INDUSTRIAL PROJECT REPORT

On
“Impact of celebrity endorsement on consumer
buying behaviour in fmcg sector”

Towards partial fulfillment of

Bachelor of Business Administration (P)
(BBD University, Lucknow)

Guided by: Submitted by :

Mr. Yasir Hasan Yash Patel
Associate Professor VI Semester
Roll no.1150673026

Session 2017-2018
School of Management

BabuBanarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
 DECLARATION

I do hereby declare that all the work presented in the research report entitled “ Impact

of celebrity endorsement on consumer buying behaviour in fmcg sector” is carried out

and being submitted at the school of management for the award of Bachelor of

Business Administration (P), is an authentic record of Yash Patel. The work is carried out

under the guidance of Mr. Yasir Hasan (faculty guide). It hasn’t been submitted at any

other place for any other academic purpose.

Yash Patel
ACKNOWLEDGEMENT

I acknowledge my utmost gratitude to Mr. Yasir Hasan faculty guide, for his special
interest and generous guidance throughout the project work.
I am indebted to all my respondents who despite their limitations and pressure on time gave
me good response in filling up of questionnaire.
I am thankful to my friends, family members and relatives for providing the support that I
needed during my project.
I sincerely hope that the labor I have put in making this project will be appreciated.

Yash Patel
CONTENTS

S.No. Chapter Name

Executive Summary

1 Introduction

2 Literature Review

3 Objective of Study

4 Research Methodology

5 Suggestion & Conclusion

References
EXECUTIVE SUMMARY

The project talks about the effectiveness of celebrity endorsement in building brands with
special reference to FMCG sector. The first few pages talk about the introduction and
objectives of the study. This is followed by details about FMCG Sector. This part consist of
FMCG Introduction, Industry characteristics, Key Players, Salient Features and SWOT
Analysis of the FMCG industry.

Next comes the detail about celebrity endorsements in FMCG sector. This part consists of
Introduction to Celebrity endorsements, why customers accept the celebrities, Uses of
celebrity endorsements, Reasons why celebrity endorsement may not work, Benefits of
celebrity advertisements and Theories of celebrity endorsement.

Next comes the survey, the purpose of which is to find out uses of celebrity endorsement
those translate into higher brand recall of FMCG Products and to understand the reason
behind the attitudes of consumer towards all those FMCG Products which are endorsed by
the celebrities. The last part consists of findings, conclusion and bibliography. The
questionnaire has been annexed to the report.
INTRODUCTION

The society that we live in can not only be called secular or democratic, it should be more
appropriately termed as over-communicated these days. There are around 130 television
channels in India broadcasting over 3 million television commercials each year in India. The
media-explosion can thus be easily demonstrated. Moreover, people forget 80% of the
information in just 24 hours! 'Celebrity Endorsement' for the brand is solution to it.

Celebrities are involved in endorsing activities since late nineteenth century. The advent of
celebrity endorsements in advertising in India began when Hindi film and TV stars as well as
sportspersons began encroaching on a territory that was, until then, the exclusive domain of
models.

Celebrity endorsement is an important tool which is able to influence Indian consumer

buying behavior. In India, celebrities are being increasingly used in marketing
communication by marketers to lend personality to their products. With the visual media
becoming more popular the use of celebrities in the TV media has increased. Celebrities
create headlines. Their activities and movements are being closely watched and imitated.
What they endorse sell like hot cakes. It is not surprising therefore that using celebrities in
advertisements has become common practice.

In India especially, it is not difficult to look for the reasons as to why companies are
increasingly using celebrities. Indians always love their heroes and heroines.

Consumers like advertisements more if they are admirers of the celebrities in the
advertisements. When a consumer likes the celebrity in the advertisement, he or she is more
likely to accept what the celebrity says about the advertised product and therefore will
develop more positive feelings toward the advertisement and the brand itself. Famous

celebrities are able to attract attention and retain attention by their mere presence in the
advertisements.

In the midst of the advertisement clutter, the advertisements that celebrities endorse also
achieve high recall rates. When people see their favored reference group members or
celebrities in the advertisements, they pay more attention to them.
Celebrities may also help reposition products. Products with sagging sales needs some
boosting and in this, Indian celebrities can help by way of they endorsing the product
concerned.

Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will
provide added appeal and name recognition in a crowded market. In the battle for the mind,
you get the customer excited by showing him a known face, and an effective demand is
created. In short it helps increase the recall value of the brand. Celebrity endorsements are
today seen as a powerful mechanism for brand awareness and sales. A host of celebrities
including film stars, cricket and lately tennis icons have been endorsing a range of products
from FMCG’s, automobiles to jewellery to apparel and watches. Several brands have also
appointed celebrities as their brand ambassadors to continuously promote their brands and
associate the brands with the excellence and attributes that the celebrities are associated with.

'Celebrity Endorsement'

McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys
public recognition and who uses this recognition on behalf of a consumer good by appearing
with it in an advertisement (marcoms), is useful, because when celebrities are depicted in
marcoms, they bring their own culturally related meanings, thereto, irrespective of the
required promotional role."
Friedman and Friedman (1979) found empirical evidence that, in the promotion of
products high in psychological and/or social risk, use of celebrity endorser would lead to
greater believability, a more favorable evaluation of the product and advertisement, and a
significantly more positive purchase intention.

Scope of Celebriity Endorsement:

The use of testimonials by advertisers dates back to the 19th century when medicines
were patented. Firms have been juxtaposing their brands and themselves with celebrity
endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their
marketing.The increasing number of endorsements throws a valid question to the consumers.
Is there a science behind the choice of these endorsers or is it just by the popularity
measurement? What are the reasons which lead to impact of celebrity endorsement on
brands? Greater the score of the below parameters, greater are the chances of getting close to
the desired impact.

INTRODUCTION TO FMCG INDUSTRY

India is one of the largest emerging markets, with a population of over one billion. India is
one of the largest economies in the world in terms of purchasing power and has a strong
middle class base of 300 million.

The Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector in the economy
with a total market size in excess of Rs 60,000 crore. This industry essentially comprises
Consumer Non Durable (CND) products and caters to the everyday need of the population.

