IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING

BEHAVIOUR OF FAST-MOVING CONSUMER GOODS IN BIRATNAGAR

Submitted By:

Abhay Kumar Karn

Central Department of Management

Exam Roll No.: 24069/19

TU Registration No.: 7-2-3-0214-2019

A summer project report submitted to

Faculty of Management, Tribhuvan University

In partial fulfillment of the requirement for the degree of

Bachelor of Business Administration (BBA)

at the

Mahendra Morang Adarsha Multiple Campus

Tribhuvan University

Biratnagar, Morang

April, 2024

i
 STUDENT DECLARATION

I hereby declare that the project work entitled “IMPACT OF CELEBRITY

ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR OF FAST-MOVING
CONSUMER GOODS IN BIRATNAGAR” submitted to the Faculty of Management,
Tribhuvan University, Kathmandu is an original piece of work under the supervision of Mr.
Sitaram Chaulagain faculty member, Mahendra Morang Aadarsha Multiple Campus,
Biratnagar, and is submitted in partial fulfillment of the requirements for the degree of
Bachelor of Business Administration (BBA). This project work report has not been
submitted to any other university or institution for the award of any degree or diploma.

Abhay Kumar Karn

BBA, MMAMC

Biratnagar

Date: April, 2024

ii
 SUPERVISOR’S RECOMMENDATION

The project work report entitled “IMPACT OF CELEBRITY ENDORSEMENTS ON

CONSUMER BUYING BEHAVIOUR OF FAST-MOVING CONSUMER GOODS
IN BIRATNAGAR” submitted by Abhay Kumar Karn of Mahendra Morang Aadarsha
Multiple Campus, Biratnagar is prepared under my supervision as per the procedure and
format requirements laid by the Faculty of Management, Tribhuvan University, as partial
fulfillment of the requirements for the degree of Bachelor of Business Administration
(BBA). I, therefore, recommend the project work report for evaluation.

Signature:

Mr. Sitaram Chaulagain

Lecturer, BBA, MMAMC

Date: April, 2024

iii
 ENDORSEMENT

We hereby endorse the project work report entitled “IMPACT OF CELEBRITY

ENDORSEMENTS ON CONSUMER BUYING BEHAVIOUR OF FAST-MOVING
CONSUMER GOODS IN BIRATNAGAR” submitted by Abhay Kumar Karn of
Mahendra Morang Aadarsha Multiple Campus, Biratnagar, in partial fulfillment of the
requirements for the degree of the Bachelor of Business Administration (BBA) for external
evaluation.

Dr. Bhavishya Kumar Mishra Dr. Mohan Kumar Subedi

Chairman, Research Committee Director, Faculty of Management

MMAMC, Biratnagar MMAMC, Biratnagar

Date: April, 2024 Date: April, 2024

iv
 ACKNOWLEDGEMENT

My outmost gratitude goes to the Tribhuvan University for including this summer project
in the syllabus of BBA, which I think is very valuable in developing practical knowledge
of the students.

This project report would not have been possible without the support and helping hands of
many individuals. I would like to extend my sincere gratitude to all of them.

I would like to express my deepest sense of gratitude and sincere thanks to our highly
respected and esteemed supervisor Mr. Sitaram Chaulagain, for his valuable guidance,
encouragement and assistance for completing this summer project report. His useful
suggestions for this whole work and co-operative behavior are sincerely acknowledged.

I would like to express my sincere thanks to whole Faculty of Management, MMAMC

Tribhuvan University for giving me this opportunity to undertake this project. Last but not
the least, I would like to thank all my friends and respondents for providing their precious
time and helping for completing this project report.

Abhay Kumar Karn

BBA, 8th Batch

MMAMC, Biratnagar

v
 TABLE OF CONTENTS

Student Declaration .............................................................................................................ii

