Project Report

On

“EFECTS OF CELEBRITY ENDORSEMENT ON CONSUMER

BEHAVIOUR”

Submitted by

MS. DIVYA RANA

ROLL NO. : 618118

In partial Fulfillment for the Award of the Degree

Of

BACHELOR OF BUSINESS ADMINISTRATION

Under the guidance of

Ms. Namita Pandya

Faculty of Commerce
The Maharaja Sayajirao University of Baroda,
Vadodara
MARCH 2017
 Declaration

I,Divya Rana a student of T.Y.BBA Program me, Faculty of commerce Maharaja Sayajirao
University of Baroda, declare that present dissertation is an original study and is based entirely
on the work carried on by me for the partial fulfillment of BBA Programme at Maharaja
Sayajirao Unioversity of Baroda.

I also declare that present work has been published neither in part nor in full and nor has any
degree been awarded to me for it neither by Maharaja Sayajirao Unioversity of Baroda nor by
any other University. I hereby also testify that the present project report is not based on work of
any other person.

Approved By: student:

Ms. Namita Pandya Divya Rana

 Certificate

This is to certify that this project report entitled “EFFECT OF CELEBRITY ENDORSEMENT
TO CONSUMER BEHAVIOR” submitted to register {Examination}, The Maharaja Sayajirao
University of Baroda through the director, BBA programme Faculty of Commerce. This report
has been prepared by the undersigned Ms. Divya Rana studying in T.Y. BBA 6th semester in
partial fulfillment of the requirement for the award of the “Bachelors of Business
Administration”.

This is to certify that Ms. Divya Rana has carried out this work under my personal supervision
and guidance. The work is original one and has not been submitted earlier to this university or
any other institute\ origination for fulfillment of requirement of a course or for award of any
degree/diploma/certificate. All the sources of information used in this project have been duly
acknowledged in it.

Ms. Namita Pandya Ms. Divya Rana

Guide research Scholar

Place: Vadodara

Date:
 Acknowledgement

Working in this dissertation has been an incredible experience for me. This I would like to thank
a lot of people without whose corporation and support, the research would have been difficult or
not possible.

No work is considered complete unless due indebtedness is expressed to all those who made the
work successful. Concentration, declaration, hard work and application are essential but, not the
only factor to achieve the desired goal.

A formal statement of acknowledgment is hardly sufficient to express my gratitude towards the

personalities who have helped me to undertake this guidance.

I would like to give a special thanks to Ms. Divya Rana who gave me corporation at fullest
extent during my project work and in market research. I take this opportunity to express my deep
sense of gratitude to all those who have helped me throughtout this study of my project work.

Thanking you,

DIVYA RANA NAMITA PANDYA

 Table of Content

SR. CONTENT PAGE NO.

NO.

1 Chapter 1: introduction 5

2 Chapter 2: literature Review 17

3 Chapter 3: Research Mythology 20

4 Chapter4: Data interpretation and analysis 25

5 Chapter 5: Findings, Suggestion and Conclusions 50

6 Chapter 6: Bibliography 53

7 Questionnaire 56
 Table of contents

Chapter 1: INTRODUCTION

 Background of study
 Objectives
 Scope of study
 Research motivation & research question
 Research methodology.

Chapter 2: LITERATURE REVIEW

 Introduction
 Definition
 Positive and negative effects of celerity endorsement
 Situation of celebrity endorser in Hong Kong
 Celebrity endorsement- an Indian perspective.

Chapter 3: RESEARCH METHODOLOGY

 Introduction
 Research design
 Research approach.

Chapter 4: DATA ANALYSIS AND INTEROPERTATION

 Introduction
 Demographic data analysis
 Analysis by questionnaire

Chapter 5: CONCUSION AND RECOMMENDATION

 Findings
 Suggestion
 Conclusion
 Recommendation
 Abstract

The practice of celebrity endorsement has proliferated over time. New days it has become a
pervasive element of advertising industry especially in India. Celebrity endorsement business has
become a multi-milion industry in India. Marketers use celebrity endorsers to influence the
purchase decision of consumers in order to increase their sales and extend their market shares.
This made the author curious to explore the impact of celebrity endorsements on consumer
buying behavior.

This paper focuses on examining the perception of Indian consumers about celebrity
endorsement, examining the celebrity attributes likely to influence consumer purchase intentions
and finally the impact of celebrity endorsement on their purchase intention. This project being
with the review of existing literature available on celebrity endorsements which provides an
insight into the research topic and clarification many important aspects related to the subject. A
quantitative method is used for this research project to investigate the perception of their fame
celebrities serve not only to create and maintain attention but also to achieve high recall rates for
marcum messages in today’s highly cluttered environments.
 CHAPTER 1 : INTRODUCTION

1.1 Background of study

Today celebrity endorsements is a billion dollar industry today with companies signing deals
with celebrities aiming to stand out from the clutter and give them a distinctive and significant
position in the mind of consumer. Across the world celebrities have been used for a variety of
brands.

India has opened its markets only recently and its witnessing an era of competition that it never
experienced before.

In today’s very volatile economy an increasing number of markets are signified by overcrowding
of markets with products and speedy entry and exit of product into the market place. As a result
of such overcrowding it is challenge for firms releasing their products to capture consumer
attention where consumers are being nodded with information form firms about their brand
popularity and product features.

A celebrity endorser is someone known to the public for their achievements in areas other than of
the product class endorsed.

1.2 Objectives

To understand consumer perception of the celebrities in advertisements.

To understand the effectiveness of celebrity endorsement.

To identify drawbacks associated with celebrity endorsement.

To study the impact of source credibility of celebrity to consumers purchase intention.

To identify the effectiveness and impacts of celebrity endorsement on the consumers.

To identify the quality of a popular celebrity endorser.

To understand the preference of celebrity endorsers.

To understand the relationships between good looking, trustworthiness, and attractiveness of

celebrity endorsers.
1.3 Scope of study

The research aim to identify the effects of celebrity endorsement to consumer’s purchase
intention. In order to retain the integrity of research and investigate the effects of celebrity
endorsement to different age groups, the questionnaires will be delivered to all ages of male and
female consumers. Moreover the research focuses on the possible difference between male and
female consumers in terms of perceived image of celebrity endorsement, source credibility,
impacts of celebrity endorsement and quality and preference of a celebrity endorser.