Product Characteristics

Products belonging to the FMCG segment generally have the following characteristics:

• They are used at least once a month

• They are used directly by the end-consumer

• They are non-durable

• They are sold in packaged form

• They are branded

India - a large consumer goods spender

An average Indian spends around 40 per cent of his income on grocery and 8 per cent on
personal care products. The large share of fast moving consumer goods (FMCG) in total
individual spending along with the large population base is another factor that makes India
one of the largest FMCG markets.

Rapid urbanisation, increased literacy and rising per capita income, have all caused rapid
growth and change in demand patterns, leading to an explosion of new opportunities. Around
45 percent of the population in India is below 20 years of age and the young population is set
to rise further. Aspiration levels in this age group have been fuelled by greater media
exposure, unleashing a latent demand with more money and a new mindset.
Industry Segments

The main segments of the FMCG sector are:

• Personal Care: oral care; hair care; skin care; personal wash (soaps); cosmetics and
toiletries; deodorants; perfumes; paper products (tissues, diapers, sanitary); shoe care.

Major companies active in this segment include Hindustan Lever; Godrej Soaps, Colgate-
Palmolive, Marico, Dabur and Procter & Gamble.

• Household Care: fabric wash (laundry soaps and synthetic detergents); household cleaners
(dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito
repellants, metal polish and furniture polish).

Major companies active in this segment include Hindustan Lever, Nirma and Reckitt &
Colman.

• Branded and Packaged Food and Beverages: health beverages; soft drinks;
staples/cereals; bakery products (biscuits, bread, cakes); snack food; chocolates; ice cream;
tea; coffee; processed fruits, vegetables and meat; dairy products; bottled water; branded
flour; branded rice; branded sugar; juices etc.

Major companies active in this segment include Hindustan Lever, Nestle, Cadbury and
Dabur.

• Spirits and Tobacco: Major companies active in this segment include ITC, Godfrey
Philips, UB and Shaw Wallace

FMCG Industry Characteristics

Branding: Creating strong brands is important for FMCG companies and they devote
considerable money and effort in developing bands. With differentiation on functional
attributes being difficult to achieve in this competitive market, branding results in consumer
loyalty and sales growth.

Distribution Network: Given the fragmented nature of the Indian retailing industry and the
problems of infrastructure, FMCG companies need to develop extensive distribution
networks to achieve a high level of penetration in both the urban and rural markets. Once
they are able to create a strong distribution network, it gives them significant advantages over
their competitors.

Contract manufacturing: As FMCG companies concentrate on brand building, product

development and creating distribution networks, they are at the same time outsourcing their
production requirements to third party manufacturers. Moreover, with several items reserved
for the small-scale industry and with these SSI units enjoying tax incentives, the contract-
manufacturing route has grown in importance and popularity.

Large unorganized sector : The unorganised sector has a presence in most product
categories of the FMCG sector. Small companies from this sector have used their locational
advantages and regional presence to reach out to remote areas where large consumer

products have only limited presence. Their low cost structure also gives them an advantage.

FMCG Key Players

There is a strong MNC presence in the Indian FMCG market and out of the top 10 FMCG
companies; four are multinationals while two others have significant MNC shareholdings.

MAJOR PLAYERS

• Hindustan Lever Ltd.

• I T C Ltd.

• Nirma Ltd.

• Nestle India Ltd.

• Britannia Industries Ltd.

• Colgate-Palmolive (India) Ltd

• Godfrey Phillips India Ltd.

• Dabur India Ltd.

• Smithkline Beecham Consumer Healthcare Ltd

• Godrej Soaps Ltd.

• Marico Industries Ltd

• Cadbury India Ltd

• Procter & Gamble Hygiene & Health Care Ltd.

• Reckitt & Colman Of India Ltd

• I S P L Industries Ltd.

Among the major companies, Hindustan Lever has a strong presence in the food, personal
care and household care (detergents) sectors; ITC is the market leader in cigarettes; Nirma
has a strong presence in the detergent market; Nestle and Britannia are active in the food
sector and Colgate has a strong presence in the oral care segment.

FMCG Salient Features

The FMCG sector is a key component of India’s GDP and is a significant direct and indirect
employer. It is the fourth largest sector in the economy and is responsible for five per cent of
total factory employment in the country. The sector also creates employment for three million
people in downstream activities, much of which is disbursed in small towns and rural India.

Unlike the perception that the FMCG sector is a producer of luxury items targeted at the elite,
in reality the sector meets the every day needs of the masses, across the country. Lowpriced
products contribute the majority of the sales volume and lower income and lower middle-
income groups account for over 60 per cent of the sector’s sales. Moreover, rural markets
account for 56 per cent of total domestic FMCG demand and FMCG outlets reach more
villages than any other basic facility such as primary schools or bus facilities.

The FMCG sector has several other salient features. It has strong links with agriculture and
71 per cent of sales come from agro-based products; it is a significant value creator with a
market capitalisation second only to the IT sector and it is a key contributor to the exchequer.

CELEBRITY ENDORSEMENTS IN FMCG SECTOR

In the world of advertising and marketing communication, celebrity endorsement has grown
in gigantic leaps to reach a level where it has spawned a separate industry in itself.

Celebrity Endorsement is a rapidly growing industry that is, by conservative estimates, worth
more than Rs. 150 Crore today.

Today, there is a regrettable shift in the emphasis of the advertisement moving from
highlighting the core promise of the brand to exhibiting the charisma of the brand
ambassador. Celebrity endorsement gives a brand an instant value and personality package
which otherwise would have taken years and millions of dollars - to establish, with far less
guarantee of results. A celebrity does help in increasing brand sales, but only if he/she is
selected carefully and used effectively to add value to a brand. There must be a relevant and
recognizable match of values of the celebrity and the brand as perceived by consumers.

The four primary endorser’s types are:

• Celebrities

• Experts

• Typical satisfied customers

• Announcers.
Celebrity endorsements of brands

Brand- a brand is a name, a sign, or a symbol such as a trademark or logo that identifies a
product or service and differentiate it from similar products or services. It is different from a
product, in that the product performs a task for the user while the brand adds value and covers
the source of the product protecting the customer, producer from competitors who would
attempt to provide products that seem to be identical. Marketers use a whole lot of tactics to
draw the consumer’s attention to their brand - one of these is getting celebrities to endorse the
products.

