IMPACT OF CELEBRITY ENDORSEMENT ON

CONSUMERBUYING BEHAVIOUR
( With Reference to Clothing Brands )

Research Project Submitted in Partial Fulfillment of the Requirements for the

Degree of
BCOM Honours
by
Kanak Raikwar
To the
DEPARTMENT OF COMMERCE
THE BHOPAL SCHOOL OF SOCIAL SCIENCES

April, 2021
Submitted by Guided by
Kanak Raikwar Dr Richa Bhatia
Associate Professor
Department of Commerce
 CERTIFICATE

It is certified that the work contained in the project report titled as Impact of Celebrity
Endorsement on Customer Buying Behaviour by Kanak Raikwarhas been carried out under
my/our supervision and that this work has not been submitted elsewhere for a degree*

Signature of Supervisor: …………….

Name :Dr Richa Bhatia, Associate Professor

Department : Commerce

The Bhopal School of Social Sciences

April, 2021
 DECLARATION

I hereby declare that this project report entitled “Impact of Celebrity Endorsement on
Customer Buying Behaviour“ was carried out by me for the degree of BCOM Honours under
the guidance and supervision of Dr Richa Bhatia of Department of Commerce, BSSS
College. The interpretations put forth are based on my reading and understanding of the
original texts and they are not published anywhere in any form. The other books, articles and
websites, which I have made use of are acknowledged at the respective place in the text. This
research report is not submitted for any other degree or diploma in any other University.

Place: Bhopal

Name of the Student: Kanak Raikwar

Class & Section:Bcom Honours Section A third year

Date: 31 April 2021

 ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal Dr Sr Sonia Kurien
for their immense support and blessings. I thank our HOD Dr Amit Kumar Nag for his
support. I would like to express my special thanks of gratitude to my research guide Dr Richa
Bhatia, Associate Professor of Department of Commerce for her valuable suggestions and
guidance and for giving me the golden opportunity to do this wonderful research project on
the topic: Impact of Celebrity Endorsement on Customer Buying Behaviour, Without her
help it would have been difficult for me to have reached this state of completion of my
project report. Also, I would like to thank my parents and friends who helped me a lot in the
preparation of this project.

I wish to acknowledge the help of all those who have provided me information, guidance and
other help during my research period.
TABLE OF CONTENTS

CONTENTS PAGE NO.

CHAPTER:1 Introduction of the topic 7

1.1 Rationale of the study 8
1.2 Introduction of the Industry 8
1.3 Introduction of the company 8
1.4 Justification of the topic 11
CHAPTER:2 Review of literature 12
2.1 International Reviews 13
2.2 National Reviews 15
CHAPTER:3 Research Methodology 18
3.1 Objectives of the study 19
3.2 Research Hypothesis 19
3.3 Scope of the study 20
3.4 Case of primary data 20
3.5 Limitations of the study 21
CHAPTER: 4 Data representation and analysis 23
4.1 Data representation and interpretation 24
4.2 Hypothesis Testing 44
CHAPTER:5 Results and Discussion 49
5.1 Major Findings 50
5.2 Discussions and Suggestions 50
5.3 Conclusion 51
References 52
Annexure 55
CHAPTER:1 INTRODUCTION OF
THE TOPIC
1.1 Rationale of the Study
1.2 Introduction of the Industry
1.3 Introduction of the Company
1.4 Justification of the Study
Marketing is a very important weapon to cover the market and settle into it effectively. Also,
advertisement is the basic element for these marketers to spread awareness and promote their
respective product/brands. Their ultimate objective is to make the consumers buy their
products/ brands. In this long run they meet different competitors at the same time and so
they need to uplift themselves to face a tough competition. The advertisers take this as an
opportunity to grab the attentions of these customers and further work on it to expand their
operations and promote their product/brand.

Basically, celebrity endorsement is the marketing strategy whose purpose is to use one or
multiple celebrities to advertise their following brands/services. Today one of the most
influential technique for advertisement is by endorsing popular celebrities for different
brands. The influence of the celebrity endorsement is now days more on college going youths
and on working youth. Celebrity endorsement also make the advertisements more
memorable. Celebrities have an impressive power to get public recognition easily and thus
this creates a perfect strategy to persuade the consumers to buy their endorsed
product/brands.

The major aim of the marketers is to reach a great number of audience and create a fan base.
A huge number of marketers use enormous amount of money annually on celebrity
endorsements based on their effectiveness. Its always about a human element which nobody
knows when it comes to these types of endorsements which always has a high risk, also high
rewards. In this era there is a continuous increase in celebrity endorsements in various
industries especially for the clothing brands, these marketers are highly influenced towards it
for creating fame, the profits and their productivity.
1.1 RATIONALE OF THE STUDY

In this study, I propose to investigate the impact of celebrity endorsements on consumer

buying behaviour when it comes to very famous clothing brands. The study will propose the
various customer perceptions with no age and gender biasness in regard with their views
about how these celebrity endorsements helps in identifying any product by them and how
this makes a change in their buying behaviour. The reason behind this study is to demonstrate
the challenges faced by different marketers when they have to spend a large amount of
money for these marketing strategies that is celebrity endorsements. To know whether this
strategies are effective or not.

