RESEARCH METHODS FOR STRTEGIC

MANAGERS
IMPACT OF CELEBRITY
ENDROSEMENT ON CONSUMER
BUYING BEHAVIOUR

Celebrity endorsement
Nowadays celebrity endorsements are commonly used

strategies for promoting various types of products, services

or brands. In India, Kerala most of the services and brands
are endorsed by artists, singers or young models etc.... It is
because celebrity endorsement can arouse public awareness
and peoples interest both effectively and efficiently.
The use of a celebrity is one of the most successful ways of

gaining the consumer's attention. Use of celebrities in

advertising has been identified as a ubiquitous feature of
modern marketing.
Rapid developments in the field of marketing communication
have led to the growth of celebrity endorsement as one of the
most effective promotion tools for branded products.
Advertising and marketing managers spend a great amount of
money to have celebrities endorse their products.

Significance of the
research

Consumers are over-exposed to the media nowadays. A

person living in an over populated country will be expose
to one thousand advertisements on average per day. But
the viewer tend to forget 80% of the information within 24
hours. In order to deal with this, marketers use celebrity
endorsement to reinforce the marketing message.

As a celebrity endorser, they must certainly have some

unique factors which allow people to remember them, for
instance they are good looking. On the other hand,
consumers usually interpret the source of marketing
messages by judging whether the celebrity endorsers are
trustworthy, expert and attractive

Objectives

To study the consumer perception on endorsement of

celebrities through advertisement and to ascertain the
consumer responses.

To analyze factors which influence the purchase attitude of

consumers at Kerala

To identify the factors that motivate and affect the

purchase attitude of consumers at Kerala

 Scope of study

The research aims to identify the effects of celebrity

endorsement in products and brands to consumers
'purchase intention in India, Kerala

Moreover the research focuses on the possible difference

between male and female consumers in terms of perceived
image of celebrity endorsement, source credibility, impacts
of celebrity endorsement and quality and preference of a
celebrity endorser.

REVIEW OF LITERATURE
Celebrity endorsement

Celebrity was a person whose name could grab public attention, arouse public interest and
generate profit from the public (Gupta, 2009). Hence, the celebrity endorsement was the use of
famous people to endorse a particular product, service or brand.
Celebrity endorsement was very useful, which could help to gain
sales, increase brand awareness, create positive feelings towards the
brand, entertain the customers, as well as recall the brand value.
There were certain forms of celebrity endorsements, which
included print advertising in magazines, television advertising,
products used in movies and television programs, photographs of paid
celebrities using the products bearing the endorsed brand,
photographs of unpaid celebrities using the products bearing the
endorsed brand, mention of luxury brand in music, inviting celebrities
to be co-creators in designing products and naming products after
celebrities (Eshaghpour,2010).

 Consumer decision process

model

The consumer decision process model illustrated a roadmap of consumers minds that the
marketers and managers could use to help and guide product mix, communication as well as
sales strategy. The model captured the activities which would occur when decisions are
made in a schematic format

It also showed how different internal and external forces would

interact and affect consumers thinking, evaluation, and acts.
Furthermore, it could help people to solve the problems which lead
them to make a purchase and consume the products(Blackwell, et
al. 2006).Thus, culture, social class, personal factors, group
association, celebrities and celebrity endorsement
advertising were some of the examples of external forces. For the
internal forces, it included own attitudes, personality, perceptions,
self-concepts, emotions, knowledge, value and lifestyle.

RESEARCH
METHODOLODGY
Parts of questionnaires were distributed to the Level 5, Level 6, Level 7
Students in the B school international Kottakkal, Kerala and also different
college students across Kerala.
For the online questionnaires, it was constructed by using the spreadsheet in
GOOGLE. The questionnaires were disseminated throughout the internet social
network and snowball sampling was triggered at the same time.

The focus was on the behavioral pattern and the impact of celebrity
endorsements on the purchase attitude of the consumers towards products
and services.
The questionnaires were distributed to a sample population of 102 consumers.
. The questionnaire consisted of 25 questions in order to obtain sufficient
information from the respondents
The data must be collected within a week, from 24th Dec, 2014 16:00p.m to
31th D, 2012 16:00p.m.