Who are celebrities?

Popular personalities who enjoy public recognition amongst a huge slice of a particular
segment of the population or the entire population are celebrities. Invariably, their very
presence conveys the message “I’m rich, famous, talented, beautiful, intelligent and you
aspire to be like me. I actually think this product is great. Why don’t you buy it and become
like me?” The product is made attractive by the association with the person whom customers
want to be like and admire and it is this association that caused the compulsive desire to
purchase and use it.

A celebrity may be the embodiment of the company’s image. When celebrities endorse a
brand, customers become aware of the product/service such that they totally believe and trust
that the purchases will meet their requirements and expectations but all this provided there is
a proper fit between the chosen celebrity and the brand.

Celebrities give the perception of quality products and services. Once quality branding is in
place, brand extensions are possible i.e. customers might easily be persuaded to try their other
products and services. Another factor that requires a thought is the media to be used to
advertise the product/service.

Celebrities have the advantage of publicity and the attention getting power required for any
successful advertising campaign. Most celebrities also enjoy enormous goodwill. The
associations made with them also help the product they are endorsing. The mind as a defence
against the volume of today’s communications screens and rejects much of the information
offered to it. In general the mind accepts only that which matches prior knowledge or
experience. In the midst of today’s cluttering, it becomes all the more important for the
advertiser to capture the attention of the consumer. Instinctive changing of channels is
prevented if the first few seconds of the advertisement manage to grip the audience’s
attention.

Celebrity endorsers is that s/he can provide testimony for a product or service, particularly
when the product has contributed to their celebrity. The relationship can increase a
consumer's belief and trust in the product and its benefits. The more familiar an endorser, the
more likely consumers are to buy the endorsed product.

Types of Advertisements

There are various ways in which one can go about advertising for their product. Some of the
ways include-

. Television advertising/Music in advertising

A commercial advertisement on television (usually abbreviated to TV commercial, ad, ad-

film) is a span of television programming produced and paid for by an organization, which
conveys a message, typically to a market, a product or a service. Advertising revenue
provides a significant portion of the funding for most privately owned television networks.

. Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The

word "infomercial" is a portmanteau of the words "information" and "commercial". The main
objective of an infomercial is to create an impulse purchase, so that the target sees the
presentation and immediately buys the product through the advertised toll-free telephone
number or website.

. Radio Advertising

Radio advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and a thus, to a receiving device. Airtime is purchased from a station or network in
exchange for airing the commercials. While radio has the limitation of being restricted to
sound, proponents of radio advertising often cite this as an advantage.

. Online Advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. An ad server
delivers online ads.

. Domain Name Advertising

Domain name advertising is most commonly done through pay per click search-engines;
however, advertisers often lease space directly on domain names that generically describe
their products.

. Product Placements

Covert advertising is when a product or a brand is embedded in entertainment media. For

example, when an actor in a film is using a particular brand of cell phone or soft drink and the
brand name is clearly visible.

. Press Advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine,

or trade journal. This encompasses everything from media with a very broad readership base,
such as a major national newspaper or magazine, to more narrowly targeted media such as
local newspapers and trade journals on very specialized topics.

. Bill Board Advertising

Billboards are large structures located in public places, which display advertisements to
pedestrians and motorists. Most often, they are located on main roads with a large amount of
passing motor and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or
office buildings, and in stadiums.

.Celebrity Branding

This type of advertising focuses on using celebrity power, fame, money and popularity to
gain recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print ads to advertise specific or general products.
. Customer Generated Advertising

This involves getting customers to generate advertising through blogs, websites, wikis and
forums, for some kind of payment.

. Aerial Advertising

Using aircraft, balloons or airships to create or display advertising media. Skywriting is a

notable example.

Advertisements in India

In Western countries, celebrity endorsements have limited impact on consumers while

purchasing a product. However, in India, the scenario is a bit different as celebrities are
almost idolized here, resulting in highly impactful and effective celebrity endorsements. We
all know that there are many media of advertising any product. But in recent times celebrity
branding is gaining popularity. There are many advertisements that we see daily in our lives
that have some or the other celebrity trying to sell a particular product, on our television sets,
radio, newspapers or billboards.

The positive acceptance of celebrity endorsements is quite pervasive and it’s not surprising
that more than 50% of commercial ads portray them. These celebrity endorsements expedite
brand-recall which influences customer behaviour and purchase. In 2014, a study conducted
over 7 years found that the television commercial is still the most effective mass-market
advertising format.

The popularity of celebrities in advertisements is decreasing by the day. People these days
need more than just celebrities, to buy a particular product. They focus more on the quality
and specifications of particular products before buying them. They just don’t blindly buy the
product because their favorite celeb or movie star or television star is in the advertisement. A
new survey conducted by research agency IMRB (Indian Market Research Bureau) and
public relations outfit should make marketers sit up and wonder that whether all those big
bucks spent in roping in brand ambassadors are having the desired impact. The Celebrity
Endorsement Survey, conducted over 2019 respondents across 12 metros and small towns in
India, claims that 86 per cent of the respondents say the most prominent ad that they
remember has a celebrity in it, but only 3 per cent feel that celebrity endorser of a brand
affects their buying decision. However, small towns and South India are somewhat more
inclined towards celebrities. Also 55% of the people don’t believe that the celebrities use the
products that they endorse. It also states that 78% of the people buy products because of the
quality of the product, whereas, only 3% of the people buy products because of the celebrity
that endorses them.

The promotional features and image of the product is closely integrated with the personality
of the celebrity, to convey a message to the customers to fix their choices while purchasing a
product. Although this seems to be simple, the success of celebrity-endorsed products
depends on the effective framework of the ad campaigning. The company uses the
creditability of the celebrity, to make products creating a niche in the market and establish
itself as a brand. The celebrity's role is most prominent in personifying the product to his/her
image and helps it reach the customers.

Advertisers need to be cautious when using celebrity advertising, as they are not believable
in certain instances and hence may not deliver the intended effect. This is certainly true of
those celebrities who are seen as endorsing many types of products across a wide spectrum. It
would seem that for some classes of products, person-on-the-street type of advertising might
be just as effective if not more So, than those that use celebrities.

Why customers accept the celebrities…

Messages delivered by well-known celebrities achieve a high degree of attention and recall
for consumers.

