INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

Abstract

As a part of course curriculum of MBA, this project was assigned to provide some practical studies as well as the theoretical knowledge in the related areas for completing the project. This is a comprehensive report on “Influence of celebrity endorsement on consumer buying behaviour”. The use of celebrity endorsements has increased over time. Now a days it has become a important element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the influence of celebrity endorsements on consumer buying behaviour.This research focuses on examining the perception of Indian consumers about celebrity endorsements and influence of celebrity endorsements on their purchase . A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent influence on purchase intention. The data is collected through a questionnaire

It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do influence the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively influence the purchase intention of the consumers.