August 2009, PepsiCo made a $7 billion offer to acquire the two largest
bottlers of its products in North America: Pepsi Bottling Group and
PepsiAmericas. In 2010 this acquisition was completed, resulting in the formation
of a new wholly owned subsidiary of PepsiCo, Pepsi Beverages Company. Also
in late 2010, the company made its largest international acquisition when it
purchased a majority stake in Wimm-Bill-Dann Foods - a Russian food company
which produces milk, yogurt, fruit juices and dairy products.
Competition: The Coca-Cola Company has historically been considered
PepsiCo’s primary competitor in the beverage market, and in December 2005,
PepsiCo surpassed The Coca-Cola Company in market value for the first time in
112 years since both companies began to compete. In 2009, the Coca-Cola
Company held a higher market share in carbonated soft drink sales within the
U.S. In the same year, PepsiCo maintained a higher share of the U.S.
refreshment beverage market, however, reflecting the differences in product lines
between the two companies. As a result of mergers, acquisitions and
partnerships pursued by PepsiCo in the 1990s and 2000s, its business has
shifted to include a broader product base, including foods, snacks and
beverages. The majority of PepsiCo's revenues no longer come from the

23. 16
production and sale of carbonated soft drinks. Beverages accounted for less than
50 percent of its total revenue in 2009. In the same year, slightly more than 60
percent of PepsiCo's beverage sales came from its primary non-carbonated
brands, namely Gatorade and Tropicana.
PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S.
snack food market, accounting for approximately 39 percent of U.S. snack food
sales in 2009. One of PepsiCo's primary competitors in the snack food market
overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack
market share.
Products and brands
Largest PepsiCo Brands (based on 2009 retail sales)
Brand
Pepsi
Mountain Dew
Lay's potato chips
Gatorade
Diet Pepsi
Tropicana beverages
7UP (outside U.S.)
Doritos tortilla chips
Lipton teas (PepsiCo/Unilever
partnership)
Quaker foods and snacks
Cheetos

24. 17
Mirinda
Ruffles potato chips
Aquafina bottled water
Pepsi Max
Tostitos tortilla chips
Sierra Mist
Fritatos corn chips
Walkers potato crisps
Source: 2009 Annual Report[29] $0 $5b $10b
$15b $20b
PepsiCo’s product mix as of 2009 (based on worldwide net revenue) consists of
63 percent foods, and 37 percent beverages. On a worldwide basis, the
company’s current products lines include several hundred brands that in 2009
were estimated to have generated approximately $108 billion in cumulative
annual retail sales.
The primary identifier of companies' main brands within the food and beverage
industry are those which generate annual sales exceeding $1 billion, and 19 of
PepsiCo's brands met this description as of 2009: Pepsi-Cola, Mountain Dew,
Lay's, Gatorade, Tropicana, 7Up, Doritos, Lipton Teas, Quaker Foods, Cheetos,
Mirinda, Ruffles, Aquafina, Pepsi Max, Tostitos, Sierra Mist, Fritos, and Walker's.
Areas of business : The structure of PepsiCo's global operations has shifted
multiple times in its history as a result of international expansion, and as of 2010
it is separated into four main divisions:[30] PepsiCo Americas Foods, PepsiCo
Americas Beverages, PepsiCo Europe, and PepsiCo Asia, Middle East and
Africa. As of 2009, 71 percent of the company’s net revenues came from North

25. 18
and South America, 16 percent from Europe and 13 percent from Asia, the
Middle East and Africa.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become the country’s largest
selling food and Beverage Company. One of the largest multinational investors in
the country, PepsiCo has established a business which aims to serve the long
term dynamic needs of consumers in India.
PepsiCo nourishes consumers with a range of products from treats to healthy
eats that deliver joy as well as nutrition and always, good taste. PepsiCo India’s
expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda
and Mountain Dew, in addition to low calorie options such as Diet Pepsi,
hydrating and nutritional beverages such as Aquafina drinking water, isotonic
sports drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks –
Tropicana Nectars, Tropicana Twister and Slice, non-carbonated beverage and a
new innovation Nimbooz by 7Up. Local brands – Lehar Evervess Soda, Dukes
Lemonade and Mangola add to the diverse range of brands.
PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack
market and all Frito Lay products are free of trans-fat and MSG. It manufactures
Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional
snacks under the Kurkure and Lehar brands and the recently launched ‘Aliva’
savoury crackers. The company’s high fibre breakfast cereal, Quaker Oats, and
low fat and roasted snack options enhance the healthful choices available to
consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos
are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its
products contain voluntary nutritional labeling on their packets.
The group has built an expansive beverage and foods business. To support its
operations, PepsiCo has 36 bottling plants in India, of which 13 are company
owned and 23 are franchisee owned. In addition to this, PepsiCo’s Frito Lay

