GARIMA SETHI 13-1001

MM2123309
BIMM
MARKETING A
GROUP A1
RESEARCH GUIDE NAME: MR. VINAYAK BHAWSAR
MENTOR NAME: DR. BINOD SINHA
SUBJECT NAME: RESEARCH PAPER WRITING
CONTACT NO. 9993235255
EMAIL.ID: GARIMA.13-1001@SBUP.EDU.IN
TITLE: A STUDY ON BRAND ENDORSEMENT ON
CONSUMER BEHAVIOR TOWARDS LIFEBUOY SOAPS
ABSTRACT
INTRODUCTION
RESEARCH PROBLEM
Due to the nature and prominence of the topic, a wide range of studies have
been conducted on the subject. Earlier studies states that, in general, celebrity
endorsement influences the buying behavior of the consumers and can also
influence the attitude consumers have towards the advertisement and attitude
towards the brands, which can increase the purchase intentions and,
consequently, increase sales. Moreover, while studies have previously enshrined
on the brand endorsement strategy in India it is important to understand this
concept in the context of market in Pune city for lifebuoy soaps.

RESEARCH OBJECTIVES
1. To identify whether celebrity endorsements influences consumer buying
behavior towards lifebuoy soaps
2. To study the consumer preference regarding lifebuoy soaps in Pune city
3. To study the effects of celebrity endorsements on brand loyalty.

HYPOTHESIS
H0: There is no significant relationship between Price and celebrity
endorsement.
H1: There is significant relationship between Price and celebrity endorsement.
H0: There is no significant relationship between Price and Packaging.
H1: There is significant relationship between Price and Packaging.
H0: There is no significant relationship between Price and Promotional Offers.
H1: There is significant relationship between Price and Promotional Offers.
Literature review
1. (Imtiaz et al., 2016) published the research paper title “An Empirical
Investigation of the Factors Influencing the Brand Extension of
Lifebuoy”. Firstly, in this study they found that brand image is a
fundamental element for understanding consumer attitude toward brand
endorsement. Most consumers settle on buy choice based on brand picture
since the reliability of the new item heightens when brand insights become
better. Secondly, consumer with high brand loyalty toward parent brand will
in general survey the brand and its items.

2. Supreet Kaur, and Ankit Garg, “CELEBRITY ENDORSEMENT AND

BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY
STUDENTS”. The study found that celebrity endorsement enhances product
information and creates awareness among consumers. It helps them to recall
the brands of the endorsed products.

3. Boopathy & Chaudhari (2013) publishes the research paper title “celebrities
and social cause” showed the impact generated in the minds of customers
due to advertisements featuring celebrity, the study revealed that children are
more impacted through advertisement that features celebrity in it.

4. Randhawa & Khan (2014) “Impact of Celebrity Endorsement on

Consumer Buying Behaviour” examined the consumer perception on
celebrity endorsement of FMCG Products. The study shows that Celebrity
Endorsed Ads persuade customers to purchase products rather than non-
celebrity endorsed Ads, Comic character Ads, Executive Ads and Fiction
Ads.

5. M. Gayathri Devi and Dr. C. Ramanigopal (2010) stated that Celebrity

endorsement has a positive or a negative impact on the consumer buying
behaviour. These days customers are becoming more demanding .Their
expectations are continuously rising while marketers are continuing their
efforts to meet them (Alsmadi, Sami, 2006).

6. Radhika Wadhera and Nishu ChawlaIt (2017) “Celebrity Endorsement

And Attitude: A Study To Assess The Impact Of Celebrity Endorsement
On Attitude Of Consumers” found that if celebrity entered into marketing
 it has not improve the brand’s image of companies, increase in computation
power of companies, increase in viewer’s attention of companies and
conveys all the features of the product.

7. Duong Ngoc “Brand personality and its impacts on consumers’ purchase

intentions” the researcher has explored that factors of persuasiveness, brand
image and celebrity endorsement are the most important contributing key
elements in advertising which if properly designed and utilized, then could
change the consumers’ buying behaviour to purchasing intentions

8. (Khanam, Verma, 2017) The study suggests that there is a direct impact of
TV advertising on the Consumer buying behaviour and that emotional appeal
is a significant factor in the same. The use of proper advertising components
attention grabbing, trust development, positive associations etc. appealed the
viewer’s emotionally which turned prospects to consumers

9. (Article, Nielsen.com, 2020) The COVID 19 pandemic was a serious hit to

all brands, companies and products across the globe. It was found out that if
brands stop advertising in 2020, they may witness almost 11% decline in
their sales in 2021. So effective advertising during this course of pandemic
will definitely go a long way in creating a positive impact on the consumers’
minds.

10.Relationship between celebrity endorsements and brands was examined by

Mukherjee (2009), as well as the impact of celebrity endorsement on
consumer's buying behaviour. In his opinion, celebrity endorsement is
always a two-edged sword and it has a number of positives—if properly
matched it can do miracle for the company, and if not it may produce a very
negative consequences for the brand and company at all.

11.Dhriti Jain, Anupama Menon, Aleena Kadri (2021) “The Impact of Celebrity
Endorsements on Consumer Behaviour in India” stated that the inclusion of
celebrities in Indian marketing has been a long-standing tradition, and is also
considered a key aspect due to the fact that 50% of ads in India feature
celebrities which is significantly higher than the US at 20%. (Jain, 2019)
RESEARCH GAP
While there have been several studies that deals with brand endorsement on
consumer behavior in general, there is no study that deals with brand
endorsement on consumer behavior towards lifebuoy. Moreover, while studies
have previously enshrined on the brand endorsement strategy in India it is
important to understand this concept in the context of market in Pune city for
lifebuoy soaps.

