A

COMPREHENSIVE PROJECT REPORT

ON
“Effectiveness of Celebrity Endorsement On Consumer
Buying Behaviour”

Project Report Submitted For Partial Fulfilment of Award of MBA

Degree

PROJECT GUIDE
PROF.SONU GUPTA

SUBMITTED BY
ANAGHAN YOGESH-04

SUBMITTED TO

S. K. Patel Institute of Management and Computer Studies,

Gandhinagar
Batch 2011-13
 CERTIFICATE
This is to certify that Mr. Anaghan Yogesh Student of S. K. Patel
Institute of Management and Computer Studies, Gandhinagar has
submitted his Grand Project titled, “Effectiveness of celebrity
endorsement on consumer Behaviour”. In the year 2012-2013 in
partial fulfilment of Kadi Sarva Vishwavidyalaya requirements for the
award of the degree of Master of Business Administration.

Dr. Bhavin Pandya Prof. Sonu Gupta

(Director) (Project Guide)

Date:-
 DECLARATION

We, hereby declare that the Summer Project titled, “Market research &
Generating the lead for hotel Gateway Hotel Ummed In Ahmedabad City” is
original to the best of our knowledge and hasn’t been published elsewhere. This is
for the purpose of partial fulfilment of Kadi Sarva Vidyalaya requirements for the
award of the degree of Master of Business Administration only.

Yogesh Anaghan _________________

 ACKNOWLEDGMENT

No task is a single person effort, same is with this project. Thus I would like to
extend our sincere thanks to all those people who helped me in accomplishing our
project.

I owe our project success to Professor & all members of the organization who
give us this wonderful opportunity and guidance.

And last but not the least special thanks to Prof. Sonu Gupta (Project Guide)
of SKPIMCS for providing excellent Guidance for the successful completion of this
project. This project provided us a platform to increase our knowledge and
empowered us with a better understanding of concepts in the real world scenario.
 Executive Summary
India is a country where people love to live in dreams. They worship celebrities.
Celebrities may be Cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars
like Salman Khan, John Ebrahim, Shahrukh khan. They treat them as God. Marketers use this
very preposition so as to influence their target customers may be existing or potential ones.

For this they rope in these celebrities and give them whopping amount of money.
They believe that by doing this they can associate their products with their target customers.
This is called celebrity endorsement.

Objective of this project is to know how celebrity impacts on consumer’s buying

behaviour. Project includes many type of celebrity endorsement related question to ask.

Project includes survey of 200 questionnaire. This research is limited to Gandhinagar

City only due to various constraints like time available, scarcity of resources etc. From this
we can make an attempt to generalize the result to the whole universe. I have taken survey of
200 people includes Male & Female.
 INTRODUCTION
In today‟s competitive world consumers are exposed to thousands of voices and
images in magazines, newspapers, and on billboards, websites, radio and television.
Advertisers attempts to steal at least a fraction of a person's time to inform him or her of the
amazing and different attributes of the product at hand. Because of the constant media
saturation that most people experience daily, they eventually become numb to the standard
marketing techniques. The challenge of the marketer is to find a hook that will hold the
consumer‟s attention. The hooks that can hold the consumer‟s attention are the celebrities.
Celebrity endorsement if used effectively makes the brand stand out, brand recall and
facilitates instant awareness. To achieve this, the marketer needs to be really disciplined in
choice of a celebrity. Hence the right use of celebrity can escalate the Unique Selling
Proposition of a brand to new heights; but a cursory orientation of a celebrity with a brand
may prove to be fruitful for a brand. A celebrity is a means to an end, and not an end.
Celebrity Endorsement is a way to get the brand noticed amidst the rush that is there in the
market place.