Celebrity Expertise perceived relevant – Expertise is the knowledge that the communicator
seems to possess to support the claims made in the advertisements. A well known face would
obviously speak for more expertise than an ordinary one.

Celebrities are perceived Trustworthy – Trustworthiness refers to the customer’s

confidence in the source for providing information in an objective and honest manner. People
are more likely to trust the quality of a trustworthy celeb endorsed brand over a non-endorsed
one.
Ambitious psyche: People ape the celebrities in their day-to-day activities and many even
dream to become like a celebrity some day. Some know they wouldn’t become as good as the
celebrities but sharing common belongings makes them feel better.

Physical Attraction: Consumers tend to perform positive stereotypes about such people.
Physically attractive people are more successful in changing beliefs than non-attractive
people.

Uses of Celebrity Endorsements

• Establishes Credibility: Approval of a brand by a star fosters a sense of trust for that brand
among the target audience- this is especially true in case of new products.

• Attracts Attention: Celebrities ensure attention of the target group by breaking the clutter
of advertisements and making the ad and the brand more noticeable.

• Associative Benefit: A celebrity’s preference for a brand gives out a persuasive message -
because the celebrity is benefiting from the brand, the consumer will also benefit.

• Psychographics Connect: Stars are loved and adored by their fans and advertisers use stars
to capitalise on these feelings to sway the fans towards their brand.

• Demographic Connect: Different stars appeal differently to various demographic segments

(age, gender, class, geography etc.).

• Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to
generate interest among the masses.

Reasons why celebrity endorsements may not work

• Improper positioning:

Associating with a star, however big he or she may be, in itself does not guarantee sales. The
most it can do is generate interest in the product or create a buzz around it.
Brand-celebrity disconnect:

If the celebrity used represents values that conflict with the brand values and positioning, the
advertising will create a conflict in the minds of the target audience who may reject the
proposition.

• Clutter Flutter:

In recent times, there has been such a deluge of celebrity endorsements that it has led to the
very clutter that it aimed to break. This over-exposure can be bad for the brand. “We seem to
have just 2 ½ celebrities in a country of 1 billion people which is a terrible tragedy.
Consequently, each celebrity is called upon to push maybe a dozen brands or so. Which is
great for the celebrity but I think it is pretty daft for the brand because the impact of the
celebrity reduces as the number of brands he endorses increases.” Unfortunately in India, we
have too many brands chasing too few celebrities.

Dissatisfaction with product quality/performance

You cannot sell an ordinary product just by making a celebrity endorse it. In fact, if anything,
the product will fail faster because the presence of the celebrity will create a buzz and more
people will know about the “ordinariness” of the product. Unfortunately using a celebrity
seems to be the easy way out of a parity product situation.

Confusion/ Scepticism

The use of celebrities can be confusing. Some viewers forget brand that a celebrity is
approving. Others are so spellbound by the personality of the celebrity that they completely
fail to notice the product/brand being advertised. The brand is overshadowed in the
overwhelming presence of the star. In some cases, a celebrity can give rise to scepticism
because it might be a bit too much for the masses to believe that the celebrities who are rich
and can afford the best in the world are actually using a mass product being advertised on
television
Benefits of celebrity advertising -- the four Qs:

• Quick saliency:

It gets cut through because of the star and his attention getting value. Dabur has ensured high
saliency for its brand with the inclusion of Amitabh Bachchan in its advertising.

• Quick connect:

There needs to be no insight but the communication connects because the star connects.
Sachin, Shah Rukh and their ilk's ensure an easy connect for Pepsi with the youth.

• Quick shorthand for brand values:

The right star can actually telegraph a brand message fast without elaborate story telling.
Kapil Dev and Sachin Tendulkar seem to have done that successfully for Boost in the early
'90s. And helped to differentiate it in the malted beverages market.

• Quick means of brand differentiation:

In a category where no brand is using a celebrity, the first that picks one up could use it to
differentiate itself in the market. Boost did it in the malted beverage category.

Theories of Celebrity Endorsement

Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will
provide added appeal and name recognition in a crowded market. In the battle for the mind,
you get the customer excited by showing him a known face, and an effective demand is
created. In short it helps increase the recall value of the brand..

Source Credibility Theory:

According to this theory acceptance of the message depends on 'Expertness' and

Trustworthiness' of the source. Expertness is defined as the perceived ability of the source to
make valid assertions. Trustworthiness is defined as the perceived willingness of the source
to make valid assertions. Audience acceptance increases with the expertness of the source and
the ability of the audience to evaluate the product.
Source Attractiveness Theory:

According to this theory which is based on social psychological research, the acceptance of
the message depends on familiarity, likeability and similarity. Familiarity is the audience's
knowledge of the source through exposure; likeability is the affection for the source's
physical appearance and behavior while similarity is the resemblance between source and
receiver. This theory explains the message acceptance in two ways: Identification and
Conditioning. Identification is when the receiver or the target audience of the communication
begins to identify with the source's attractiveness, and hence tends to accept his opinions,
beliefs, habits, attitudes etc.

Meaning Transfer Theory:

The theory explains that a celebrity encodes a unique set of meanings which if well used can
be transferred to the endorsed product. Such a transfer takes place in three stages – encoding
meanings, meaning transfer, meaning capture.

I. Encoding Meanings: Each celebrity has a unique set of meanings, which can be listed by
age, gender, race, wealth, personality or lifestyle. In this way, the celebrities encode a set of
meanings in their image. For example Preity Zinta can be seen as a lively, charming, bubbly,
witty and enthusiastic.

II. Meaning Transfer: This stage transfers those meanings to the product. When skill fully
portrayed, celebrities can communicate this image more powerfully than lay endorsers.