1.4 Research Motivation and Research question

Since India consumer have always idolised celluloid stars and looked up to them, hence it makes
great logic to use celebrities as spokespersons and influence consumer’s purchase decision. As
the market has now become very competitive and with so many celebrities endorsing various
brands and some also involving in multiple product endorsements, it makes for a great research
study to understand the Indian consumer behaviour and purchase decision, through the influence
of these celebrity endorsements. Keeping this in mind the purpose of this dissertation is to
understand the impact of celebrity endorsement on the Indian consumer purchase decision. Also
focusing on how consumers perceive the difference between endorsements with celebrities and
non celebrities. It also aims at discussing the extent to which the masses are influenced by these
popular celebrities appearing on screen to influence their purchase decision.

1.5 Research methodology

My research will focus on investigation the impact of celebrity endorsement on the consumer’s
purchase decision. In doing this I aim to follow a qualitative research method style. This world
comprise to face to face interviews with the research participants and these interviews
conversations would be recorded with the consent of the research samples. The research subject
would comprise of student, employed personnel’s and trainees from the different within the age
group.
 CHAPTER 2 : LITERATURE REVIEW

2.1 Introduction

This chapter aims to review the literatures which relate to the area of communication in
marketing advertising, celebrity endorsement, psychology, as well as consumer behavior.
Moreover, some relevant research about celebrity endorsements in Hong Kong would also be
examined. The relevant theorise and models were introduced in order to provide insights and
deeper understanding about research topic.

2.2 Definition

 Consumer behaviour :
Consumer behaviour referred to “the study of the processes involved when individuals or
group select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy need and desires” (Solomon,2006). If the company can understand consumer
behaviour well, they will able to develop god business. For instance, they must
understand the way to satisfy the consumer’s needs, gain more knowledge and data about
consumers. So they could define the market and identify threats or opportunities to a
brand easier.

 Celebrity endorser :
“celebrity endorser is who enjoys public recognition and who uses this recognition on
behalf of a consumer good by appearing with it in an advertisement”

 Celebrity endorsement :
Celebrity endorsements could be traced back to a print advertisement for Waltham
watches which endorsed by Reverend Henry Ward Beecher in Harpers weekly at 1870s.
Celebrity was a person whose name could grab public attention, arouse public interest
and generate profit from the public(Gupta, 2009). Hence, the celebrity endorsement was
the use of famous people to endorse a particular product, service or brand. Celebrity
endorsement was very useful, which could help to gain sales, increase brand awareness,
create positive feelings towards the brand, entertain the customers, as well as recall the
brand value. In other words, by getting famous people to represent a brand could gain a
higher degree of attractiveness, believability and recall when comparing with those
unknown models(Kambitsis, Harahousou, Theodorakis, and Chatzibeis, 2002).
The last decade has experienced an increase in the number of advertisements featuring
celebrities as marketers tried to stand out in the high advertisement clutter. Celebrities
from different walks of life such as film, sports, politics and the corporate world have
been used by advertisers to promote their products. The practitioners, namely the
Advertising and Public Relation agencies were found to be more interested in the factors
contributing to celebrity selection (Charbonneau and Garland 2005; Erdogan, Baker and
Tagg 2001; Miciak and Shanklin 1994). Most studies have indicated that the most
important reason which drives the firms to go for celebrity endorsement is to stand out in
the clutter. Though there are the number of benefits of celebrity endorsements such as
increased attention, image polishing and brand repositioning, there may be potential
hazards such as overshadowing of the brand by the celebrity, loss of brand image due to
public controversy of the celebrity, overexposure etc. (Kaikati, 1987; tantiseneepong et
al. 2012).
Previous academic research of psychology and consumer behavior (eg., Cronley et al.
1997; Kirmani and Shiv 1998; Mowen 1980; Marshall 2008; Trantiseneepong 2012),
sociology (McCracken 1989), and advertising and brand management (Friedmanet al.
1976; Mowen and Brown 1981; Kamins 1990; Till and Bulser 1998; Stafford et al. 2002;
Ogunsiji 2012).
The entire literature on celebrity endorsements however, could be classified into two
categories.
The first one is the category of Source Credibility based studies. Most of the research on
celebrity endorsements has concentrated on the source effects (i.e. the celebrity being the
source of a communication and the consumer being the receiver) of celebrity
endorsements on the consumers. Researchers such as Ohanian (1990), have identified
three dimensions of source credibility; which are Trustworthiness, Expertise and
Attractiveness (all grounded in previous literature) and have constructed a reliable and
valid scale to measure source credibility. However literature has contradictory evidence
about the impact of the credibility dimensions on consumer attitudes. While some studies
found out trustworthiness to be the most important dimension of source credibility
( Atkin and Block 1983; Kamins 1989; McGinnis and Ward 1980), there were studies in
support of Experties (Maddux and Rogers 1980; Ohanian 1991; Swartz 1984) and in
support of Attractiveness (Baker and Churchill 1977; Caballero , Lumpkin, and Madden
1989; Kahle and Homer 1985; Silvera and Austad 2004). The concept of source
credibility in multiple product endorsements by the same celebrity has been sparsely
studied in literature. Some early studies by Mowen and Brown (1981) and Mowen et al.
(1979) suggested that simply knowledge about a celebrity with multiple product
endorsements could erode consumers’ perceptions of the celebrity’s credibility and at the
same time negatively affect brand and ad evaluations. In their empirical study, Tripp et
al. (1994) found multiple endorsements by the same celebrity to negatively influences
consumers’ perception of his/her credibility and likability, as well as attitude toward the
ad. Tripp et al. (1994) also found that the number of exposures (of the consumers) to the
celebrity endorser had a negative impact on consumer attitudes independent of whether
the celebrity was endorsing single or multiple products.
In a recent study, IIicic and Webster (2011) have tried to investigate the effects of
multiple product endorsements by the same celebrity coupled with consumer celebrity
attachment on the consumer attitudes. However, their findings somewhat contradicted
traditional notions since they found attitude towards the ad to be stronger in case of
celebrity with multiple endorsements. The second category of studies in celebrity
endorsements belong to the congruence or match-up theory. Researchers have tried to
address the issue of congruence between the celebrity and the product endorsed (e.g.,
Friedman 1979; Kamins and Gupta 1994; Mittelstaedt et al. 2000; etc) and its impact on
the consumers. In most cases it has been found that the congruence of the product with
the celebrity creates a more favourable impact on the consumer attitudes than that of an
incongruent celebrity-product combination. Since 1990, researchers have used various
theories such as associative network theory (Misra and Beatty 1990), elaboration
likehood model (Kirmani and Shiv 198) and theory of correspondent inferences (Cronlet
et al. 1999; Silvera and Austad 2004) to explain the congruence theory of celebrity
endorsements. The match-up studies have their share of contradictory findings as well. A
content analysis of advertisements published in sports Illustrated featuring athlete
endorsers by Jones and Schumann (2002) had findings which go against the match-up
hypothesis. Because of the lack of explanatory power of the source credibility models,
McCracken (1989) proposed the meaning transfer model of celebrity endorsements which
could be considered as a special case of meaning to the consumer. McCracken (1989)
suggested that consumers consumed the set of meanings associated with the product
rather than the actual product or service. Thus the objective of celebrity endorsement
should be to transfer the set of meanings which the marketer wants the consumer to
perceive and consume. The meaning transfer phenomenon was later tested by researchers
such as Halonen-Knight and Hurmerinta (2010) through a case study. To summarise, the
congruence theory or match-up literature suggests that higher perceived similarity
between the celebrity and the product endorsed (in terms of meanings or otherwise)
would imply more favourable impact on the consumer.

