FINDINGS

 65% of the people are saying that brand name is the main factor which
influencing their buying behaviour.

 48% of the respondents are remembering the brand on the basis of product
quality.

 65% of the respondents still like to see their product endorsed by their favourite
celebrity. Even though people prefer the brand and the quality of the product.

 80% of the respondents are agreeing that celebrity endorsement is influential.

 65% of the respondents say that Film stars are playing major role in creating an
impact than models and real life personalities.

 Respondents are attracted towards celebrity endorsed products.

 56% of people attracted because of the trustworthiness of the product.

 80% of the respondents are selecting the brands because of the quality of the
products.

 74% of respondents saying that female endorsers are more popular and effective
than male endorsers.

 55% of the people are interested in celebrity endorsement because of innovative

ideas of celebrity endorsement.

 63% of the people are disappointed because of multiband endorsement by same

celebrity.

 80% of the respondents are saying that television would be the most effective
medium for celebrity endorsement.

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 SUGGESTIONS

Based upon the study conducted the following are the suggestion made influence
consumer buying behaviour:

 Quality of product should be increased.

 Female endorsee is better than male endorsers.

 Actors and Models are better endorsers than sports persons and real life
personalities.

 The endorsee should be an attractive personality.

 Even the celebrity endorses your brand, the product quality should be maintained.

 Innovative products should be introduced to retain the market.

 Multi-brand endorsement should be avoided.

CONCLUSION

Many businesses believe that an advertisement delivered by a celebrity provides a

higher degree of appeal, attention, recall and possibly purchase compared to those
without celebrities. But our study reveals that consumers are mainly influenced to brand
name and product quality and they also consider the factors like trustworthiness,
credibility of the product and price.

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 The study helps us to understand that the public is interested in the product quality
rather than the celebrity who endorses the product. We can understand that a large
amount of money is spent for celebrity endorsement and advertisement .since the public
is more interested in the product quality rather than in advertisement, the above used
funds can be better utilized for the improvement of the product.

All the related factors have to be taken care of; otherwise the celebrity endorsement
may prove to be a landmine having a devastating impact on the profitability, product’s
future prospects and brand image.

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 BIBLIOGRAPHY

BOOKS AND JOURNALS

 M. Gayathri Devi and Dr. C. Ramanigopal (2010) Impact of celebrity

endorsement on Indian market Journal of Applied Science & Social Science,
Vol. I, No II. November 2010.

 Daneshwary, R. and Schwer, R.K. (2000). The association endorsement and

consumers’ intention to purchase. Journal of Consumer Marketing, 17 (3), 203-
213.

 Diversity in Advertisig:Broadening the Scope of Research Direction,By Jerome

D.Williams;Wei-Na Lee;Curtis P.Haugtvedt,Lawrence Erlbaum Associates,2014.

 Celebrity Leverage:Insider Secrets to Getting Celebrity

Endorsements,InstantCelebrity and Star-powered publicity,or How To Make
Your,by Jordan McAuley,Joe Vitale,Mega Niche Media,2010

MAGAZINES

 Dhanam

 Sambadhyam

WEBSITES

www.wikipedia.com

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