There is a huge Impact of Celebrity Endorsements among the consumers through Tv

commercials in India as Indians like the celebrities a lot and there is a huge fan following. A
consumer that observes messages for two different firm‟s products, one product‟s message
containing a celebrity endorsed and the other not believes the celebrity endorsed product will
have more purchases and so be of higher value. (Lalitha Balakrishnan and C.Shalini Kumar,
2010). More and more companies prefer the celebrities of different fields in India like the
cricketers, Bollywood celebrities and other sports personalities to endorse their brands.
Marketers spend enormous amount of money on celebrity endorsement contracts based on the
belief that celebrities are effective spokespersons for their products or brands (Katayal, 2007).
Television is something which is watched all over India by the people of all class whether the
people belong to lower class or middle class or upper class, all of them watch television to
entertain themselves. In India, celebrity power can rightly be assessed by their successful
endorsements. Here, celebrities like film stars and cricketers have not only been successful in
gathering huge public attention, but also in increasing sales volume.

For example, Cadbury used Amitabh Bachchan to promote the brand when it went
through a bad phase in India. Soon the ad recreated people‟s love for the brand and increased
Cadbury‟s sale. Aamir Khan is used by Titan to communicate the message that Titan
watches are as trustworthy as the actor is for his films. This celebrity endorsement has also
been quite effective in influencing consumers buying decision. Similarly, various
endorsements by Sharukh Khan, Sachin Tendulkar and others have been found to be
successful in affecting consumers‟ buying decision.
'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.
LITERATURE REVIEW

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.
REASONS OF ADOPTING THE CELEBRITIES IN ENDORSING THE PRODUCT

Nowadays marketers do not only want to maximize the sales of the product but also to
create the brand equity. For creating the brand equity they are using the celebrities in
advertisements.

Mechanism and 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.

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. Also, any
act on the part of the endorser that gives him a negative image among the audience and goes
on to affect the brands endorsed. The brand, in most instances, takes a bashing.

Celebrity Regional Appeal Factors

R. Madhavan endorsing Pepsi in southern India or Sachin Tendulkar endorsing in

India are few examples of how celebrities are chosen to reach out to target audiences for
brands in regional markets.
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).
 RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY
NEED OF THE STUDY

Now a day‟s lots of advertisements are endorsed by the celebrities. Even celebrities
are endorsing multibrands. It has created a great confusion in the mind of the customers
regarding the purchase of the product. So there is a need to study the impact of celebrities‟
endorsers and non celebrity endorsers on the purchasing behavior of customers. This study
will also help to know whether celebrities‟ endorsers are able to influence the buying
behavior of the customers or not.

The study is based on primary data and secondary data. Five point Likert scale has
been used to know the customer‟s perception towards celebrity endorsed advertisements.
Sample size has taken 200 consumers. Secondary data has been collected from the website.

1. Objectives

This study was conducted on "Effectiveness of Celebrity Endorsement On

Consumer Behaviour"

On the following objectives survey was undertaken one:

1. To know what types of criteria consumer remember at the time of purchase

2. To know effectiveness of celebrity endorsement on consumer behaviour.

RESEARCH DESIGN

A research design is an arrangement of conditions for collection and analysis of Data in a

manner that aims to combine relevance to the research purpose with Economy in procedure.
It constitutes the blueprint for collection, measurement and analysis of data. My research
design will be exploratory research design.

 Area: The study was based on covered the maximum area the Gandhinagar
city .
 Taken the survey only on Youth.

Types of Research :- Descriptive Type

Data Sources:

In dealing with any real life problem it is often found that data at hand are inadequate,
and hence, it becomes necessary to collect data that are appropriate. The researcher can
collect data either through primary source or secondary source.

Primary Data: Questionnaire

Secondary data: Visited Website.

Sampling Size:

It is the total number of respondents targeted for collecting the data for the research.
Sample size of 200 persons will be taken for this research.

Sampling Technique:

Random sampling technique will be used in this research project.