2.3 Situation of celebrity endorsement in Hong Kong

As both international city and gateway to China market, Hong Kong attracts many
overseas and international companies to enter into her market. In Hong Kong’s fashion
industry, celebrity endorsement is not a new phenomenon whereas its trend is increasing.
This is because celebrities can generate brand awareness and it can recall brand attitudes,
brand equity, emotional attachments to celebrities, as well as purchase intentions.
Although Hong Kong’s consumer market is mature and almost saturated, the fashion
marketers are in sever competitions for grabbing consumer’s attention.as a result, most of
the fashion brands at least have one celebrity endorsers, either is an artist, singer or young
model. According to The Hong Kong Advertisers Association (HK2A), in such a
celebrity culture and a growing advertising market, there is an increasing number of
advertisers who consider to employ celebrities as spokespersons of their advertisements.
Moreover, a celebrity-chasing a phenomenon has been emerging in China since her
growth. The Chinese consumers, especially the young consumers are keen to buy
products which are endorsed by celebrities, as long as they are famous and attractive
(Liu, Huang and Jiang, 2007). Celebrity endorsement has been portrayed as a status
symbol to China consumers, therefore many fashion marketers would like to use Hong
Kong’s top celebrities in their advertisements in order to attract individual visit’s
consumers from China. In 2011, Mainland China continued to be the largest visitor
source market of Hong Kong with 28.1 million arrivals, which accounts for 67% of total
arrivals (Tourism Commission, 2012). As a result it provides a favourable condition for
the fashion marketers to target the Chinese tourists by using celebrity endorsement.
Significance of the research
Consumers are over-exposed to the media nowadays. A person living in an over
populated country will be expose to one thousand advertisements on average per day. But
the viewers tend to forget 80% of the information within 24 hours. In order to deal with
this, marketers use celebrity endorsement to reinforce the marketing message.
As a celebrity endorser, they must certainly have some unique factors which allow people
to remember them, for instance they are good looking. On the other hand, consumers
usually interpret the source of marketing messages by judging whether the celebrity
endorsers are trustworthy, expert and attractive. However the relationship between level
of good looking, trustwothiness, expertise, attractiveness, especially the quality of
selecting the celebrity endorsers have not been investigated in the literature. Therefore, it
is important to conduct a research which aims to find out the above effects and
relationships. Finally, we can summarise and recommend an effective way for marketers
to use the right celebrities which can arouse consumers’ purchase intention in fashion
marketing communication.

Forms of celebrity endorsement

There were certain forms of celebrity endorsements, which included print advertising in
magazines, television advertising, products used in movies and television programs,
photographs of paid celebrities using the products bearing the endorsed brand,
photographs of unpaid celebrities using the products bearing the endorsed brand, mention
of luxury brand in music, inviting celebrities to be co-creators in designing products and
naming products after celebrities (Eshaghpour, 2010). The company should select the
form of celebrity endorsement which suit their promotion strategy, budget and brand
image the best. So the company was able to reach the target customers and delivered the
marketing message in an efficient way.
 Benefits of celebrity endorsement
Though celebrity endorsement was expensive, there were many benefits which celebrity
endorsement could bring about. So it was still a commonly used strategy. By using the
celebrities’ public recognition, the companies were able to gain many benefits. (Mcaleer,
2010).
Firstly, it could add instant credibility. Some of the consumers believed that if a celebrity
was willing to use a particular product, service, or brand, the company who produced the
product or service must have certain degree of high quality.
Secondlt, it could grab instant attention. With celebrities to endorse particular kind of
product, service or brand, the consumers’ attentions were most likely to be grabbed by
the celebrities and willing to pay more attention to watch.
Thirdly, it could enhance media exposure. With celebrity endorsement, the media would
report the news about the celebrity who participated in the events. So the companies were
able to get free publicity in the newspaper, magazine or TV. Moreover consumers liked
to participates in the events which their favourite celebrities would be involved. It helped
to increase brand awareness too.
Fourthly, it could receive superior market presence. Products which were endorsed by
celebrities were relatively easier to get in stores and being displayed in a good location.
Because of consumers’ acceptance of the endorsed product, service or brand increased,
they were willing to pay for the goods.
Fifthly, celebrity endorsement might materially improve the financial returns for the
companies who employed celebrities as an investment in the advertising campaigns
(Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001).

Sixthly, celebrity endorsement strategy was an effective way to differentiate among the similar
products in the market. It is because consumers were better able to identify the products by
associating with the endorsers (Burroughs and Feinberg, 1987). But it did not work if the
celebrity endorsed had already endorsed several brands of product. Besides, it was a useful
strategy when consumers did not perceive many differences among competitors. So the company
was able to create differentiation by using celebrity endorsement, especially during the mature
stage of the product life cycle (Solomon, 2006). In conclusion, celebrity endorsement could
increase the brand awareness, reach the target market effectively and Efficiently, create a
positive feeling towards the brand, deliver marketing message, generate immediate attention
within short period of time and gain a profit. Last but not least, celebrity endorsements had a
positive influence on purchase intentions (Karina, P., R., 2008). That's why celebrity
endorsement was one of the most effective ways of establishing a long-running brand building
campaign (Pringle, 2004).

Positive and negative effects of celebrity endorsement

Early researches have shown that about 20 percent of all television commercial use celebrity as
their endorsers and increasing competition for seeking consumers attention has encouraged
marketers to use attention - creating media stars to assist in product marketing marketers believe
that using popular celebrity can effect consumers feeling and their purchase intention and also
believe celebrity to influence consumers' Persuasion of the product according to the image of it.

