A Study On Impact of Celebrity Endorsement On Consumer's Buying Behavior

Topic: A Study on Impact of celebrity endorsement on consumer’s buying behavior
TOPIC:
A Study on Impact of celebrity endorsement on
consumer’s buying behavior.
Aditya Institute of Management Studies and Research

Aditya Educational Campus, R. M. Bhattad Road, Ram Nagar,Borivali(West), Mumbai - 400092
Copyright.2019@AIMSR Page 1 of 40
General Management Project on A Study on Impact of celebrity endorsement
on consumer’s buying behavior
TITLE
A Study on Impact of celebrity endorsement on consumer’s buying behavior
Submitted in partial fulfilment for the award of the degree of
Master of management studies (MMS)
(under University of Mumbai)
Submitted by
SANDHYA .R. ACHARYA

Roll No:02
Under the Guidance of
Prof. SULEKHA MUNSHI
2017-19
ADITYA INSTITUTE OF MANAGEMENTSTUDIES AND RESEARCH
CERTIFICATE
This is to certify that the project work titled “A Study on Impact of celebrity endorsement on
consumer’s buying behavior” is successfully completed by Ms. Sandhya .R. Acharya during
the IV Semester, in partial fulfillment of the Master’s Degree in Management Studies recognized
by the University of Mumbai for the academic year 2017-19 through Aditya Institute of Management
Studies and Research.
The project work is original and not submitted earlier for the award of any degree/ diploma or
associateship of any other University/Institution.
Name: Prof. Sulekha Munshi
Date: ______________
(Signature of the guide)
(Signature of Director)
DECLARATION
I hereby declare that this Project Report submitted by me to Aditya Institute of Management
Studies and Research, is a bonafide work undertaken by me and is not submitted to any other
University or Institution for the award of any degree diploma/ certificate or published any time
before.
Name: Sandhya .R. Acharya
Roll no: 02
Signature of the student
ACKNOWLEDGEMENT
I would like to express my deep gratitude to all the people who were involved both, directly and
indirectly in the preparation of this report.
I would express my heartfelt gratitude to my academic mentor, Prof Sulekha Munshi, whose
perspectives have encouraged me to incorporate a different dimension to the project. Her
assistance and support were instrumental in completion of this project.
Finally, I would like to thank the members of my family and all my friends for their support and
encouragement.
TABLE OF CONTENTS:
SR NO TOPIC PAGE NO
01. EXECUTIVE SUMMARY 07

02 CHAPTER 1: INTRODUCTION 08-20
08-17
1.1 Research Background
1.2 Problem Statement 18
1.3 Need for the study 18
1.4 Objectives of the study 19

1.5 Scope of the study 20
03 CHAPTER 2: LITERATURE REVIEW 21-24
04 CHAPTER 3: RESEARCH METHODOLOGY 25-26
3.1 Type of Research Design 25
26
3.2 Sources of Data
26
3.3 Sample Size
05 CHAPTER 4: ANALYSIS AND INTERPRETATION OF THE 27-32