Data analyses
&
Interpretation

Gender
 Sex
Male Female
172 28

Sex
Female
14%

Male
86%

Interpretation:

The above pier chart tells that there are 86% male and 14 % female. Out of 200 Respondent,
172 are Male and 28 are women.
Age

Age
20-25 year 25-30 year 30-35 year
141 41 18

Age

30-35
9%
25-30
21%

20-25
71%

Interpretation:

The above pier chart tells that age of 70% people are between 20-25 year ,21% people falls in
25-30 year, and remaining 9 % people are in 30-35 year. Out of 200 respondent 141
respondent comes in 20-25 year, 41 respondent are in 25-30 year and 18 respondent comes in
30-35 year ..
Education

Education
Higher Secondary Pre University Graduation Post Graduation
16 9 45 130

Education

Higher Secondary
8%
Pre- University
5%

Graduation
23%

Post- Graduation
65%

Interpretation:

The above pier chart tells that 65 % people (130) has post Graduation. 23% people(45) has
done their Graduation. 8% and 4% have done their education in Higher secondary and Pre
University Respectively.
Occupation

Occupation
student Business Person Working Professional
137 9 54

Occupation

Working Professional
27%

Business Person
5%

student
69%

Interpretation
In the Above Pie Chart. 68% Respondent (137) are Student, 27% people are Working
professional and remaining 5% (9 respondent) are working as a Business Person.
Q-1 Celebrity in an advertisement encourages to buy the product.

Stongly Disagree Disagree Neutral Agree Strongly agree

14 23 32 77 54

Stongly Disagree
Strongly agree 7% Disagree
27% 12%

Neutral
16%

Agree
39%

Interpretation
Above pie Chart tells that 39% people are strongly believes that celebrity encourage them to buy
product, 27% people strongly agree with that they are influence by Celebrity endorsement, 16%
believe that they will purchase product or not , 11 % people disagree with this, 7 % are Strongly
Disagree with this Statement.
Q-2 Celebrities make difference to the image of the brand.

Strongly Disagree Disagree Neutral Agree Strongly agree

11 37 24 79 49

Stongly Disagree
Strongly agree 6% Disagree
25% 19%

Neutral
12%

Agree
40%

Interpretation

Above pie Chart tells that 40% people are strongly believes that celebrity makes different image to
the brand, 25% people strongly agree with this statement, 18% people disagree with this statement,
7 % are Strongly Disagree with this.
Q-3 Celebrities use the product they endorse
Strongly Disagree Disagree Neutral Agree Strongly agree
86 65 22 16 11

Agree
8% Strongly agree
6%
Neutral
11%
Stongly Disagree
43%

Disagree
33%

Interpretation

Above pie Chart tells that 43% people are strongly disagree in believe that celebrity use the product
which they endorse, 32% people disagree. 11 % says that they may use or not. 8% and 6 % are agree
and Strongly agree respectively believe that they are using product which they endorse.
Q-4 People purchase celebrity endorsed brands to improve social status
Strongly Disagree Disagree Neutral Agree Strongly agree
33 18 34 61 54

Strongly agree Stongly Disagree

27% 17%
Disagree
9%

Neutral
17%
Agree
31%

Interpretation

In the above chart, 31 % people agree with the statement that people are buying product to
improve social status, 27 % are strongly agree with this and 16 % are strongly disagree in
believe that people are not buy product to improve social status, and 9 % are disagree with
same.

Q-5 Celebrity has the power to change my perceptions

Strongly Disagree Disagree Neutral Agree Strongly agree
38 67 28 39 28

Strongly agree
14% Stongly Disagree
19%

Agree
20%

Disagree
Neutral 34%
14%

Interpretation

In the above chart, 33 % are disagree with the statement that celebrity has the power to
change my perception, 20% (agree) believe that they has power to change my perception. 14
% is neutral and remaining 14% are strongly agree with statement and 19% respondent are
strongly disagree.
Q-6 Celebrity conveys all the true features of a product

Strongly Disagree Disagree Neutral Agree Strongly agree

36 21 26 88 29

Strongly agree
15% Stongly Disagree
18%

Disagree
11%

Neutral
Agree 13%
44%

Interpretation:-

In the above chart, 44% people are agree with the statement Celebrity convey all the true
feature of a product, 18% respondent (Strongly disagree) believe that celebrity does not
convey all the true feature of the product.
Q-7 Celebrity holds the viewer’s attention

Strongly Disagree Disagree Neutral Agree Strongly agree

33 25 19 84 39

Strongly agree Stongly Disagree

20% 17%

Disagree
13%

Neutral
10%
Agree
42%

Interpretation

Above pie chart tells that 42% people are agree with this. And 20% are Strongly agree with
the statement, 16% respondent (Str.disagree) believe that celebrity does not holds viewers
attention.
Q-8 Purchase product because it is endorsed by my favourite celebrity.