Use of celebrity as endorsers may have a significant Increasing profits, on the contrary 1 when
associated with a celebrity whose credibility has been tarnished may hurt the company's and its
product. There are several benefits to having celebrities endorse products, one of maintain
consumer attention. Research has indicated that customers are more likely to choose goods and
services endorsed by celebrities than those without such endorsements and celebrities help
advertisements stand out from the surrounding clutter, thus improving better communicative
ability in conveying the message to the consumers'. The cost incurred to get a celebrity on board
and associate him/her with the product and company are rising, the negative publicity generated
by some celebrities, adds a possible risk of negative publicity generated towards the brand and
company. Proving this point, researches shows that only a portion of consumers react positively
after a negative publicity Celebrity endorsement is big business and any marketers who choose to
utilise a celebrity have no control over his/her future behaviour and reaction.

Therefore any negative publicity about the celebrity can reduce the appeal of the brand which the
celebrity endorses. Marketers must find the celebrity who can best fit and represent the image of
the product and its meaning. Celebrity, who is linked to positive information, has a greater
possibility to reach to its target consumers. While on the other hand celebrity with negative
information, reduces the trustworthiness of the celebrity and its relationship with the brand.
Michael Jordan and Nike is a very good example of a perfect brand-celebrity fit. Michael Jordon
and Nike's trust between them was at such a high level that Nike developed a new brand called
Air Jordon. With Michael Jordann"s expertise and his trustworthiness with the larger audience,
strengthened the brand-celebrity fit

Celebrity endorsement contract are for a long term relationship, therefore because of this long
term relationship the celebrity and the brand can affect the audience and have an impact on the
consumers. For example Kate Moss and brand H & M, after Kate Moss was pictured taking
drugs in Daily Mirror newspaper, a lot of brands she endorsed SUCH as Chanel, H & M
cancelled their campaigns and contracts with her In order not to generate negative publicity
towards the brand, from the behaviour of the celebrity, companies PULL back from the celebrity
contracts and engage in reestablishing themselves.

Another very prominent drawback of celebrity endorsements is the. Vampire Effect"or the
celebrity overshadowing the brand. This happens when the audience forgets the bran&
advertised and concentrates more on the celebrity endorsing the brand.

In conclusion the gooa match with product and celebrity can make the advertising more
believable, can improve the brand recognition, create a positive attitude towards the brand name
and create a distinct personality for the brand.

Celebrity Endorsement - An indian Perspective

Celebrities are involved in endorsing activities since late nineteenth century. The latter part of
the'80s saw the mushrooming of a new trend in India ; brands started being endorsed by
celebrities, The advent of celebrity endorsements in advertising in India began when Hindi film
and TV stars as well as sportspersons began making inroads on a territory that was, until then,
the exclusive domain of models (Kulkarni and Gaulkar, 2005). One of the first sports
endorsements in India was when Farokh Engineer became the first Indian cricketer to model for
Bryl cream. Probably Lux the soap brand has managed to realize and made it synonyms with
celebrity endorsement in India till date. Early instance of celebrity endorsing brands in stars
featuring like Tabassum, Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and
Sunil Gavaskar (Dinesh Suitings) (Roy, 2006).

CHAPTER 3 : METHODOLOGY
3.1 Introduction

The chapter aimed to explain the processes involved in conducting the research, from research
design, to report preparation, as well as setting up the hypothesis for the research. Firstly, the
nature of research would be identified. Secondly, the conceptual framework would be
introduced; Thirdly, the research hypothesis would be set up. Fourthly, the research approach
and data collection processes would be clarified. Fifthly, all the details about the questionnaire
would be discussed. Finally, some important techniques for data entry and analysis would be
introduced. By defining the research methods in a clear and systematic manner, the research
would be more organised and the mistakes could be minimised, which was critical to the entire
study.

Qualitative Research and Quantitative Research

Qualitative and quantitative research methods have been represented as two fundamentally
different paradigms (Barnnen, 2004) through which researchers conduct their study. Through,
being essentially the two methods to collect data a clear understanding of these two concepts is
needed. Each study has its limitation of scope and depth. The essence of qualitative research
rests on its naturalistic approach that implies multidimensional study and interpretation of data.
Qualitative research stresses on the process and meaning that are not rigorously examined or
measured, contrary to quantitative research which emphasises the measurement and analysis of
causal relationships between variables, not process. Qualitative research is, more frequently than
not, designed as it is been done. It is anything but standard and non resistant to change in nature.
This is a result of its "flexibility and emergent characteristics". Whereas quantitative research is
based on a rigid structure, which includes methodology and research techniques, it provides little
room for flexibility. Also qualitative practice, which tends to be less structured, can therefore be
more responsive to the heeds of the respondents.

3.2 Research design Nature of research

This research was based on the exploratory and quantitative research in order to examine the
effects of celebrity endorsements in different products to consumers' purchase intention. To
begin with the study, exploratory research aimed to gain insights, identify and define the topic
better. In the second stage, quantitative research would be applied in order to further discover
consumers1 responses towards the celebrity endorsement and find out any hidden variables.

Exploratory research

In the exploratory research, it aimed to examine the effects of celebrity endorsement to

consumers' purchase decision. It helped to identify and define the problem better. Moreover, it
could develop an approach to the research topic and interpret primary data more insightfully. In
order to have a more in-depth understanding about the existing topic, related materials such as
articles, theories, academic journals, and internet based source were used as well. So
fundamental knowledge and secondary data could be provided to research.

Quantitative research

Quantitative research approach was employed to the research. Questionnaires were adopted in
order to collect the quantitative data to examine the effects of celebrity endorsement to
consumers purchasing behaviour. It provided facts and estimate which used to make accurate
prediction about the relationship between celebrity endorsement and consumers' purchase
intention. Therefore, it was able to gain insights and understand the relationships between
variables and possible differences between groups.

Questionnaire Survey

Questionnaire was a formalised set of questions which could obtain the require information from
the respondents. It must translate the information need into a set of specific questions that the
respondents can understand and willing to answer (Malhotra, 2006).

Questionnaire design
In this research, structured questions such as multiple-choice and scale would be used. Therefore
it could specify the set of response alternatives and the response format. Before the
questionnaires were distributed to the public, pilot test must be held for improving the reliability
and accuracy of the questionnaire. In order to obtain sufficient amounts of response for the
research within a short period, self-administered online surveys and intercept surveys would be
conducted.

