EFFECT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR

Abstract

This Research study focuses on the celebrity endorsement in various sectors and the impact it has on the consumer buying behavior, the factors that influence the product buying decision of the consumer and their perception regarding a certain product or the brand of the company over the years. It also focuses on the differentiation between different mediums through which celebrity endorsement takes place and also the difference between advertisements with celebrities and without celebrities. It is a descriptive research and the research on the consumer perception is done with the help of a structured questionnaire where total number of respondents are 100.