1. IMPACT OF CELEBRITIES ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR

2. INTRODUCTION Over a period of time it has become a calculated formula of using a celebrity for product endorsement for sales increase and making a product huge success in market. With a cut throat competition edging up the question which is posed is celebrity endorsement formula fixed formula for generating sales volume. 3. Celebrity endorsement relates to an imaging of a product through a person who is well known for his achievement and is public face. Companies have started adopting the fundamental of widely using well known faces for promoting a product. For eg. SachinTendulkar for Boost,Salman Khan for Revital etc. Thus, this project reviews the impact of celebrity endorsement on purchase behaviour of consumers. 4. OBJECTIVES To understand how does celebrity have impact on customers on buying products. To understand how the other factors like quality, price and celebrity endorsement affect the purchasing decision of the consumer. To understand what makes consumer notice a brand. To understand on which scale does consumer agree upon before buying the products. 5. Hypothesis Different age groups have different attraction level in buying a product endorsed by a celebrity. Difference in age group and gender get influenced by celebrity endorsement. Celebrities help different age groups more to remember a brand/product. 6. NULL HYPOTHESIS There is no significant difference in the impact of celebrity on attraction level of different age groups. There is no significant difference between age groups and gender getting influenced by celebrity endorsement and the age group getting influenced by its brand. There is no significant difference between different age groups in remembring a product endorsed by a celebrity. There exists no significance difference in the mean value for purchasing the product even after the celebrity is involved in a scandal. 7. RESEARCH METHODOLOGY DEMOGRAPHIC-Urban SAMPLING UNIT-Above 15 years of age SAMPLING SIZE-100 Respondents DATACOLLECTION-Questionnaire, using Likert scale. TOOLS FOR DATAANALYSIS- Anova, Chi SquareTest, Paired SampleT Test. 8. QUESTIONNAIRE 1. Whats your age? 15-20 21-25 26-30 30 and above 2. Gender Male Female 9. 3. Whos your favourite celebrity? 4. Do you get attracted to buy a product/brand endorsed by a celebrity? Strongly agree Strongly disagree 1 2 3 4 5 6 7 5. If agreeing why? Credibility Trustworthiness of the product Attractiveness of the celebrity Sense of similarity to the celebrity Other factors 10. 6.What makes you notice a brand? Quality Advertising Endorsing Celebrity Price Other Factors 7.Celebrities help me more to remember a brand/product? Strongly agree Strongly disagree 1 2 3 4 5 6 7 11. 8.Would you buy a brand if your favourite celebrity is endorsing it? Strongly agree Strongly disagree 1 2 3 4 5 6 7 9.Will you stop buying a brand if your favourite celebrity endorsing it got involved in a scandal? Strongly agree Strongly disagree 1 2 3 4 5 6 7 10.Does your favourite celebrity give a positive image to the endorsed brand? Strongly agree Strongly disagree 1 2 3 4 5 6 7 12. Q2.ANOVA Age Group*attraction Q1*Q4 Q1.age Sum of Squares df Mean Square F Sig. Between Groups 83.730 6 13.955 68.236 .000 Within Groups 19.020 93 .205 Total 102.750 99 HO: different age groups have different attraction levels towards a celebrity product At 5% level of significance =.05 P=.000 P< .000 < .05 We reject our null hypothesis and conclude that there exists significance difference in the mean value. 13. Q2*Q4 Q4Chi-SquareTests Value Df Asymp. Sig. (2- sided) PearsonChi-Square 71.895a 6 .000 Likelihood Ratio 90.290 6 .000 Linear-by-LinearAssociation 51.283 1 .000 N ofValidCases 100 a. 8 cells (57.1%) have expected count less than 5.The minimum expected count is .80. Ho: Both the variables i:e gender and attraction level are independent of each other. At 5% level of significance =.05 P=0.000 0.000