III. Meaning Capture: This assumes that consumers purchase products not merely for their
functional value but also for their cultural and symbolic value. The theory says that
consumers buy the endorsed product with the intention of capturing some of the desirable
meanings with which celebrities have passed on to the product. This is more eminent in
lifestyle products like clothes, perfumes, cell phones etc.
Literature Review:

Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will
provide added appeal and name recognition in a crowded market. In the battle for the mind,
you get the customer excited by showing him a known face, and an effective demand is
created. In short it helps increase the recall value of the brand.
According to Source Credibility Theory, acceptance of the message depends on'Expertness'
and Trustworthiness' of the source. Expertness is defined as the perceived ability of the
source to make valid assertions. Trustworthiness is defined as the perceived willingness of
the source to make valid assertions. Audience acceptance increases with the expertness of the
source and the ability of the audience to evaluate the product. According to Source
Attractiveness Theory, which is based on social psychological research, the acceptance of the
message depends on familiarity, likeability and similarity. Familiarity is the audience's
knowledge of the source through exposure; likeability is the affection for the source's
physical appearance and behavior while similarity is the resemblance between source and
receiver. This theory explains the message acceptance in two ways: Identification and
Conditioning. Identification is when the receiver or the target audience of the communication
begins to identify with the source's attractiveness, and hence tends to accept his opinions,
beliefs, habits, attitudes etc.
On identification, a quote from Bijou Kurien, COO, Titan, "We decided on Aamir because
we wanted someone who is a bit iconic, who is style-conscious himself, and somebody who
cuts across both sex and age group, between urban and rural India. A celebrity who is
mouldable and who is not overexposed". Conditioning is when the attractiveness of the
source is supposed to pass on to the brand after regular association of the source with the
brand. Grant McCracken6 has criticized the previous two theories and proposed the Meaning
Transfer Theory. The theory explains that a celebrity encodes a unique set of meanings which
if well used can be transferred to the endorsed product. Such a transfer takes place in three
stages – encoding meanings, meaning transfer.
I. Encoding Meanings: Each celebrity has a unique set of meanings, which can be listed by
age, gender, race, wealth, personality or lifestyle. In this way, the celebrities encode a set of
meanings in their image. For example Preity Zinta can be seen as a lively, charming, bubbly,
witty and enthusiastic.
II. Meaning Transfer: This stage transfers those meanings to the product. When skillfully
portrayed, celebrities can communicate this image more powerfully than lay endorsers.
III. Meaning Capture: This assumes that consumers purchase products not merely for their
functional value but also for their cultural and symbolic value. The theory says that
consumers buy the endorsed product with the intention of capturing some of the desirable
meanings with which celebrities have passed on to the product. This is more eminent in
lifestyle products like clothes, perfumes, cell phones etc.

Celebrity endorsement can be key to marketing success

There's no denying the fact that marketing chiropractic can be challenging. The public has
long been exposed to negative reports about it from the medical and drug industries, as well
as from well-meaning but uninformed consumer advocates. They've heard chiropractic jokes
on sit-coms and warnings on the nightly news. To market chiropractic in general — and your
practice in particular — you must first overcome lingering fears, ignorance and skepticism
that keep people from coming to your office. One of the most powerful ways to surmount
these obstacles is to use a celebrity endorsement. When you tell people that chiropractic can
help them, they may or may not believe you. After all, you have a vested interest in selling
your services. But when celebrities say that chiropractic has helped them, and it could help
others, people tend to listen — and believe. After all, most people assume "he wouldn't say it
if it weren't true." As Marketing expert Patrick Bishop — co-author of "Money Tree
Marketing: Innovative Secrets That Will Double Your Small-Business Profits in 90 Days or
Less" — noted:

"When you get a celebrity to endorse your company or sign a licensing agreement, you
benefit from customers' awareness of the property, [which] could include the perception
of quality, educational value or a certain image."
"Studies show that using celebrities can increase consumers' awareness of the
ad, capture [their] attention and make ads more memorable"
If you're not convinced yet of the effectiveness of celebrity endorsements, here's what
Jonathan Gaines, president and CEO of top marketing firm DMS Strategies has to say:
"High-profile endorsements from athletes and celebrities will set you apart from your
competitors, and you can become a contender in the playing field a celebrity
spokesperson can work for companies of all sizes."
Fit with the Advertising Idea
Marketers now seek to adopt 360 degree brand stewardship in which the brand sees no limits
on the number of contact points possible with a target consumer. Advertising ideas, thus,
revolve around this approach, and the celebrity endorsement decisions are made through
these strategic motives. One of the most successful celebrity endorsement campaigns which
reflect the fit between the brand and the 360 degree advertising fit is Fardeen Khan and
Provogue. Provogue's positioning in the apparel market is of a young, active, partygoing,
attention-grabbing brand and so is Fardeen Khan. The conjunction between the two has been
immensely impact and brand managers have utilized this endorsement through 360 degree
reinforcement. Provogue Lounge and extensive phased insertions in print in selective
publications reaching out to their target audience has made it as one of the highest recalled
celebrity endorsement. Similarly, Richard Gere's recent endorsement for VISA in India has
gained acclaim due to its innovativeness and consumer connects. Brand marketers say that
research reveals that Richard Gere was the most popular face across the Asia Pacific region,
and would also fit into the persona of the brand meeting their communication objective to
enhance VISA's brand leadership and consumer preference, and the motive to continue the
"All it Takes" empowerment platform featuring international celebrities.
Celebrity-Target Audience Match
Smriti Irani endorsing the WHO recommended ORS Campaign in India. Indian mothers can
associate with Smriti Irani through the facets she projects on screen or in regular life which
helps develop a connect with the target audience since mothers medicate their children with
ORS. The in serial placement of the campaign in "Kyunki Saas Bhi Kabhi Bahu Thi" has
won it an award from PR Week. Similarly, Irfan Pathan endorsing Hero Cycles has gained
the brand immense recall and embarked through the positive association between the
consumer and the brand.

Celebrity Values
Celebrity branding is all about the transfer of the value from the person to the product he
endorses or stands for. There are two concerns here. The first is how long this could last. Can
the person maintain his popularity (i.e., his performance or status ranking)? The lifecycle of
celebrity popularity varies a lot. The second concern is his private life - personal integrity. If
he is implicated in any kind of scandal, that would ruin the brand. "Who would want to use
Michael Jackson to brand their product?"
Tabu endorsing Tetra Packed Milk, Shabana Azmi campaigning for AIDS Awareness,
Amitabh Bachchan & Shahrukh Khan campaigning for Pulse Polio or Aishwarya Rai
appearing in the Donate Eyes campaign are few examples, whichreflect the transfer of
celebrity values to the brand, creating an impact that generates recall.