1.2 INTRODUCTION OF THE INDUSTRY

The clothing industry is an apparel industry which design and sell clothing, footwears and
different accessories. It offsets a major part on TV advertisements that is on clothing brands.
Most of the famous clothing brands are endorsed by one or the other celebrity. The fashion
industry consists of four levels: the production of raw materials, mainly fibres and textiles but
also leather and wool; the production of fashion goods by designers, manufacturers,
fabricators, and others; retail sales; and various formations of advertising and promotion.
These levels mainly consist of many separate but interrelated sectors, all of which are loyal to
the goal of satisfying consumer demand for apparels under conditions that sanctions
participants in the industry to operate at a profit. Most fashions are made from textiles.
Together with fashion forecasters, textile manufacturers work efficiently in advance of the
apparel production cycle to create fabrics with colours, textures, and other qualities that
foresee consumer demand.(Major, 2020)

1.3 INTRODUCTION OF THE COMPANY

In this research project the clothing brands which are covered are Manyavar, Levi’s, Adidas
and Raymond. There are many other brands too which has a major impact on consumer
buying behaviour when it comes to TV advertisements.

Manyavar is a prime wearing brand. In the past two years there was a change in celebrity
endorsements many times. In 2019, Kartik Aryan, Amitabh Bachchan and Ranveer Singh
were the faces of the brand. As of now the current brand ambassador is Virat Kohli.
(Mansuri, 2019)Manyavar ensures that they keep up with the changing time while being
rooted in our values. Their designs can be contemplated as the perfect amalgamation of this
as they assimilated the best of our culture along with bringing a touch of contemporary to the
mix. (Filmfare, 2020)

Levi’s is the world’s largest apparel company and is a global leader of jeans. Recently Levi’s
announced Deepika Padukone as a global brand face.There aim is to provide avey relevant
fashion offering with quality and comfort. (The Economics Times, 2021)Establishing its
“terms of engagement” way back in 1991, Levi’s thus laid out the brand’s global code of
conduct throughout its supply chain — a massive supply chain at that. Not only were
standards set for worker’s rights, a healthy work environment, and an ethical engagement
with the planet.(DALTON, articles on levis, 2017)
Adidas is the German multinational corporation which designs and manufactures premium
quality sports shoes, sports apparel and other sports accessories. They recently announced
their brand ambassador as Miss ManushiChillar. (Tewari, 2020)Adidas products are
traditionally marked with a three-stripe trademark, which remains an element in the
company’s newer “trefoil” and “mountain” logos. Adidas was renamed Adidas-Salomon AG
and moved into retailing, following the lead of Nike.(Lewis, 2020)

Raymond Group is an Indian branded fashion retailer. Farhan Akhtar is the new brand
ambassador of Raymond Group. The tagline of Raymond is ‘The complete man’. (Magan,
2016)Raymond is India's largest integrated worsted suiting manufacturer that offers end-to-
end solutions for fabrics and garmenting. It also has business interests in men's accessories,
personal grooming and toiletries, prophylactics, engineering and auto components across
national and international markets.(BW Online Bureau, 2019)
1.4JUSTIFICATION OF THE STUDY

The topic of celebrity endorsements is highly powerful among the marketers and the
consumers and is heavily documented in various literatures in various mediums of
communication. The main aim of this research project is to examine the relationship between
the brand, the marketer, the celebrity endorsed and the targeted consumers. Examining the
modern means by which any fashion brand collaborates with the celebrities. This research
project aims at understanding the true nature and scope of celebrity endorsements which is
playing a vital role in influencing the consumers extremely.It contains four most famous
clothing brands respectively, Manyavar, Levi’s, Adidas and Raymond. This study will give a
clear view about the consumer buying behaviour when they purchase a particular clothing
brand after watching the television advertisements when the brand is endorsed by their
favourite celebrity. The survey will give a clear view about how effective thesecelebrity
endorsed brands are and how the consumers get attracted towards it because of the celebrity
endorsement.
CHAPTER:2

REVIEW OF LITERATURE
2.1 International Reviews

2.2 National Reviews

2.1 INTERNATIONAL REVIEWS

Today the world has become more competitive and consumers are opened to thousands of
expressions and pictures in magazines, newspapers and on billboards, websites, radio and
television. Marketers try hard to capture a small portion of an individual’s time in order to let
him/her know of the wonderful and unique characteristics of the product or brand. Most of
the people daily experience the constant bombardment of advertisements by the media so
ultimately people become emotionless towards all the advertisement practices. For this
process businesses and firms usually appoint celebrities from a specific area in order to give
them a chance to be a part of advertisement campaign. (Humaira Mansoor Malik, 2016)