26. 19
foods division has 3 state-of-the-art plants. PepsiCo’s business is based on its
sustainability vision of making tomorrow better than today. PepsiCo’s
commitment to living by this vision every day is visible in its contribution to the
country, consumers and farmers.
PepsiCo India and its partners have invested more than USD1 billion since the
company was established in the country.
Employment
PepsiCo India provides direct and indirect employment to 150,000 people
including suppliers and distributors
Brand Facts
PepsiCo nourishes consumers with a range of products from tasty treats to
healthy eats that deliver enjoyment, nutrition, convenience as well as affordability
Beverages
PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi,
7 UP, Nimbooz, Mirinda and Mountain Dew, in addition to low calorie options
such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina
drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, and
juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local
brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the
diverse range of brands.

27. 20
Foods
PepsiCo’s food division, Frito-Lay, is the leader in the branded salty snack market and
all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips,
Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and
Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and
roasted snack options enhance the healthful choices available to consumers. Frito Lay’s
core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to
significantly reduce saturated fats and all of its products contain voluntary nutritional
labeling on their packets.
Celebrity endorsementof Pepsi:
Celebrities have been paid to advertise for Pepsi products.
United States
NASCAR driver Jeff Gordon who runs a Pepsi paint scheme at Talladega
Superspeedway and Auto Club Speedway. Joan Crawford was married to
PepsiCo president Alfred Steele from 1955 to 1959 (his death), and was
advertising executive and board of directors member from 1959 to 1973.
During the 1960s, Joanie Sommers sang two popular commercial songs ("It's
Pepsi, for those who think young" and "Now you see it, now you don't, oh, Diet
Pepsi") for Pepsi-Cola that were run in commercials and for which she came to
be often referred to as "The Pepsi Girl".
During 1984, Michael Jackson signed a large contract with Pepsi that has since
produced many commercials and world tours through 1993.

28. 21
During the 1989 Grammy Awards telecast, Pepsi and Puerto Rican singer
Chayanne was featured in the first advertising spot in Spanish language to be
broadcast on national television without dubbing or subtitles.
In the early 1990s, Ray Charles was the star of a Diet Pepsi campaign called
"You Got the Right One, Baby," which was also known as "Uh-huh."
In 2001, Britney Spears became a spokesperson for Pepsi. Spears' contract
concluded with an advertisement with Pink and Beyonce. The ad was made
featuring the cover of the song "We Will Rock You" by Queen.
In 2005, Christina Aguilera was signed to promote the popular drink (she was
previously promoting Coca-Cola in 2000). The campaign featuring Aguilera was
released in 2006, but not in the United States. Some commercials featured
singer Elissa, and some with Aguilera by herself. PepsiCo said in a recent
interview that Christina Aguilera has that 'dare for more' approach. Aretha
Franklin was also a spokesperson in 1998. And also in 1999 Janet Jackson
signed on to the original "Ask For More" campaign which featured a song of the
same name written and sung by Jackson.
In 2008, PepsiCo launched the "Cool Tones" campaign. It involved Mariah
Carey, Mary J Blige and The All American Rejects writing and performing
ringtones that can be obtained by purchasing a Pepsi bottle. Carey also recorded
a commercial for the campaign in which she performs one of her original
ringtones.
Europe and the United Kingdom
For the 1988 and 1989 seasons, Pepsi was the title sponsor of Suzuki's effort in
motorcycle road racing's premier class, Grand Prix 500cc. The Pepsi livery was a
new addition to grand prix motorcycling, and a change from tobacco sponsors.

