“THE STUDY ON THE EFFECT OF CELEBRITY

ENDORSEMENT ON BUYING BEHAVIOUR OF WEARING

APPARELS AMONG YOUTH”

Project report submitted to

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

In partial fulfilment of the requirements for the award of the degree of

Master of Commerce

Submitted by
ARYA VIJAYAN
(Reg.No:CCATMCM008)

Under the guidance of

MUVISH K M

POST GRADUATE DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

MARCH 2021
 CERTIFICATE

This is to certify that the project entitled “THE STUDY ON THE EFFECT OF
CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF WEARING APPARELS
AMONG YOUTH ” by Ms. Arya Vijayan is a bona-fide record of work done under

my guidance and supervision in partial fulfillment of the requirement for the

award of the degree in Master of Commerce.

Dr. JOSHEENA JOSE MUVISH K M

(Head of the department) (Project Guide)

 DECLARATION

I, Arya Vijayan, hereby declare that the bona-fide record of “THE STUDY ON
EFFECTS OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF
WEARING APPARELS AMONG YOUTH” done in partial fulfillment of the

M.Com degree program of Calicut University under the guidance of Muvish

KM, Post Graduate Department of Commerce, Christ College
(Autonomous), Irinjalakuda.

I also declare that the project has not formed the basis of reward of any
degree or any other similar title to any other University.

Place: Irinjalakuda ARYA VIJAYAN

Date: 30-03-2021
 ACKNOWLEDGEMENT

First, I praise and thank God Almighty who showers his plentiful blessings
upon me, who guide, shield and strengthen me all the time.

I wish to express my profound gratitude and heart-felt thanks to our Principal

Fr. Dr. Jolly Andrews CMI for his encouragement and for giving me
permission for the study.

I am thankful to Dr. Josheena Jose, our HOD and Muvish K M, my Project

Guide without whose guidance and encouragement, I could not have
completed my Project work. In spite of his busy schedule, he spared some of
his precious time to me for this work. His moral support besides the
scholarly guidance in research is the foundation of this Project. Thank you,
for all the help and guidance. I’m also thankful to the other faculties of the
department for their valuable advices and co-operation, rendered for the
successful completion of my project.

I am sincerely thankful to the youngsters in Thrissur District who helped me

in getting data for analysis. Without their help it will be more difficult for me
to get my questionnaire filled.

I put forward my thankfulness to the Librarian and Non-Teaching Staffs of

Christ College Irinjalakuda (Autonomous) for their co-operation. I also take
this opportunity to thank my parents, friends and classmates who have been a
source of inspiration. Without their encouragement, it would not have been
possible for me to complete my project successfully.

Place: Irinjalakuda

Date: 30-03-2021 ARYA VIJAYAN

 TABLE OF CONTENT

SL NO: TITLE PG NO:

1 LIST OF TABLES

2 LIST OF FIGURES

3 CHAPTER 1 – INTRODUCTION
1-5

4 CHAPTER 2 –REVIEW OF LITERATURE

7-13

5 CHAPTER 3 – THEORITICAL
15-22
FRAMEWORK

CHAPTER 4 – DATA ANALYSIS &

24-44
6 INTERPRETATION

CHAPTER 5 –FINDINGS, SUGGESTIONS

46-49
7 & CONCLUSION

8 BIBLIOGRAPHY 51-53

9 APPENDIX 55-58
 LIST OF TABLES

TABLE NO: TITLE PG NO:

Table Showing Classification of

4.1
Respondents on the Basis of Gender 24

Table Showing Classification of

4.2
Respondents on the Basis of Age 25

Table Showing Classification of

4.3 Respondents
26
on the Basis of Occupation

Greatest Factor Considered While Buying

4.4
Apparel. 27

Classification Of Respondents On Basis Of

4.5
Type Of Segment Preferred 28

4.6 Respondents Attraction Towards Apparel

29

Respondents’ Perception Towards Type Of

4.7
Celebrity Endorsement 30

Celebrity Endorsement Is Done Just To

4.8
Manipulate The Mind Of Consumer 31
 Celebrities Use Branded Apparels Which They
4.9 Themselves Endorse. 32

How Often Respondents Watch

4.10
Advertisements 33

4.11 Frequency Of Buying Apparel

34

Celebrities With Some Sincere And Reliable

4.12
Images Are Most Appreciated 35

Celebrities Should Have Required Skills And

4.13 Knowledge
36
Celebrities Are Most Likeable, If They Are
4.14 From Modern Age
37

Do You Think Celebrity Endorsement Is Done

4.15 To Enhance Price 38

Celebrities Using The Product Believable

4.16
39
Celebrity Endorsement Is An Effective Tool
4.17 For Persuasion Of Wearing Apparels.
40
4.18 Table Showing Rank Sum 41
4.19 Mann-Whitney U Test 42
Table Showing Model Summary Of
4.20 43
Regression
4.21 ANOVA 43
4.22 Table Showing Regression Coefficient 44
 LIST OF FIGURES

TABLE NO: TITLE PG NO:

Table Showing Classification of

4.1 24
Respondents on the Basis of Gender

Table Showing Classification of

4.2 25
Respondents on the Basis of Age

Table Showing Classification of

4.3 Respondents 26
on the Basis of Occupation

Greatest Factor Considered While Buying

4.4 27
Apparel.

Classification Of Respondents On Basis Of

4.5 28
Type Of Segment Preferred

4.6 Respondents Attraction Towards Apparel 29

Respondents’ Perception Towards Type Of

4.7 30
Celebrity Endorsement

Celebrity Endorsement Is Done Just To

4.8 31
Manipulate The Mind Of Consumer
 Celebrities Use Branded Apparels Which They
4.9 Themselves Endorse. 32

How Often Respondents Watch

4.10 33
Advertisements

4.11 Frequency Of Buying Apparel 34

Celebrities With Some Sincere And Reliable

4.12 35
Images Are Most Appreciated

Celebrities Should Have Required Skills And

4.13 Knowledge 36

Celebrities Are Most Likeable, If They Are

4.14 From Modern Age 37

Do You Think Celebrity Endorsement Is Done

38
4.15 To Enhance Price

Celebrities Using The Product Believable

4.16 39
Celebrity Endorsement Is An Effective Tool
4.17 For Persuasion Of Wearing Apparels. 40

4.18 Table Showing Rank Sum 41

4.19 Mann-Whitney U Test 42
Table Showing Model Summary Of
4.20 43
Regression
4.21 ANOVA 43
4.22 Table Showing Regression Coefficient 44
 Chapter 1
INTRODUCTION
1.1 INTRODUCTION
In today’s world the celebrities are being treated as a role model.People are
changing their living style related with their favorite celebrity.This thing
creates a great impact on the buying behaviour of the persons. This attracts the
customers and ultimately increases the company productivity.Nowadays
celebrity endorsement is the best strategy used by marketers to influence
customers by showing celebrities with their products, it include different
appeals like exciting absurdity etc.