Supervisor’s Recommendation........................................................................................... iii
Endorsement ....................................................................................................................... iv
Acknowledgement ................................................................................................................ v
Table of Contents ................................................................................................................ vi
List of Tables ..................................................................................................................... viii
List of Figures ..................................................................................................................... ix
Abbreviations ....................................................................................................................... x
List of Appendices ............................................................................................................... xi
Executive Summary ............................................................................................................ xii
CHAPTER I INTRODUCTION ......................................................................................... 1
1.1 Context Information ................................................................................................... 1
1.2 Statement of the Problem ........................................................................................... 2
1.3 Objectives of the Study .............................................................................................. 2
1.4 Significance of the Study ........................................................................................... 3
1.5 Literature Review ....................................................................................................... 3
1.7 Research Methodology ............................................................................................... 5
1.7.1 Research Design .................................................................................................. 5
1.7.2 Population and Sample ........................................................................................ 6
1.7.3 Natural and Sources of Data ................................................................................ 6
1.7.4 Tools/ Techniques for Analysis of Data .............................................................. 6
1.8 Limitation of the Study .............................................................................................. 6
CHAPTER II DATA ANALYSIS AND PRESENTATION .............................................. 7
2.1 Respondent Profile ..................................................................................................... 7
2.1.1 Gender Classification of Respondents ................................................................. 8
2.1.2 Age Group Classification of Respondent ............................................................ 9
2.1.3 Occupation Classification of Respondents ........................................................ 10
2.1.4 Income Classification of Respondents .............................................................. 11
2.2 Data Presentation and Analysis ................................................................................ 12
2.2.1 Agreement of Respondents on whether products endorsed by celebrities are
more trustworthy than those not endorsed .................................................................. 12

vi
 2.2.2 Agreement of Respondents on whether celebrities genuinely use the products
they endorse ................................................................................................................ 13
2.2.3 Agreement of Respondents on whether trustworthiness of a celebrity influence
decision to purchase a product.................................................................................... 14
2.2.4 Agreement of Respondents on whether celebrity should have knowledge and
experience about the products that they are endorsing ............................................... 15
2.2.5 Agreement of Respondents on whether celebrity’s expertise in that particular
field when purchasing a product, they endorse .......................................................... 16
2.2.6 Agreement of Respondents on whether they buy the products if a celebrity
claims it has benefitted them personally..................................................................... 17
2.2.7 Agreement of Respondents on whether an endorsement from an attractive
celebrity make the product seem more appealing ...................................................... 18
2.2.8 Agreement of Respondents on whether a product endorsed by a stylish celebrity
to be more fashionable or trendy ................................................................................ 19
2.2.9 Agreement of Respondents on whether the physical appearance of a celebrity in
an advertisement influence your perception of a product........................................... 20
2.3 Findings and Discussion .......................................................................................... 21
2.3.2 Discussion .......................................................................................................... 22
CHAPTER III SUMMARY AND CONCLUSION ......................................................... 23
3.1 Summary .................................................................................................................. 23
3.2 Conclusion................................................................................................................ 24
3.3 Action Implications .................................................................................................. 25
REFERENCE ..................................................................................................................... 28
APPENDIX 1 ..................................................................................................................... 29
APPENDIX 2 ..................................................................................................................... 32

vii
 LIST OF TABLES

Table 1 Gender of Respondent ............................................................................................ 8

Table 2 Age of Respondents ................................................................................................ 9
Table 3 Occupation of Respondents ................................................................................. 10
Table 4 Income of Respondents ........................................................................................ 11
Table 5 Agreement of Respondents ................................................................................... 12
Table 6 Agreement of Respondents on Genuineness of Celebrity .................................... 13
Table 7 Agreement on Influence of Trust on Purchase Decision ..................................... 14
Table 8 Agreement on Importance to Prior Knowledge to Celebrity of Product ............. 15
Table 9 Agreement on whether Celebrity needs to be Expert ........................................... 16
Table 10 Agreement on Influence of Benefit Claim by Celebrity on Purchase Decision . 17
Table 11 Agreement on Increase in Demand of Product Endorsed ................................. 18
Table 12 Agreement on whether a Product Endorsed by a Stylish Celebrity to be more
Fashionable........................................................................................................................ 19
Table 13 Agreement on Influence of Physical Presence of Celebrity ............................... 20

viii
 LIST OF FIGURES

Figure 1 Conceptual Framework ........................................................................................ 5