DATA COLLECTED WITH RELEVANT GRAPHS
06 CHAPTER 5: SUMMARY OF FINDINGS 33
07 CHAPTER6: CONCLUSION, RECOMMENDATIONS, 34-35

LIMITATIONS
 ANNEXURE 36-37
 BIBLIOGRAPGHY 38-39
 PLAGIARISM REPORT
40
EXECUTIVE SUMMARY
The Indian market has undergone significant changes in the recent past. Consumers have come
into contact with new sales promotion and advertising practices. To attract consumer attention,
sellers are increasingly using celebrity testimonials. The approval of celebrities is a way to bring
out the brand in the midst of the chaos that exists on the market. The objective of this study is to
examine the impact of celebrity approval on consumers' purchasing behavior, as well as to
examine the factors considered by consumers when purchasing a product or service.
CHAPTER 1
INTRODUCTION
1.1 Research Background
Ads endorsed by celebrities are a remedy for all the evils of advertising. Until now, it is a widely
used method in advertising and marketing for all physical brand building games. However, the
attraction of the superstar wants to be perfectly combined in an intelligent and strategic way to
obtain the important "mantras" that guide the fulfillment of the logo in the modern aggressive
advertising environment. The brands guarantee that all possible efforts to sell their brands and
exploit the thoughts of users share. The impulse is to attract the customer's interest and develop
pleasant associations now, not only to avoid forgetting, but also to establish a judgment in the
end, which influences the purchasing decisions. In a market where advertising plays a
fundamental role in the coordination of purchases, it becomes pertinent that companies induce all
possible measures to persuade them to inspire and instill purchasing preferences within the buyer
through a powerful marketing campaign. advertising and marketing. The idea and practice have
shown that the use of superstars in marketing generates much publicity and attention.
Celebrity endorsements are made up of four predominant pillars that can be credibility, celebrity
appeal, product matching, and finally what change means. All these four elements combine to
form the support of celebrity. The results of this research report show that the element of
credibility (which is made up of experience and trust) of celebrity positively affects consumers'
intention to buy cosmetics. Celebrities also transfer meanings to the product that positively
influence the consumer's purchase intention. This transferred meaning indicates that consumers
begin to accept that celebrity-supported cosmetics make them feel elegant and glamorous. This
research also shows that people are more attracted to celebrity-promoted ads than those that have
no celebrity in them, which ultimately leads them to remember products much more easily
because celebrities appeared in those advertisements.
This research also shows that people are more attracted to celebrity-sponsored advertisements
than celebrities, which ultimately leads them to remember products (cosmetics) much more
easily because celebrities have appeared in those advertisements. Marketers use celebrities to
promote their products in order to give their brand an advantage and an advantage over their
other competitor. But hiring a celebrity to achieve the same goal requires profound knowledge
and many different aspects must be evaluated. The superstar's approval is a million-dollar
company these days. In this modern era, the world of advertising undergoes a change, with
classic forms, has become a modern path. This modern path requires marketing professionals to
develop strategies that incorporate elements of emotion, humor, etc. The main reason behind
these techniques is to get publicity, attention, interest, choice and movement of the emblem. And
in order to make these techniques successful, marketers take famous celebrities because
celebrities have the power to create a greater effect on the behavior of the customers they buy.
Based on the fact that some of the stars have charismatic personalities and enjoy a public
reputation because they have unique characteristics such as reliability and beauty.
Many big brands use the idea of celebrity approval as a marketing communication team. As
buyers, we are surrounded by the help of brands; We display thousands and thousands of
personalities on billboards and TV. Each logo tries to take advantage of our time to inform us
approximately what they should provide us and show us approximately the distinctive attributes
of the product. And this is where the project is. Entrepreneurs need to deepen what will keep our
interest. In order to gather this, the support of the movie star is placed in the event of an impact.
But this whole process of hiring celebrities and the superstar of the product in the form is not as
simple as it seems.
The design of such varieties of campaigns, after which making plans to make these campaigns a
success, requires a long technique of in-depth knowledge of the product, the selection of a
celebrity, the goal of the emblem and then associate the celebrity with the emblem Celebrities are
not the simplest and are intended to create some kind of interest and also to achieve the goal of
taking into account and popularity. And for this to happen, entrepreneurs must take into
consideration the image of their product, since the simplest customers want to consume that
product or emblem that has the maximum in tune with their personality / personal image and the
sponsor of the superstar inserts into these connections. and links the product photo to consumers
by transferring that product support. Furthermore, entrepreneurs believe that, after hiring
celebrities, they succeed in creating an aspiration in consumers' thoughts to buy what their
favorite celebrities endorse because in this world of glamorous celebrities. Celebrities are often
perceived as idols by many and people want to follow their example and try those products that
have the touch of celebrities, as celebrities make these products more attractive and desirable.
In the advertising world to stand out from the mess, celebrity support is considered the most
effective tool that will do the job. This technique of considering celebrities with an emblem is a
prevalent formula for building the brand and beautifying its costs. however, it is exceptionally
easy to select a celebrity for an emblem, but it is quite difficult to build a strong link between the
brand and the support. Therefore, it is for this reason that it is said that the approval of celebrities
is a double-edged sword. If managed properly, it can do wonders for the company and can
destroy the company's image and brand if it is not properly managed.
Over the years, many discussions have been made about ideas of what makes celebrity
endorsement a success. There have also been many investigations that could be aimed at
discovering all the factors that can be very animated to create an effect on consumers' buying
behavior.
According to a commercial company and an emblematic strategist, in particular Martin Roll, he