RESEARCH METHODOLOGY

Research Design:
 Research Type: Descriptive Research
“Descriptive research is a type of research that describes a population,
situation, or phenomenon that is being studied. It focuses on
answering the how, what, when, and where questions.”
Plan for Data Collection:
 Primary Data – The primary data for this research was collected
using online survey.
 Type of Questionnaire structured – Close-Ended Questions
 Research Instrument – Primary data for the study collected
through self- structured questionnaire.
 Secondary Data – The secondary source of data is being
collected from websites and through various research
paper, articles, census report.
Sampling Method:
“Snowball sampling method have been used for collecting samples. This
sampling method is often used when researchers wish to study a
population where the subjects are particularly hard to identify or reach.”
Population – Data Collected from Indian Population
Sample Unit – Sample unit is the sample that is used to represent the
entire population which is No. of respondents.
 Sample Size – Data Collected from 128 Respondents.
Time Dimension – 2 Months

Data Analysis
In this survey we have taken response from 128 life insurance policy holders.
These policy holders possess life insurance policies from different private and
public companies operating in India

Gender

2%
male
Female
Prefer not to say
44%
54%

Out of those 128 respondents 70 were male respondents and remaining 58

were female respondents. We have tried to maintain gender neutrality
during our survey. Out of this respondent 55% are male and 45% are
females.
 Educational Qualification

1%
24% Higher Secondary
Graduate
40% Post Graduate
School

35%

Out of the 128 respondents who have been surveyed 5 respondents were
only higher secondary pass, there were 74 graduates, 48 postgraduates
and 1 PhD holders. In this case our main target customer group is the
graduates which is 58%, and postgraduates which is 37%. As they
constitute 95% of the total responded.

Occupation

4% 12% Business
Public Service
Private Service
33% 15% Self Employeed
Student
Housewife

12% 25%

In this survey we have divided occupations of the responded into 6

categories namely private servants, businesspersons, public servants self-
employed students and others. Out of these 6 categories 28 respondents
were from private services, 32 are from business background, 24 are
from public servant, 5 were self-employed, 39 are students.

Age

11% 11% Below 20

3% 21-30
31-40
14% 41-50
51-60
Above 60
43%
18%

Out of the 128 respondents that we have surveyed 65 of the total number
of respondents were in the age group from 21 to 35 years, 43 respondents
were in the age group between 36 to 50 and 20 of the respondents were
in the age group between 51 to 65 years.

Marital Status

Unmarried
Married
43%

58%

In this survey we have asked about the marital status of the respondents
 and found out that 62 of the total respondents were unmarried, 63 of the
total respondents were married and 3 were divorced.
It can be seen form this above chart that no matter what the marital status of the respondent is,
they prefer the life insurance policies in equal proportion

Type of Family

8%
Nuclear
Joint
39% Extended

53%

How often do you buy soap

16%
2-3 times a month
35% Once a month
Once every 2-3 months

49%
 Which type of soap do you use?

Bar soap
Liquid Soap
39%

61%

How do you get to know about new soap

brands?

Friends
1% 8% Online
24% Social Media
Print (Magazines, Newspapers)
28% Television ads
Amazon

18%

21%
 On a scale of 1 to 5 how would you rate
these factors of a soap?
83 1 2 3 4 5

68
59

58

57
52
41

35
34

32

22
21

16
15

15

14
12

12

11
9
8

8
7
7

7
6
3

3
2
Price Br an d C el eb r i t y Fr agr an c e P ac kagi n g P r o m o ti o n a l
En d o r sem en t O ff e r s

According to your preference rate these

soap brands(from 1 to 5)?
1 2 3 4 5
50

49
48
46

45
41

38

37
31

30
25

18
17

17
16
14

14

14

14
11

9
7

4
3

L i feb u o y D e tt o l Med i m i x Cinthol Savl on

 Do you pay attention to celebrity en-
dorsements before buying  soaps?

Always
7%
19% Often
11%
Sometimes
Rarely
Never
23%

41%

 Would you buy a soap if your favorite

celebrity is endorsing it?

Yes
No
33% May be
41%

27%
 Are the claims made in advertisements hav-
ing celebrities believable?

10% Very believable

Not believable
33% Believable in some of claims
Can't say
34%

23%

How well do lifebuoy ads which have

celebriti es catches your att enti on?
4.20% Series2 Series3

25.80% 26.70%
24.20%
19.20%

2 3 4 5
 What kind of celebrities influences your buy-
ing behavior?

Film stars
13% Sports person
25% Singers
8% Fashion Models
Daily soap stars
Cartoon or fictional characters
13%

7%
35%

To what extent do the f ollowing

var iables infl uence your pur chas e
intenti on towar ds a celebr ity en -
dor s ed br and?
Very low Low Average High Very high
70
60 58
50
50 44
41 41
40 37
34
31
30 26 27
24 24 23
20 19 20
20 15 15 16 16
10 4 4 6
2 3
0
Attractiveness of the Trustworthiness of Expertise of the Gender of Celebrity Nationality of
celebrity the celebrity celebrity celebrity
 Which media channel do you think is most
effective for celebrity endorsement?

Electronic media(TV, Internet)

14% Word of mouth, social circle,
Friends
Print media(Newspaper, mag-
43% azine)

43%

HYPOTHESIS TESTING

Table 4-
Correlations
Purchase Likelihood Brand image
Purchase Likelihood Pearson Correlation 1 .338**
Sig. (2-tailed) 0.000
N 131 131
Brand image Pearson Correlation .338** 1
Sig. (2-tailed) 0.000
N 131 131
**. Correlation is significant at the 0.01 level (2-tailed).

FINDINGS
SUGGESTIONS

CONCLUSION AND LIMITATION

REFERENCES