29. 22
During 1988-9, Suzuki also produced a number of road going replicas of the GP
bikes, emblazoned with the same Pepsi signage as the works bikes. Due to the
livery's association with one of Suzuki's riders, the Texan, Kevin Schwantz, riders
today are still producing their own replicas as tribute.[citation needed]
Since 2001, Sakis Rouvas has been a spokesperson in the Greek and Balkan
campaign under contract with the headquarters of United Kingdom, being the
only Greek artist to have ever been proposed to represent the brand.[1]
Latin America
In Latin America, Colombian artists Shakira, and Juanes; Dominican Sammy
Sosa, and Puerto Rican Daddy Yankee have promoted the soft drink. Spanish-
speaking Jaci Velasquez did some commercials. In 2007 RBD promoted the
drink in their home country of Mexico.
Asia
As for Asia, celebrity and singers Show Luo, Leslie Cheung, Jay Chou, Aaron
Kwok, Jolin Tsai, Rain, Louis Koo, Nicholas Tse, F4, Faye Wong, and Kelly Chan
have appeared in several different advertisements.
In Pakistan, Pepsi sponsors the Pakistan cricket team and many Pakistani
celebrities and personalities have been spokespersons for the brand includding,
Junaid Jamshed, Shoaib Akhtar, Bob Woolmer, Younus Khan, Kamran Akmal,
Adnan Sami, Reema Khan, Call, and Vital Signs.
In India, Pepsi first used Aamir Khan, model turned actress Mahima Chaudhary
and model and ex-Miss World Aishwariya Rai to promote its product. Later it
used Amitabh Bachchan, Shahrukh Khan, Kajol, Rani Mukherjee, Saif Ali Khan,
Fardeen Khan, Akshay Kumar, Shahid Kapur (before he entered the movie
world), Preity Zinta, John Abraham, Priyanka Chopra, and Kareena Kapoor as
well as the national cricket team.

30. 23
Australia
In Australia, the trend has been to use local Australian celebrities to promote
Pepsi including Kylie Minogue, Jennifer Hawkins (Miss Universe 2004), Holly
Valance, Harry Kewell, Sonny Bill Williams, Delta Goodrem, Mark Philippoussis
and several others.

31. 24
LITERATURE
REVIEW

32. 25
LITERATURE REVIEW
 Celebrity Endorsement
Erdogan (1999) in his article describe that Use of celebrities as part of marketing
communications strategy is a fairly common practice for major firms in supporting
corporate or brand imagery. Firms invest significant monies in juxtaposing brands
and organizations with endorser qualities such as attractiveness, likeability, and
trustworthiness. They trust that these qualities operate in a transferable way,
and, will generate desirable campaign outcomes. But, at times, celebrity qualities
may be inappropriate, irrelevant, and undesirable. Thus, a major question is: how
can companies select and retain the 'right' celebrity among many competing
alternatives, and, simultaneously manage this resource, while avoiding potential
pitfalls? This paper seeks to explore variables, which may be considered in any
celebrity selection process by drawing together strands from various literatures.
Veltri and long (1998) describes that, athletes will usually pursue two types of
endorsements: "sport specific products" and "non-sport specific products". Sport
specific products are defined as articles necessary for the athlete to play his or
her sport (shoes, racquets, clothing, etc.). Non-sport specific products include all
other products or services not related to the sport itself (cars, cosmetics, etc.).
According to O'Mahony and Meenaghan (1997/98), consumers' response to
endorsement messages is linked to relatedness, which means that the more the
athlete is related with the product, the more effective the endorsement is. This
largely emphasizes the importance of elite-level athletes as endorsers for athletic
shoe companies (producing sport specific products), which are unquestionably
the largest spenders on endorsements.

33. 26
Celebrities as Spokespersons:
Tripp et al. (1994) and Redenbach (2005) both investigated and suggested that
when as many as four products are endorsed, celebrity credibility and likeability,
as well as attitude towards the ad, may be taken carelessly.
In conclusion the good match with product and celebrity can make the
advertising more believable, can improve the brand recognition, create a positive
attitude towards the brand name and create a distinct personality for the brand
(Agrawal & Kamakura 1997).
Alperstein 1991 says that “Traditional celebrity endorsements are as well
established as the concept of celebrity itself.”(Anonymous, 2007).Celebrities
influence on consumers appears to be larger than ever before. When used
effectively celebrity endorsers have the potential of serving a valuable role in
enhancing a brand’s competitive position and developing brand equity. Till
1998.Schikel (1985) highlights the subtle yet intense impact of celebrities on
everyday thinking and living. Defined as ‘intimacy at a distance’, it is seen that
individuals have a tendency to form illusions of an interpersonal relationship with
celebrities.
Horton & Wohl 1956 describe that A person who enjoys public recognition from
a large share of a certain group of people and uses this recognition on behalf of a
consumer good by appearing with it in advertisements is known as a celebrity.
McCraken 1989 says that They are usually known to the public for their
accomplishments in areas other than the product endorsed by them. Friedman
&Friedman 1979 says that This stands true for classic forms of celebrities such
as actors like Shah Rukh Khan, models like Milan Somen, Sports athletes like
Sachin Tendullkar and entertainers like MaliakaArora Khan but also for less
obvious groups such as businessmen like the Ambani’s or politicians like Rahul
Gandhi