Theory and practice have proven that endorsement of celebrities in advertising is a good way
for attracting attention of a public. Celebrities are role models for majority of Indians and are
most respected persons in the society. Celebrities influence people by way of their dressing,
styles and habits. (EMMADI, 2017)

Endorsement is a channel of brand communication in which a celebrity acts as the brand’s

spokesperson and certifies the brand’s claim and position by extending his/her personality,
popularity, status in society or expertise in the field to the brand. In a market with a very high
proliferation of local, regional and international brands, celebrity endorsement was
traditionally thought to provide a distinct differentiation. The endorser should be attractive to
the target audience in certain aspects like physical appearance, intellectual capabilities,
athletic competence, and lifestyle. It has been proved that an endorser that appears attractive
as defined above has a greater chance of enhancing the memorability of the brand that he/she
endorses. (Martin Roll, 2018)

Nowadays, social media is spreading in an instantaneous way that reflects an image, an idea,
a reason or a product. In general, consumers’ perceptions and intentions to buy a product is
related to its characteristics or to imitate a personal figure that is using it. However, the
disseminated image will take time once relying on the traditional means of advertising.
Referring to social media networks can enhance the desired intention for promoting the
product on the one hand, and to attract a better share market on the other hand. In this regard,
the main objective of companies is to spread fast their new products and to shape the social
identity of consumers once the latter have proceeded with their intentions to buy. (Safi Hani,
2018)

A perception analysis scores celebrities on recognition, trustworthiness and measures the

scale at which consumers believe the celebrity embodies the values of the brand. Audience
match measures the overlap between the brand’s and celebrity’s online audiences. And a risk
assessment examines how risky a brand’s celebrity partner is or may become to the brand’s
image—a major concern in the social media era when a single tweet can take down a
career.(Velasquez, 2018)

There are lots of factors which influence consumer buying behaviour. Therefore,
understanding different behaviour of consumers is one of the toughest and challenging task
faced by the marketers. Strong positive impact of celebrities in influencing buying behaviour
has been widely accepted by marketing gurus across the world. With the help of celebrities
consumer attitude can be changed, purchasing intentions can be enlarged and profit can be
extended. But the right celebrity has to be picked for the right company. So it is very
important to grab consumers’ attention and interest among those similar advertisements by
using a celebrity who has unique characteristics that can truly effect on consumers’ buying
behaviour. (J.D.T, 2017)

It is the major risks associated with the celebrity endorsement which badly influence the
brand image of a product. When a celebrity is strongly associated with the brand, then any
negative information related with the celebrity will negatively influence the brand
evaluation.The celebrity may lose his or her popularity due to some lapse in professional
performances. (Ligo Koshy, 2017)

Consumer preference for brand visibility is driven not only by consumer motivation but also
by the perceived social function of luxury consumption. when consumers are exposed to an
advertisement that espouses a value-expressive versus a social-adjustive function of attitude,
they tend to prefer subtle versus explicit visibility as determined by their intrinsic versus
extrinsic motivation. (Shao, 2019)

To find out which celebrity is suitable for and effective in promoting a company or brand
image, there are usually carry out studies of celebrity endorsement, which examines the
association between product and celebrity.in the case of clothing for women, the presence of
celebrity endorser in print advertising does not influence consumers' attitudes towards brand
and advertising. This means that both celebrity and the model are equally effective in
changing attitudes towards the two dependent variables. (RALUCA, 2012)

2.2 NATIONAL REVIEWS

Celebrity endorsement is a marketing strategy used by corporate companies or some non-

profit organizations which involving the celebrities and a well-known reputed or intellectual
person by using their social status and their fame in the society. It helps to organization to
promote the product, service or even raise awareness on products In addition to that
multinational corporations are used celebrity endorsement in the advertisement owing to
strongly believed that the celebrities in advertisement have a unique vital and it create more
influence on consumer buying behaviour, purchase intention and their brand loyalty. In India,
normally people will consider celebrities such as cine starts and cricketers are their role
models and they follow their trends such as dressing, hair styles and habits etc. (P. Venkata
Subbiah, 2020)
Advertisements containing product endorsements by a third-party organization (TPO),
product endorsements by a celebrity, or no endorsement were compared for their ability to
affect the dependent variables of perceived product quality, attitude toward the manufacturer,
purchase risk, and information value of the ad. (Biswas, 2013)

Attractive celebrity endorsers bring more positive attitudes towards the brands, but whether
they are able to create purchase intentions is still not very clear, as some studies have found
that endorsers do not have an effect on behavioural intent while other studies prove the
positive impact of celebrities on purchase decisions. (Kaur, 2014)

