A STUDY ON THE IMPACT OF BRAND

AMBASSADORS ON PURCHASE BEHAVIOUR

WITH REFERENCE TO FMCG SECTOR
A SYNOPSIS
Of the DISSERTATION
Submitted to
BANGALORE UNIVERSITY
For the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
VEMULA DILEEP CHOWDARY
(12CQCMA152)
UNDER THE GUIDANCE OF
MRS.AYASHREE
D!"!#!#$! S!%!& C'(()%) '* M!#!%)+)#, !#$ I#*'&+!,-'#
T)./#'('%"
Shavige Malleshwara Hills, !S! la"out, #a"out, $a%galore &
'()))*+
A,ademi, -ear. /)0/./)01
INTRODUCTION0
Toda" 23elebrit" E%dorseme%t2 has attra,ted imme%se debate o% whether it reall" ,o%tributes to the bra%d
buildi%g 4ro,ess or whether it is 5ust a%other tool to ma6e the bra%d more visible i% the mi%ds of the
,o%sumers! Although it has bee% observed that the 4rese%,e of a well.6%ow% 4erso%alit" hel4s i% solvi%g
the 4roblem of over.,ommu%i,atio% that is be,omi%g more 4romi%e%t these da"s, there are few
u%desirable im4a,ts of this 4ra,ti,e o% the bra%d! The theories li6e 2Sour,e 3redibilit" Theor", Sour,e
Attra,tive%ess Theor" a%d Mea%i%g Tra%sfer Theor"2 4rovide a basis o% whi,h the methodolog" of
,elebrit" e%dorseme%t wor6s a%d also e74lai%s how the 4ro,ess of the ,elebrit" e%dorseme%t i%flue%,es
the mi%ds of the ,o%sumers! Firms i%vest huge amou%ts as advertisi%g e74e%diture for hiri%g the right
,elebrit"! However there lies u%,ertai%t" with res4e,t to the retur%s that the ,om4a%" might be able to
gar%er for the bra%d! The issue of mat,hi%g the values of the ,elebrit" with the bra%d values is also ver"
im4orta%t, i!e! getti%g the right ,elebrit" to e%dorse the right bra%d! 3o%sumers 4er,eive the bra%d as
havi%g su4erior 8ualit" be,ause it has bee% e%dorsed b" a ,redible sour,e! This ma6es e%dorseme%t as o%e
of the i%di,tors of 8ualit" for a%" bra%d! 3or4orate ,redibilit" alo%g with e%dorser ,redibilit" 4la"s a
sig%ifi,a%t role i% the attitude of the ,o%sumer towards the bra%d a%d the advertiseme%t res4e,tivel"! O%
the other ha%d, the over 4o4ularit" of the ,elebrit" sometimes overshadows the bra%d! If the ,elebrit" is
i%volved i% multi4le e%dorseme%ts, it te%ds to ,reate ,o%fusio% amo%g ,o%sumers a%d he%,e %egativel"
affe,ts the 4er,e4tio% of the advertiseme%t a%d the bra%d! He%,e, to sa" ,learl" whether the 4ra,ti,e of
,elebrit" e%dorseme%t im4a,ts 4ositivel" or %egativel" to the bra%d still remai%s a debate!
PROBLEM STATEMENT
To stud" the im4a,t of ,elebrit" e%dorseme%t towards the 4ur,hase behavior of FM39!
O% the basis of this 4roblem stateme%t, the followi%g s4e,ifi, ob5e,tives have bee%
,r"stalli:ed!
OBECTIVE OF THE RESEARCH
To ide%tif" whether ,elebrit" e%dorseme%t has a%" im4a,t i% the
4ur,hase behavior of FM39!
To fi%d out the im4orta%,e of ,elebrit" e%dorseme%t i% the 4romotio%
of a 4rodu,t!
To fi%d out whether ,elebrit" e%dorseme%t ,o%stitutes for bra%d
re,all a%d bra%d aware%ess!
To ide%tif" the fissures a%d faults i% ,elebrit" e%dorseme%t!
RESEARCH DESIGN
The resear,h stud" first e7ami%es the various fa,ets of ,elebrit" e%dorseme%ts a%d the im4a,t
o% the 4ur,hase behavior of the FM39! A thorough literature surve" has bee% made i% light
of all the thi%gs surrou%di%g the ,elebrit" e%dorseme%t! The% a surve" is ta6e% amo%g the
ge%eral 4ubli, with a sam4le to arrive at several ,o%,lusio%s regardi%g the im4a,t of bra%d
ambassadors towards the 4ur,hase behavior of FM39!
SAMPLE SI1E
The ,hose% sam4le si:e is of 0)) ,o%sumers of FM39 betwee% the ages 0*.;)!
SAMPLE DESCRIPTION
The data ta6e% for stud" is a ,o%ve%ie%t sam4le re4rese%ti%g the "outh of toda", so that a
4ro4er ,o%,lusio% ,a% be rea,hed! The target is "outh aged betwee% 0*.;)
INSTRUMENTATION TECHNIQUES
The 8uestio%%aire te,h%i8ue is used for the surve" a%d the reaso%s for usi%g this a44roa,h
are
It ,overs wide area
It is %ot a% e74e%sive affair
Origi%al data ,ould be obtai%ed
It is free from all bias
Eas" to tabulate a%d u%dersta%d
COLLECTION OF DATA
Data has bee% ,olle,ted from both 4rimar" a%d se,o%dar" sour,es! <rimar" data is ,olle,ted
b" the 8uestio%%aires a%d 4erso%al observatio%! Se,o%dar" data is ,olle,ted b" the referri%g
to several 5our%als, boo6s, i%ter%et, maga:i%es, et,,
LIMITATION
The data is restri,ted to $a%galore
Time ,o%strai%t
Results are 4urel" based o% 4rimar" i%formatio%
The a%al"sis a%d i%ter4retatio% is made u%der the assum4tio%
that data are a,,urate
CONTENTS
CHAPTER
PARTICULARS
0!
INTROD=3TION
/!
RESEAR3H DESI9N
;!
3ON3E<T OF $RANDIN9
1! IM<A3T OF 3E#E$RIT- ENDORSEMENT ON
THE O>ERA## $RAND
'!
FM39 IND=STR-? AN O>ER>IE@
(! IM<A3T OF $RAND AM$ASSADORS IN

FM39 IND=STR-
*! ANA#-SIS AND INTER<RETATION
+! S=MMAR- OF FINDIN9S,
RE3OMMENDATIONS AND 3ON3#=SIONS