Promoting and publicizing have progressed toward becoming the

fundamentals of each business. In the twenty first century, most likely every
individual is influenced by promotions, in particular when is involves its
favorite celebrity. The latter is known as celebrity endorsement. Such
commercials influence clients mentally and answer their needs. It also
enhances their purchasing intention, behavior, and disposition. Soliciting
celebrities is an established tool in marketing and advertisement. It began in
the eighteenth century and continued to present day while witnessing drastic
changes. Celebrities endorsing marks in ads are considered marks’
ambassadors. Their names wind up connected to the brand. They contribute in
transmitting the message fluidly to the group of onlookers by conveying the
expected picture. In this way, the promotion and the brand name will be
imparted in individuals’ psyches; so they turn out to be a part of the
advertising correspondence process. Celebrities are icons perceived by others
for their prosperity and acclaim in various fields. The latter might explain why
individuals tend to impersonate them which give them the compelling force in
promoting and advertising world.

Celebrity endorsement or celebrity branding is a form of advertising campaign

or marketing strategy used by brands, companies, or a non-profit organization
which involves celebrities or a well-known person using their social status or

1
their fame to help promote a product, service or even raise awareness on
environmental or social matters. Marketers use celebrity endorsers in hopes
that the positive image of the celebrity endorser of the brand will also be
passed on to the products or the brand image associated with the celebrities.
Celebrity endorsement is usually commonly used by fashion or beauty brands,
but a non-profit organization relies on celebrities as well, as celebrities have
mass communication skills which can attract people’s attention and is helpful
in reaching a wider audience to raise their awareness towards a certain
organization or an issue, thus making celebrities effective fundraisers.

1.2STATEMENT OF THE PROBLEM

Celebrity endorsement is considered as a major part of marketing strategy in

the present scenario. Along with its growth, it has also made so many impacts.
There are so many fake advertisements done just for earning money. Here, in
this study, the effect of celebrity endorsement on buying behaviour of wearing
apparels among youth is considered. The problem area of the survey is
consumer buying behaviour on wearing apparels based on celebrity
endorsement. This study is undertaken to know the different factors affecting
purchase decision and to analyze effectiveness of different factors on purchase
intention.

1.3 SCOPE OF THE STUDY

The study is limited to the state of Kerala. This study will be included the
effects of celebrity endorsement on buying behavior of wearing apparels
among youth with special reference to Thrissur district.

1.4 SIGNIFICANCE OF THE STUDY

2
This research will help to achieve insights on the effect of celebrity
endorsement on consumer buying behavior. Through endorsing celebrity,
marketers actually excites their consumers by showing them a very admirable
and famous face and succeeded in creating demand because this tactic,
marketers are also increasing sales which positively creates an impact on
buying behavior.

1.5 OBJECTIVES OF THE STUDY

 To identify different factors affecting purchase decision of consumer by

celebrity endorsement.
 To analyse effectiveness of different factors on purchase intention.

1.6 HYPOTHESIS OF THE STUDY

 H1: There is significant difference between celebrity endorsement on

buying behaviour of male and female.
 H1: The character of celebrities positively influences the Purchase
intention.

1.7 RESEARCH METHODOLOGY

1.7.1 DATA COLLECTION

Primary data were collected from respondent through systematically prepared

questionnaire in Google form then electronically summarized through SPSS.

1.7.2 Research Design

3
This study is descriptive in nature. It includes fact-findings enquiries of
different kind. The major purpose of this research is the analysis of factors
which affect purchase decision of consumers by celebrity endorsement.

1.8 Sample Design

It was very difficult to conduct a study on the entire population from

Kerala.So the representative sample was drawn for the purpose of the study.

1.8.1 Sample Population

The population for study is the youth from Thrissur district.

1.8.2 Sample Frame

Whatsapp is taken to be the sample frame for collection of data.

1.8.3 Sample Technique

Due to COVID-19, the researcher was unable to collect the data directly.
Therefore the data were collected through Google form, forward to youth
through Whatsapp.

1.8.4 Sample Size

Here 70 respondents were filled the Google form during the period of data
collection hence the researcher constitute the sample size of 70.

1.9 Tools used for Analysis

The statistical tools used for analysis via descriptive and inferential statistical
tool i.e. percentage analysis and inferential analysis is done through Mann-
Whitney test and Regression. ANOVA, bar diagram and pie chart are also
used to depict data.

4
1.10 Limitations of the Study

The study has the following limitations:

 The study is limited to Thrissur district in Kerala.

 Some of the people are not ready to fill-up the data.
 The respondents do not fill the questionnaire with full concentration thus
manipulate the results.
 The study is very small and not enough to represent the whole population
of Thrissur. So the study could not make concrete testimonials.

1.11 Chapterization

 Chapter 1 –Introduction Chapter

 Chapter 2 - Review of Literature.
 Chapter 3 – Theoretical Framework.
 Chapter 4 –Data analysis and Interpretation.
 Chapter 5 - Findings, Suggestions and Conclusions.

5
 Chapter-2

REVIEW OF LITERATURE

6
2.1 Review of Literature

 Shivera, David H and Benedikte Austad (2004) in their study “

Factors Predicting the Effectiveness of Celebrity Endorsement
Advertisement” found that endorsement advertising effectiveness can
be strongly influenced by consumers inferences concerning whether the
endorser truly life the product. Advertisers on the other hand often
appeared to be satisfied with merely creating an association between a
popular endorser and their product with the hope that the endorser’s
positive image will somehow ‘rub off’ on the product. The present
research suggest that advertisers should put more effort not only into
choosing endorsers who are well matched with products, but also into
making strong arguments and believable explanations for why
endorsers truly do like the products they endorse.

 According to Zheyin J. G. (2005), celebrity endorsement can be used

as long-term or short-term strategies. A firm’s long-term celebrity
endorsement strategy affects its product quality and price. A firm’s
short-term celebrity endorsement strategy is affected by the market
awareness level of its product. Finally, no matter whether for long-term
or short-term celebrity endorsement, a firm should use a more popular
celebrity endorser when the information dispersion effect is stronger
and when the demand inter correlation effect is weaker.

 Khatri Puja (2006), in her paper on “Celebrity Endorsement: A

Strategic Promotion Perspective” The celebrity endorser is a panacea
for all marketing woes. It is today a frequently used approach in
marketing for all brand building exercises.