Celebrity endorsement is always a two-edged sword and it has a number of positives— if

properly matched it can do wonders for the company, and if not it may produce a bad image
of the company and its brand. Celebrities are people who enjoy public recognition by a large
share of a certain group of people. Whereas attributes like attractiveness, extraordinary
lifestyle or special skills are just examples and specific common characteristics that are
observed and celebrities generally differ from the social norm and enjoy a high degree of
public awareness. (S, 2016)

Create positive feelings towards brands and are perceived by consumers as more entertaining.
Using a celebrity in advertising is ,therefore, likely to positively affect consumers 'brand
attitudes and purchase intentions. It is noticed that services sector brands intensively depend
on celebrity endorsement strategies in a noticeable trend.(Hennayake, 2017)

In the build-up to the wedding of the decade, Manyavar significantly ramped up their
media spends although Virat and Anushka chose Sabyasachi as their real -life designer.
This invariably led to the social media commentary that their endorsed brand got a
raw deal, as the celebrities did not consider it good enough for their big day. While
this thinking sounds logical, it is actually untrue as Manyavar gained unimaginably
from the Celebrity Multiplier, a simple math governing all such endorsements.
Contrary to many popular impressions, modern consumers are fairly clear about which
brands the endorsers use themselves and which ones are purely professional
relationships. (Dasgupta, 2018)

In the world of suiting and shirting by The Vimal’s, The Dinesh’s, and The Raymond’s,
Manyavar carved its own niche and became the category disruptor in very little time. The
objective was to change the perception of restricting Indian wear only to weddings. Manyavar
then strived to develop the celebration and festive wear category and created an entirely new
category of fusion wear. Over the years, the Manyavar advertising journey has churned out
campaigns across mediums including social media to amplify its messaging around its
taglines like Maan Dene Se MaanMilta Hai, PehnoApniPehchaan, Rang Jama De, Jab bhi koi
khushikibaat ho, and Earn Your Respect. (social samosa, 2020)

The practice of celebrity endorsements has proliferated over time and perceived as a winning
formula for product marketing and brand building. Everyday consumers are exposed to
number of voices over the radio and TV and images in newspapers, magazines, hoardings,
and websites. (Supreet Kaur, 2016)

Analysis decomposed the variables into factors like value for money, celebrity name,
celebrity influence, product features and brand attractiveness and through multiple
regressions the impact (percentage) of celebrity endorsements has been calculated. It was
found that value of money, celebrity influence and celebrity name are the main important
factors which influence the buying behaviour of today’s youth. (Kritika Nagdev, 2016)

Using a celebrity to represent you helps to differentiate your brand from competitors. It also
can improve ad recall, making consumers remember your ad and that your brand is connected
to their favourite celebrity. The celebrity would be at risk for damaging their reputation if
they endorsed a product that’s quality was lacking. Choosing the right celebrity can open up
your brand to new markets. (Kali Kraft, 2018)

CHAPTER:3

RESEARCH METHODOLOGY
3.1 Objectives of the Study

3.2 Research Hypothesis

3.3 Scope of the Study

3.4 Case of Primary Data

3.5 Limitations of the Study

Research in common refers to a search for knowledge. It is scientific and systematic search of
accurate information on a specific topic. In a broader sense it is a way to systematically solve
the research problem. Through the research we not only consider the research methods which
will be used but also consider the logic behind the methods or techniques we use. In this
chapter henceforth we will be discussing the methods which we used in our research process.
After we reach to a conclusion this research project will help us to form a line in meeting our
objectives of our study.

3.1 OBJECTIVES

 To know how the celebrity endorsements becomes an important factor in consumer

buying behaviour.

 To know at what level consumers are satisfied with the products, which are endorsed
by any celebrity and whether they are trustworthy or not.

 To know whether the celebrity endorsements are effective in regard with buying these
famous clothing brands.

 To know how the consumers get attracted towards these celebrity endorsements.

3.2 RESEARCH HYPOTHESIS

This study has been conducted to know the hypothesis that how people of different age
groups recognise the clothing brands, what are their perceptions regarding celebrity
endorsements and what is their reaction towards it.

NULL HYPOTHESIS- Consumers are not satisfied with the products which are endorsed by
any celebrity.
ALTERNATIVE HYPOTHESIS- Consumers are more satisfied with the celebrity
endorsement brands and are fully comfortable in using these brands than any other normal
brand which is not endorsed by any celebrity.

3.3 SCOPE OF THE STUDY

The project was initiated as the coming generation is looking towards something new
everyday and these endorsements creates a wave of excitement among the young generation,
also among the working class generation. These endorsements is generating brand awareness
among the consumers. It makes them recall these brands due to the advertisements which
constantly run in the minds of the consumers because of their favourite celebrities. As long as
the consumers are satisfied, celebrity endorsements will grow and this will also help
marketers to be more productive. Also the consumers will be willing to pay high prices for
their brands due to its high quality and also it may create a positive image because of the
celebrity endorser. It will further create accountability for the brand as well as the endorser.

