Impact on celebrity endorsement on consumer buying

behaviour:- A study with reference to Lipton

CHAPTER 2

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by a researcher in studying
his research problem along with the logic behind them. It is necessary for the
researcher to know not only the research methods/techniques but also the
methodology. Researchers not only need to know how to develop certain indices
or tests, how to calculate the mean, the mode, the median or the standard
deviation or chi-square, how to apply particular research techniques, but they also
need to know which of these methods or techniques, are relevant and which are
not, and what would they mean and indicate and why. Researchers also need to
understand the assumptions underlying various techniques and they need to know
the criteria by which they can decide that certain techniques and procedures will
be applicable to certain problems and others will not.

All this means that it is necessary for the researcher to design his methodology for
his problem as the same may differ from problem to problem.

Objectives:-

1. To analyze the factors influencing the buying decision of Green Tea.

2. To find out the impact of celebrity endorsement on consumer buying behaviour.
3. To influence the other factors like quality, price and celebrity endorsement affect
the purchasing decision of the consumer.
 Review of Literature

1. DR. Puja Khatri (2006) Celebrity Endorsement :A Strategic Promotion

Perspective1:- This study states 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.
2. Dr. Vipul jain (2011) - Celebrity Endorsement And Its Impact On Sales: A
Research Analysis Carried Out In India2:- This study analyzed that the
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.

3. Dr. Girdhar K.V. (2012) Effects of Celebrity Endorsement on Consumer

Buying Behaviour and Branding of a Brand 3:- This study states that everyday
1 Indian media, studies journal

2 Gobal journal of management and business research

3 International journal of business economics and management research

 consumers are exposed to thousands of voices and images in magazines,
newspapers, websites, radio, television, etc. Every brand attempt to steal at least
fraction of a persons time to inform his/her of the amazing and different attributes
of the product. The challenge of the marketer is to find a hook that will hold the
subjects attention. In helping to achieve this, use of celebrity for endorsement of
a brand is widely used marketing strategy.

4. G.Radha, Jija.P(2013) Influence of Celebrity Endorsement on the

Consumers Purchase Decision4:- This study aims to analyze the influence of
celebrity endorsement on the consumers purchase decision. The research focuses
on the 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.

5. Syed Rameez ul Hassana , Raja Ahmed Jamila (2014) Influence of Celebrity

Endorsement on Consumer Purchase Intention for Existing Products: A
Comparative Study5:- This study aims to analyze the Advertisement by
Involvement of celebrities becomes an essence in modern competitive marketing
environment for high recognition and creation of strong product perception.
Celebrity endorsement is the main focus of the study where Pakistani and Indian
celebrities with their attributes are used for their endorsement effect on purchase
intention. In the study consumer celebrity relationship is assessed and confirms
that attributes of celebrity (Local or Indian) are not much important for intent to
purchase for existing products but quality, brand image and brand loyalty are the
key factors for intention to purchase.

4 International journal of scientific and research publications

5 Journal of management info

 6. Vadivelu Thusyanthy (2015) The Relationship variables to Celebrity
Endorsement and Brand Equity: A comprehensive Review 6:- This study
analyzed that the most of the marketers use celebrity endorsement as an effective
promotional tool, where celebrities are the well known individuals to the public
and this celebrity an advertisement have impact on customers based brand equity.
There is a relationship between celebrity endorsement and customer based brand
equity. The qualitative comprehensive review explores with the various literatures
supports for the relationship variables to celebrity endorsement and customer
based brand equity. This study with a comprehensive and complex model
contributes to the existing literatures and enhances the studies, which are related
to the celebrity endorsement and customer based brand equity.

7. Ow Wen Han and Dr, Rashad Yazdanifard (2015) The review of the
Effectiveness of Celebrity Advertising that influence Consumers Perception
and Buying Behavior7:- This study intends to appraise and understand celebrity
endorsement and its effectiveness. By examining and addressing the components
of celebrity advertising, the advantages and disadvantages associated with it, and
the elements of successful and unsuccessful implementation, it will be clear that
with a compelling and logical celebrity brand fit, the applications of celebrities as
brand advocates can be use to companys competitive advantage.

8. Afsheen Khan and Samreen Lodhi (2016) Influence of celebrity endorsement

on consumer purchase decision: A case of Karachi8:- This study analyzed that
the celebrity endorsement is a marketing strategy that makes a product
differentiable in this competitive era. Companies use this strategy for brand
recognition. The main purpose of the article was to identify the influence of
celebrity endorsed advertisement on consumer purchase decision. The research

6 International journal of business and management

7 Global journal of management and business research

8 Imperial journal of interdisciplinary research

was conducted on multiple brands of face care products used in Karachi city. The
research focused on the factors and attributes of celebrities through which
marketer endorses a celebrity for endorsement. Celebrity do not make the
advertisement effective but others factors like product performance, quality and
brand image, personality of celebrities make the mind of consumer to choose the
particular face care product of his/her choice. \

Hypothesis:-

H0-: There is no significance difference among respondents of different age

groups regarding their buying behaviour of green tea.

H1: There is a significance difference among respondents of different age groups

regarding their buying behaviour of green tea.

Sample size: the sample size of this study is 100.

Research Design:-

A research design is the arrangement of conditions and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in
processor. It constitutes a blue print for the collection, measurement and analysis
of the data.

The preparation of the research design, appropriate for a particular research

problem, involves usually the consideration of the following:-

a) The means of obtaining the information.

b) The availability and skills of the researcher and his staff.
 c) Explanation of the way in which selected means of obtaining information
will be organised and the reasoning leading to the selection.
d) The time available for research.
e) The cost factor relating to research, i.e., the finance available for the
purpose.

Descriptive research design:- It includes survey and fact findings enquires of

different kind. The main purpose of descriptive research is description of state of
affairs as it exist at present. The main characteristics of this method are that the
researcher has no control over the variables; he can only report what has
happened or what is happening.

Sample Design:-

Sampling:- sampling is defined as the selection of some part of an aggregate or

totality on the basis of which a judgement or inference about the aggregate or
totality is made.

Simple Random sampling:- This type of sampling is also known as chance

sampling or probability where each and every item in the population has an equal
chance of inclusion in the sample and each one of the possible samples, in a finite
universe, has the same probability of being selected.

Sample refers to the number of items to be selected from the universe. In our
study, the sample is 100.

Data collection:-

Data collection is the process of gathering and measuring information on targeted

variables in an established systematic fashion, which then enables one to answer
relevant questions and evaluate outcomes. The data collection component of
research is common to all fields of study including physical and social sciences,
humanities and business. While methods vary by discipline, the emphasis on
ensuring accurate and honest collection remains the same. The goal for all data
 collection is to capture quality evidence that then translates to rich data analysis
and allows the building of a convincing and credible answer to questions that
have been posed.

Types of data collection:-

1. Primary data
2. Secondary data

1. Primary Data:-
Data is used in research originally obtained through the direct efforts of the researcher
through surveys, interviews and direct observation. Primary data is more costly to obtain
than secondary data, which is obtained through published sources, but it is also more
current and more relevant to the research project.

2. Secondary Data:-
Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable
than the primary data and also may be available when primary data cannot be
obtained at all.
In this research study we are using primary and secondary data. Primary
data is being collected for this study.

Hypothesis testing:-
Tools and techniques
Various test of significance such as Pie Charts are used.
Hypothesis testing with the help of ANOVA test in SPSS.

Limitations of this study:-

1 Sample size is small so the findings cant be generalised.

2 Study is limited to the Jaipur city only.
3 Casual behaviour of the respondents.