Data collection comprises of primary data and secondary data. The

primary data has been collected through questionnaires and secondary
data from related journals and publications.
The questionnaire was based on the initial research model and
propositions. Primary data were collected through questionnaire survey.
Measurement and scaling
The 5-point Likert scale was used in the questionnaire, as shown in
Table 3.4. It required the respondent to indicate the degree of
agreement or disagreement with each of the statement about the
stimulus objects (Malhotra, 2006).
Data entry and analysis techniques
There were several ways to assist data entry and data analysis. Firstly,
Microsoft Excel 2010 was used for the work of data entry. Then the data
were further edited, processed and analyzed by using the IBM Statistical
Package of Social Science (SPSS) Statistics 19.0.0 for windows. Other
useful analytical methods would also be applied for analyzing the data.

FINDINGS AND RESULTS

Gender

Before the questionnaires were distributed, some targets were set

for the data collection. One of the targets was that the sample size
should be 102. Among the this female were 68% (71) and 31%
(30)

Reliability test
Reliability test was an important analytical method which could
estimate the reliability and quality of components of multiple-item.
If the Alpha value was >0.6, it considered as acceptable and
preferable when the values >0.8.

 Factors analysis

Factors analysis could reduce the amount of data due to possible

existence of similar and redundant variables. So the problems
could be simplified with little loss of information.
Suitability evaluation
From the KMO and Bartlett's Test table (Table 4.2), the KaiserMeyer-Oklin value was .696 , which exceeded the recommended
value of 0.6 (Kaiser, 1970, 1974). So there was a satisfactory
amount of variance in original variables that might be caused by
underlying factors. Barletts Test of Sphericity (Bartlett, 1954) was
0.000 < 0.05 reached statistical significance, supporting the
factorability of the correlation matrix. Therefore the original
variables were not unrelated.

Rotated component
matrix

Factor loading finding and factor naming

The rotated component matrix table below shows that the
questions are categorized into 7 different sections. In the
questionnaire there were 25 questions and every questions were
point five liking questions after collection of data these questions
were converted into seven different factors with the help of SPSS
software.

Part-1;
When analyzing the rotated component matrix the first part include different
questions (Q2,Q7,Q14,Q12 ) these questions are based on the "Celebrity
influences on branding".
Part 2
In the second part which include questions (Q21,Q22,Q9,Q20) these questions
are based on "Influence of celebrity on purchasing".
part3
while analyzing the 3rd part, questions (Q8,Q13,Q10) these questions are
based on the "Knowledge of the celebrity about the consumer"

Part 4
In the 4th part of the questions (Q5,Q23,) these questions are based on
to measure "Trustworthiness of the celebrity
Part 5
while analyzing the 5th part of the questions (Q15,Q27,Q24) these
questions are based on the "beliefs on the celebrity
Part 6
In the 6th part of questions (Q17,Q26) these questions are based on
"Attractiveness of the celebrity
Part7
While analyzing the 7th part of the questions (Q19,Q6,Q4) these questions are
based on "Honesty of the celebrity"

Conclusions the findings

Among whole attributes in the source credibility model,
males purchase intentions tended to be positively
aroused by the celebrity endorsers who are experts and
experienced . But beautiful celebrities are not able to
trigger their purchase on products.
For females, their purchases are relatively easier to be
triggered by knowledgeable celebrities. On the whole,
females purchase intentions are easier to trigger by
most of the attributes than males, especially attractive,
beautiful and sincere celebrities.

Trustworthiness's the most important dimensions that the

celebrity endorsers must possess. Second most important
factor is found to be honesty while the third is attractiveness.

Recommendation

First, the selection of celebrity endorsers with the right attributes is

crucial to the success of celebrity endorsement. It is because celebrity
endorsements can help to create and reinforce the value and image
of the fashion product and brand
the markets must understand the relationships between good-looking,
trustworthiness, attractiveness and expertise. Good-looking can give
a positive impression of attractiveness, trustworthiness and expertise
to the celebrities and the products.
Finally, the company must have thorough consideration and sufficient
research before the endorsement takes place. They must understand
the preference and purchase behavior of their target customers.
In summary, celebrity endorsement is an effective promotion tool.
The companies must select the right celebrity endorsers in order to
grab the attentions and arouse the interest of the target customers.

Limitations of study
There are some limitations=
Firstly, the target respondents of the research should
be from males and females from different age
groups, however due to the time constraints and the
snow balling effects, most of the respondents are
students.
Secondly, the sample of the present research is not
derived from probability sampling and therefore the
data obtained should be treated with caution.
Moreover, the sample population s is relatively small
to be a formal marketing research.
Limited time period

Suggestions for future study

In this research, the analysis usually focuses on

investigating the significant difference between genders.
However, the results showed that there is not much
significant difference between genders in the purchase
intention. As a result, there must be other factors rather
than genders which can affect consumers purchase
intention under the effects of celebrity endorsement. For
example, age, occupation or income level.