These endorsements also creates trust among the consumers for a particular brand. When it
comes to clothing brand consumers are more conscious regarding their dressing sense and its
quality especially the young youth. It creates a tag on their clothing as it is branded and
endorsed by a famous celebrity. In future it can be helpful for both the marketers and the
consumers. Marketers will keep on bringing new innovative ideas to grab the attention of
various viewers and target them to increase their purchasing by bringing these types of
strategies. The young generation is influenced by living like their favourite celebrity’s
lifestyle and this effects their purchasing power towards the endorsed clothing brands.

3.4 CASE OF PRIMARY DATA

POPULATION- Study was conducted within the boundaries of Bhopal, that is people of
different age groups residing here. All types of responses were accepted with no age and
gender biasness.
SAMPLE- Sample is a group of people which is taken from a large group of population for
the measurement.

We have selected the people who are mostly aware about the advertisements which are
celebrity endorsed especially of the famous clothing brands from the respective population
and the above mentioned age group.

SAMPLE SIZE- Sample size is the number of the people ( respondents ) included in our
study. The sample size taken in our study was 125 respondents..

SAMPLING METHOD- The type of sampling method used is Non probability sampling
that is purposive sampling and cluster sampling.

NON PROBABILITY SAMPLING

In this type of sampling the sample is selected deliberately by the researcher according to
hischoice in which there is a further extension of purposive sampling.

PURPOSIVE SAMPLING

In this type of sampling researcher relies on his or her own judgements in choosing the
respondents from the population to include them in the study.

CLUSTER SAMPLING

In this type of sampling the total population is divided into a further small subdivisions which
are themselves cluster of small units and then these clusters are randomly selected.

DATA ANALYSIS
Descriptive statistics- It is a summary statistic which quantitatively describes the features of
our data which we have collected and can be either in the form of any representation of the
whole or a sample of the considered population

3.5 LIMITATIONS OF THE STUDY

 As the research was conducted within the boundaries of Bhopal, the respondents
outside Bhopal will remain unnoticed.
 In this study only the urban respondents have been taken consideration who have an
understanding regarding this issue but the rural population had been ignored.
 Majority of the respondents belonged to the age group between 15-25, there were very
few respondents above this age group.
CHAPTER:4

DATA REPRESENTATION AND

ANALYSIS
4.1 Data Representation and Interpretation

4.2 Hypothesis Testing

4.1 DATA REPRESENTATION AND INTERPRETATION

Gender

RESPONSES NUMBER OF
RESPONDENTS
Male 66

Female 59

Grand Total 125

Interpretation- There were total 125 respondents out of which 66 were male ( 52.8% of the
respondents ) and 59 were female ( 47.2% of the respondents ).

Age

RESPONSES NUMBER OF
RESPONDENTS
15-25 94
25-35 12

35-45 10

45-55 9

Grand Total 125

Interpretation-The total number of respondents are 125 out of which majority of the
respondents are of the age group between of 15-25 years that is 94(75.2% of the total number
of respondents). The number of respondents that lies between the age group of 25-35 years
are 12 ( 9.6% of the total number of respondents). There are 10 respondents who fall under
the category of age group between 35-45 ( 8% of the total number of respondents) and the
number of respondents that falls between the age group of 45-55 is 9 ( 7.2% of the total
number of respondents).
 Yes No May be

Manyavar 106 5 0

Adidas 113 0 3

Levi’s 108 2 3

Raymond 116 0 0

Mean114

Standard deviation 2.44

Variance 6
Interpretation-From the above bar graph it is concluded that most of the respondents are
familiar with these clothing brands( Manyavar, Adidas, Levi’s and Raymonds). 106
respondents are familiar with Manyavar ( , 113 know about Adidas, 106 know about Levi’s
and 113 know about Raymond. Few of the respondents are not familiar with one or the brand.

RESPONSES NUMBER OF
RESPONDENTS
Manyavar 12

Levi’s 38

Adidas 29

Raymond 29

Others 14
Grand Total 122

Mean 24.4

Standard deviation 11.05

Variance 122.3

Interpretation-From the above pie chart it can be concluded that most of the respondents are
aware of these brands and according to their preferences they like these brands. 12
respondents prefer Manyavar mostly ( 9.8% of the respondents ). 38 respondents like Levi’s
as their preferable brand ( 31.1% of the respondents ). 29 respondents each like Adidas and
Raymond ( 23.8% of the respondents each ) and some of the respondents prefer brand like
Jack and Jones, Puma, Roadster etc….( 11.5% of the respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Yes 35

