Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

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CPA College of Global Studies,PUTHANATHANI
Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

5.1 FINDINGS
• The study reveals that majority of people’s are Graduated, that is 36%.
• The study reveals that the majority of respondents are government services,
that is 32%.
• The study reveals that the majority of respondents are 15001_20000, that is
34%.
• The study reveals that the majority of respondents are sun Tv, that is 56%.
• The study show that the majority of respondents are news, that is weighted
mean 11.380.
• The study reveals that the majority of respondents are 2_4 hours, that is 88%.
• The study show that the majority of respondents are just for fun and pastime,
that is weighted mean12.733.
• The study reveals that the majority of respondents are often, that is 68%.
• The study reveals that the majority of respondents are cinema, that is weighted
mean 11.380.
• The study show that the majority of respondents arefemale, that is 66%.
• The study reveals that the majority of respondents are credibility, that is
weighted mean 13.133.
• The study reveals that the majority of respondents are motivation to buy the
product, that is weighted mean12. 733.
• The study show that the majority of respondents are celebrity increase my
positive attitude and behavior attitude towards the advertisement, that is
weighted mean 15.8.
• The study reveals that the majority of respondents are company image, that is
weighted mean 9.866.
• The study reveals that the majority of respondents are TV ads and favorite
celebrity, than means weighted mean 13.866&13.733.
• The study reveals that the majority of respondents are agree, that is 80%.
• The study reveals that the majority of respondents are priyanka chopra, that is
weighted mean 10.964.
• The study reveals that the majority of respondents are no, that is 60%.
• The study reveals that the majority of respondents are due to TV
advertisement, that is 54%.
• The study shows that the majority of respondents are very likely, that is 46%.
• The study shows that the majority of respondents are celebrity attractivness
and product message, that is13. 333&13.933.

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CPA College of Global Studies,PUTHANATHANI
Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

• The study reveals that the majority of respondents are usage of fair handsome
fairness cream will make more attractive to more opposite sex, that is
weighted mean 13.
• The study reveals that the majority of respondents are close-up, that is 46%.
• The study reveals that the majority of respondents are due to TV
advertisement, that is 46%.
• The study shows that the majority of respondents are somewhat likely, that is
82%.
• The study shows that the majority of respondents are celebrity attractiveness
and product message, that is weighted mean13. 733&13.4.66.
• The study shows that the majority of respondents are yes, that is 76%.

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CPA College of Global Studies,PUTHANATHANI
 Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

5.2 SUGGESSIONS

1.Organisations should continue to engage celebrity endorsers in their marketing

communication efforts, As this will enhance the image of their brand in the
consumers’ mind.

2. Celebrity endorsement should become a strategic marketing communication

practice for firms that must Break through the advertising clutter and stand out of
the competition.

3. Marketers must be careful enough to ensure a good endorser-brand fit so as to

raise the unique selling Proposition of the firm to new heights. Since when used
effectively, celebrity endorsement can enhance Brand awareness and brand
distinction, and accord the brand a personality and prestige.

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CPA College of Global Studies,PUTHANATHANI
 Role of celebrity endorsement in brand positioning; a study with personal care products special reference to PUTHANATHANI area

5.3 CONCLUSION
In conclusion, this study posits that there is a strong and positive
correlation between celebrity endorsement And brand positioning. . Building a
strong brand positioning is essential in modern Day business environments, being
an effective way to get the brand noticed amidst the rush and cutting the in Media. .
Celebrity Endorsement is one of such power tools by which advertisers try to
leverage the image and Identification of celebrities to promote their brands .
However, customers’ perception of a Brand is not influenced only by the
endorsement the brand gets, but mostly by the endorser-product association that the
consumers perceive; though good judgment may suggest that getting a celebrity
Endorsement is a true simple-to-implement way to maximize advertising
effectiveness that yields stronger ties with viewers and ultimately, greater sales.

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CPA College of Global Studies,PUTHANATHANI