34. 27
Schlecht 2003 say that In India especially, it is not difficult to find motives for the
increasing use if celebrities in advertisements as Indians have always been in
awe of the stars of the celluloid world. Unlike the foreign counterparts they have
always consecrated them and placed a halo behind their heads implying that
their celebrities could do no wrong. (Anonymous, 2001). Indeed, some people
are seen to admire, imitate, and become besotted with their favorite celebrities,
Celebrities as a form of Aspirational Reference Group
Choi & Rifon, 2007 said that Consumers have a tendency to form an attachment
to any object that reinforces one’s self identity or desired image, renders feelings
of connectedness to a group or to any object that elicit nostalgia, and perhaps
the most vivid example of this form of attachment maybe found in the consumers
preoccupation with the celebrities. (O’Mahony and Meenaghan, 1998).
Pros of celebrity endorsement
Erdogan, 1999 in his theory says that A stream of studies identifies the attributes
such trustworthiness, similarity, likableness, expertise that cause a celebrity to
stand as a persuasive source which in turn creates a sense of certainty.(Mustafa
2005). It is shown by research and experience that consumers are highly ready
to spend and more comfortable, when products that relate to their desired image
is endorsed by celebrities. (Internet World 2001) as it helps them to take more
notice of celebrity endorsements and improve their level of product recall.
Bowman 2002 says that another reason for the use of celebrity endorsement is
because it has a strong impact on the learning style and memory which is critical
to marketing communication success. This is because most consumers are not in
a purchasing situation when they come into contact with the brand message.
Schultz & Barnes, 1995 Marketers make use of celebrity endorsements as
they lead to better information storage in the minds of the consumers which can
be readily retrieved when the purchasing situation dose arise
Selecting the ‘Right’ celebrity

35. 28
Shimp (2000) put forward five factors in order of decreasing importance namely,
(1) the celebrity credibility, (2) celebrity and audience match-up, (3) celebrity and
brand match up,(4) celebrity attractiveness, and (5) miscellaneous
considerations, which were considered by advertising executives while making
their celebrity-selection decisions. Models and 20 concepts were constructed by
scholars to draw the liaison between celebrities, the brand they endorsed and the
perception of the people related to the product.
Celebrity Endorsement – Indian Perspective
Subhadip roy (2000) : An Exploratory Study in Celebrity Endorsements by
Subhadip Roy This study raises three questions and attempts to provide tentative
explanations for them. The first two questions relate to locating, in the
consumer's perceptual space, the relative position of Indian celebrities and
brands on a set of personality attributes. The third question relates to determining
the fit between the celebrity and the brands endorsed by her/him. The results
suggest that consumers differentially rank both celebrities and brands.
Specifically, Amitabh Bachchan ranks high on five personality attributes, and
brands such as Pepsi and Coke rank high on four personality attributes. The
study further shows that although celebrities may endorse several brands, their
personality does not fit well with the personality of the brand they endorse.
Evidence offered here supports the basic assumptions of the celebrity–product
congruence model.
Kharti Puja (2005) Celebrity endorsement: A strategic promotion perspective
by Dr. Khatri Puja, Faculty member Apeejay School of Management, Dwarka, in
her research explains that The celebrity endorser is a panacea for all marketing
woes. It is today a frequently used approach in marketing for all brand building
exercises. The star appeal however needs to be perfectly blended intelligently
and strategically to reap the benefits and make brands. It serves as an aid to
expedite recall and influence purchase. But can also be a nightmare unless
accompanied by a powerful idea, effective and impeccable positioning.