No 51

May be 39

Grand Total 125

Mean 41.66

Standard deviation 8.32

Variance 69.33

Interpretation- From the above pie-chart it can be concluded that not all the people get
attracted towards the product endorsed by a celebrity. 35 respondents think that they get
attracted towards a product which is endorsed by a celebrity and henceforth buy the product (
28% of the respondents ) and 51 respondents think that they are not attracted towards
celebrity endorsed products ( 40.8% of the respondents ).
RESPONSES NUMBER OF RESPONDENTS

Strongly agree 9

Agree 43

Strongly disagree 2

Disagree 19

Neutral 52

Grand Total 125

Mean 25

Standard deviation 21.64

Variance 468.5
Interpretation-From the above pie chart it can be concluded that some respondents who
agree that that the celebrity endorsed products are effective that is 43 ( 34.4% of the
respondents ), some respondents who disagree with this are 19 ( 15.2% of the respondents ), 9
respondents strongly agree with the given statement ( 7.2% of the respondents ) and some
respondents remained neutral that is 52 ( 41.6% of the respondents ).

RESPONSES NUMBER OF
RESPONDENTS

Yes 18

No 80

May be 27
Grand Total 125

Mean 41.66

Standard deviation 33.50

Variance 1122.33

Interpretation- From the above pie chart it can be concluded that most of the respondents
think that they will ever switch to a new product endorsed by their favourite celebrity from a
regular product which they use that is 80 ( 64% of the respondents ) and 18 respondents
think they can switch ( 14.4% of the respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Always 20

Sometimes 88

Never 10

Not Sure 6

Grand Total 124

Mean 31

Standard deviation 38.45

Variance 1478.66

Interpretation-From the above pie chart it can be concluded that most of the respondents
think that sometimes thepresence of a celebrity help recognise a brand that is 8 ( 71% of the
respondents ), 20 respondents think that the presence of a celebrity always helps them to
recognise a brand ( 16.1% of the respondents ), 10 respondents totally disagreed with this (
8.1% of the respondents ) and few respondents are not sure about is that is 6 respondents (
4.8% of the respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Always 2

Sometimes 64

Never 46

Not Sure 13

Grand Total 125

Mean 31.25

Standard deviation 28.74

Variance 826.25
Interpretation- From the above pie chart it can be concluded that half of the respondents
sometimes believe in the claims made in the advertisements having celebrities that is 64 (
51.2% of the respondents ). 46 of the respondents never believe in the claims ( 36.8% of the
respondents ) and 13 respondents are not sure about this ( 10.4% of the respondents ).

RESPONSES NUMBER OF
RESPONDENTS
Strongly agree 25

Agree 71

Strongly disagree 2

Disagree 8

Neutral 19
Grand Total 125

Mean 25

Standard deviation 27.24

Variance 742.5

Interpretation- From the above pie chart it can be concluded that half of the respondents
believe that the celebrity endorsed advertisements grab more attention than any standard
advertisement that is 71 ( 56.8% of the respondents ) 25 respondents strongly believe in this
statement ( 20% of the respondents ), 2 respondents strongly disagree ( 1.6% of the
respondents ), 8 respondents disagree with the statement ( 6.4% of the respondents ) and
many of the respondents remained neutral that is 19 ( 15.2% of the respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Yes 7

No 60

May be 57

Grand Total 124

Mean 41.33

Standard deviation 29.77

Variance 886.33

Interpretation-From the above pie chart it can be concluded that very few respondents think
that the products which are endorsed are used by the celebrities that is 7 ( 5.6% of the
respondents ). Many respondents does not agree with the statement that is 60 ( 48.4% of the
respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Yes 10

No 89

May be 25

Grand Total 124

Mean 41.33

Standard deviation 41.95

Variance 1760.33

Interpretation- From the above pie chart it can be concluded that only few respondents think
that they would change their consumer interests if the product is endorsed by the celebrity
whom they don’t like that is 10 ( 8.1% of the respondents ) and most of the respondents does
not agree with the statement that is 89 ( 71.8% of the respondents ).
RESPONSES NUMBER OF
RESPONDENTS
Strongly agree 5

Agree 28

Strongly disagree 13

Disagree 33

Neutral 43

Grand Total 122

Mean 24.4

Standard deviation 15.32

Variance 234.8
Interpretation- From the above pie chart it can be concluded that only 5 respondents
strongly agreed that the negative publicity about a celebrity endorser can influence their
decision of buying a product ( 4.1% of the respondents ). 28 respondents agreed with the
statement ( 23% of the respondents ), their were also few respondents who totally disagreed
with this is 13 ( 10.7% of the respondents ), 33 respondents disagreed with the statement (
27% of the respondents ) and some of the respondents remained neutral that is 43 ( 35.2% of
the respondents ).