Celebrity-Product Match
Cyrus Broacha is the brand ambassador for MTV since both the celebrity and the brand are
considered as friendly, young, mood-boosting, humorous and outspoken. MTV's brand
personality overlaps Cyrus Broacha's image as a brand. Some more examples of compatible
celebrity product match in which celebrity brand attributes get transferred to the brand and
increases the brand equity is of Mallaika Arora & Freshizza from Pizza Hut, Govinda &
Navratan Tel, Sanjay Dutt & Elf Oil, Sunny Deol & Lux Undergarments, Aishwarya Rai &
Nakshatra, etc.

Celebrity Controversy Risk

The perfect example here is of Salman Khan and the controversy in which he crushed a man
to death with his Pajero when he was driving under the influence of alcohol.
Celebrity Physical Attractiveness

Bipasha Basu' physical attractiveness and her connect with the brand makes Levis Strauss's
campaign through celebrity in India, John Abraham endorsing Wrangler and Timex
Sunglasses are some examples which portray the celebrities' physical attractiveness that helps
create an impact.

Celebrity Credibility
The most important aspect and reason for celebrity endorsement is credibility. Most experts
believed that the most important dimensions of credibility are trustworthiness and prowess or
expertise with regard to the recommended product or service. One of the most obvious
reasons of Amitabh Bachchan endorsing plethora of brands is the credibility of the celebrity
and his recognition across consumers.
To site one of the most successful campaigns in which the celebrity's credibility has had an
indelible impact on the brand and has saved the brand is of Cadbury's. After the worm
controversy, Amitabh Bachchan's credibility infused into the brand through the campaign,
helping it to get back on track. The campaign has won an award for the same.

Multiple Endorsements
The case of multiple endorsements, both in terms of a single brand hiring multiple celebrities
and that of a single celebrity endorsing multiple brands, is often debated. At times, consumers
do get confused about the brand endorsed when a single celebrity endorses numerous brands.
The recall then gets reduced and reduces the popularity of the brand. Not many people can
remember all the brands that a celebrity endorses and the chances of losing brand recall
increases if the celebrity endorses multiple brands. For example, in case of Sachin Tendulkar
people recall Pepsi, TVS Victor and MRF, but might not remember brands like Britannia and
Fiat. Similarly, for Amitabh Bachchan, consumers remember ICICI, Pepsi, Parker Pens,
Pulse Polio and BPL. They might get confused in the endorsement of Nerolac or Asian
Paints. Thus, for multiple endorsements where the same celebrity endorses several brands, it
boils down to the strength of the brand and the advertising content.
Whether Celebrity is a Brand User

One of the strongest platforms to discuss this is through NGOs. Various celebrities endorse
NGOs and social causes since they believe in the social message that they need to convey to
the audience. One of the most successful campaigns has been executed by PETA in which
celebrities like Shilpa Shetty, Amisha Patel, Yana Gupta, Sheetal Malhar, and Mahima
Choudhary Claimed to believe in PETA's philosophy, and thereby endorse the brand. On the
other hand, while some would understand that Amitabh Bachchan would have never used
Navratan Tel, the target audience that the brands wants to reach out to will be ready to
believe that he used the oil and his endorsement thereby creates an impact
How Celebrity Endorsements Influence the Consumer
The basis for the effectiveness of celebrity-endorsed advertising can be linked to Kelman's
processes of social influence as discussed by Friedman and Friedman. According to Kelman,
there are three processes of social influence, which result in an individual adopting the
attitude advocated by the communicator:

Compliance, Identification & Internalization

These latter two processes are particularly applicable to celebrity-endorsed advertising.

Compliance infers that another individual or group of individuals influences an individual

cause he or she hopes to achieve a favourable reaction from this other group. This process of
social influence is not directly applicable to celebrity advertising because there is little, if any,
interaction between the celebrity and the consumer.

Identification applies to the situation wherein the individuals emulate the attitudes or
behaviour of another person or group, simply because they aspire to be like that person or
group. This process is the basis for referent power. It was found that celebrities are more
commonly liked than a typical consumer spokesperson.

Internalization as a process of social influence is said to occur when individuals adopt the
attitude or behaviour of another person because that behaviour is viewed as honest and
sincere and is congruent with their value system. The effectiveness of celebrity advertising
traditionally has not been strongly linked to this process, as a celebrity's reason for promoting
a product can just as easily be attributed by the consumer to an external motive (i.e., payment
of fee) as to an internal motive (i.e., the celebrity's true belief in the value and benefit of the
product).
Friedman & Friedman(1979) explains The term ―celebrity‖ refers to an „individual who is
known to the public, such as actors, sport figures, entertainers‟ and others of the like for his
or her achievement in areas other than that of the product class endorsed. Copper (1984)
explained that the general belief among advertisers is that advertising messages delivered by
celebrities provide a higher degree of appeal, attention and possibly message recall than those
delivered by noncelebrities. Marketers also claim that celebrities affect the credibility of the
claims made, increase the memorability of the message, and may provide a positive effect
that could be generalized to the brand. (Ohanian 1991) The use of (by corresponding
standards) attractive people is common practice in television and print advertising, with
physically attractive communicators having proved to be more successful in influencing
customers‟ attitudes and beliefs than unattractive spokespersons. Menon (1998) examined the
effectiveness of advertisement endorsed by celebrities and normal person. In this paper he
examined the effectiveness by using the multivariate analysis. In the advertisements for Milk,
believability, knowledge, appearance and liking for the celebrity were highly correlated to
each other and also with purchase intentions. For advertising with non-celebrity
spokesperson, credibility was highly correlated to advertising believability, which was in turn
correlated to purchase intentions. For advertisements about Pepsi-Cola significant
correlations were identified between credibility and knowledge and between advertising
believability and purchase intentions. Celebrity appearance, knowledge, liking, and
credibility of the celebrity were also highly correlated with advertising believability. At the
same time, liking for the celebrity and advertising believability were both correlated with
purchase intentions. For advertising execution that involves non-celebrities, the analysis
indicates that appearance, credibility and knowledge were highly correlated with advertising
believability. At the end he concluded that advertisers need to be cautious when using
celebrity advertising as they are not believable in certain instances and hence may not deliver
the intended effect. This is certainly true of those celebrities who are seen as endorsing many
types of products across a wide spectrum. It would seem that for some classes of products,
person-on-the-street type of advertising might be just as effective if not more so than those
that use celebrities. Laferty and Goldsmith (1999) finds that Endorser credibility is one of the
most frequently used methods in advertising to influence consumers‟ attitudes and purchase
intentions. Corporate credibility, or the reputation of the firm, is another source of credibility
identified in marketing that can influence these cognitions. They examined these two sources
of credibility to assess their impact on attitude-toward-the-ad, attitude-toward-the-brand, and
purchase intentions. between-subjects factorial design was used. One hundred women
students were shown one of our mock magazine ads. The results indicated that both
credibility types influence attitudetoward- the-ad and attitude-toward-the-brand, but corporate
credibility alone appears to have a significant influence on purchase intentions. Moreover,
whereas endorser credibility seems to have a greater influence on attitude-toward-the-ad,
corporate credibility seems to have a greater influence on attitude-toward-the-brand and on
purchase intentions. (Dinesh Kumar Gupta, 2007) The effectiveness of using a celebrity to
endorse a firm's product can generally be improved by matching the image of the celebrity
with the personality of the product and the actual or desired self concept of the target market.
1. Article: “Selecting Celebrity Endorsers: The Practitioner's Perspective”