36. 29
Dinesh Kumar Gupta ,2007: Impact of Celebrity Endorsement on Consumer
Buying Behaviour and Brand Building study by Dinesh Kumar Gupta , 2007
explain that the field of consumer behavior is the study of individuals, groups or
organizations and the processes they use to select, secure, use and dispose of
product, services, experiences, or ideas to satisfy needs and impacts that these
processes have on the consumer and society. And understanding the consumer
behavior is the prime and toughest task in front of every marketer. There are a lot
of factors, which influence consumer buyer behavior.
What therefore seems relevant by the study is that, yes, definitely celebrity
endorsee influence consumer buying behavior and brand building but while using
celebrity endorsee, marketer has to take care of all the aspect that whether the
brought personality and image of celebrity matches or not, whether celebrity
endorsee has deep penetration among the masses or not, whether he is
considered as credible source or not etc.
The Effectiveness of Celebrity Endorsement in India :
Rajni Surana 2008 research that practice of celebrities being used for rendering
services other than performing their actual job as either an actor or an athlete,
such as endorsements has proliferated over time. Despite the cost and the risks
involved with this technique of advertising, it is been used quite extensively in the
present era. The instrument of celebrity endorsement has nowadays become a
pervasive element in advertising and communication management. India as a
country is known for loving its stars. The Indians idolize their boll wood actors
and cricketers. The advertisers see this as an opportunity to grab and work on so
as to expand their operations and promote their product. This dissertation
focuses on examining the perception of these Indian Consumers about the
celebrity endorsement process and the subsequent impact on their purchase
decisions,

37. 30
Goldsmith, Lafferty and Newell (2000), "The Impact of Corporate Credibility
and Celebrity Credibility on Consumer Reaction to Advertisements and Brands
says that Whether Celebrity endorsement has a positive or a negative impact on
the brand is a debate that is open to interpretation. But till the time the corporate
world continues to foot fancy bills of celebrity endorsers and till consumers
continue to be in awe of the stars, the party is not likely to break up.
Nord and Peter 1980 says that There are many factors which interact to explain
the effectiveness of celebrity endorsement. Vicarious learning is a behaviour
modification concept through which consumers’ behaviours are influenced by
observing the actions and consequences of others This is seen in celebrity
endorsement with companies frequently endorsing celebrities who possess
aspirational qualities and who may be seen engaging in desired behaviors and
receiving product benefits. This results in consumers exhibiting desired behaviors
learned through observation. Sarah Ulmer, an Olympic Gold medalist, and her
endorsement of McDonalds healthy options menu in New Zealand is an example
of the use of an aspiration celebrity to influence behaviors.
 BRAND EQUITY:
Debiprasad Mukherjee 2009: Study on Impact of Celebrity Endorsements on
Brand Image by Debiprasad Mukherjee 2009 says that Celebrity endorsement
has been established as one of the most popular tools of advertising in recent
time. It has become a trend and perceived as a winning formula for product
marketing and brand building. It is easy to choose a celebrity but it is tough to
establish a strong association between the product and the endorser. While the
magnitude of the impact of celebrity endorsement remains under the purview of
gray spectacles, this paper is an effort to analyze the impact of celebrity
endorsements on brands.

38. 31
Endorsement of pepsi:
Pepsi seeks healthier brand for Beckham tie-up. (cover story)
Bokale, Jemima: The article reports on the need for Pepsi to find a healthier
brand to be promoted by David Beckham in order to close their global
sponsorship deal in Great Britain. According to the article, the football star could
only walk away from the contract if a suitable brand is found. In addition, it states
that Beckham is planning to introduce his own water brand and a range of
healthy products.
PepsiCo’s yongistaan advertisement another trend setter in the youth marketing
area by KISHLOY ROY. This study explains Pepsi’s advertising. The present
study examines how different degrees of celebrity--product incongruence
influence the persuasiveness of celebrity endorsement. Schema-congruity
framework provides the theoretical basis for suggesting that a moderate
mismatch between a celebrity's image and a product's image would produce
more favorable responses to advertisements than either a complete match or an
extreme mismatch
EFFECT OF ENDORSEMENT ON PRODUCT:
Rohit Suresh Jain 2007-2008 A Study on the Impact of Celebrity Endorsement
on the Indian Consumers‟ Purchase Decision: in this A dissertation presented in
part consideration for the degree of “Marketing”. The focus of this dissertation is
to understand the impact of celebrity endorsement on the consumers purchase
decision. The research focuses on the Indian consumers who have shown a very
different yet interesting way of recognizing celebrities and stars. In a place like
India where stars and cricketers are idolized and looked up to, marketers can see
this opportunity promote their products and create a wider consumer base. The
study uses a qualitative research style to collect data, using interviews as the
form of data collection method. This research helps providing how celebrity