RESPONSES NUMBER OF
RESPONDENTS
Always 10

Sometimes 63
Never 38

Not sure 13

Grand Total 124

Mean 31

Standard deviation 24.75

Variance 612.66

Interpretation- From the above pie chart it can be concluded that half of the respondents
think that sometimes celebrity endorsement is an important factor when they make their
decision in buying a product that is 63 ( 50.8% of the respondents ), 10 respondents think that
this celebrity endorsement is always an important factor ( 8.1% of the respondents ), some of
the respondents never thought of it that is 38 ( 30.6% of the respondents ) and some
respondents are not sure about it.
RESPONSES NUMBER OF
RESPONDENTS
Always 26

Sometimes 85

Never 7

Not sure 6

Grand Total 124

Mean 31

Standard deviation 37.15

Variance 1380.66

Interpretation-From the above pie chart it can concluded that most the respondents think
that sometimes these celebrities helps them more in remembering the product that is 85 (
68.5% of the respondents ), 26 respondents think that it always does ( 21% of the respondents
), 7 respondents never thought of this ( 5.6% of the respondents ) and some of the
respondents are not sure about it ( 4.8% of the respondents ).

RESPONSES NUMBER OF
RESPONDENTS
Yes 25

No 22

May be 77

Grand Total 124

Mean 41.33

Standard deviation 30.92

Variance 956.33
Interpretation-From the above pie chart it can be concluded that some of the respondents
find the product endorsed by a celebrity informative and trustworthy that is 25 ( 20.2% of the
respondents ) and some respondents does not find these products informative and trustworthy
that is 22 ( 17.7% of the respondents ).

4.2 HYPOTHESIS TESTING

Z-Test, Using Normal Distribution ( Two-Tailed )

Question 3

Do you get attracted to buy a product/brand endorsed be a celebrity ?

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The average of Group-1's population is considered to be not equal to the μ0.
In other words, the difference between the average of the Group-1 and μ0 is big enough to be
statistically significant.

2. P-value
p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic Z equals 55.982327, is not in the 95% critical value accepted range: [-1.9600
: 1.9600].
x=41.66, is not in the 95% accepted range: [-1.4600 : 1.4600].
The statistic S' equals 0.744 .
4. Effect size
The observed standardized effect size is large (5.01). That indicates that the magnitude of the
difference between the average and μ0 is large.

Question 4

Do you think that the products which are endorsed by any celebrity are more effective?

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The average of Group-1's population is considered to be not equal to the μ0.
In other words, the difference between the average of the Group-1 and μ0 is big enough to be
statistically significant.

2. P-value
p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic Z equals 12.916289, is not in the 95% critical value accepted range: [-1.9600
: 1.9600].
x=25.00, is not in the 95% accepted range: [-3.7900 : 3.7900].
The statistic S' equals 1.936 .

4. Effect size
The observed standardized effect size is large (1.16). That indicates that the magnitude of the
difference between the average and μ0 is large.
Question 10

If a celebrity you disliked was endorsing a brand you often purchase from, would this
change your consumer interests?

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The average of Group-1's population is considered to be not equal to the μ0.
In other words, the difference between the average of the Group-1 and μ0 is big enough to be
statistically significant.

2. P-value
p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic Z equals 10.970951, is not in the 95% critical value accepted range: [-1.9600
: 1.9600].
x=41.33, is not in the 95% accepted range: [-7.3800 : 7.3800].
The statistic S' equals 3.767 .

4. Effect size
The observed standardized effect size is large (0.99). That indicates that the magnitude of the
difference between the average and μ0 is large.

Question 12

Do you think celebrity endorsement is an important factor when you make a decision in
buying a product/brand?

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The average of Group-1's population is considered to be not equal to the μ0.
In other words, the difference between the average of the Group-1 and μ0 is big enough to be
statistically significant.

2. P-value
p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic Z equals 13.947531, is not in the 95% critical value accepted range: [-1.9600
: 1.9600].
x=31.00, is not in the 95% accepted range: [-4.3600 : 4.3600].
The statistic S' equals 2.223 .

4. Effect size
The observed standardized effect size is large (1.25). That indicates that the magnitude of the
difference between the average and μ0 is large.

Question 14

Did you find the product endorsed by a celebrity informative and trustworthy?

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The average of Group-1's population is considered to be not equal to the μ0.
In other words, the difference between the average of the Group-1 and μ0 is big enough to be
statistically significant.

2. P-value
p-value equals 0.00000, ( p(x≤Z) = 1.000000 ). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic Z equals 14.884586, is not in the 95% critical value accepted range: [-1.9600
: 1.9600].
x=41.33, is not in the 95% accepted range: [-5.4400 : 5.4400].
The statistic S' equals 2.777 .

