Research Title Celebrity endorsement and its impact on the consumer buying behavior

Research objective
To identify the effect of celebrity endorsement on purchase decision making of consumers To determine the extent of cognitive dissonance among consumers due to celebrity endorsements To study the purchase decision making of consumers To identify the perception of consumers regarding the celebrity endorsements

Research design

Descriptive Scope The study has covered few popular celebrities having maximum endorsement at the national level. The area of the study we covered is Mumbai city, Maharashtra.

Limitations
Time was the major limitation The result and conclusion which we have drawn is on the basis of information provided by the respondent Only Mumbai city was surveyed, it does not represent overall view of the Indian market.

Sampling design
Sample unit: people ranging in between the 18 to 45 Sampling size: sample size of our research is 100 respondents Sampling procedure: Convenience Sampling

Sample profile

Balance in male and female ratio. Also we have covered people with varied education level and income

Data collection tools

Primary data: we have also taken 20 mail questionnaires, 10 interviews and remaining 70 through personal survey

Secondary data: collected the secondary data from magazines, journals and website

DATA ANALYSIS

Sex Composition:

Age Composition:

Education level:

You get influenced by the presence of a celebrity in an advertisement

Will you compromise on your current preference if the competitor brings in ads featuring your favorite celebrity?

Do you believe products specifically advertised by the celebrities are of good quality?

Do you believe the celebrities also use those products which they themselves endorse?

Do you get confused after seeing celebrity endorsed advertisement?

Do you feel celebrity endorsement is needed?

Do you really relate with the celebrity endorsing a product?

What are the motivating factors when you plan to buy mobiles?

What is the most persuading factor to purchase the following products?

From the following for what value of a product you get influenced by the presence of celebrity in the advertisement?

Do you get influence by the presence of following celebrities and for which products?

Have you ever experienced the performance of a brand failed to meet the impression created by the celebrity?

Which products you have bought earlier under the influence of celebrity endorsement?(atleast one try)

Findings
1. Young generation of India is not really influenced by celebrity endorsement while making purchase decision. They prefer to rely on their requirement and experience of other people. 2. 74% of respondent are not ready to compromise on their current preferences just because their favorite celebrity is endorsing different brand. 3. People (54%) believe that celebrity doesnt assure that products endorsed should be of good quality. They prefer to personally evaluate their requirement and the performance of the product. 4. Today celebrities are doing multiple endorsements for the products and thus it has created negative impact in the minds of consumer that the endorsement is done mainly for moneymaking rather than giving right suggestion to their follower because of which in our research 70% of respondent feel that celebrity themselves dont use the brands that which they endorse.(Aishwarya Rai endorsing Lakme & LOreal create dissonance among the consumer Which one to prefer?) 5. Nearly 51% of people have agreed that if product is good, it fetches good sales without celebrity. (Marico-Parachute is doing well without celebrity against the Navratna oil endorsed by Amitabh Bacchan) 6. Our research shows that people dont blindly follow any celebrity. In case of FMCG products mainly for food & beverages they make a choice of quality products at desired price. In case of Soap and shampoo people do give at least one try depending upon the attractiveness shown by the endorser. One hardly makes a choice depending on celebrity endorsing the same.(Parle-G with its nutritional value has reached many kitchens whereas Sunfeast is still struggling for market shares).

Name Zeeshan khan Gaurav Patel Shailesh Rathi Shlesha Redij Bhakti Savla Pooja Savla

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