7
 Ainsworth Anthony Bailey (2007)had studied on “Public Information
and Consumer Scepticism Effects on Celebrity Endorsement: Studies
among Young Consumers” the main outcome of this study is
experimental evidence that consumer scepticism affect consumer’s
perception and attitudes regarding product endorsement. It affected
perceptions of endorsement appropriateness as well as attitude toward
the company, though it did not have a significant effect on purchase
intention.

 Roozen I. and Claeys C. (2010), in their study on “The Relative

Effectiveness of Celebrity Endorsement for Print Advertisement” The
experiment shows that celebrity endorsement is not always effective.
This result was also found for the advertisements with the endorsement
of celebrities who were found to match best with the products at hand.

 Rosca V. (2010), in his study “Celebrity Endorsement In Advertising”

aims to study the particularities of tennis endorsements using the case
of Roger Federer, one of the best tennis players in history and one of
the best business partners in the world of sports for sponsoring
companies. Endorsement is the most profitable income source for
professional athletes. In tennis, where athletes are individuals, not
playing or contributing for teams or clubs, endorsement is the main
sponsoring possibility of a player. For some professional tennis players,
endorsement deals are an important income source. Endorsements help
the athletes gain more money and mostly build them a positive brand
image. In my study, where many respondents choose athlete person and
sport person for endorsement products. Endorsement is main source of
earning of any celebrity for an example after cricket world cup 2011.
MahendraSinghDhoni emerging India's biggest celebrity,

8
 MahendraSingh Dhoni made an unprecedented $2.65 crore. Only a
small portion of that pay-out, about $35lakh, comes directly from
Dhoni's on-field play (Article published on26 July, 2012 in Forbes).

 Wang, Cheng and Chu (2012), in their study on “Effect of celebrity

endorsements on consumers purchase intentions: Advertising effect and
advertising appeals as mediators”, advertising has become the most
efficient way to provide information in consumers. In their study, result
shows that celebrity endorsements, advertising appeal and advertising
effect significantly and positively impact on consumer purchase
intensions.

 Shukre A. and Dugar N. (2013),studied on “Effect of Celebrity

Endorsements on Consumers’ Decision-Making Processes: A Study of
Television Advertisements for Selected FMCG Products”, today
celebrity endorsement is one of the most popular tactics of FMCG
advertising. Marketers use celebrity endorsement to help in easy brand
recall especially at the time of consumers purchasing situations. Main
purpose of his study is to specify the impact of using celebrity
endorsers in advertisements on purchase intentions of customers with
special references to FMCG products. They concluded from the study
that celebrity endorsements are gaining more and more popularity.
Authors described some important factors of celebrity endorsement are
image, style, attitude, popularity, physical appearance, performance,
suitability with the product etc. Marketers should take care of the
gender of the celebrities endorsing the product as it is an important
factor in regard to the consumer.

 Randhawa A. and Khan J. A. (2014), in their study on“Impact of

Celebrity Endorsement on Consumer Buying Behaviour”,advertising is

9
 an effective marketing tool available to marketers to createand promote
awareness for their products. It also helps to position theirproducts
differently among the minds of their customers. Consumers comein
contact with many advertisements every day. Every advertisement
ishighlighting the features of the respective products. Now
days,advertisement is a tricky job, with involvement of huge risk, with
the helpof celebrity endorsement advertisement plays gamble. In their
studyauthors find that most of the respondents believe that frequent
changes incelebrity for advertising the product can change the
purchasing decision ofcustomers. The purchase attitude is influenced
by the quality of theproducts rather than endorsement factors, price of
the product, discountsand offers etc. A large number of respondents
believes that the quality ofGoods advertised by celebrities may be are
may not be good in quality.

 Israel Kofi Nyarko and Vincent Asimah (2015) in their study “The
Influence of Celebrity Endorsement on the Buying Behaviour of the
Ghanaian Youth: A study of Fan Milk Ghana” found that celebrity
endorsement has changed the way of advertising used to be few
decades ago. It is been accepted to be a- ubiquitous feature of modern
day marketing. However, some respondents are not influenced by
customers of organization concerned. Celebrity endorsement is an
expensive engagement and must be planned careful in order for firm
adopting it to gain profitability.

 SudathWeerasiri and RenukhaPushpanjaleeHerath (2017) in their

study “The impact of celebrity endorsement toward brand image with
special reference to men’s wear apparel in Sri Lanka” states that most
of the local apparel branded product manufacturing players apply
different marketing strategies such as celebrity endorsement after

10
 spending large amount of money with the increasing the brand image
and increase the sales. When looking at the formal apparel wear
customer base in Sri Lanka, it shows that some customers show
some brand loyalties towards particular apparel brands. But no one is
actually clear about why these customers are that much brand seeking.

 As per study of Danish Hussain and Kaleem M. Khan (2017) on

“Understanding the Effectiveness of Celebrity Endorsement” reviewed
the theories and factors that can help both academician and
practitioners in understanding the dynamics of celebrity endorsement
effectiveness. One cannot ignore the power of celebrities in breaking
through the cluttered media environment and drawing attention towards
the advertisement. They increase awareness and recall of the product
and the advertisement. They also give symbolic meaning to the product
through the meaning transfer process. However, the effectiveness of
celebrities in improving the attitude towards advertisement and the
brand and generating purchase intention is moderated by factors
identified in this paper, especially by the cultural meanings of the
celebrity, the celebrity-product congruency type of risk associated with
the product, level of product differentiation and consumer involvement.

 Mrs.Deepa L. and Dr. GiridharK.V (2018) in their study “Celebrity

Endorsement and its Impact on Buying Behaviour of College Students:
A Study in Shivamogga City” this research has established the fact that
the celebrity endorsed advertisements are more influential than the non-
celebrity endorsed advertisements, similarly celebrity endorsed
advertisements are more effective in TV when compared to any other
medium. By the analysis of respondents “opinion, it can be concluded
that the highest relationship existed between the celebrity expertise and
buying behaviour and the lowest relationship existed between celebrity

11
 popularity and buying behaviour. Hence we can conclude that there is a
strong significant relationship between celebrity endorsement and
buying behaviour. This study has also highlighted that students are
aware of different media for celebrity endorsements. The study clearly
shows that celebrity endorsement function will help to boost up the
sales of endorsed brands as people like to buy the brand more if
endorsed by their favourite celebrity.

 Abbas A, Afshan G, Aslam I and Ewaz L (2018) in their study “The

Effect of Celebrity Endorsement on Customer Purchase Intention: A
Comparative Study” this study found that purchase intention of female
customers for mobile phone is affected by likability, attractiveness and
credibility of celebrity. Two things are common between the perception
of male and female customers and those are likeability and
attractiveness but in female respondent one think is different i.e.,
credibility so it means that celebrity having attractiveness, likeability
and credibility can increase the purchase intention of female customers
towards mobile phone. A celebrity in mobile phone advertisement
having likeability, personality, attractiveness and experience can
increase purchase intention of male customers.