4. Effect size
The observed standardized effect size is large (1.34). That indicates that the magnitude of the
difference between the average and μ0 is large.
CHAPTER:5

RESULTS AND CONCLUSION

5.1 Major Findings

5.2 Suggestions and Discussions

5.3 Conclusion
5.1 MAJOR FINDINGS

 According to the data collection through the questionnaire circulated among the
people, it was found that most of the respondents were aware about the clothing
brands that is Manyavar, Levi’s, Adidas and Raymond.
 In the survey majority of the people were against the thought of getting attracted by
any product which is endorsed by any famous celebrity.
 Many of the people between age group 15-25 think that the celebrity endorsed
products are effective.
 Majority of the people were not satisfied with the statement of changing their regular
product to a new product because it was endorsed by their well known favourite
celebrity.
 Presence of a celebrity matters in recognising a brand.
 Marketers spend a huge amount of money in celebrity endorsements to attract more
and more customers.
 Marketing plays an important role in creating a fan base to attract the customers
towards any product.
 Most of the marketers appoint actors and sports celebrities as their ambassadors.
 Many of the respondents found the celebrity endorsed products trustworthy.

5.2 DISCUSSIONS AND SUGGESTIONS

 When marketers use these strategies like celebrity endorsement they should keep in
mind that a celebrity as a brand ambassador should be looked upon as a role model for
the people, it should be an inspiration.
 There should always be a positive image which is reflected on any brand which
inspires any customer to buy the product.
 Marketers should choose the celebrity in such a way that their personal life do not
affect the reputation of any brand.
 A celebrity endorser is always their to increase brand awareness and help develop a
brand image.
 Marketers should appoint any celebrity in such a manner that it reflects their honest
opinions, beliefs or their further experiences in the field.
  Celebrity endorsement should be done in such a manner that it can cause the value of
stocks to rise and their should always be an increase in sale.
 The endorsements should be done such that it helps people to remember the
advertisements.
 Endorsements should always give some personality to a brand.

5.3 CONCLUSION

The study on Impact of Celebrity Endorsement on Consumer Buying Behaviour concludes

that there should always be a positive relationship between marketers and the celebrities so
that they reach their customers in an effective way. There are many people who find celebrity
endorsement more attractive and a way influential as compare to non celebrity endorsements.
Majority of the people do not believe in the false claims of negative publicity of a celebrity
and it does not affect their purchasing behaviour of any brand. Most of the branded
companies use the star powers to influence the target customers to give a boost to their
products and services. It can be concluded that celebrities always add a brand value on any
product. Majorly celebrity endorsements have a positive impact on the youth. The celebrity
who is endorsing a product should always go with the product/ brand.

Most of the people did not agreed with the statement that just because they do not like any
celebrity, will change their consumer interest. Results show that the celebrity endorsement
has a sensible impact on consumers as per their attitude and purchase intention. It was also
concluded that physical attractiveness is also important as these marketers always hire the
famous celebrities which included actors and cricketers. It is shown that people are aware
about these endorsements and are influenced by media.

The null hypothesis is rejected with the use of Z-Test, settling the alternative one which
affirmed that the customers are not always attracted towards celebrity endorsed products.
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ANNEXURE

Demographic Questions

 Name

 Gender

 Male
 Female
 Other

 Age

 15-25
 25-35

 35-45
 45-55

Questions

1.Are you familiar with any of these clothing brands?

 Manyavar
 Adidas
 Levi’s
 Raymond

2. Which clothing brand do you like the most?

 Manyavar
 Adidas
 Levi’s
 Raymond
 Others
3. Do you get attracted to buy a product/brand endorsed be a celebrity?

 Yes
 No
 May be

4. Do you think that the products which are endorsed by any celebrity are more effective?

 Strongly agree
 Agree
 Strongly disagree
 Disagree
 Neutral

5. Did you ever switched from your regular product to a new product endorsed by your
favourite celebrity?

 Yes
 No
 May be

6. Does the presence of a celebrity help you recognize a brand?

 Always
 Sometimes
 Never
 Not sure

7. Did you ever believed in the claims made in the advertisements having celebrities?

 Always
 Sometimes
 Never
 Not sure

8. Do you believe that the celebrity endorsed advertisements grab more attention than any
standard advertisement?
  Strongly agree
 Agree
 Strongly disagree
 Disagree
 Neutral

9. Do you believe the celebrities also use these products/brands which they endorse?

 Yes
 No
 May be

10.If a celebrity you disliked was endorsing a brand you often purchase from, would this
change your consumer interests?

 Yes
 No
 May be

11.Do you think that a negative publicity about a celebrity endorser can influence your
decision of buying a product/brand?

 Strongly agree
 Agree
 Strongly disagree
 Disagree
 Neutral

12.Do you think celebrity endorsement is an important factor when you make a decision in
buying a product/brand?

 Always
 Sometimes
 Never
 Not sure
13.Do you think that celebrities help you more in remembering any product/brand?

 Always
 Sometimes
 Never
 Not sure

14.Did you find the product endorsed by a celebrity informative and trustworthy?

 Yes
 No
 May be