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Abstract

The term Celebrity refers to an individual who is known to the public (actor,
sports figure, entertainer, etc.) for his or her achievements in areas other than
that of the product class endorsed (Friedman and Friedman, 1979). This is true
for classic forms of celebrities, like actors (e.g., Amitabh Bachhan, Shahrukh
Khan, Rani Mukherjee Aamir Khan and PierceBrosnan), models (e.g., Mallaika
Arora, Lisa Ray, Aishwarya Rai, Naomi Campbell, Gisele Buendchen, etc),
sports figures (e.g., Sachin Tendulkar, Zaheer Khan, Sourav Ganguly, Anna
Kournikova, Michael Schumacher, Steve Waugh,etc), entertainers (e.g., Cyrus
Broacha, Oprah Winfrey, Conan O'Brien), and pop-stars (e.g., Madonna, David
Bowie) -but also for less obvious groups like businessmen (e.g., Donald Trump,
Bill Gates) or politicians. Celebrities appear in public in different ways. First,
they appear in public when fulfilling their profession, e.g., Vishwanathan
Anand, who plays chess in front of an audience. Furthermore, celebrities appear
in public by attending special celebrity events, e.g., award ceremonies,
inaugurations or world premieres of movies. In addition, they are present in
news, fashion magazines, and tabloids, which provide second source
information on events and the 'private life' of celebrities through mass media
channels (e.g., Smriti Irani being regularly featured in various publications).
Our project objective would be to Study & Analyze that Celebrities Influence
on Youths styling & cloth buying decisions. Our project topic would be
WHEATHER CELEBRETIES ARE THE TREND SETTERS.

Methodology adopted:
A descriptive research would be under taken to find out the various factors that
influenced on Youths styling & cloth buying decisions.
Under this we intend to prepare a questionnaire with the help of the primary
data along with secondary data available from Celebrities magazines and
internet. The questionnaire enlists 15 variables which could be influencing the
customers perception.
We intend to assess the customers perception with regards to:
1. Brand consciousness
2. Customer Satisfaction
3. Physical Appearance
4. Credit Provision

5. Status Symbol