Figure 2 Pie chart showing Gender of Respondent ............................................................ 8
Figure 3 Pie chart showing age of respondents .................................................................. 9
Figure 4 Pie Chart Showing Occupation of Respondent .................................................. 10
Figure 5 Pie chart showing income of Respondents ......................................................... 11
Figure 6 Pie chart showing Agreement of Respondents if products endorsed by celebrities
are more trustworthy than those not endorsed .................................................................. 12
Figure 7 Pie chart showing Agreement of Respondents on Genuineness ......................... 13
Figure 8 Pie Chart showing Agreement Influence of Trust on Purchase Decision .......... 14
Figure 9 Pie chart showing Agreement on Importance to Prior Knowledge to Celebrity of
Product ............................................................................................................................... 15
Figure 10 Pie chart showing Agreement on whether Celebrity needs to be Expert ......... 16
Figure 11 Pie-Chart showing Agreement on Influence of Benefit Claim by Celebrity on
Purchase ............................................................................................................................ 17
Figure 12 Pie-Chart Showing Agreement on Increase in Demand of Product Endorsed 18
Figure 13 Pie-chart Showing Agreement on whether a product endorsed by a stylish
celebrity to be more fashionable ........................................................................................ 19
Figure 14 Pie-Chart Showing Agreement on Influence of Physical Presence of Celebrity
............................................................................................................................................ 20

ix
 ABBREVIATIONS

BBA - Bachelor of Business Administration

EFA - Exploratory Factor Analysis

FMCG - Fast-Moving Consumer Goods

MMAMC - Mahendra Morang Adarsha Multiple Campus

SEM - Structural Equation Modeling

x
 LIST OF APPENDICES

APPENDIX 1 29

APPENDIX 2 32

xi
 EXECUTIVE SUMMARY

This report examines the impact of celebrity endorsements on consumer buying behavior
of fast-moving consumer goods (FMCG) in Biratnagar, Nepal. The use of celebrities to
endorse products is a highly prevalent marketing tactic, but it is important to understand
how effective it is in influencing purchasing decisions.

The objectives were to determine the impact of celebrity trustworthiness, expertise, and
attractiveness on consumer buying behavior for FMCG products in Biratnagar. The
research methodology involved a descriptive research design using a survey questionnaire
administered to 100 respondents from Biratnagar across different age groups, genders,
occupations, and income levels.

The findings revealed mixed perceptions about the credibility of celebrity endorsements.
While some consumers found celebrity-endorsed products more trustworthy, a significant
portion expressed doubt about whether celebrities genuinely use the products they endorse.
The influence of celebrity trustworthiness on purchase decisions also varied among
respondents.

However, most respondents agreed that celebrities should have knowledge and expertise
about the products they are endorsing for the endorsement to be impactful. Celebrity
expertise in the particular product field was also considered important by many when
making purchase decisions.

The research further showed that personal testimonials from celebrities can sway purchase
intent for some consumers in Biratnagar. Meanwhile, attractiveness and stylishness of
celebrities were found to enhance product appeal and perceptions of trendiness for many
respondents.

Based on these findings, several practical implications are recommended for FMCG brands
operating in Biratnagar's market. These include prioritizing transparency and authenticity
in celebrity endorsements, carefully selecting endorsers based on trustworthiness,
expertise, and brand alignment, leveraging personal testimonials, highlighting celebrity
expertise, and balancing physical attractiveness with relevance.

xii
 1

CHAPTER I
INTRODUCTION

1.1 Context Information

The use of well-known individuals to endorse goods and services has spread throughout
the globe. The use of celebrities has increased in popularity along with the rise of electronic
media in homes. Approximately 25% of TV ads in different genres feature well-known
endorsers to promote and advertise various businesses and products. Research indicates
that celebrities are hired with about 10% of advertising budgets. Owing to its importance,
managers need to know how a specific sponsorship—such as a celebrity endorsement—
affects several facets of a business, including brand loyalty. Celebrity endorsement is a
highly valued tactic in modern marketing, as demonstrated by the significant investments
made in this area of the advertising industry.

The primary way that advertising messages are disseminated is through celebrity
endorsements. Celebrity product and service endorsements are becoming a standard
advertising tactic. Celebrities believe that by endorsing items and services, they are
spreading their fame and fortune, which is why they earn hundreds of thousands of dollars
from advertising. Stars have been used in advertising since the seventeenth century. These
wide marketing methods have led to a great deal of clarity in many theoretical and practical
issues. Celebrity endorsements in advertising are increasingly being used. A meaning
transfer from the endorsement to the brand affects brand impression. It has grown to be a
multibillion-dollar business.

