1.

Introduction •
2. In the modern world, organizations are required to introduce innovative products to compete in
a competitive business landscape. Everyday consumers are exposed to enormous
advertisements of different brands. • Therefor it is very difficult for customers to make product
choice. • This is a serious issue for the companies to convince customers to buy their product. 4

5. • Nowadays, celebrity endorsed advertisements are widely used marketing strategy. • Most of the
cosmetic products use this strategy to build their brand name and increase their sales.

6. Research Problem • Most of the consumer goods are endorsed by celebrities in the different kind of
media. • Many cosmetic products and brands are used the celebrity endorsed advertisements to
popular their brand name and increase sales. • Udubaddawa area in Kurunegala district, most of the
people having television facilities and also they can connect with the internet and people spend time
with these medias. • Also most of the people are used beauty care products, both men and women. •
Therefor this study focuses on ,whether “the celebrity endorsed advertisements can influence the
buying behavior of consumers in Udubaddawa area” ? 6

7. Importance of the study • A person living in a country is exposed to lot of advertisements on per day.
• But the viewers tend to forget 80% of the information within 24 hours. • In order to deal with this,
marketers use celebrity endorsement to reinforce their marketing messages. • This study is an effort to
explore the use of celebrity endorsement in advertisements and its influence on consumer’s buying
behavior. • This study is a concise on the common need of a person and it is valuable for marketers,
researchers, students and advertisers. It can be further used for study and research purpose. 7

8. Research Objectives General Objective To examine the impact of celebrity endorsement in

advertisements on consumer buying behavior. Specific Objectives 1. To determine the impact of
attractiveness of celebrity endorsed advertisements on consumer buying behavior. 2. To determine the
impact of trustworthiness of celebrity endorsed advertisements on consumer buying behavior. 3. To
determine the impact of meaning transfer of celebrity endorsed advertisements on consumer buying
behavior. 8

9. Hypothesis H1 - There is an impact of celebrity endorsement in advertisement on consumer buying

behavior. H2- There is an impact of attractiveness of celebrity endorsed advertisements on consumer
buying behavior. H3- There is an impact of trustworthiness of celebrity endorsed advertisements on
consumer buying behavior. H4- There is an impact of meaning transfer of celebrity endorsed
advertisement on consumer buying behavior. 9

10. 2. Literature Review Author Year Topic Methodology Findings S. Sivesan (India) 2013 Impact of
celebrity endorsement on brand equity in cosmetic product. • Primary data was collected for this study.
• 123 respondents selected by using systematic random sampling method. • Correlation, regression are
the data analyzing method. • SPSS used to analyze data. Results revealed that celebrity and brand equity
are positively correlated. Ochieng Nyakado (Kenya) 2013 Investigating celebrity endorsement in
relations to consumer behavior. • Primary data was collected by using self administrated questionnaires.
• 300 sample was collected by random sampling method. • Descriptive statistical methods are used to
analyze data by using SPSS. • In addition conducted a multiple regression analysis. This study concluded
that physical attractiveness is influenced customers’ attitude towards the product. 10
11. Author Year Topic Methodology Findings A.H. Choudhury and Dr. K. Mukherjee (India) 2014
Celebrity endorsement and its impact on students’ buying behavior towards personal care products. •
1,140 sample was selected by using random sampling method. • Primary data was collected by using
structured questionnaire. • Apply a wide range of accepted models to the research. Study has revealed
that celebrity endorsement is powerful tool that magnifies the effects of the advertisement campaign.
Consumers are significantly influenced by celebrity endorsed advertisement, more specially the females.
Anmol Randhawa and Javeed AhmedKhan (India) 2014 Impact of celebrity endorsement on consumer
buying behavior. • Based on both primary and secondary data. • For the study compiled mainly from the
primary sources through a structured questionnaire. • 50 respondents were selected by randomly. •
Percentage method is used to analyze the data. Celebrity endorsement enhances product information
and create awareness among consumers. It helps them to recall the brands of the endorsed products.
Celebrity endorsed advertisements persuade customers to purchase products rather than non celebrity.
11