39. 32
endorsement impacts on the Indian consumers purchase decision Eisend, Martin
Viadrina Tobias say that Immediate and delayed advertising effects of celebrity
endorsers' attractiveness and expertise
Celebrity endorsement in highly involved regime:
Tellis (1998) says that despite the obvious economic advantage of using
relatively known personalities as endorsers in advertising campaigns, the choice
of celebrities to fulfill that role has become common practice for brands
competing in today's cluttered media environment. There are several reasons for
such extensive use of celebrities. Because of their high profile, celebrities may
help advertisements stand out from the surrounding clutter, thus improving their
communicative ability. A brief assessment of the current market situation
indicates that celebrity endorsement advertising strategies can, under the right
circumstances, indeed justify the high costs associated with this form of
advertising. But it would be presumptuous to consider celebrity endorsement as
a panacea for all barricades. Celebrity endorsement if used effectively, makes
the brand stand out, galvanizes brand recall and facilitates instant awareness
Brand Personality Creation through Advertising:
Keller (1998) states that “brand personality reflects how people feel about a
brand, rather than what they think the brand is or does”. The symbolic use of
brands is possible because consumers often give brands human personalities (J.
Aaker, 1997). Consumers perceive the brand on dimensions that typically
capture a person’s personality, and extend that to the domain of brands. The
dimensions of brand personality are defined by extending the dimensions of
human personality to the domain of brands. One way to conceptualize and
measure human personality is the trait approach, which states that personality is
a set of traits (Anderson & Rubin, 1986). A trait is defined as “any
distinguishable, relatively enduring way in which one individual differs from
others”

40. 33
Guilford, 1973 Human personality traits are determined by multi-dimensional
factorslike the individual’s behavior, appearance, attitude and beliefs, and
demographiccharacteristics. Based on the trait theory, researchers have
concluded that there are five stablepersonality dimensions, also called the ‘Big
Five’ human personality dimensions (Batra,Lehmann & Singh, 1993). The ‘Big
Five’ human personality dimensions areExtraversion/introversion,
Agreeableness, Consciousness, Emotional stability, and Culture.Based on these
human personality dimensions, Jennifer Aaker (1997) identifies the new ‘
BigFive’ dimensions related to brands. These are Sincerity, Excitement,
Competence,Sophistication, and Ruggedness.
The brand personality dimensions correspond to three of the ‘Big Five’ human
personality dimensions J. Aaker, 1997 Agreeableness and Sincerity both capture
the idea of warmthand acceptance. Extraversion and Excitement both include the
notions of sociability,energy,and activity, while Consciousness and Competence
both connote responsibility,dependability, and security. The other two brand
personality dimensions differ from any ofthe ‘Big Five’ of human personality.
Jennifer Aaker (1997) this pattern suggests these brand personality dimensions
might operate in different ways or influence consumer preference for different
reasons. Whereas Sincerity, Excitement, and Competence represent an innate
part of human personality, Sophistication and Ruggedness tap dimensions that
individuals desire but do not necessarily have The appearance, behavior,
attitudes and beliefs are included in the literature about the ‘Big Five’ human
personality dimensions.

41. 34
HYPOTHESIS

42. 35
Hypothesis
1
Ho:- There is no significant association between Age and occupation of
customer.
H1:- There is significant association between age and occupation of customer.
2
Ho:- There is no significant association between purchasing decision of
customer and purchasing factor.
H1:- There is significant association between purchasing decision of customer
and purchasing factor.
3
Ho:- There is no significant association between brand ambassador of pepsi
and their positive image toward pepsi.
H1:- There is significant association between brand ambassador of pepsi and
their positive image toward pepsi.

43. 36
RESEARCH
METHODOLOGY

44. 37
RESEARCH METHODOLOGY:
Title of the study:
“Impact of celebrity endorsement on brand equity of Pepsi”
Duration of the project:
The project duration was a semester long project
Objectives of study:
The objectives of the study are as follows:
 To identify the influence of celebrity endorsement on consumer buying
behavior.
 To study celebrity endorsement as a source of brand-building.
 To find which type of celebrity persona is more effective for pepsi
 To identify is celebrity endorsee advertising more attention getting and
memorable than other kind of advertising.
 To identify how is celebrity endorsee advertisement perceived.
 To identify that who make the best celebrity endorsee.
Need of the study:
After going through various sources like magazines, newspapers, websites I
found that lot of research work has undertaken by researcher regarding
impact of celebrity
endorsement. But there was a gap in the research regarding whether celebrity
endorsement act as a source of brand-building. So there is a need to discover
this fact. So I decided to work on this particular aspect.