Author: B. Zafer Erdogan, Michael J. Baker, Stephen Tagg

Summary: There are several reasons for such extensive use of celebrities. Because of their
high profile, celebrities may help advertisements stand out from surrounding clutter, thus
improving their communicative ability (Atkin and Block, 1983; Sherman, 1985). Celebrities
may also generate extensive PR leverage for brands. For example, when Revlon launched the
"Won't kiss off test" for its Colorstay lipsticks in 1994 with Cindy Crawford kissing
reporters, the campaign featured on almost every major news channel 1. Article: “Selecting
Celebrity Endorsers: The Practitioner's Perspective.” and equally widely in the press.
Although research findings are equivocal about the ability of celebrities to generate actual
purchase behavior, positive impact on economic returns of sponsoring companies.

2. Article: “Celebrities Impact on Branding”

Author: Centre on Global Brand Leadership Columbia Business School (Christina

Schlecht)

Summary: Article addresses a popular method of marketing communication, the use of

celebrity spokesperson in advertising to endorse brand a brief assessment of the current
market situation indicates, the celebrity endorsement advertising strategies can under the right
circumstances indeed justify the high cost associated with this form of advertising. However
as several failure show, it is essential for the advertiser to be aware of the complex process
underlying celebrity endorsement by gaining an understanding of the described concept of
source credibility & attractiveness, match up hypothesis, meaning transfer model, multiple
products & celebrity endorsement while these concepts can help to answer the questions if &
when celebrity advertisement investment pay-off, it has to be global of further research
efforts to develop an extensive, consistent & user friendly tool to avoid arbitrary decision &
enhance the strategic character of celebrity sponsorship decision
3. Article: “Celebrity Branding: not as glamorous as it looks”

Author: Chris Grannell and Ruwan Jayawardena.

Summary: Celebrities are brands. They are defined by what people think about them, they
have a competitive positioning relative to other celebrities. Unlike the people behind them,
celebrities exist in the minds of their audience in precisely the same way that corporate or
FMCG brands do. Fans of celebrities get excited when they see them; they want their
endorsement; they often feel some kind of affinity to what a particular celebrity “stands for.”
When a celebrity becomes the face of a charity, or lends his name to another product or
service, customers of that celebrity show rising levels of interest in the associated
organization, product or offer. Some of the image of the celebrity is “transferred” to the third
party. Conversely, a rising celebrity can align himself with other celebrities by use of PR,
association or photographic imagery; and of course he can directly communicate values
through use of language or behavior. We know that – just like corporate brand-owners,
celebrity brand-owners employ image consultants and PR agencies. Sometimes they indulge
in brand extension and they can even have brand architectures. In almost all respects,
celebrities function just like the brands of businesses and products that usually grace the
pages of this website.
4. Article: “The naked truth of celebrity endorsement”

Author: Angela Byrne, Maureen Whitehead, Steven Breen.

Summary: This case study examines the use of celebrity endorsement in the formation of the
retail image of leading European grocery distribution group J. Sainsbury, in particular, the
process of transference of celebrity images to the product’s image. The incorporation of
Jamie Oliver (well known as television celebrity The Naked Chef) into the promotions of one
of Britain’s leading grocery chains involves a high profile campaign that has been adopted in
order to imbue the company’s products with an image of quality. The success of the
campaign has been replicated in New Zealand by another grocery retail “giant”, Foodstuffs,
who have also adopted The Naked Chef to endorse their products. The case draws on field
research with consumers and key informant interviews with advertising agency personnel
who identified the criterion for the choice of Jamie Oliver. The extent to which the market
place recognises and consumers associate themselves with the image Jamie projects as a
celebrity endorser for J. Sainsbury is explored
5. Article: “The wealth effects associated with a celebrity endorser: The Michael Jordan
phenomenon”

Author: Lynette Knowles Mathur, Ike Mathur, Nanda Rangan.

Summary: On March 9, 1995, rumors began to circulate on Wall Street that a minor league
baseball player was going to try his luck at shooting hoops for the Chicago Bulls of the
National Basketball Association (NBA). Normally, rumors of this nature are of dubious
significance for the sports teams involved. They are even of less significance for firms that
seek to establish and maintain their presence in the marketplace through the use of celebrity
endorsements for their products. In this particular instance, however, the enthusiasm
expressed by the Bulls' players at the prospects of having this minor league baseball player on
the court with them was outdone by the investors in a select group of firms. This minor
league baseball player was none other than Michael Jordan, whom many would consider to
be among the most talented basketball players of all time.
Research

Scope of the Research

For the purpose of this study, only advertisements featuring Bollywood actors have been
taken into consideration. Also, only advertisements in televisions, radios, magazines and
newspapers have been considered. This is a study done to check whether celebrity
endorsements affect buying behavior of the people and to check whether there is a shift in
their behavior because of celebrity endorsements. This research uses both primary and
secondary sources of data to come to conclusions. The primary data was collected through
questionnaires. The sample size of the survey was 100 people. The questionnaire was
circulated to people living in and around lucknow. The secondary sources of data include
information available on websites, other research papers and magazines. Some of the
findings of the research have been shown in the form of graphs and pie charts.
Greatest Factor Influencing in Purchase of a Product
The Frequency with which People See Celebrities in Advertisements
Whether the People Found the Claims Made by the Celebrities Believable
The Percentage of People who Believe that the Celebrity using the Product
is Believable or Not
The Likelihood of People buying a Product, which a Celebrity Endorses.
The Probability of people Switching Products because of a Celebrity
Endorsement
Effectiveness of Ads with Celebrities over those without them

Whether People are Able to Associate the Ad with the Celebrity

Are people able to identify the product because of the celebrity associated
with it
Inference
Even though 20% of the people see celebs in advertisements everyday only 4% of them buy
the products because of celebrity endorsements.

