BUSINESS RESEARCH

METHODS PROJECT
1
Effectiveness Of Celebrity Endorsements
in India
Objective
The present study attempts to meet following objectives
Examining the perception towards Mess hall food
To ascertain relationship (if any) between the category
of product endorsed and the type of celebrity used
Research Methodology
In this type of research we have to take Descriptive
research methodology.
Descriptive research can be effectively used for celebrity
endorsement because consumer research experiences
cannot be controlled realistically as laboratory
experiments as it involves human element of research.
Respondent Score Based upon advertisement
effectiveness parameters

Comparative study of celebrity endorsed ads and
other ads.
Collection Of Data
In this survey the mode of data collection used will be
the Primary Data.

Primary Data is the data which collected from the field
survey such as questionnaire or mail survey.

The data will be taken from the students of different
colleges, friends and relatives.
Questionnaire
Demographics. Eg. Age, Gender
Perception towards Celebrity Endorsed Ads. Eg. Brand
Value, Uniqueness, Message Comprehension
Ad Effectiveness Parameter. Eg. Purchase Intent,
Brand Loyalty, Brand Recognition
Product-Celebrity Relationship. Eg. Navratna Oil-
Amitabh Bachchan.
Thank You