IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR IN COSMETIC INDUSTRY

Abstract

This research investigates the “Impact of Celebrity Endorsement on Consumer Buying Behaviour in the Cosmetic Industry.” The research evaluates purchasing behavior regarding cosmetics among female customers. The researchers developed an 18-item structured questionnaire containing close-ended questions which they distributed through Google Forms to obtain primary information. The analysis aims to understand how Indian female consumers perceive celebrity endorsements together with the pivotal elements affecting their purchase decisions and the exact impact these endorsements have on their buying choices. An initial overview of the subject matter appears before researchers study previous studies focusing on celebrity endorsements. The existing literature review delivers significant information about research topics and fundamental components linked to the study matter. The research uses a quantitative methodology to conduct investigations about how customers perceive brand endorsements and the purchasing factors that lead to alterations in their buying decisions. The data analysis involved the use of Microsoft Excel. Most customers view promotions backed by celebrities as more alluring and influential than traditional non-celebrity advertising. The research findings demonstrate that female purchasers react to celebrity attributes in their purchase decisions and these elements demonstrate positive relationships with purchasing intentions. The evaluation demonstrates that endorsements using celebrity testimonials create positive effects on consumer procurement actions. The structure of this research project is outlined below:  Chapter 1 – Introduces the research topic, clearly defining the aims, objectives, and overall scope of the study.  Chapter 2 – Explores key theories and concepts related to celebrity endorsements and consumer purchasing behaviour. This section also includes a critical review of scholarly literature relevant to the topic.  Chapter 3 – Explains the research methodology, detailing the study’s purpose, objectives, design, tools, and data collection techniques. It also identifies a research gap uncovered during the literature review, which this study seeks to vi address by examining the influence of celebrity endorsements on female consumers within India’s cosmetic sector.  Chapter 4 – Provides an analysis and interpretation of the primary data gathered through the administered questionnaire.  Chapter 5 – Highlights the study’s findings and offers recommendations based on the insights derived from the data.  Chapter 6 – Summarizes the research, emphasizing the key conclusions drawn and discussing the limitations faced during the study