Strongly Disagree Disagree Neutral Agree Strongly agree

42 65 23 43 27

Strongly agree
14% Stongly Disagree
21%

Agree
22%

Disagree
Neutral 33%
12%

Interpretation

In the above chart, 32 % respondent (disagree) believe that they are not purchasing product
by inspiring their favourite celebrity. 21% respondent are strongly disagree. 22% people
(agree) are buying product when their favourite celebrity comes in the advertisement. 14%
respondent are strongly agree to buy the product.
Q-9 Scandals attached with celebrities destroy the brand’s image

Strongly Disagree Disagree Neutral Agree Strongly agree

7 11 16 81 85

Stongly Disagree
4% Disagree
6%
Neutral
8%
Strongly agree
43%

Agree
41%

Interpretation
In the Above chart, 43% respondent (Strongly Agree) believe that celebrity destroy the brand
image if he comes into any scandals, 41% (Agree) with the same. 5% (disagree) believe that
there is no any effect if celebrity goes into any scandals. 3% (strongly disagree) for the same.

Q-10 Celebrities help me more to remember a brand/Product

Strongly Disagree Disagree Neutral Agree Strongly agree

15 26 7 81 71

Stongly Disagree
8% Disagree
Strongly agree 13%
36%
Neutral
4%

Agree
41%

Interpretation

In the above Pie chart, 41 % respondent (Agree) in remember a brand or product. 36%
respondent(Strongly Agree) for the same. 3% people don’t know about the product
remember. 13% people are (disagree) to remember the brand or product. 7% people are
strongly disagree for the same statement.

Q-11 Does your Favourite celebrity give a positive image to the endorsed
brand?

Strongly Disagree Disagree Neutral Agree Strongly agree

31 26 36 61 46

Stongly Disagree
Strongly agree 16%
23%
Disagree
13%

Agree Neutral
31% 18%

Interpretation

In the above chart, 31% respondent (Agree) says that their favourite celebrity gives positive
image to the brand. 23 % respondent (Strongly Disagree) with the same statement. 18%
people don’t know that their celebrity gives positive image to the endorsed brand.13%
respondent (Disagree) believe that their favourite celebrity doesn’t gives positive image to the
brand.15 % people are Strongly disagree for the same statement.

Q-12 I believe celebrity endorsement can build trust in the brand

Strongly Disagree Disagree Neutral Agree Strongly agree

21 28 26 82 43

Stongly Disagree
Strongly agree 11%
22% Disagree
14%

Neutral
13%

Agree
41%

Interpretation
In the above chart 41% people (Agree) says that celebrity gives trust in the brand. And 22%
(Strongly agree) with the same point. 13% people don’t know that celebrity puts trust in the
brand. 14% people (disagree) says that celebrity doesn’t built trust in the brand. 10% people
(Strongly disagree) also says that celebrity doesn’t built trust in the brand.

What extent do the following variable influence your purchase intention

towards a celebrity endorsed brand?

Attractiveness of the celebrity

Null Low Average High Very High

4 11 22 88 75

Null Average
2% Low
6% 11%
Very High
38%

High
44%

Interpretation
In the above pie chart, 44% respondent (High) is influence by attractiveness of the celebrity.
38 % respondent (Very High) influence by attractiveness of the celebrity. 11% believes that
they are Average influence by attractiveness. 2% people says that there is no need of
attractiveness.
Trustworthiness of the celebrity.