points out that there are three essential elements for celebrity support. They are the following:
• Attractive
• Credibility
• Meaning transferred between the guarantee and the trademark.
According to Roll, he states that a celebrity sponsor must possess the quality that a target
audience for that approved brand considers attractive. These qualities can be in terms of lifestyle
or physical appearance can be intellectual abilities.
The scroll explains the term credibility as the perceived trust and experience of the celebrity
sponsor. He mentions “since celebrity endorsement acts as an external signal that allows
customers to see through the enormous confusion of brands in the market, the credibility factor
of celebrities greatly influences customer acceptance. And his opinion on the transfer of meaning
is that there must be sufficient compatibility between the product and the celebrity.
Business consultant Mc Cracken has created a three-stage model to explain the transferability of
meaning in the field of celebrity approval.
The first phase of his model begins with the association of the public with a series of meanings
with a famous personality. Upon reaching the second stage, these sets of meanings pass from that
known person to the emblem or product through approval. And finally, in its final phase, as
buyers buy that product, the meaning of the brand is actually gathered through the customers.
Attractive model source
According to Erdogen (1999), he states that customers who see a sponsor, who is physically
attractive, form a favorable perception. The attraction feature does not primarily include a
pleasant physical appearance, but includes lifestyle and even the size of the sponsor's personality.
Research results have shown that sponsors perceived as attractive can easily influence customer
values. (Debence and Kernan 1984)
The hypothesis of product correspondence.
The previous model explains that there must be an almost ideal correspondence between the
celebrity characteristics of the personality and the characteristics of the brand. (Erdogan 1999)
states that a successful match can be determined by the degree of physical fitness between the
celebrity and the brand approved by that celebrity.
This same concept is also said through Michael (1989), who believes the same thing. Another
study conducted by Ohanian in 1991 reveals that simply the celebrity should support who is
compatible and the consumer perceives he also has experience.
The model of meaning transfer.
The model explains that every time customers meet any type of product supported by a celebrity,
they immediately correlate a certain meaning with the sponsor and finally transmit it to the
product.
(Mc Cracken, 1986), states that with a simple terminology we can say that supporters bring their
individual meaning to the product. These models revolve around the meaning and its transfer.
Each star has its own set of media and lifestyle. There are four steps to this.
The first stage is when consumers combine meaning with the famous person and shape their
image; The next stage is when the meaning that is connected to celebrities also extends to the
product. In the final stage, customers finally acquire these brand meanings and make their
purchasing decisions. The manufacturing probability model.
In this model, under the title of Probability Model, there are two key ingredients that make up
this model:
• Motivation
• Skills
Motivation is the need to understand the message while engaged with the brand, while the ability
is put to good use when people are able to process and understand the persuasive message.
According to Debiprasad Mukerjee (2009), he states that the attitude and perceptions of the
brand can be influenced and shaped through celebrity support if it meets the criteria of credibility
and correspondence. Their study indicates that marketers should keep in mind that their main
purpose is to establish and build the product and not celebrity, and it is also extremely important
to understand that since a personality becomes famous and is considered a celebrity, not always
means that the celebrity becomes a successful endorser.
The company, which investigates large amounts of capital with the support of celebrities, needs
to see that the connection of celebrity endorsements should also have an opinion on the market
method (Erdogan and Kitchen 1998).
Consistency and long-term commitment.
Marketers should try to maintain a level of consistency as high as possible, since they can get the
support of various celebrities and the product to provide a solid identity to that product and gain
the approval of a movie star as a strategic plan long-term. term that has an impact on buyer
behavior. Prerequisites for selecting celebrities.
Before selecting a celebrity to approve a product or a brand, three conditions must be met: the
approval of celebrities must be attractive, it must have a good image of the environment that
must possess a good knowledge of the product it is approving.
Constant monitoring
Marketers or employers must repeatedly monitor the behavior and photograph of the superstar
who backs up their emblem to preserve any terrible exposure.
Choose a precise endorser

Producers replicate unique individuality and skill, so one-way marketing should assume it is to
choose a superstar who does not always endorse any of their competitors or similar products, so
that they can change a clear identity between the sponsor and the brand.
Endorser brand (vampire effect)

When celebrities are used to promote a brand, one of the results could be that the celebrity is
eclipsed by celebrities and to avoid this, marketers need to make sure this doesn't happen.
The support of celebrities as a method.

