Impact of Celebrity

Endorsement On Consumer
Buying Behaviour-Analysis of
Businesses Banks Companies,
Products and Consumers-
Report
Business Administration
Aligarh Muslim University
6 pag.

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 A
RESEARCH PROJECT
ON
“IMPACT OF CELEBRITY ENDORSEMENT

ON
CONSUMER BUYING BEHAVIOUR”

SUBMITTED IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

(2009-2011)

DECLARATION

I hereby declare that the dissertation entitled “ IMPACT OF

CELEBRITY ENDORSEMENT ON CONSUMER BUYING
BEHAVIOUR” is submitted for the Degree of Master of Business
Administration is my original work and the dissertation has not formed
the basis for the award of any degree, diploma, associateship, fellowship
or similar other titles. It has not been submitted to any other University or
Institution for the award of any degree or diploma.

Name:

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 ACKNOWLEDGMENT

It gives me tremendous pleasure in acknowledging the valuable

assistance extended to me by various personalities in the successful

completion of this report. As a part of curriculum for MBA, I have

undertaken project study on the topic “IMPACT OF CELEBRITY

ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR" I

sincerely acknowledge my indebtedness & gratitude to all those who have

helped me for completing this project work with their guidance,

information and encouragement.

I would also like to express deep sense of gratitude to Dr. Shelly Gupta

Director of (S.D.I.M.T ) JAGADHRI . It express my sincere gratitude to

HOD Mrs. Shilpa Jain.

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I would like to thank my esteemed guide Ms. Surbhi Garg Faculty of

M.B.A. (SDIMT) for his guidance, sustained support and valuable time in

helping me to complete my project.

Asha
MBA-FINAL

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 Table of contents
 DECLARATION
 CERTIFICATE
 ACKNOWLEDGEMENT
 TABLE OF CONTENTS
 LIST OF FIGURES
 LIST OF GRAPHS/TABLES
 EXECUTIVE SUMMARY

CHAPTER NAME PAGE

NO. NO.
I. 8-34
1.1 Introduction
1.2 Difference Between Brand Ambassador
& Brand Face
1.3 Understanding consumer behaviour
1.4 How celebrity endorsement influence
consumer
1.5 Impact of celebrity endorsement
1.6 whether celebrity is a brand user
1.7 Effectiveness of celebrity endorser
1.10 positive/negative impact of celebrity
endorsement
1.11 Does celebrity endorsement really work
1.12 List of some celebrities with the brand
they endorse

2 Literature review 35-37

3 3.1 Objective of the study 38-42
3.2 Research design
3.3 Sampling design
3.4 Data collection
3.5 Tools and techniques of analysis
3.6 Scope of study
3.7 Significance of study
3.8 Limitation of the study
4 Data analysis and findings 43-58
5 Conclusion 59
6 Annexure 60-64
i)Bibliography
ii) Questionnaire

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  LIST OF Figures

SERIAL TITLE PAGE

NO. NO.
1. Factors affecting consumer purchasing 15
behavior
2. Impact of celebrity endorsement 19

 LIST OF GRAPHS/TABLES

SERIAL TITLE PAGE

NO. NO.
1. Factor consider while going for purchase 44
2. Purchase product because favorite celebrity 45
endorsing
3. Celebrity endorsement is a effective tool of 46
persuasion
4. Celebrity gives a true picture of product 47
through advertisement
5. Celebrity persona most likeable 48
6. Buy the product advertised by 49
celebrity without knowing about the product
7. Product specifically advertised by 50
celebrities are of good quality
8. Celebrities use those product which they 51
themselves endorse
9. Purchase decision based on celebrity 52
advertisement recall
10. Reason to choose celebrity endorsement 53
for promoting their product
11. Celebrity who are endorsing multiple 54
product looses their credibility
12. Celebrity endorsement advertisement 55
increase the cost of product
13. Negative publicity of celebrity affect the 56
sale of product endorsed by him
14. Controversy of product affect the credibility 57
of celebrity who endorses it

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 Executive summary

Celebrity endorser is an individual who is known by the public for his or

her achievements in areas other than that of the product class endorsed.
Celebrity endorsement is an attempt to create positive effects in the minds
of the consumers underpins competitive differential advantage for the
firm's product or services. Companies invest large sums of money to
align their brands and themselves with endorsers as their likeable
qualities are transferred to products via marcom activities, because of
their fame, celebrities serve not only to create and maintain attention but
also to achieve high recall rates for marcom messages in today's highly
cluttered environment.

This study consist of detailed understanding of ,celebrity endorsement,

brand embassdor and brand face, scope of celebrity endorsement,
understanding consumer behaivor,how celebrity influence consumer
behaivour,impact of celebrity endorsement, celebrity is brand user,
effectiveness of celebrity endorsers, positive and negative impact of
celebrity endorsement. Objectives of my study are to study that brand
endorsement is a hidden path to success, to find which type of celebrity is
more effective, does negative publicity of the celebrity affect the sales of
the product endorsed by them, does any controversy with product affect
the credibility of the celebrity who endorses it.To conclude, this is a
report that gives insight about impact of celebrity endorsement on
consumer buying behaivour .The topics are also arranged chapter wise so
as to give clear picture for the reader.

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