12. Conceptual framework Celebrity endorsed advertisement Attractiveness Trustworthiness Meaning

Transfer Buying behavior 12 3. Methodology

13. 13 • This study will be focused on Udubaddawa area in Kurunegala district. • The target sample is
100 customers from general public who are using cosmetic products in Udubaddawa area. • Data will be
collected by using simple random sampling method. Source: Google Map

14. • Primary data will be collected through structured questionnaires measure with five point Likert’s
scale. • Secondary data will be collected from research studies, books, journals, newspapers and web-
sites. Data collection 14 Method of data analyzing • Descriptive statistical techniques will be used to
discover the characteristic behavior and the pattern of the sample. • The result of the study will be
analyzed through quantitative, regression and frequency analysis. • The data will be processed through
SPSS to get the results.

15. Y= β0+ β1X1i+β2X2i+β3X3i Y = Consumer buying behavior β0 = Intercept X1i= attractiveness of

celebrity endorsed advertisements X2i= trustworthiness of celebrity endorsed advertisements X3i=
meaning transfer of celebrity endorsed advertisements 15

16. Method of data presentation In the presentation of data in addition to the basic statistical figures
bar charts, pie charts and tables will use for the effectiveness of data presentation. 16

17. Activities December January February March April 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1. Select the

topic 2. Review of literature 3. Write the research proposal and submit the research proposal 4. Data
collection from the sample. 5. Analyzing of data 6. Report writing 7.Submision of research report 4.
Activity Plan 17

18. References • Agrawal,J. and Wagner A.K.(1995), The Economic worth of celebrity endorsers: An
event study analysis, Journal of marketing, 59,56-62. • Shimp,T.A (1981), Attitude toward the AD as a
mediator of consumer brand choice, Journal of Advertising, 10(2), 9-14. • Zafar,R.M (2009), Celebrity
endorsement in advertisement. In impact on the overall brand is of significance and got recognition,
Asian Journal Business and management science, 53-67. • Philip Kotler Centre for Advance Marketing
(PKCAM), Celebrity index report of Sri Lanka 2014-2015, University of Kelaniya, Sri Lanka •
https://en.wikipedia.org/wiki/Celebrity_branding (2017.01.08) •
http://www.euromonitor.com/celebrity-power-and-its-influence-on-global-consumer-behaviour/report
• http://www.businessdictionary.com/definition/celebrity-endorsement.html •
https://globaljournals.org/GJMBR_Volume11/8-Celebrity-Endorsement-And-Its-Impact.pdf 18

19. 19 THANK YOU

As the marketplace opens and diversifies, both beauty brands and retailers must juggle several market
forces:

Beauty brands today must contend with their products being sold on a variety of retail sites, and fight to
retain brand loyalty within that.

Retailers, including department stores, chemists and beauty-specific e-commerce sites compete for their
share of this growth.

Amazon has entered the market, and although the inital launch was slow, its international scope has put
both retailers and brands on edge.

This report helps marketers navigate these challenges, and turn them into opportunities. With examples
from brands like Neutrogena and Lush, and retailers like Priceline and Amazon, we’ll explore how brands
and retailers can track changes in digital behavior to get ahead of trends and better establish their
brand.

Brand websites remain a crucial part of the loyalty and comparison process: Beauty retailers tend to
get more traffic than brand websites, but brand sites get more onsite engagement. It’s essential that
beauty brands leverage their site to educate, inform and guide shoppers in the comparison process.

Internal search data can help brands improve performance across multiple retailers: Tracking internal
search across different retailers can help beauty brands identify trends, measure product demand and
understand where their items are most in demand.
Tailor your product listing strategy based on how consumers actually search on retailers (Amazon) vs.
on search engines (Google): In general, Amazon product searches are longer and more specific than
those on Google, which tend to reflect an earlier research mindset. Tailor your keyword and listing
strategy to match the way consumers seek out your products across search engines.