 ChokriKooli, Ahmed Al Habsi and Riad (2018) in their study

“Celebrity Endorsement and its Effect: Arabic World Perspectives”
states that the celebrity effects all the company through increasing or
decreasing sale, customer, through changing customer behaviour and
brand through increasing or decreasing demand on the brand and the
ability to larger distribute the brand name to a larger geographic area.
Also this research showed us that the majority of Arabic celebrities are
not convinced by such advertising method celebrities still believe the

12
 normal advertising is more effective then celebrity endorsement which
again shows a risk in implementing celebrity endorsement in Arab
country.

 As per study of P. VenkataSubbiah and A.S Sathish (2020) on

“Exploring the influences of celebrity endorsement on purchase
intention and brand loyalty among rural youth” states that celebrities
for endorsing manufacturers have become a trend for constructing the
brands as well as the organization's image. As all the celebrities within
the stimuli by the nearby cine stars/Cricketers and television stars, the
aspirants can be advocated to pay is aware of those categories of
celebrities. Celebrity endorsements pull in hundreds of cores of money
in each and every year and are broadly desire by the marketers to
promote their products or services. The organization makes use of the
celeb's characteristics and features to set up equivalence with the
product specialties with an intention to put them in the minds of the
target consumers.

13
 Chapter-3
THEORETICAL FRAMEWORK

14
3.1 THEORITICAL FRAMEWORK

Every business organization needs some marketing strategy to survive in this

new competitive world. One of the main strategies followed by huge/large
organization is the use of celebrities in their advertisement. Celebrity
endorsement is considered as an integral part of marketing world.

Celebrity

According to Oxford dictionary, celebrity means “a famous person”. A person

who is excelled in his/her field of action or activity .In our day-to-day activity,
we perform many acts at home, at work place, on field in sports, in social life.
But these acts may be daily routine or just acts. It means that giving no extra-
ordinary results, not noticed by anybody surrounding, and not taken into
notice by Media. But if a person acts or performs something which gives
spectacular results is noticed by masses. That person has done something
special that was and the mass cannot do. He is regarded as a special person
with some “extra” given by that “Almighty” above. We started feeling that
he/she is great. We start celebrating his/her all acts which produce success. If
the success rate for that person is very high to “deliver” same results, he
becomes a “CELEBRITY”. It may be in field of cinema, theatre,sports, social
life, politics or science anything but something with some special results.

According to Friedman (1979), "Celebrities are people who enjoy public

recognition by a large share of a certain group of people. According to
Johansson, J. &Sparredal, J. (2002), “Celebrity” refers to an individual who is
known to the public (actor,sports figure, entertainer, etc.) for his or her
achievements in areas other than that of the product class endorsed.

Endorsement

An endorsement is a form of public support or approval. Endorsements are

given to politicians and products. If you give something an endorsement,

15
you’re basically saying “I approve of this person or product”. Celebrities give
politicians an endorsement if they think you should vote for them.

Celebrity Endorsement

Celebrity endorsement is one of those potential needs that advertisers are

seeking to explain celebrity image and reputation to promote their brand. The
use of celebrities in order to increase the sales and to recall value of the brand
is known as celebrity endorsement. The late 80’s saw that beginning of
celebrity endorsements in advertising in India. Film and TV stars as well as
sports persons began encroaching on a territory that was, until then, the
exclusive domain models. Endorsements by celebrities have started since long
time.

3.2 Evolution of Celebrity Endorsement

Since the 19th century the celebrity endorsement stratagem has been widely
used by retailer and conglomerates. FaizKasi has defined a celebrity as
someone “who is recognized by the public for his or her outstanding attributes,
such as a unique skill and lifestyle, which separates them from the rest of the
public”. Meanwhile, Kasi also defines endorsement as a brand communication
channel, whereby the celebrity acts as a brand spokesperson and thickens the
brand by ‘extending his popularity, personality, stature in the society, or
expertise in the field’.

The cigarette industry signed on entertainment personalities like comedian

fatty Arbuckle and Harries Bulger when Murad cigarettes use them in its ads
in 1905. Later cigarette brand endorsers were Henry Fonda, Jack Benny, Ethel
Barrymore and Fred Astaire. Kodas cigarettes began including baseball cards
in their packs of cigars. These baseball cards were intended to give away as

16
gift to loyal customers. People soon started buying the cigarette for the cards
and endorsements caught on fast with marketers.

Purchase Intentions or Buying Behavior

Tendency to buy a particular brand or product is known as purchasing

Intentions (Belch et al, 2004). Purchase intentions shows the probability that
the person would purchase a product (Phelps and Hoy, 1996).

Spears and Singh (2004), states that it’s the sensible idea of doing struggle to
buy a brand in future. It was an element of customer cognitive behavior on
how customer planned to purchase a particular product, brand or service
(Kwek, 2010). Perner (2009) defined consumer behavior as: “The study of
individuals, groups or organizations and the processes they use to select,
secure, use and dispose of products, services, experiences or ideas to satisfy
needs and the impacts that these processes have on the consumer and society”.

Young Shoppers

Today’s young consumers have grown up with T.V, mobile phones, and other
gadgets and they have been exposed to the standard of living and consumer
culture abroad.

Apparels Fashion

As Lifestyle change, fashion in India is also changing more diverse as in the

western country. This is due to technology, ideas and modern lifestyle which
are moving and growing so fast and quick. The fashion trends are changed or
brought into people’s mind through the T.V, internet in which retailers are
using celebrity imaginary as same as in magazines, T.V advertisements etc.

3.3 Advantages of Celebrity Endorsement

 Influence consumer purchase

17
The affinity consumers have for certain celebrities can greatly influence their
purchases. People may have an attitude that if the product is good enough for
the celebrity then that will be good for me. This philosophy is same for
makeup, skin care, hair product and attire. Hence they purchase the same
brand that the celebrity uses to achieve her hair’s fullness and bounce.
Essentially, the testimonial of the local celebrity adds instant credibility to a
small company’s product.

 Builds credibility

People are attached to their favorite celebrity, and they are generally well-
trusted by their fans. If they use your product, it shows their fans that it is a
product worth using and builds trust in your brand. Seeing a celebrity attach
their name to a product also reassures consumers of the quality of your
product. The product which is lack of quality then the trust and credibility will
be gone and the reputation will be at risk.

 Makes your brand stand out

Using a celebrity to represent you helps to differentiate your brand from the
competitors.it can improve ad recall, making consumer remember your ad and
your brand is connected to their favourite celebrity.

 Opens up new markets

By choosing the right celebrity can open up your brand to the new markets.
Some celebrity will be brand ambassador for the product and can easily open
up new market from their goodwill. For example, when Nike wanted to
expand from primarily sponsoring tennis and track, they partnered with
Michael Jordan – and this partnership has been so successful it has expanded
into its own subsidiary company.