Registering famous celebrities to defend a product has several blessings; Marketing experts
believe that the best praise they get for supportive celebrities is to increase credibility, establish
the level of acceptance as true, attract interest and, above all, have a positive impact on buyers
seeking behavior. The approval of celebrities is a success factor because when a normal person
who sells a product tells you to try that product because it helped them, there is a chance that
consumers believe it or not, but when a celebrity says the same what a celebrity. The product
helped them, so consumers tend to listen to the celebrity and believe in it, and this has a positive
impact on consumers' buying behavior.
The support of celebrities and the results they have on consumers.

A pleasant and powerful support is achieved when stability is maintained between the product
and the celebrity. When marketers assign a product or brand to a celebrity, they are really putting
a face on their brand. Therefore, choosing a celebrity is a very important decision and several
parameters should be considered appearance, attractiveness and popularity.
A general belief that prevails among advertisers is that brand message which is delivered by a
celebrity brings them better results because such recognized personality generates greater
appeals then those endorsed by non-celebrities. This quick reach of message to the audience and
creating an impact far too quickly is very essential. Celebrity endorsement does not guarantee
any success nor any impact on consumers buying behavior unless this strategy is well integrated
with the target market characteristics and other marketing mix elements like product design,
packing, pricing and branding itself.
Attractiveness of the source that is celebrity leads consumers to persuasion and the consumer
gets motivated and is willing to bind themselves into a relationship with the celebrity by
adopting the same beliefs, attitude and behavior as is done by the celerity (source) and if the
source changes its position or attitude, the consumers following the celebrity may also follow
their lead.
Celebrity Endorsement
McCracken argues that celebrity endorsement is one of the ever present features of modern
advertising and marketing. Most commercial agencies employ superstar support to support their
products or brands. As noted, the approval of celebrities is a very persuasive communication
technique because it has the power to attract attention, to ensure that the announcement remains
in the memories of customers and the support of celebrities adds a touch of glamor and glamor to
Your approved product
Approvals could be of the following four types:
• Explicit (support this product)
• Implicit (I use this product)
• Imperative (this product must be used)
• Joint presentation method (appears only with the product)
The approval of celebrities as a marketing tool.
When we talk in terms of the perspective of marketing communications, it becomes immensely
vital to create strategies that provide a competitive differential advantage to their products that
produce positive effects in consumer minds (Baker, 1999) states that celebrity support is the
most important thing. widely used marketing strategy.
Companies spend a lot of money to hire celebrities to support their products, such celebrities are
seen by others as dynamic, engaging and attractive. Marketers try to align these celebrity
characteristics with their products. (Cooper, 1984), states that celebrity commercials benefit from
an excessive degree of enchantment, attention and price than those celebrity-free advertisements.
(Farrell, 2002) states that superstar support produces approximately excellent financial gains for
the organization. Many investigations have been conducted on celebrity testimonials, many of
which show that this method has provided wonderful consequences to the employer, but in some
cases, the researchers mention that celebrity endorsement does not paint all the time and you do
not already understand marketers have their favorite results. In truth, sometimes the
advertisements, the use of celebrities do not correspond to the expectations of the advertiser. To
begin with, it has been taken into account that the approval of a movie star is a win-win approach
without danger, but this has changed in the event of errors and several dangers of skill in this
strategy have been detected. Celebrity approval is a double-edged sword that can make or break
a brand if it is not handled the way it should have been.
Positive effects of celebrity approval.
(Croft) mentioned that as competition increases between companies to attract more consumers to
their brands, marketers increasingly use celebrities to endorse their products.
(Gaulkar, 2005) states that with a famous personality he helps markers solve the problem of
excessive communication.
Celebrities because of their familiarity can help the ads to be more popular and stand out from
the confusion and improve communication skills. Celebrity support helps to improve the brand
image and also glosses the image of the company.
Celebrity specializations can also be a powerful tool to enter foreign markets, as it helps the
company to overcome numerous problems. As an example, L, Oreal uses Ashwariya Rai and
Sonam Kapoor from his perfect white, Kareena Kapoor remotely Lakme conical Kajal Eye and
Kajol on the subject of aging Olay cream are all considered famous in India.
It has also been seen that products guaranteed by prominent personalities of other competing
products due to its high level of recovery and celebrity also create an impact on the minds of
consumers, making the announcement to be memorable so that it can be easily recovered at time
of purchase. .
Finally, the characters that appear in any advertisement to promote a product, they are actually
able to give life to a brand in decline and that can help to increase the growing brand, in short, to
create new interest and enthusiasm in consumers.
All of these arguments indicate a conclusion that testimonials create a positive impact on
consumers' buying behavior (Goldsmith, 2000)
Negative effects of celebrity endorsement
However, celebrity endorsements have innumerable benefits, but there are also some risk factors
associated with celebrity endorsement as a marketing strategy. Negative publicity about
celebrities is a big risk in supporting a celebrity and there are other factors that can lead to
serious consequences such as:
• Popularity begins to decline
• Moral problems
• Overlapping can lead to loss of credibility.
• Trample of approved products.
The negative publicity of a celebrity that promotes a brand can change the consumer's perception
of that celebrity and can even damage the reputation of the brand, which causes advertisers to
pay a high price for celebrity's misdeeds and seriously make humiliation and shame.
This blackout is also known as the "vampire effect" because there is no clarity for consumers
because it turns out that they pay more attention and interest to speed than to interest. Another
problem that arises is overexposure when marketing professionals employ famous celebrities in
support of their brands and ultimately confuse consumers and fail to properly remember the
brand that the celebrity defends.
1.2 Problem Statement
We can understand how customers respond to celebrity-backed products. Does superstar