3.3 Research approach

After the hypotheses were set up, the research approach could be determined. In the study, two
stages were involved. In the first phase, fundamental theories and principles would be studied in
order to obtain basic understandings and know ledges for constructing the research and
conducting the questionnaire. Literatures and previous researches about celebrity endorsements
and consumer behaviour were able to provide insights and idea about the ways to construct the
questionnaire. Especially the questions about celebrity endorsements, source credibility,
consumers' purchase intention and related behaviours would be developed based on the theories
and conceptual frameworks The second stage was about the construction of questionnaire. The
questionnaire would be created after the preliminary test. In order to enhance the accuracy and
reliability of the questionnaire, pre-test and pilot test would be held. Self-administered online
surveys and intercept surveys were conducted as well. All the respondents would be volunteers
without any benefit transfer. Furthermore, the legal and ethical aspects of research with the
respondents would be adhered to. Through the survey, the objectives and hypotheses about the
research could be verified.
 Chapter 4 : DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

In this chapter, the collected data such as respondents' perspectives on celebrity endorsements
their impact on consumer buying behaviour, The detailed findings and analyses were made and
illustrated by using the tables, charts and graphs. This market research includes issues of
celebrity's attractiveness, product itiatch up, celebrity's credibility, endorsing multiple products,
and perceptive of celebrity endorsement. At last concluding with a brief summary of the relevant
findings.

4.2 Demographic data analysis

In the survey, the study of respondents' demographic data was vital. It is because these data could
further help to understand and study their perceptions and behaviours towards celebrity and
purchase intention. They also served as a supportive data for drawing conclusions. Apart from
that, age, education level, occupations and average monthly income would be analysed both in
terms of sample populations and genders. Thus we could obtain a more comprehensive
comparison and result.

Here, there is showed All questions from questionnaire and column chart or pie chart is made in
the basis of the respondents valuable answer or opinion. Then there is a shamal interpretation for
all the question that what people are thinking about the celebrities and how they are reacting
towards the advertisement that features celebrities. And after that conclusion is given with
recommendations. So, on the basis of the answers from questionnaire interpretation and
concussion is given. And at the end limitations are also given. So, that person can understand the
value of this market research.
(1) Gender

Before the questionnaires were distributed,some targets were set for the data collection One of
the targets was that the proportions of male and female respondents must not less than 6:4 or 4:6.
In Figure 4.1, there were 45 female (43%) and 59 male (57%) who participated in the survey,
which met with the target.

Gender

Male
43%
Female

57%
(2) Age

In Figure 4.2, it showed that majority of the respondents were young adult who aged 19-22,
which accounted 51.9% (54 respondents). 33.7% of the respondents were adult who aged 23-39
(35 respondents). Minority of the respondents were teenagers and middle aged, which accounted
for both 5.7 (6 respondents) respectively. The uneven distribution of respondents' age could' be
explained by the method of collecting data. Convenience sampling and online sampling and
snowball sampling were applied. After the respondents did the questionnaires, they might
referral to their friends. As a result, most of the respondents were in the similar age group.

Age
2%
7%
6%

15-18
19-22
23-29
30-39
40-49
51% Above 50
34%
(3) Who is your favourite celebrity?

In figure 4.3 it's showed that majority of respondents go for the Mr. Shahrukh Khan who is a
very well known actor celebrity And second one go for Mr. Arnitabh bachchan who is also very
popular. Majority of respondents are students and they chose shahrukh Khan as their favourite
celebrity. And most female responders like shahrukh Khan. So, person axe choosing celebrity as
an movie actor more rather than cricketer celebrities.

In actor celebrity shahrukh Khan stands first with 33.7%(35 respondents) than arnitabh bachchan
with 24% and in cricketer celebrity M S Dhoni stand first with 11.5%. And there are 4% who
chose other celebrity as whom respondents like.

Celebrity
4%

14% 24% Amitabh Bachchan

Shahrukh Khan
3% Aishwarya Bachchan
M S Dhoni
Sachin Tendulkar
11% Salman Khan
other

10%
34%

So, the pie chart indicates that most of the respondent like the actor celebrity shahrukh Khan.
And in sportsman celebrity people like M S Dhoni as their favourite celebrity. It means most of
the answers are given by respondents who like shahrukh Khan and arnitabh bachchan. Because
more than 55% of respondents like these two celebrities most.
(4) How frequently do you come across advertisement that feature celebrities?

In this question there is showed that how frequently people are cones across advertisements that
features celebrities.

Column1
2%
6%

Often
Sometimes
Rarely
Never
36%
56%

As in figure 4.4 showed that people are come across to advertisement with featuring of celebrity
is average number of times. Out of 104 respondents 60 respondents state that they are seeing
celebrity in any medium like television, radio, Internet, magazines, or newspaper often times.
And 36% of respondents say that they are come across advertisement which features celebrity
sometimes. Out of all respondents 57% of respondents believe that they come across celebrities
very less time or rarely in advertisement in any medium. And 2% respondents are stated that are
never come across advertisement which features celebrity as their promoter. So, over all 94% of
respondents say that frequency of celebrity in advertisement is seen by them is above average
frequently And they seen celebrity frequently nowadays. And another 6% say that they come
across advertisement which features celebrity very less frequently or rarely. It means majority of
respondents are came across advertisement which features celebrity more frequently that clearly
indicates that nowadays marketers are choosing more celebrity to promote their brand. Because
in past they seen that promoting product by celebrity is a very beneficial for companies. So, they
are now choosing appropriate celebrities for their advertisement campaigns.
(5) Do you get attracted to buy a product/brand endorsed by a celebrity?

Here, the column graph is showing that you much people are getting attracted by celebrity
endorser.

Attraction
45%

40%

35%

30%

25% Attraction

20%

15%

10%

5%

0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

As showed in above figure 4.5 that how many people get attracted by a celebrity endorser to
make purchase decision. 42 (i.e. 40.4%) respondents state that they are neutral about their
decision, if they like product/brand and the endorser than and than they can make a decision in
favour of that particular advertisement. 18.3% respondents say that they strongly agree that they
are getting attracted by a celebrity endorser and they can make a purchase decision in favour of
the brand which uses a celebrity as their promoter. 20.2% respondents say that they are also
agree with this point that they are getting attracted by celebrity endorsement. Bui not that much,
they think about the endorser and product both and if they like then they are making purchase
decision. Out of 104 respondents 16 respondent (i.e. 15.4%) say that they are not getting
attracted very much by a celebrity endorser. And 5.8% say that they are not attracting from this
kind of advertisement at all So, overall more than 75% of respondents are attracted in some way
to celebrity endorser and its product. And 20% (approx) people are not getting attracted but the
celebrity endorser. The graph indicates that marketing people can go with the celebrity
endorsement with appropriate celebrity to them.
(6) If agreeing, WHY?