 Breathe life into failing Brand

18
The use of a celebrity in an advertisement may also help to breathe life into a
failing brand. For example, a small group manufacturer might think about
dropping a brand or product, especially if production and overhead costs are
leaving little or no profit. However, the use of a celebrity to tout the benefits
of the brand could help to create new interest and excitement in consumers.

3.4 Disadvantages of Celebrity Endorsement

 Celebrity images change

When you sign on to a celebrity to endorse your brand, you sign on to

everything that comes with them. While this usually means bringing in some
of their fan base as customers, it can lead to disaster if a scandal occurs. A
prominent example of this was Tiger Woods in 2009, when rumors of his
infidelity surfaced and brands began to drop him as a sponsor to avoid the
backlash from consumers. Nike didn’t immediately release him as a sponsor
and lost customers as a result.

 Celebrities may eclipse your brand

Some celebrities are really huge and their popularity can instantly overshadow
the brand. If this happens, spending millions of dollars on such endorsements
starts to make no sense at all. Some advertisements even focus on celebrities
too much, that there’s absolutely no brand recall. Also, if the media is
focusing more on the next movie of the celebrity on your brand’s press meet,
then this is a sign that you’ve made a wrong choice.

 Celebrity Endorsement are Expensive

Now this is a very obvious point. So unless you are ready to shed millions and
billions of dollars from your company’s revenue, don’t think about going
down this road. Celebrity marketing is a huge investment and then there’ll be
no turning back.

19
3.5 Factors Affecting Celebrity Endorsement

Celebrity Expertise:

The knowledge and skill level that the endorsers possess is known as
expertise. The ability of celebrities to provide to others on the basis of
background, education, skill or efficiency, thus consists a person’s
qualification. The expert celebrity consider more persuasive and can have an
effect on the decision to purchase goods than non-experts. It is also a senior
part of celebrity model. There is a positive relation between celebrity expertise
and consumer purchase.

Attractiveness:

It is to attract audience to an endorser. Physical attractiveness of celebrity

people are generally used in terms of attractive, stylish, classy, nice and sexy.
Marketers believe that if the attractive celebrity endorses in the beauty product
advertisement it increases the chances of selling. Thus they can improve the
image of attractive brand. The beauty and charisma of an attractive individual
will be more influence than un-attractive individual. So the celebrity’s good
appearance will attract potential customer and makes more confidence into the
customer and convince them to be brand customer.

Trustworthiness:

It is an indicator of an endorser’s believability and integrity. The most

successful and profitable way is to make the customer more trustful to
enhance them to buy the product. So the celebrity who is more trustworthiness
is considered in the advertisement of a brand. The celebrities’ good faith can
affect the value understanding the customers and purchase intention. Choosing
more powerful trustworthiness celebrity can increase the sales.

The fit between endorser and endorsed product:

20
The effectiveness of endorsed product is inseparably connected to the degree
in which the image, personality, or expertise of the endorser fits the advertised
product. The congruency between endorser and endorsed product is an
essential aspect of match-up relationship. Friedman and Friedman (1979)
investigated the effects of fit between endorser type and endorsed type by
examining with the product being endorsed. It is often said that the endorser’s
image often influences the image of product he or she is helping to promote.

Celebrity popularity:

Most popular person it can be on the basis of attitude, fashion, which is liked
by many. On the basis of popularity people can increase the sales and can
recall the product.

Experienced:

Experience can be defined as “The extent to which a communicator is

perceived to be a source of valid assertion”. If a celebrity is experienced in a
particular area which makes celebrity a credible source as if athlete endorse
shoes. For the successful endorsement experience is accepted as a most
significant component.

Celebrity personality:

Personality of a celebrity is main domain in which public will attract fast.

With a positive personality of a celebrity the sales of a product will increase
and they can recall the brand. The negative personality will lead to a huge
loss.

Multiple endorsements:

Multiple endorsements means both in terms of single celebrity endorsing

multiple brands and multiple celebrities endorsing single brand. According to
Hsu and McDonald “multiple celebrity endorsement advertising may help the

21
advertiser to build a sense of consensus, avoid audience boredom and appeal
to multiple audiences”. It is most effective technique for the advertiser
because by doing this it can influence and attract the target market.

Likeability:

Likeabilityrefers to the affection towards the celebrity as a result of their

physical appearance and behaviour. In addition, if people like the celebrity
then they also like the brand they endorse. Some celebrities are more likeable
because they have similar beliefs of audience. People like to become like a
celebrity. Their fame and success stories are inspired for the followers. They
want to become as a celebrity it can be on the basis of intellectual, personality,
skills, fashion or attitude.

Celebrity Expertise
Attractiveness

Trustworthiness

The fit between

endorser and
endorsed product
PURCHASE
INTENTION Celebrity Popularity

Experienced

Celebrity Personality

Multiple
Endorsements
Likeability

22
 Chapter-4
DATA ANALYSIS AND
INTERPRETATION

23
Data Analysis and Interpretation

4.1 Descriptive Statistical Analysis

The collected data was processed and analyzed within the time bounded of the
research plan. The data collected from 70 samples are analyzed carefully and
interpretations are made accordingly. Diagrams such as bar diagram and pie
chart are used for this purpose.
Table 4.1
Classification of respondents on the basis of Gender
Gender No. of respondents Percentage

Male 20 29

Female 50 71

Total 70 100

Source: Primary data

The table 4.2 shows that about 71% of the respondents are female and 29 %
are males.
Figure 4.1
Classification of respondents on the basis of Gender

Gender
0%
0%

29%

Male
71% Female
0%

24
 Table 4.2
Classification of respondents on the basis of Age

Age No. of respondents Percentage

17-20 17 24

21-23 34 49

24-27 19 27

Total 70 100

Source: Primary data

The table 4.1 shows that 49% of respondents participated in the study falling
in 21- 23 age group. 27% of respondents fall in 24-27 age group, and 24% of
respondents fall in 17-20 age group.
Figure 4.1
Classification of respondents on the basis of Age

Age
0% 0%

27% 24% 0%
17-20
0% 21-23
24-27
49%

25
 Table 4.3
Classification of respondents on the basis ofOccupation

Occupation No. of respondents Percentage

Student 53 76

Employee 6 8

Self employed 9 13

Other 2 3

Total 70 100

Source: Primary data

The table 4.3 shows majority of respondents are student i.e. 76% are student,
13% are self-employed, 8% are employee and remaining 3% are in other
category.
Figure 4.3
Classification of respondents on the basis ofOccupation

Occupation
0%3%0%
13%

0%
8% Student
Employee
0%
Self employed
Other

76%

26
 Table 4.4
Greatest factor considered while buying Apparel.

Particulars No. of respondents Percentage

Price 15 21

Brand Image 8 11

Celebrity Endorsement 15 21

Quality 32 47

Total 70 100

Source: Primary data

The table 4.4 shows that 47% of respondents consider quality while buying
apparels, 21% of respondents consider price and celebrity endorsement while
buying apparels and remaining 11% consider brand image.