approval encourage customers to act on the purchase? If the products promoted by the stars are
purchased more than the products that are not recommended by celebrities.
1.3 Need for the study
This study will help to get information on the impact that a movie star's approval has on
consumers' buying behavior. It will help to have a better idea of which attributes are critical and
the most important issues for consumers. Celeb's support products have a very effective strategy
to market a product and also offer competitive antiquity compared to competing brands in an
incredibly competitive environment. For a long time, celebrities are regularly used as paper
fashions, mainly in private-looking regions. Therefore, the study will help to understand
consumer buying behavior when a product is approved by celebrities.
1.4 Objectives of the study
 To know whether the consumers are influenced by celebrity endorsed products

 To understand what a consumer value most when a product is endorsed by a celebrity
 To know whether the purchase intention becomes negative when a product is endorsed by
a celebrity and is faulty.
 To understand that does the celebrity endorsement helps in recalling while making the
purchase.
1.5 Scope of the study
This research is beneficial in following manner:
It is beneficial for companies in terms of the brand differentiation or brand equity celebrity
endorsement creates in the minds of consumers. Another benefit of it is that it helps consumers
remember such brands, like when they go for shopping and see those brands in market,
celebrities who have endorsed that brand quickly come to their mind which means consumers
can easily recall the brands endorsed by well-known personalities. Another favorable reason to
use that technique is people associate celebrity’s skills with the usage of that brand endorsed by
that celebrity. Help to increase company’s product sales, market share and improve their brand
image. It also helps
companies to revise their marketing strategies.
For Consumers, it is helpful in creating awareness regarding product selection. This research is
also helpful as it helps to evaluate ads and in understanding that how much powerful impact now
celebrities have on product sales and brand acceptance. Furthermore, it is helpful in identifying
the impact of TVCs on the brand awareness of viewers and on their reactions after watching such
TVCs in terms of their purchase decision or preferences about brands.
CHAPTER 2
LITERATURE REVIEW
 According to [CITATION Sus13 \l 1033 ] “He mentions that celebrities are those people who are
commonly linked to a different way in their standards and also get a lot of recognition from
others. The reason why the organization regularly engages in hiring celebrities to recommend
their logo is that a well-known character can benefit effortlessly from public attention and an
additional level of attention and consideration. Therefore, it is said that celebrity support
positively influences the consumer's attitude towards the brand and its purchase decision".
 [CITATION Cla03 \l 1033 ] “Considers that consumers are more motivated to buy celebrity
products than those who do not have celebrity endorsements, as celebrity-sponsored products
will have more value for them. The method of using celebrities for advertising and the
marketing conversation method is very large for a large company to maintain its product
image.
Since celebrity testimonials started a long time ago, the reason why celebrity testimonials are
still very present and this concept prevails is because of the advantages it brings."
 Celebrity endorsement brings about a positive advertisement result, increase in the rating of
the products and also increase in the purchasing of those products.
There are many theories done in this aspect, which are:

According to Kokil, celebrity is that person who has excelled in his field of action and thus enjoys
fame on being recognized far and wide. Marketers believe that celebrity endorsement generates
several advantages which include building credibility, fostering trust and drawing attention of the
consumers which will result into sales for that brand. Celebrity endorsement is that successful
strategy that helps to raise the sales and capture market share, this technique provide a product with a
glamorous touch and sparkle the expectation that a popular look will give that product an added
appeal and a recognition.” [CITATION kok \l 1033 ]
 "By supporting a movie star, entrepreneurs will surely excite their buyers with the help of
showing them an absolutely admirable and famous face and they have managed to increase
demand due to the fact that through this tactic, entrepreneurs are also increasing the
withdrawal rate of your brand that creates a positive impact on consumers purchasing by
conduct ".[ CITATION Kai87 \l 1033 ], It translates into celebrity use in advertisements;
 Facilitate brand identification.