Person is getting attracted to buy a product/brand endorsed by a celebrity, but why? That is
showed in the pie chart.

Reason
5%
12%

Attractiveness
24%
Credibility
Trustworthiness
Sense of similarity
Other
35%

24%

As showed in figure 4.6 people are getting attracted by attractiveness of celebrity its a bitter truth
to those people who understands that attractiveness doesn't matter for selling products. 34.6%
people said that they are getting attracted to advertisement only because of attractiveness of the
celebrity. Who selected shahrukh Khan as favourite celebrity, from most of them selected
'attractiveness of celebrity' in this question. 24% respondents said that they are attracting towards
product by the trustworthiness of celebrity. Who selected favourite celebrity as amitabh
bachchan, from most of them selected the trustworthiness of celebrity option in this question. So
it's all about who is endorsing the product. 12.5% respondents state that they are attracted
because of credibility of the celebrity towards product or brand. Another 24% respondents said
that they are attracting because they can sense the similarity of celebrity and product both. For
example Sachin tendulkar sells 'boost' it's ok because he himself a fit person can sell the energy
drink. So there is a sense of similarity. 4.8% respondents give some other answers to this
Question,
Trustworthiness was related to the degree of actual believability and credibility of the celebrity
endorsers. When the endorser was viewed as highly trustworthy, their opinions would be more
convincing to the consumers. James Houran, a clinical psychologist whose research targeted on
trustworthiness of celebrities in Hollywood claimed that people trust the celebrities because they
felt that they knew the celebrities very well. Owing to the fact that the. celebrities were familiar
and successful, therefore people wanted to copy them in an effort to feel successful too (Forbes,
2011). In modern society we were frequently exposed to the celebrity endorsement, thus we
tended to like, trust and accept it. As a result, consumers fended to trust the celebrity endorsers
and perceived highly trustworthiness towards the celebrities after repeatedly receiving the
marketing message from celebrity endorsers Finally, consumers' purchase intention and decision
were affected.

Attractiveness was a unique quality which could arouse the interest of other people. Consumers
would more likely to demonstrate positive buying behaviours when they saw the physically
attractive endorsers in the advertisements. Many researchers proved that the opinions of an
attractive person are more likely to be agreed and accepted by the others when compared to the
less attractive one. Kahle and Homer also proved that a positive relationship is found between
physical attractive source and persuasiveness in marketing communications. So it was common
to find the physically attractive celebrity endorsers or models in the fashion advertisement. It is
because the marketers believed that the attractive endorsers with attractive body image and
unique characteristics were more convincing when promoting fashion apparel products. In short,
an attractive celebrity endorser should have positive impact on consumer's purchase intention.

So, here the answer is quite neutral because most of respondents says that celebrity should be
attractive, and they give 'trustworthiness' and 'sense of similarity' equal percentages. And
celebrity also have to credible. So, I understand that celebrity should be the combination of all
these four qualities. If any celebrity has theses quality then he can promote any product and any
brand.
(7) Would you like to buy a product if your favourite celebrity is endorsing it?

This question gives answer that how many people like to buy a product if their favourite
celebrity is endorsing it.

Likes
45%

40%

35%

30%

25% Likes

20%

15%

10%

5%

0%
Most Like Like Neutral Dislike Most Dislike

As showed in figure 4.7 from all respondents 40.4% said that yes they will like to buy a product
if their favourite celebrity is endorsing. But they are not sure so they give it a 2 number in rating.
12.5% respondents state that they like most to buy a product if their favourite celebrity is
endorsing any brand or product. And almost 30% of respondents are neutral about their decision.
They are not buying products immediately but they think on the product and celebrity both. It
means 30% of people still not getting attracted by a celebrity they might buy a product but not
necessary. 12.5% of respondents not like to buy product if the product is endorsed by their
favourite celebrity. And 4.8% people completely disagree with this point, they don't care if their
favourite celebrity endorsing product or not. Means they are not influenced by celebrity
endorsement. So, overall more than 50% of respondents like to buy a product if their favourite
celebrity is endorsing a product or brand. 30% respondents are neutral and 20% not like to buy a
product by this kind of advertisements.Here also most of the respondent like to buy a product if
their favourite celebrity is endorsing the brand of product.
(8) Does the presence of celebrities help yon to recognise the brand?

In this question there is showed that how many people is recognising brad with the celebrity.

Agreement
35%

30%

25%

20% Agreement

15%

10%

5%

0%
Strongly Agree Agree Neutral Disagree Strongly Disagree

In figure 4.9 showed that 32.7% of respondents said that yes, they agree that presence of
celebrity help to recognise particular brand. Because their most focus is on the celebrity when
they are watching the advertisement. 26% of respondents said that they are strongly agree with
this statement and 26% respondents giving neutral opinion. 10% respondents disagree with the
statement and 4.8% people strongly disagree with this point that celebrity helps to recognise the
brand.

More than 60% of respondents are agree that presence of celebrity helps to recognise the brand
and 15% people completely disagree with the statement. Another 25% people still neutral about
their decision towards their buying behaviour.
(9) Do you think the relevance of the celebrity to the product is influential when making a
purchase decision?

Region
40.00%

35.00%

30.00%

25.00%
Region
20.00%

15.00%

10.00%

5.00%

0.00%
Very Influential Influential Regular Somewhat Not Influential

As showed in figure 4.10 from all respondents 36.5% are believed that relevance of the celebrity
to the product is influential when making purchase decision. And 17.3% of respondents said that
celebrities are very influential when making purchase decision. And 31.7% respondents are
neutral about their opinion, they can change their mind. And 10.6% of people are agree at
somewhat level that yes, celebrities are influential when making a decision. 3.8% people
completely disagree with this statement that celebrity are influential when making a purchase
decision. So, here also celebrity wins because more than 50% of respondents believe that
relevance of the celebrity to the product is influential when making a purchase decision.

So, the bar diagram indicates that if marketer takes a celebrity which is relevant to their product
than it can make positive image of product or brand.
(10) Will yen stop buying a brand if your favourite celebrity endorsing, ii got involved in
scandal?