Figure 4.4
Greatest factor considered while buying Apparel.

50
40
30
20
10
0

27
 Table 4.5
Classification of respondents on basis of type of segment preferred.

Particulars No. of respondents Percentage

Formals 26 37

Casual 27 39

Sports 17 24

Total 70 100

Source: Primary data

The table 4.5 shows that 39% of respondents prefer casual as a segment of
apparel, 37% of respondents prefer formals and 24% of respondents prefer
sports.
Figure 4.5
Classification of respondents on basis of type of segment preferred.

45
40 39
37
35
30
24
25
20
15
10
5
0
Formals Casual Sports

28
 Table 4.6
Respondents Attraction towards apparel

Particulars No. of respondents Percentage

Yes 25 36

No 17 24

Maybe 28 40

Total 70 100

Source: Primary data

The table 4.6 shows that about 40% of respondents are maybe attracted to
apparel because of celebrity endorsement.
Figure 4.6
Respondents Attraction towards apparel

0% 0%

40% 36%
Yes
No
24% Maybe
0%
0%

29
 Table 4.7
Respondents’ perception towards type of celebrity endorsement

Particulars No. of respondents Percentage

Film Star 42 60

Famous personalities 19 27.1

Cricketer 5 7.1

Politician 1 1.5

Other 3 4.3

Total 70 100

Source: Primary data

The table 4.7 shows that 60% of respondents chosen film star which persuades
them to purchase apparel.
Figure 4.7
Respondents’ perception towards type of celebrity endorsement

60
50
40
30
20
10
0
Famous personalities
Film Star

Cricketer

Politician

Other

30
 Table 4.8
Celebrity endorsement is done just to manipulate the mind of
consumer.
Particulars No. of respondents Percentage

Strongly Agree 24 34

Agree 35 50

Neutral 9 13

Disagree 2 3

Strongly Disagree - -

Total 70 100

Source: Primary data

The table 4.8 shows that 50% of respondents agree that celebrity endorsement
is done just to manipulate the mind of the consumers, 34% of respondents
strongly agree, 13% of respondents are in neutral position and 3% of
respondents disagree.
Figure 4.8
Celebrity endorsement is done just to manipulate the mind of
consumer.

0% 3% 0% 0% 0%

13%
0%
34% Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

50% 0%

31
 Table 4.9
Celebrities use branded apparels which they themselves endorse.

Particulars No. of respondents Percentage

Yes 7 10

No 24 34

Not sure 39 56

Total 70 100

Source: Primary data

The table 4.9 shows that 56% of respondents are not sure that celebrities use
branded apparels which they themselves endorse. 34% of respondents opine
that the celebrities not use branded apparels which they themselves endorse
and remaining 10% opines yes to the statement.

Figure 4.9
Celebrities use branded apparels which they themselves endorse.

60 56

50

40
34
30

20
10
10

0
Yes No Not sure

32
 Table 4.10
How often respondents watch advertisements
Particulars No. of respondents Percentage

Once a day 9 13

Twice a day 12 17

3 to 5 times a day 24 34

More than 5 times a day 25 36

Total 70 100

Source: Primary data

The table 4.10 reveals that 36% of respondents saw advertisement more than 5
times a day, 34% of respondents saw advertisement 3 to 5 times a day, 17% of
respondents saw twice a day and 13% saw only once a day.
Figure 4.10
How often respondents watch advertisements

More than 5 times a day 36

3 to 5 times a day 34

Twice a day 17

Once a day 13

0 10 20 30 40

33
 Table 4.11
Frequency of buying apparel
Particulars No. of respondents Percentage

Last Week 13 19

Last Month 19 27

Last Year 38 54

Total 70 100

Source: Primary data

The table 4.11 reveals that 54% of respondents bought apparel in last year
which was endorsed by a celebrity, 27% of respondents bought in last month
and 19% of respondents bought apparel in last week.

Figure 4.11
Frequency of buying apparel

0 19
0
54 Last Week
27
0 Last Month
Last Year

34
 Table 4.12
Celebrities with some sincere and reliable images are most appreciated.
Particulars No. of respondents Percentage

Strongly agree 15 21.4

Agree 22 31.4

Neutral 21 30

Disagree 8 11.4

Strongly disagree 4 5.7

Total 70 100

Source: Primary data

The table 4.12 shows that 31.4% of respondents agree that celebrities with
some sincere and reliable images are more appreciated, 30% are in neutral
position, 21.4% of respondents strongly agree, 11.4% disagree and 5.7% of
respondents strongly disagree that celebrities with some sincere and reliable
images are more appreciated.
Figure 4.12
Celebrities with some sincere and reliable images are most appreciated

40
31.4 30
21.4
20
0 11.4
0 5.7

35
 Table 4.13
Celebrities should have required skills and knowledge
Particulars No of respondents Percentage

Yes 41 59

No 7 10

Maybe 22 31

Total 70 100

Source: Primary data

The table 4.13 shows that 59% of respondents opine yes to the statement that
celebrities should have required skills and knowledge about the product which
is endorsed.

Figure 4.13
Celebrities should have required skills and knowledge

0
31

0 59 Yes
10
0 No
Maybe

36
 Table 4.14
Celebrities are most likeable, if they are from modern age.

Particulars No. of respondents Percentage

Strongly agree 11 15.7

Agree 29 41.4

Neutral 24 34.3

Disagree 4 5.7

Strongly disagree 2 2.9

Total 70 100

Source: Primary data

The table 4.14 shows that 41.4% of respondents agree that celebrities are most
likeable if they are from modern age.
Figure 4.14
Celebrities are most likeable, if they are from modern age.