 Impressing or altering the negative attitude towards the brand.
 Repositioning of an existing brand
 Positioning of a new brand or product.
 Positive impact on consumer purchasing decisions.
Famous sponsors can become very effective brand couriers, but they are also associated with the risk
that it is:
 Celebrities accused of being guilty because of the events of some negative events can have
negative effects on that product and on the brand in general.
 Kamile states that customers often contain a very encouraging technique for attractive
people. [CITATION McG00 \l 1033 ] state that usefulness of any kind of communication
depends on:
• Similarity
• Familiarity
• Likeability
Celebrity endorsement has continually increased because it is considered essential for brand
communication, as it is a key to marketing success. The main factor that celebrity endorsement
positively impacts consumers' buying behavior is actually the public recognition of that celebrity as
an admirable and desired cultural force.
 Researchers have proved that physical attractiveness can very easily change beliefs of the
people [ CITATION Cha79 \l 1033 ] Similarity is the name of semblance involving the receiver
of message and source of the message.
 [ CITATION Cha791 \l 1033 ] “He says that superstar approval offers excellent economic
benefits for the organization. Many investigations have been conducted on celebrity
testimonials, many of which show that this method has provided wonderful consequences to
the employer, but in some cases, the researchers mention that celebrity endorsement does not
paint all the time and you do not already understand marketers have their favorite results. In
truth, sometimes the advertisements used by celebrities do not match the advertiser's
expectations. To begin with, it has been taken into account that the approval of a movie star
is a win-win approach without danger, but this has changed in the event of errors and several
dangers of skill in this strategy have been detected. Celebrity approval is a double-edged
sword that can make or break a brand if it is not handled the way it should have been.”
[ CITATION cha79 \l 1033 ]
 [ CITATION kum10 \l 1033 ] “mentions that there are instances whilst purchasers surely best
notices the celeb performing alternatively then the product, consequently this idea to promote
that logo fails miserably. [CITATION Coo841 \l 1033 ] says that “the product not the celebrity
must be the star.”
 India is one of the countries in which there are great social disparities (ethnicity, tradition,
language, norms and values, etc.) as well as monetary terms, which translate into
discrepancies within purchasing power and influence selection, which advertisers must
consider to influence customer behavior, entrepreneurs use various strategies, including a
very popular device is the approval of celebrities” [ CITATION Als08 \l 1033 ]
 In step with the marketers all over the international Indian entrepreneurs have additionally
started using celeb endorsements. In Nineteen Eighties brands like Vimal, Thums Up and
Gwalior used stars for brand merchandising. afterward in 90s Coca Cola started the use of
Indian celebrities for its commercials in India. Even manufacturers of high recognition like
Parker extensively utilized Indian film superstar Amitabh Bachchan to suggest the emblem in
India” [ CITATION Abh13 \l 1033 ] Over a time frame diverse researcher studied the effect of
superstar endorsements on brands. Their studies revealed that the impact of celebrity
endorsements on brands varies with the celebrity and the product category and that most
of the endorsements have a favorable impact [ CITATION Bal11 \l 1033 ][ CITATION Gan12 \l
1033 ]. [ CITATION Erd99 \l 1033 ] and
[ CITATION Agr95 \l 1033 ] They reported in their studies that celebrities bring their unique
image to the product, brand or service they supported and, therefore, they can generate,
improve and modify the brand image. It turned out that when the celebrity public figure
coincides with the assets and target audience, celebrity sponsors are more powerful than
sponsors who are not movie stars in a growing attitude towards advertising and the
supported logo, intentions of purchase and real income [ CITATION Erd99 \l 1033 ].
Celebrities can influence consumers' attitude and purchasing decisions due to the
reputation, credibility, trust and followers they enjoy. Celebrity endorsement helps
companies increase brand recognition and gain acceptance.
CHAPTER 3
RESEARCH METHODOLOGY
3.1 Type of research design
1.Exploratory research- The study is vast as it is primarily used to gain deeper understanding of
something. The study of this nature is less structured, more flexible in approach and are and
conducted to test or validate any preconceived proposition.
2.Descriptive Research- It is more specific study it is undertaken to describe the situation,