45. 38
Type of research:
A research design is an arrangement of conditions for collection and analysis of
Data in a manner that aims to combine relevance to the research purpose with
Economy in
Procedure. It constitutes the blueprint for collection, measurement and analysis
of data.
My research design is an exploratory research .
Data Sources:
In dealing with any real life problem it is often found that data at hand are
inadequate,
And hence, it becomes necessary to collect data that are appropriate.
The researcher can collect data either through primary source or secondary
source.
a) Primary data: These are those data which are collected afresh and for the first
Time, and thus happen to be original in character. I will be using the structured
Questioners.
b) Secondary data: These are those which have already been collected by
someone
else and which have already been passed through the statistical process. I will
collect it from the sources like internet, published data etc.
.
Sampling Size:
It is the total number of respondents targeted for collecting the data for the
research.
Sample size of 100 persons will be taken for this research.

46. 39
Sampling Technique:
Convenience sampling technique will be used in this research project.
Scope of study:
 Scope of celebrity endorsement is very vast in this competitive world to
increase brand awareness among people. celebrity endorsement by Pepsi
make Pepsi market leader in soft drink segment
 Study on celebrity endorsement effect on brand equity of pepsi describes
endorsement of Pepsi and its impact on Pepsi which can useful for future
strategies.
 This study leaves an immense scope for carrying out further research in
the following areas:
 To carry out similar study from the advertiser’ perspective and comparing
that with the customers’ perspective
 To establish a more definite correlation between celebrity impact on brand
equity and relation with customer's psychology.
 To carry out study on other possible aspect of endorsements.
 To carry out studies in other geographic areas i.e., in other nations and
include all possible industries to find out whether there is any significant
difference in the impact on the customers who are geographically
separated.

47. 40
APPENDIX

48. 41
Appendix
Questionnaire
 Name:
 Age :
(A) 18-25 yr (b) 26-32 yr (c) 33-40 yr
 Occupation:
(a)Student (b) Business class
(c)Service class (d) Other
Q.1. Which category of products you like most ?
(a)Soft drink (b) Juice (c)Other
Q.2. If soft drink than which product you prefer most ?
(a)Pepsi (b) Coco cola
(c)Local brand (d) Not specify
Q.3 Do you collect any information or take advice to make your purchase
decision ?
(a) Yes (b) No
Q.4 If yes than which factor affects you most?
(a)Friends (b) Advertisement (c) Opinion leader

49. 42
Q.5. Which factor related to product affects you most?
(a) Price (b) Quality
(c)Celebrity endorsement (d) other
Q.6 DO you like to see any celebrity endorsing your brand?
(a)Yes (b) No (c) Can’t say
Q.7 What comes in your mind when you go for Pepsi?
(a)Celebrity (b) Brand (c)Taste
Q.8 DO you think celebrity endorsement work as an effective tool of persuasion
for Pepsi?
(a) Strongly agree (b) Agree (c) Disagree
Q.9 in case of Pepsi celebrity person you like most?
(a) Boolywood star (b) Sports star (c) Experts
Q.10 who is your favourite brand ambassador of Pepsi ?
(A) Ranbir kapoor (b)M.S. Dhoni
(c) priyanka chopra (d) virat cohli
Q.11 would you buy a brand if your favorite celebrity is endorsing it?
(a) strongly agree (b) Agree (c) disagree
Q.12 Does your favourite celebrity give a positive image to the endorsed brand?
(a) strongly agree (b) Agree (c) disagree
Q.13 is celebrity endorsement make you loyal toward Pepsi ?
(a) Yes (b) No
Q.14 how you rank endorsement of Pepsi?
(a)Good (b) Average (c) Should improve
Thanks for your cooperation

50. 43
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51. 44
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WEBSITES:
www.pepsico.com
www.pepsicioind ltd.com
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f176cd-6f53-42b6-a47b-72e34341cfe1&&Headline
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54. 47
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