0
5.7 02.9 15.7
0

0 Strongly agree
Agree

34.3 Neutral
Disagree
Strongly disagree
41.4
0

37
 Table 4.15-
Do you think celebrity endorsement is done to enhance price.

Particulars No. of respondents Percentage

Strongly agree 12 17.1

Agree 31 44.3

Neutral 21 30

Disagree 6 8.6

Strongly disagree - -

Total 70 100

Source: Primary data

The table 4.15 shows that 44.3% of respondents agree that celebrity
endorsement is done to enhance price.
Figure 4.15
Do you think celebrity endorsement is done to enhance price

Strongly disagree 0

Disagree 8.6

Neutral 30

Agree 44.3

Strongly agree 17.1

0 10 20 30 40 50

38
 Table 4.16
Celebrities using the product believable
Particulars No. of respondents Percentage

Very believable 2 2.8

Not believable 16 22.9

Believe in some of the 39 55.7

claims

Can’t say 13 18.6

Total 70 100

Source: Primary data

The table 4.16 shows that 55.7% of respondents are in opinion that celebrities
using the product are believable in some of the claims, 22.9% states it is not
believable, 18.6% are not sure and 2.8% states it is believable.
Figure 4.16
Celebrities using the product believable

0 2.80
18.6 Very believable
22.9
0
Not believable

0
Believe in some of the
claims
Can’t say
55.7

39
 Table 4.17
Celebrity endorsement is an effective tool for persuasion of wearing
apparels.

Particulars No of respondents Percentage

Yes 35 50

No 9 13

Sometimes 26 37

Total 70 100

Source: Primary data

The table 4.17 shows that 50% of respondents find celebrity endorsement as
an effective tool for persuasion of wearing apparels, 37% of respondents
doesn’t find celebrity endorsement as an effective tool and 13% sometimes
find celebrity endorsement as an effective tool.

Figure 4.17
Celebrity endorsement is an effective tool for persuasion of wearing
apparels.
60
50
50

40 37

30

20
13
10

0
Yes No Sometimes

40
 4.2 Inferential Statistical Analysis

Inferential statistics are used to make inferences about the larger population
based on the sample. Typically, inferential statistics deals with analyzing two
or more variables using the samples. There are different types of inferential
statistics that are used. The type of inferential statistics used depends on the
type of variable used for the study.

Mann-Whitney U Test

Mann-Whitney U test is a non-parametric test used to compare whether there

is a difference in the dependent variable for two independent groups. It
compares whether the distribution of the dependent variable is the same for
the two groups and therefore from the same population.

H1: There is significant difference between celebrity endorsement on

buying behaviour of male and female.

Table 4.18

Ranks

Gender N Mean Rank Sum of Ranks

1.0 20 33.48 669.50
Total buying
2.0 50 36.31 1815.50
behaviour
Total 70
Source: SPSS Output

41
 Table 4.19

Mann-Whitney Test

Test Statisticsa

Total buying behaviour

Mann-Whitney U 459.500

Wilcoxon W 669.500

Z -.528

Asymp. Sig. (2-tailed) .598

a. Grouping Variable: Gender

The Mann-Whitney test used for analyzing significant difference of variance

between celebrity endorsement on buying behavior of male and female. The
difference of variance is checked through SPSS, the result of analysis shows
variance is not significant in the buying behavior of male and female. The P
values (.598) are greater than the significance level of 0.05. Thus, the null
hypothesis is accepted. There is no significant difference between celebrity
endorsement on buying behaviour of male and female.

Regression Analysis

Model summary

H1: The character of celebrities positively influences the purchase

intention.

42
 Table 4.20

Model Summary

Model R R Square Adjusted R Std. Error of

Square Estimate
1 .498a .248 .163 4.6928
a. Predictors: (Constant), Likeability, Celebrity Expertise, Celebrity Popularity,
Experienced, Attractiveness, Celebrity Personality, Celebrity Trustworthiness.
The table 4.20 shows coefficient of determination (R square) .248 which
means 24.8 variation in dependent variable (Likeability, Celebrity Expertise,
Celebrity Popularity, Experienced, Attractiveness, Celebrity Personality,
Celebrity Trustworthiness) explained by independent variable (purchase
intention).

Table 4.21
ANOVAa
Model Sum of Mean Sig.
df F
squares square
Regression 450.877 7 64.411 2.925 .010b
1 Residual
Total 1365.409 62 22.023

1816.286 69

a. Dependent Variable: Total buying behaviour

b. Predictors: (Constant), Likeability, Celebrity Expertise, Celebrity
Popularity, Experienced, Attractiveness, Celebrity Personality, Celebrity
Trustworthiness.

43
 The table 4.21 shows the results of SPSS analysis show that the character of
celebrities positively influences the purchase intention. It is clear that the p
value of .010 which is less than .05. So, alternate hypothesis is accepted.

Table 4.22

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients
Model t Sig.
Std.
B Beta
Error
(Constant) 21.896 2.587 8.465 .000
Celebrity -.229 .735 -.038 -.312 .756
Expertise
Attractiveness .990 .920 .134 1.075 .286
Celebrity .198 .876 .033 .226 .822
1 Trustworthiness
Celebrity .255 .740 .047 .345 .731
Popularity
Experienced 1.238 .665 .250 1.860 .068
Celebrity 1.382 .719 .252 1.922 .059
Personality
Likeability .918 .867 .138 1.058 .294
a. Dependent Variable: Total buying behaviour.

The table 4.22 of regression coefficient is significant as p value (.000) is less

than level of significance (.05).

44
 Chapter-5

FINDINGS, SUGGESTIONS AND

CONCLUSION

45
5.1 Findings

 50% of respondents are female. Only 20% respondents are male.

 49% of respondents are under the age group of 21-43.
 It is clear from the study that 76% of respondents are student.
 Majority of respondents consider quality as the greatest factor while
buying apparels.
 Most of the respondents prefer casual as a type of segment of apparels
which is being endorsed by a celebrity.
 It is clear from the study that 40% of respondents maybe attracted to
apparel because of celebrity endorser.
 For most of the respondents film star persuades to purchase apparels.
 Majority of youth agree that advertiser’s uses celebrities in their product
are just to manipulate the mind of the consumers.
 The respondents are not sure that celebrities also use those branded
apparels which they themselves endorse.
 About 36% of respondents often see celebrities in advertisement more
than 5 times a day.
 54% respondents bought apparel which being endorsed by a celebrity in
last year.
 Majority of respondents agree that celebrities with some sincere and
reliable images are most appreciated.
 It is clear from the study that celebrities should have required skills and
knowledge about the product which he/she is going to endorse.
 Majority of respondents agree that celebrities are most likeable if they are
from modern age.

46
 Most of all respondents agree that celebrity endorsement do nothing but to
enhance the price.
 56% of respondents find that celebrity using that product is believable in
some of the claims.
 Half of the respondents find celebrity endorsement as an effective tool for
persuasion of wearing apparels.
 There is no significant difference between celebrity endorsements on
buying behaviour of male with that of female. Gender doesn’t affect on
buying behaviour to celebrity endorsement.
 Among 8 factors selected to study the influence on character of celebrity
towards purchase intention. It is clear from the study that the character of
celebrities positively influences the purchase intention.

47
5.2 Suggestions

 The advertisements must make sure that the endorser also uses the
branded apparels which they themselves endorse.
 The celebrities should not endorse any product just to manipulate the mind
of consumer. They must be truthful to their words.
 Make sure that celebrity endorsement done not to enhance price.