Region

Strongly Disagree

Disagree

Region
Neutral

Agree

Strongly Agree

0% 5% 10% 15% 20% 25% 30%

As showed in figure 4.11 person can understand that when someone is trap in scandal than
people are showing their negative opinions because 24% respondents said that they agree that if
their favourite celebrity get involved in scandal then they are stop buying their product.

And 16%respondents are strongly agree with this statement. As well as there are some people
who don't care about their celebrity's image. So 18.3% people are disagree with this statement.
And also another 18.3% people are strongly disagree with the point and 23% respondents are
neutral about the statement. It means that 40% of people agree that if their favourite celebrity get
involved in scandal than they are stop buying the product or brand. And there are another 40%
respondents who don't care about their favourite celebrity, for example if salman khan get
involves into any scandal then his doesn't care about his personal life, they only Want to see
salman khan on the screen. And after that they become happy and forgive that he is got involved
in to scandal.
(11) Does your favourite celebrity give a positive image to the endorsed brand?

Positive Image
5%

Yes
No

95%

In figure 4.12 showed that Out of 104 respondents 95% respondents said that yes, their favourite
celebrity gives positive image to the brand or product, because after all they are fans or followers
of their favourite celebrity. Only 5% of respondents neglected that they are favourite celebrity is
not giving positive image to any brand or product. So, marketer has to keep in mind that when
they are choosing celebrity, celebrity must be followed by large number of people. So that
people can accept the celebrity and product also.
(12) Which medium do you consider most effective when celebrity endorsement is used?

Medium
1%
3% 5%

Television
Magazine and Newspaper
Internet
Radio

91%

As showed in figure 4.13 people wants to see their favourite celebrity in the television than any
other medium. Because 91.3%, of respondents said that they consider television is the most
effective when celebrity endorsement is used. Than 4.8% of respondents are believed that
internet is the most effective medium to do advertisement with celebrities. And 2.9%
respondents said that they like to see their favourite celebrity in magazines and newspaper. And
only 1% goes with radio as medium of celebrity endorsement.

That simply means most people believe that when celebrity endorsement takes place than they
should be showing on the small screen that is television.
(13) Do you believe the celebrities also use those products which they themselves endorse?

Region
40.00%

35.00%

30.00%

25.00%
Region
20.00%

15.00%

10.00%

5.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly Disagree

In this bar chart no. 4.14 showed that 37.5% of respondent said that celebrities are not using the
products or brands which they endorse. 28.8% people strongly disagree with this statement that
celebrity also use the same product which they endorse. And there is 8.7% respondents who is
saying that celebrity also use the same products. And 4.8% respondents still believes that
celebrity use the same products which they endorse. And 20.2% of respondents are neutral with
their opinion they don't care that their favourite celebrity endorses a product and he himself uses
the same products or not. People know that celebrities are not using the same products, still they
believe in their favourite celebrity. And even they don't care about that their favourite celebrity is
uses the same product which they endorses or not.
(14) Overall would you consider the presence of celebrity endorsement as positive or
negative when making a purchase decision?

Presence of Celebrity Endoesement

5%

Positive
Negative

95%

Overall after filling all questions from the questionnaire most people state that presence of
celebrity endorsement is positive. It means if marketer wants to take a celebrity for their product.
They can go without any worry Because people loves to watch their favourite celebrity on
screen. So as showed in figure 4.15 from all respondents 95% said that presence of celebrity in
any advertisement gives positive image to brand or product. And only 5% respondents believe
that celerity endorsement doesn't gives positive image to brand or product.
(15) Occupation

I have taken a sample of 104 people from that most people are young and studying right now or
doing job. 70% respondents are students. 14% respondents are doing job and 5% respondents are
doing their own business. And 9% respondents are house wife.

Occupation
9%

7%

Student
Job
14% Business
House Wife

70%
 CHAPTER 5 : FINDINGS, SUGGESTION AND CONCLUSIONS

5.1 Findings

1. Celebrity endorsement enhance product information and creates awareness among

consumers. It helps them to recall the brands of the endorsed products.
2. Celebrity endorsed ads persuade customers to purchase products rather than non celebrity
endorsed Ads, Comic character Ads, Executive Ads and Fiction Ads.
3. A good number of respondents believe that celebrities are not using those products which
they themselves endorse.
4. Most of the respondents believe that frequent changes in celebrity for advertising the
product reduce the purchasing decision of customers.
5. The purchase attitude is influenced by the Quality of the products rather than
endorsement factors, price of the product, Discounts and offers etc.
6. Famous personalities are playing major role in creating an impact than Sports
personalities and other Film stars.
7. A good number of respondents believes that the quality of goods advertised by celebrities
may be or may be not in quality.

5.2 Suggestion

1. Celebrity endorsements will be more effective when used consistently over time to
increase the strength of the link between the celebrity and the endorsed brand.
2. Celebrity endorsements will be more effective when the ad execution is simple, clean and
free of irrelevant design elements.
3. Celebrity endorsements will be more effective when using a celebrity who is not already
strongly associated with another product or service.
4. Celebrity endorsers will be more effective for brands for which consumers have limited
knowledge/facts.
5. Celebrity endorsements will be more effective when there are not frequent changes in
celebrities who are endorsing the products.
 6. Celebrity endorsements will be more effective when Famous personalities are used rather
than film stars, cricketers.

5.3 Conclusions

This chapter aims to summarise the key findings in the questionnaire survey which have been
reported in chapter 4. All the test results and findings will be integrated and being discussed
together. As a result, a more comprehensive conclusion can be drawn. On the other hand, the
limitations existed in this research and its according recommendations for further study would
also be discussed in detail manner.

Perceived image of celebrity endorsers By using ten celebrities, the relationships between good-
looking, trustworthiness, attractiveness and expertise are discovered. Good-looking, plain
looking and Trustworthiness. 'Trustworthiness' is positively affected by 'Good-looking'. As a
result, the good-looking celebrity usually perceive as trustworthy by both genders. If the fashion
apparel products are endorsed by plain-looking celebrity, males think that 'Trustworthiness' of
the celebrity is not affected by 'Good-looking' while females perceived that the plain celebrities
are not trustworthy. Good-looking, plain looking and Attractiveness 'Attractiveness' is positively
affected by 'Good-looking' of the celebrity. Thus the good-looking celebrities usually have a high
degree of attractiveness while plain-looking celebrities do not have. Both genders tend to have
the same opinion towards this relationship.

Impacts of celebrity endorsement

Consumer buying behaviour processes

Celebrity endorsements have positive impacts on consumers' buying behaviour processes.

