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8 Celebrity Endorsement and Its Impact
8 Celebrity Endorsement and Its Impact
Abstracts - The practice of celebrities being used for rendering services other than performing
their actual job as either an actor or an athlete, such as endorsements has proliferated over time.
Despite the cost and the risks involved with this technique of advertising, it is been used quite
extensively in the present era. The instrument of celebrity endorsement has nowadays become a
pervasive element in advertising and communication management. India as a country is known
for loving its stars. The Indians idolize their bollywood actors and cricketers. The advertisers see
this as an opportunity to grab and work on so as to expand their operations and promote their
product. This dissertation focuses on examining the perception of these Indian Consumers about
the celebrity endorsement process and the subsequent impact on their purchase decisions.
Classification: GJMBR-A Classification: JEL Code: A13,A31,B25
Celebrity Endorsement And Its Impact On Sales A Research Analysis Carried Out In India.
2011 . Dr Vipul Jain.This is a research/review paper, distributed under the terms of the Creative Commons AttributionNoncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use,
distribution, and reproduction inany medium, provided the original work is properly cited.
Dr Vipul Jain
I.
II.
RESEARCH AIM
March 2011
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
March 2011
III.
WHO IS A CELEBRITY?
IV.
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
VI.
71
VII.
V.
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March 2011
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
dairy milk and many more. On the other hand, Coke has
been endorsed by Hritik Roshan, Aishwarya Rai, Aamir
Khan, Virendra Sehwag and many more in the category.
The following table provide a brief overview of different
brands endorsed by:
72
VIII.
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
2) Celebrity Values
5) Celebrity-Product Match
7) Celebrity Popularity
8) Celebrity Availability
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ENDORSEMENT
73
IMPACT OF CELEBRITY
IX.
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Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
X.
MULTIPLE ENDORSEMENTS
age in %
74
2 4 4 10
13-19
20-30
30-40
40-50
80
50 & above
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
75
agree(4)
40%
20%
strongly
agree(5)
20%
4% 16%
March 2011
response in %
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
March 2011
For clothing
in %
40
76
20
38
20
22
4
16
40
6
10
14
30
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
54
6
77
12
10
18
60
40
20
0
March 2011
response in %
48%
36%
10%
6%
0
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
March 2011
agree(4)
can't say(3)
disagree(2)
strongly disagree(1)
78
14%
14%
12%
30%
30%
response in % 4%
30%
22%
36%
8%
easy
recognition(5)
can't generate
new ideas(2)
increase sales
and profits(4)
compete
strongly(3)
to launch a
product(1)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
26
79
10
14
Volume XI Issue IvvV Version I
44
March 2011
response in %
response in %
48
24
12
14
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
March 2011
age
No. of
respondents
(x)
Weight (w*x)
MEAN
(w)
13-19
10
20-30
40
80
30-40
40-50
50 & above
80
50
celebrity endorsed products are of good
quality
strongly agree(5)
16
40
agree(4)
20
40
80
can't say(3)
10
20
30
disagree(2)
10
20
20
strongly disagree(1)
50
most pursuading factor (weightage)
celebrity (5)
172
motor
vehicle
5
10
25
10
20
40
luxury (3)
15
30
45
12
24
24
16
50
3.44
142
2.84
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
20
50
19
38
76
11
22
22
16
luxury(3)
cost(2)
instant need (1)
50
162
81
3.24
food
products
celebrity(5)
15
attractive package(4)
10
20
20
40
60
brand name(2)
14
14
15
30
15
quality(3)
50
124
2.48
18
45
27
54
108
can't say(3)
12
disagree(2)
12
12
strongly disagree(1)
10
agree(4)
50
179
3.58
10
celebrity (5)
March 2011
clothing
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Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
82
strongly agree(5)
24
48
120
agree(4)
18
36
72
can't say(3)
10
15
disagree(2)
strongly disagree(1)
50
213
4.26
14
35
agree(4)
12
24
can't say(3)
15
30
45
disagree(2)
15
30
30
14
strongly disagree(1)
50
141
2.82
11
22
55
18
36
54
15
30
15
compete strongly(3)
to launch a product(1)
50
140
22
44
110
agree(4)
13
26
52
2.8
can't say(3)
12
disagree(2)
10
10
strongly disagree(1)
14
50
188
3.76
83
24
48
120
agree(4)
12
24
48
can't say(3)
disagree(2)
12
12
strongly disagree(1)
14
50
CONCLUSION
190
3.8
total of
mean
33.02
average
mean
3.302
BIBLIOGRAPHY
1) Celebrity Endorsement: A Strategic Promotion
Perspective
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10)
strongly agree(5)
XII.
March 2011
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
March 2011
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.
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