48
5.3 Conclusion

This research was conducted to analyze the effect of celebrity endorsement on

buying behaviour of wearing apparels among youth having the data obtained
from survey of 70 youngsters.

Majority of youth participants are student. The study reveals that majority of
respondents find celebrity endorsement as an effective tool for persuasion of
wearing apparels. The study considered different factors that affecting
purchase decision of consumer by celebrity endorsement. The study revealed
that there is no significant difference between celebrity endorsement on
buying behaviour of male and female. The study shows factors like
Likeability, Celebrity Expertise, Celebrity Popularity, Experienced,
Attractiveness, Celebrity Personality, and Celebrity Trustworthiness positively
influences the purchase intention.

49
BIBLIOGRAPHY

50
Bibliography

Books:

 KatrinNeubauer, “Celebrity Endorsement. Why do consumers like

celebrity endorsers?” Business and economics, 2015.
 ManinderSingh,”Celebrity endorsement and purchase decisions in
India” Lambert Academic Publishing, 2012.

Journals:

 Shivera, David H and BenedikteAustad (2004) “Factors Predicting the

Effectiveness of Celebrity Endorsement Advertisement”. European
Journal of Marketing, 38 (11/12); 1509-1526.

 Khatri Puja (2006)“Celebrity Endorsement: A Strategic Promotion

Perspective”.

 Ainsworth Anthony Bailey (2007) “Public Information and Consumer

Scepticism Effects on Celebrity Endorsement: Studies among Young
Consumers”. Journal of Marketing Communications, Vol 13, No. 2, p
85-107.

 Roozen I. and Claeys C. (2010), “The Relative Effectiveness of

Celebrity Endorsement for Print Advertisement”. Review of Business
And Economics, P 77-89.

51
 Rosca V. (2010),“Celebrity Endorsement in Advertising”. Management
And Marketing Journal, Vol VIII, Issue 2, p 365-372.

 Wang, Cheng and Chu (2012), “Effect of celebrity endorsements on

consumers purchase intentions: Advertising effect and advertising
appeals as mediators”. Human Factors And Ergonomics In Marketing,
Vol 23, Issue 5, p 357-367.

 Shukre A. and Dugar N. (2013), “Effect of Celebrity Endorsements on

Consumers’ Decision-Making Processes: A Study of Television
Advertisements for Selected FMCG Products”. International Journal of
Management Review, Vol 01, Issue 01.

 Randhawa A. and Khan J. A. (2014),“Impact of Celebrity Endorsement

on Consumer Buying Behaviour”. International Journal of Business
Management, Vol 1(2), p 170-188.

 Israel Kofi Nyarko and Vincent Asimah (2015), “The Influence of

Celebrity Endorsement on the Buying Behaviour of the Ghanaian Youth:
A study of Fan Milk Ghana”. International Journal of Business and
Management Review, Vol 3, No. 10, p 83-98.

 Danish Hussain and Kaleem M. Khan (2017), “Understanding the

Effectiveness of Celebrity Endorsement”. Journal of Advertising
Research, Vol 9, Issue 1, P 44-59.

 Mrs.Deepa L. and Dr. Giridhar K.V (2018), “Celebrity Endorsement and

its Impact on Buying Behaviour of College Students: A Study in
Shivamogga City”. International Journal Of Research In Social Science,
Vol 8, Issue 2, p 194-203.

52
  Abbas A, Afshan G, Aslam I and Ewaz L (2018), “The Effect of
Celebrity Endorsement on Customer Purchase Intention: A Comparative
Study”. Current Economics & Management Research, 4(1), p 1-10.

 ChokriKooli, Ahmed Al Habsi and Riad (2018), “Celebrity Endorsement

and its Effect: Arabic World Perspectives”. International Journal of
Advanced Research, 6(2), P 182-188.

 P. VenkataSubbiah and A.S Sathish (2020), “Exploring the influences of

celebrity endorsement on purchase intention and brand loyalty among
rural youth”. Journal of Critical Reviews, Vol 7, Issue 6, p 426-431.

Sites:
 http://en.m.wikipedia.org/wiki/Celebrity
 https://baerpm.com

53
APPENDIX

54
STUDY ON THE EFFECTS OF CELEBRITY
ENDORSEMENT ON BUYING BEHAVIOUR OF
WEARING APPARELS AMONG YOUTH

NAME:

GENDER: Male Female

AGE: 17-20 21-23 24-27

OCCUPATION: Student

Employee

Self employed

Other

1. Which is the greatest factor you consider while buying Apparel?

Price Brand Image Celebrity endorsement

Quality Other

2. Which segment of Apparels do you buy which is being endorsed by a

celebrity?

Formals Casual Sports

3. Do you get attracted to apparel because of its celebrity endorser?

Yes No Maybe

55
4. What type of celebrity endorsement persuades you personally to
purchase apparel?

Film star Famous personalities Cricketer

Politician Other

5. Do you think, advertisers uses celebrities in their product just to

manipulate the mind of the consumers?

Strongly Agree Agree Neutral Disagree

Strongly Disagree

6. Do you believe the celebrities also use those branded apparels which
they themselves endorse?

Yes No not sure

7. How often do you see celebrities in Advertisement?

Once a day twice a day 3 to 5 times a day

More than 5 times a day

8. When was last time you bought apparel which was endorsed by a
celebrity?

Last week Last month Last year

9. Celebrities with some sincere and reliable images are most appreciated
by you?

Strongly Agree Agree Neutral

Disagree Strongly Disagree

56
10. Celebrity should have required skills and knowledge about the product
which he/she is going to endorse.

Yes No Maybe

11. Celebrities are most likeable by you, if he/she is from modern age?

Strongly agree Agree Neutral

Disagree Strongly disagree

12. Do you think celebrity do nothing with you but to enhance the price?

Strongly agree Agree Neutral

Disagree Strongly disagree

13. Whether celebrity using that product is believable?

Very believable Not believable

Believe in some of the claims can’t say

14. Do you think celebrity endorsement work as an effective tool for

persuasion of wearing apparels?

Yes No Sometimes

15. Factors affecting purchase decision of consumer by celebrity

endorsement:
Choose the most appropriate answer;
SA- Strongly agree A- Agree N- Neutral
D- Disagree SD- Strongly disagree

PARTICULARS SA A N D SD

57
 CELEBRITY EXPERTISE

ATTRACTIVENESS
CELEBRITY
TRUSTWORTHINESS
THE FIT BETWEEN
ENDORSER AND
ENDORSED PRODUCT
CELEBRITY POPULARITY

EXPERIENCED

CELEBRITY PERSONALITY
MULTIPLE
ENDORSEMENT
LIKEABILITY

58