CELEBRITY INFLUENCE IN THE INDIAN PROTEIN SUPPLEMENT MARKET: A STUDY ON CONSUMER PURCHASING BEHAVIOUR

Abstract

This study comprehensively examines all facts of celebrity endorsements and their impact on consumer behaviour. The study employed logistic regression analysis as the major methodology to assure the reliability of the findings. This statistical methodology is frequently used in research studies to assess the relationship between independent variables, such as factors associated with celebrity endorsement, and a binary outcome variable, which in this case would likely be the consumer's decision to purchase or not purchase protein supplements. The study comprised 243 people from diverse demographic backgrounds, yet it was noted that the majority of the sample shared comparable traits. The sample predominantly comprised MBA students from DSM, DTU India, aged between 19 and 25 years. While the limited diversity of the sample may limit the generalizability of the findings to a broader population, it provides vital insights into the beliefs and behaviours of this particular demographic group. These observations may be particularly relevant for marketing tactics targeting young, well-educated consumers in India. The study findings suggest that celebrity endorsements exert a significant influence on consumers' purchasing decisions regarding protein supplements. Overall, this study provides valuable insights into the complex dynamics of celebrity endorsements and their impact on consumer behaviour in the context of purchasing protein supplements in India. Marketers can optimise the influence of celebrity endorsements in advertising by emphasising the critical importance of trustworthiness and knowledge. This allows them to better their tactics and effectively promote products to customers. Further research in this area should explore other factors and variables to improve our understanding of the complexities associated with consumer responses to celebrity endorsements.