community, phenomena, outcome or program.
3. Convenience sampling- is a non-probability sampling approach where topics are decided on

due to their handy accessibility and proximity to the researcher.
Convenience sampling was adopted as the sampling method for this research. As this research
focuses on the population of consumers. The study is explorative as well as descriptive in nature.
Convenience sampling method has been used to select the sample. This study will be helpful in
exploring the consumers shopping behavior when the products are endorsed by celebrities.
3.2 Sources of Data
Data was collected through primary and secondary data collection method.
Primary data:
The primary data was collected by means of a self-constructed questionnaire. the questionnaire
was circulated to the respondents residing in Mumbai region with the help of google forms. the
collected data was analyzed using excel.
Secondary data:
The secondary information collected from website, magazine, memorandum, journals, books and
some other relevant sources. both primary and secondary data sources will be used to generate
this report.
3.3 Sample Size
The sample size is of 30 respondents.
CHAPTER 4
ANALYSIS AND INTERPRETATION OF THE DATA COLLECTED

WITH RELEVANT GRAPHS
Age
12
10
0
0 2 4 6 8 10 12
 The age of the respondents ranges from 20-60, Most of the respondents are youth ranging
from age 20-30.
Gender:
 Out of 30 respondents 60% are male, where 40% of the respondents are female.
Profession
student
Working
 Most of the respondents are students residing in Mumbai.
 The ads with brand ambassador catch the most attention of the respondents ie 60% of
respondents, and testimonial ads and animated ads catches attention of 13.3% and 26.7%
of the respondents respectively.
 Out of the factors like Price, Celebrity endorsed products, quality and value for the
money, the respondents prefer quality of the product more while purchasing a product.
 The respondents do not trust the products only because it endorsed by celebrity, the chart
shows that 77% of the respondents do not trust the product because of the star
endorsement.
 70% of the respondents do not buy products by getting influenced by the celebrity
endorsed ads. Whereas 30% of the respondents buy products based on celebrity
endorsement.
 Respondents agree that the purchase intention becomes negative if the product is faulty
and is endorsed by a star, 12 respondents ranked agree at 5, 10 respondents at 4, and 8
ranked at 3.
 Most of the respondents might or might not recommend celebrity endorsed products, as
almost 67% of the respondents said maybe for recommending the product endorsed by
celeb.
CHAPTER 5
SUMMARY OF FINDINGS
The study makes us understand that the consumers are more of quality seekers rather than getting
influenced by celebrity. The purchase is not based on the celeb endorsed products, the purchase
intention becomes negative if the product is faulty or of no good quality and is endorsed by the
celebrity. The consumers which were approached for survey would not likely recommend to buy
products which are endorsed by stars.
CHAPTER 6
CONCLUSION, RECOMMENDATIONS, LIMITATIONS
Conclusion:
Star supports has changed the way publicizing used to be not many decades back. It is been
acknowledged to be a ―ubiquitous highlight of cutting edge showcasing. The utilization of big
names endorsers in the advancement and the offers of items have much effect on customers of
associations concerned. Be that as it may, a few respondents are not impacted by famous people
in adverts. VIP support is a costly commitment and must be arranged cautiously all together for
firms embracing it to pick up productivity. Thus, a more noteworthy comprehension of shoppers'
responses towards big name supports can assist advertisers with using it all the more viably. It is
vital that organizations that have discolored pictures swing to this kind of advancement since
superstars help commercial to successfully emerge from the other encompassing mess. This
study brings for all intents and purposes imperative outcomes for advertisers to think about while
picking a big name for a notice.
Recommendation:
The accompanying proposals are recommended:
 companies are urged to strengthen the utilization of famous people to advance their items.
 brands ought to likewise basically survey the correct identity of famous people for the
advancement of their items.
Limitations:
 Research is focused and responses were taken from just the young population from
Mumbai area.
 Time to conduct this research was limited
 Sample size to cover the entire population of Mumbai city is relatively small.
ANNEXURE:
1. Name
2. Age
3. Gender
4. Profession
5. Which advertisement catches your attention the most?