Firstly product awareness and brand acceptance of the consumer are enhanced, especially for
males. Secondly consumers can recall the fashion brands before and during shopping better
with celebrity endorsements. Thirdly celebrities can affect consumers' brand alternative
evaluation process. However, celebrity endorsements have fewer impacts on consumers'
purchase decision. It is because the purchase intention on fashion apparel products is affected by
other determinant factors, for instance customers can control the decision themselves.
In this trend of creative advertising, we see usage of celebrities of all walks in life — particularly
actors, film stars, models, sports persons, and the whole gamut. But the usage can always
backfire if the choice of the star is completely contradictory in nature to the brand. Believability
and association of brand to celebrity is important.

Selection of celebrities can be done while they are at their peak or when they are destined for
greatness in the near future. Again a risk that may go either way. What is important at some level
is the value that a celebrity adds to a particular brand. The advertiser tries his best to make the
celebrity and brand as analogous as possible.

The celebrity endorser is seen to score quite well on dimensions such as trustworthiness,
believability, persuasiveness, and likability when tested for Reaction from people. This is
important to a marketer as if he can get a celebrity to make the masses follow, believe or listen to
him, he has been successful.

The basis for the effectiveness of celebrity-endorsed advertising can be linked to this process of
identification and internalisation of the desired behaviour. Price of fame may be high for the
celebrity endorsed brands but they have both what the markets and the everyday common man
want - attention, power and star sizzle.

Celebrities are people who enjoy public recognition of a large group of people. Celebrities may
convey a broad range of meanings, involving demographic categories (e.g., age, gender and
status), personality and lifestyle types. For instance, people adore Sachin Tendulkar because he
represents a middle-class Maharashtrian boy who made it big with sheer hard work. Likewise,
Amitabh Bachchan for most is an icon of style, trust and dependability.

I can give the final conclusion that taking celebrity as a endorser of any product or brand is not
an bad idea, marketers can go with the celebrity endorsement if they have enough budget. The
celebrity should be mixture of attractiveness, trustworthiness, expertise and his credibility And
also he had large number of fan following. So, that maximum people can enjoy their favourite
celebrity as the brand endorser. And celebrity should promoted to appropriate medium of
communication, so that maximum number of people can see the advertisement. And they could
be influenced by the advertisement. That is finally beneficial to marketers.
5.4 Recommendation

In India, most of the celebrity endorsers are singers, actors or models. They possess different
attributes which are suitable to endorse different kind of products consumers will have different
preference on the celebrity endorsers and their purchase intentions can only be triggered by a
particular kind of celebrity endorsers. In order to make the effect a significant one, there are
some suggestions to marketers.

First, the selection of celebrity endorsers with the right attributes is crucial to the success of
celebrity endorsement. It is because celebrity endorsements can help to create and reinforce the
value and image of the fashion product and brand. Thus the markets must carefully evaluate the
celebrities and make sure the image which perceived by the target customers are positive. For
instance males and females think that trustworthiness is the most important dimension that the
celebrity endorsers must possess, so the prerequisite of the fashion companies is to select the
celebrity endorsers who are highly trustworthy. Second, the markets must understand the
relationships between good-looking, trustworthiness, attractiveness and expertise. Good-looking
can give a positive impression of attractiveness, trustworthiness and expertise to the celebrities
and the products. However, celebrity with plain-looking or ordinary looking can also promote
the fashion product effectively if the companies would like to focus on the trustworthiness and
expertise of the celebrities as well as the products.

Finally, the company must have thorough consideration and sufficient research before the
endorsement takes place. They must understand the preference and purchase behaviour of their
target customers. So that the marketers can react to customer and market changes rapidly

In summary, celebrity endorsement is an effective promotion tool. The companies must select
the right celebrity endorsers in order to grab the attentions and arouse the interest of the target
customers.
5.5 Limitations of study

In this research, there are some limitations. Firstly; the target respondents of the research should
be from males and females from different age groups, however due to the time constraints, most
of the respondents are students. Secondly, the sample of the present research is not derived from
probability sampling and therefore the data obtained should be treated with caution. Moreover,
the sample population is relatively small to be a formal marketing research. Lastly, the questions
which related to the attributes of the Indian celebrities may have some perceptual difference
among the respondents. It is because the perception of good-looking, trustworthiness,
attractiveness and expertise are rather subjective thus it is uneasy to make judgments on those
words.
 CHAPTER 6 : BIBLIOGRAPHY

Books :
 Philip Kotler, “Marketing Management” 12 Edition Person education.
 Naresh K. Malhotra & Satybhushan Dash, Marketing Research 6th Edition Pearson.

Website :
 www.google.com
o www.wikipedia.com
o www.prequest.com
 QUESTIONNAIRE

A study on ''Impact of celebrity endorsement on consumer buying behaviour"

1. Who is your favourite celebrity?

o Amitabh bachchan
o Shahrukh khan
o Aishwariya rai
o Msdhoni
o Sachln tendulkar
o Salman khan
o Other
2. How frequently do you come across advertisements that feature celebrities?

o Often
o Sometimes
o Rarely
o Never
3. Do you get attracted to buy a product/brand endorsed by a celebrity?

Agree
o 1
o 2
o 3
o 4
o 5
 If agreeing, why?

o Credibility
o Attractiveness of celebrity
o Sense of similarity
o Other
4. Would you like to buy a product if your favourite celebrity is endorsing it?

Most like
o 1
o 2
o 3
o 4
o 5
5. Does the presence of celebrity help you recognise the brand ?

Agree
o 1
o 2
o 3
o 4
o 5
6. Do you think the relevance of the celebrity to the product is influential when making
when a purchase decision?

Very influential & not influential

o 1
o 2
o 3
o 4
o 5
7. Will you stop buying a brand if your favourite celebrity endorsing, it got involved in
sandal ?

Agree & disagree

o 1
o 2
o 3
o 4
o 5

8. Does your favourite celebrity give a positive image to the endorsed brand?

o Yes, it gives positive image

o No, it's not.

9. Which medium do you consider most effective when celebrity endorsement is used ?

o Television

o Radio

o News paper

10. Do you believe the celebrities also use those products which they themselves
endorse?

Agree & disagree

o1

o2

o3

o4

o5

11. Overall would you consider the presence of celebrity endorsement as positive or
negative when making a purchasing decision?

o Positive
 o Negative

12. Name:-

13. Gender

o Male

o Female

14. Occupation

15. Age

o 15-18

o 18-22

o 22-29

o 30-39

o 40-49

o 50 & above

 THANK YOU 