2. 9% of the people buy at least one product endorsed by a celebrity daily.

3. 84% of the people would not change their buying habits even if a celebrity endorses a
product in the similar category.

4. Given all the data and the results of the survey conducted we can say that although having
celebrities in advertisements increases the chances of retention to some extent, but it also
increases the cost of the product for the consumers. We can also see that people don’t
necessarily buy products because of the celebrity endorsing it but also other factors like price,
need and brand etc.

5. Considering that it celebrity endorsement may be one of the factors in the consumer buying
the product, it can safely be said that it is not the only or the greatest factor influencing them.

6. The research also tried to point out which were the celebrities that caught their eye the
most. They were asked to name three celebrities that they see daily in advertisements. The
names that came up were - Amitabh Bachchan, Shah Rukh Khan and Deepika Padukone.

7. People are not able to associate the celebrity with the advertisements because one celebrity
endorses a variety of products. The people were therefore unable to distinguish the celebrity
with the product they endorse.

Conclusion
People don’t believe such ads because the celebrities these days are endorsing any product as
long as it pays a lot. People tend to lose faith in such products and in the long run the actor.
The popularity and the credibility of the actors play a very important role in convincing
people. Since, actors these days endorse a lot of products people are losing their faith in them.
Even though the impact of celebrity endorsements focus on business growth, the brands
without celebrities and popular personalities have been equally received by the customers.
The attractive advertising campaign and product tag lines and captions have a major
influence on the customers to avail these products. Despite dependence on celebrity
endorsements, few brands have embedded their image on consumers' psyche as the most
consistent source.

This is particularly strong in few aspects like:

• Body-care products like Himalaya and Dove

• Cosmetics like VLCC products, Lotus

• Beverages like Tata tea, three roses tea

• Washing powders and detergents like Ghadi, Tide, and Ariel

• TV sets like Onida.

The customers buy the products on the basis of the product’s quality and the consistency of
the quality. So, what the marketers need to do is, find a way that is more suitable. Have
advertisements that are meaningful from the point of view of the consumers and do not add to
the cost of the product. Because the celebrities endorse more than one product, brand recall
for people becomes difficult for the consumers. But, we can see that celebrity advertising is
not going to go away any time soon but the impact on the buying behavior of people because
of it is reducing considerably. Taking a lesson from the above-mentioned brands, marketers
can also have normal people, who do not belong to the glamour industry, in their
advertisements. The marketers need to make ads that are more believable and use celebrities
in their ads more carefully and after a lot of thought.

References

Books:
• Beri G.C: “Marketing Research” Tata Mc Graw-Hill Publishing company Ltd.

Third Edition, 2003.

• Schiffman & Kanuk (1997) “Consumer Behaviour”, 6th Eddition, PHI, pp.215-223.

• Marketing Management Philip Kotler 12e

Web Sites:

• www.thedayaftertomorrow.com

• www.synovate.com

• www.magindia.com

• www.blonnet.com

• www.rediff.com – article by Country head, O&M India

• indiainfoline.com – article 'Celebrity Endorsements in brands

• Consumers' Attitude and Intentions", Journal of Advertisement Research, Vol 20,

. www.financialexpress.com

. http://www.iimb.ernet.in

. http://usdrinc.com/downloads/Celebrity-Endorsements.pdf

. http://business.rediff.com

Questionnaire
Name:________________________ Age: ________ Sex: a) Female b) Male
City:____________ State:_________________ The term “Celebrities” in the questionnaire,
only refers to actors and actresses in Bollywood

Answer the following questions keeping in mind celebrities in ads that you watch on
televisions, radio, magazines, billboards and newspapers-

Q1) What is the greatest factor you consider while buying a product?

1) Price

2) Brand

3) Celebrity endorsements

4) Need

5) Other

Q2) How often do you see celebrities in advertisements?

1) Once a day

2) Twice a day

3) 3 to 5 times a day

4) More than 5 times a day

Q3) When was the last time you bought a product because it was endorsed by a celebrity?

1) Last week

2) Last month

3) Last year

4) Other

Q4) Are the claims made in advertisements having celebrities believable?

1) Very believable

2) Not believable
3) Believe in some of the claims

4) Can’t Say

Q5) Do you think that the celebrity using that product is believable?

1) Very believable

2) Not believable

3) Believe in some of the claims

4) Can’t Say

Q6) How well do ads which have celebrities catch your attention?

1) Very well

2) Well enough

3) Not very well

4) Not catchy

5) Don’t remember

Q7) On a scale of 1 to 10 what is the likelihood of you buying a product which is endorsed by
a celebrity? (1 being the lowest)

Ans) _____________

Q8) Would you switch from you regular products to a new product endorsed by your
favourite actor/ actress?

1) Yes

2) No

Q9) If given a choice would you buy a product which is not endorsed by a celebrity than one
which is not?

1) Definitely

2) Maybe
3) Doesn’t matter

Q10) Do you think that ads having celebrities are more effective than those which don’t?

1) Definitely

2) Maybe

3) Doesn’t matter

Q11) Do you think ads having real life bollywood couples are more effective than those
which don’t?

1) Yes

2) No

Q12) On the top of your head name 3 celebrities that you see in advertisements daily?

Ans) _______________________________________________________

Q13) How often do you buy a product which is endorsed by a celebrity?

1) Daily

2) Once a week

3) Twice a week

Q14) Are you able to identify the product because of the celebrity associated with it?

1) Never

2) Sometimes

3) Always