 Ads with brand ambassador/celebrity
 Ads without brand ambassador/ celebrity
6. Do you trust the products because it is endorsed by brand ambassador?

 Yes
 No
 Maybe
7. Do you purchase products based on celebrity endorsed advertisements?
 Yes
 No
8. Will your purchase intention be negative if the products are faulty/ has side effects & is
endorsed by brand ambassador?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
9. Which of the factor listed below influence you to purchase celebrity endorsed product?
 Credibility of the celebrity

 Attractiveness of the celebrity
 Product and celebrity match up
10. Does celebrities/ brand ambassador help you to recall the products while shopping
online?
 Yes
 No
 Sometimes
Bibliography
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Baker, E. a. (1999).
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Chaiken. (1979).
Chaiken. (1979).
chaiken. (1979). IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS BUYING. European Centre for
Research Training and Development UK (www.eajournals.org).
Cooper. (1984).
Cooper. (1984). European Centre for Research Training and Development UK (www.eajournals.org).
Croft, R. (n.d.).
Farrell. (2002).
Gaulkar, K. a. (2005).
Goldsmith, L. a. (2000).
Horsman, C. a. (2003). Celebrity Endorsement And Attitude: A Study To Assess The Impact Of Celebrity
Endorsement On Attitude Of Consumers. INTERNATIONAL JOURNAL OF SCIENTIFIC &
TECHNOLOGY RESEARCH VOLUME 6, ISSUE 03, MARCH 2017.
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A Study On Impact of Celebrity Endorsement On Consumer's Buying Behavior

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A Study On Impact of Celebrity Endorsement On Consumer's Buying Behavior

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Topic: A Study on Impact of celebrity endorsement on consumer’s buying behavior

Aditya Institute of Management Studies and Research

A Study on Impact of celebrity endorsement on consumer’s buying behavior

Submitted in partial fulfilment for the award of the degree of

Master of management studies (MMS)

(under University of Mumbai)

SANDHYA .R. ACHARYA

Under the Guidance of

Prof. SULEKHA MUNSHI

ADITYA INSTITUTE OF MANAGEMENTSTUDIES AND RESEARCH

Name: Prof. Sulekha Munshi

(Signature of the guide)

Name: Sandhya .R. Acharya

Signature of the student

01. EXECUTIVE SUMMARY 07

1.3 Need for the study 18

1.4 Objectives of the study 19

03 CHAPTER 2: LITERATURE REVIEW 21-24

04 CHAPTER 3: RESEARCH METHODOLOGY 25-26

3.1 Type of Research Design 25

05 CHAPTER 4: ANALYSIS AND INTERPRETATION OF THE 27-32

06 CHAPTER 5: SUMMARY OF FINDINGS 33

07 CHAPTER6: CONCLUSION, RECOMMENDATIONS, 34-35

1.1 Research Background

According to a commercial company and an emblematic strategist, in particular Martin Roll, he

• Meaning transferred between the guarantee and the trademark.

Attractive model source

The hypothesis of product correspondence.

The model of meaning transfer.

Consistency and long-term commitment.

Choose a precise endorser

Endorser brand (vampire effect)

The support of celebrities as a method.

The support of celebrities and the results they have on consumers.

Approvals could be of the following four types:

• Explicit (support this product)

• Implicit (I use this product)

• Imperative (this product must be used)

• Joint presentation method (appears only with the product)

The approval of celebrities as a marketing tool.

Positive effects of celebrity approval.

Negative effects of celebrity endorsement

• Popularity begins to decline

• Overlapping can lead to loss of credibility.

• Trample of approved products.

1.2 Problem Statement

We can understand how customers respond to celebrity-backed products. Does superstar

1.3 Need for the study

1.4 Objectives of the study

 To know whether the consumers are influenced by celebrity endorsed products

1.5 Scope of the study

This research is beneficial in following manner:

There are many theories done in this aspect, which are:

 Facilitate brand identification.

3.1 Type of research design

2.Descriptive Research- It is more specific study it is undertaken to describe the situation,

3. Convenience sampling- is a non-probability sampling approach where topics are decided on

3.2 Sources of Data

3.3 Sample Size

The sample size is of 30 respondents.

ANALYSIS AND INTERPRETATION OF THE DATA COLLECTED

 Most of the respondents are students residing in Mumbai.

CONCLUSION, RECOMMENDATIONS, LIMITATIONS