Null Low Average High Very High

6 12 19 91 72

Null Average
3% Low 10%
Very High 6%
36%

High
46%

Interpretation
In the above pie chart, 46% respondent (High) is influence by Trustworthiness of the
celebrity. 36 % respondent (Very High) influence by Trustworthiness of the celebrity. 9%
believes that they are Average influence by Trustworthiness. 3% people says that there is no
need of Trustworthiness of the celebrity.
Expertise of the Celebrity.

Null Low Average High Very High

15 26 42 74 43

Low
Very High Null 13%
22% 8%

Average
21%

High
37%

Interpretation
In the above pie chart, 37% respondent (High) is influence by Expertise of the celebrity. 22%
respondent (Very High) influence by Expertise of the celebrity. 21% believes that they are
Average influence by Expertise of the Celebrity. 7% people says that there is no need of
Expertise of the celebrity.
 FINDINGS
1. Majority of the respondent are male (86%)
2. 70% respondent falls in 20-25 years age
3. 65% respondent has a degree of post graduation.
4. 68% respondent is student.

1) 77.98 % believes that celebrity in advertisement encourage to buy the product

2) 72.73 % believe that celebrity makes different image to the brand.
3) 84.83 % believes that celebrity doesn’t use the product which they endorse.
4) 69.29% believes that people purchase the product to improve social status.
5) 61.05% believe that celebrity has no power to change my perception.
6) 67.24% believes that celebrity convey all the true feature of the product.
7) 67.96% believes that celebrity holds the viewers attention.
8) 60.45% believes that they purchase the product because it endorse by his favourite
Celebrity.
9) 90.22 % believes that scandals attached with celebrity destroy the brand’s image.
10) 78.76 % believes that celebrity helps them to remember brand or product.
11) 65.24% believes that their favourite celebrity gives positive image to the endorsed
brand
12) 71.84% believes that celebrity builds trust in the brand
13) 44% people are high influence by Attractiveness of the Celebrity.
14) 45% people are high influence by Trustworthiness of the Celebrity.
15) 37% people are high influence by Expertise of the Celebrity.
 Limitation of the Study
o Some people are not ready to fill-up the data.
o Biased information
o Sample size 200 questionnaire. So it is very less according to name of
topic.

CONCLUSION
I have filled up 200 questionnaire in the gandhinagar city.
Some of the people don’t know about the Celebrity endorsement.
In the research report, Most respondent is Student, between 20-25 years, and male.
It has been observed that peoples majority in their favourite celebrity is Ranbeer
kapoor, Salman khan, shahruk khan, Ketrina kaif and karina kapoor and Bipasa
basu.
In today’s era most of the people are influence by the celebrity endorsement and
they buy the product to improve social status.
Result of the study.
1) 77.98 % believes that celebrity in advertisement encourage to buy the product
2) 72.73 % believe that celebrity makes different image to the brand.
3) 84.83 % believes that celebrity doesn’t use the product which they endorse.
4) 69.29% believes that people purchase the product to improve social status.
5) 61.05% believe that celebrity has no power to change my perception.
6) 67.24% believes that celebrity convey all the true feature of the product.
7) 67.96% believes that celebrity holds the viewers attention.
8) 60.45% believes that they purchase the product because it endorse by his favourite
Celebrity.
9) 90.22 % believes that scandals attached with celebrity destroy the brand’s image.
10) 78.76 % believes that celebrity helps them to remember brand or product.
11) 65.24% believes that their favourite celebrity gives positive image to the endorsed
brand
12) 71.84% believes that celebrity builds trust in the brand
13) 44% people are high influence by Attractiveness of the Celebrity.
14) 45% people are high influence by Trustworthiness of the Celebrity.
15) 37% people are high influence by Expertise of the Celebrity.
 SUGGESTION & RECOMMENDATIONS

After the study on this topic company should hire a celebrity who is not involved in
the any Scandal.

Most of the people are influence by the attractiveness of the celebrity and
trustworthiness rather than expertise of the celebrity because there are 40% is in
attractiveness of the celebrity and 45% is in trustworthiness of the celebrity. When 37
% are influence by expertise of the celebrity.

There is no other suggestion on this