Celebrity endorsement can play an important role in FMCG industry. Several studies have
indicated that celebrity endorsers can make positive effect on consumers’ buying behavior
(Till & Busler, 1998). The concept of celebrity endorsement is very popular in FMCG
industry. Advertising pays millions of dollars to celebrities, hoping that the stars will bring
their magic to the products and services they endorse and make them more appealing and
successful. Consumers feel more sympathetic towards a brand, if a celebrity they admire
involves to promote their products (Randhawa & Khan, 2014).

An increasing number of global FMCG brands are based in Nepal, and this industry is
becoming very well-liked. Even though Nepal is a developing country with a population of
over 30 million, it boasts a sizable FMCG industry. Many multinational corporations
 2

operate out of Nepal. Domestic FMCG businesses have been successful in building a
sizable company in the nation throughout the years. There is a growing trend of using
Nepali endorsers to promote FMCG products made in Nepal. Popular Nepali celebrities in
the music, modelling, film, and sports industries support a range of FMCG products in their
home country. In contrast to global brands, FMCG companies in Nepal are unable to
generate significant revenue despite their efforts.

Therefore, the goal of the study is to investigate, from a Nepalese perspective, how celebrity
endorsement affects FMCG consumers' purchasing decisions and to offer actionable
insights to marketers so they may develop more effective promotional strategies. The
phenomena of celebrity endorsement has been the subject of much research, and academic
literature has extensively researched the subject of celebrity endorsements and its
constituent parts. But there are still a number of unanswered questions. Celebrity
endorsement as an advertising method is not a static idea; rather, it is always evolving, and
new questions have emerged, much like the marketing and advertising disciplines as a
whole (Schimmel fennig, 2015). The purpose of the question is to find out whether or not
Biratnagar residents' purchasing decisions are influenced by criteria such the endorsers'
attractiveness, reliability, and skill. In a similar vein, researchers look for the most
important variables affecting customers' purchasing decisions. From the standpoint of
Nepalese customers, this study aims to provide answers to those questions.

1.2 Statement of the Problem

This study mainly focuses on the following issues or research question:

• What is the level of awareness and exposure to celebrity endorsements among

consumers in Biratnagar?
• How do celebrity endorsements influence the perception and attitude of consumers
towards endorsed products in Biratnagar?
• What is the impact of celebrity endorsements on the buying behaviour and purchase
intention of consumers in Biratnagar?

1.3 Objectives of the Study

• To determine the impact of trustworthiness of celebrity endorsing a product on

consumer buying behavior.
• To ascertain the impact of expertise possessed by celebrity on consumer behavior.
 3

• To evaluate the impact of attractiveness on customer purchasing behavior.

1.4 Significance of the Study

The study of the impact of celebrity endorsements of buying behavior on consumers buying
behavior of Fast-Moving Consumer Goods in Biratnagar holds importance:

• Consumer behavior insights: Gaining insight into the ways in which fast-moving
consumer goods (FMCG) endorsements affect consumer purchasing decisions and
preferences can be quite beneficial. With this information, FMCG companies may
create marketing campaigns that are more successful.
• Marketing strategy enhancement: The results of this study can assist FMCG businesses
in Biratnagar with customising their marketing initiatives to successfully use celebrity
endorsements. By selecting personalities that are relatable to the local audience, they
may boost sales and brand awareness.
• Competitive advantage: Businesses can obtain a competitive edge in the FMCG
industry by understanding the influence of celebrity endorsements on consumer
purchasing behaviour. By associating their products with well-known figures,
businesses can stand out from rivals and draw in additional clients.
• Consumer brand and loyalty: Studies on celebrity endorsements can provide insight
into how consumer trust in brands is impacted by these endorsements. Good
connotations with well-known celebrities can improve brand perception and encourage
enduring customer loyalty.
• Local market understanding: Biratnagar has its own distinct market dynamics, cultural
quirks, and customer preferences. Companies can make well-informed judgements by
using this study's localised insights on how celebrity endorsements especially affect
consumers' purchasing behaviour in this area.

1.5 Literature Review

The majority of scholarly studies on celebrity endorsement have been situated within the
context of source credibility and attractiveness models. These studies propose that
consumers are influenced by celebrities due to their perceived possession of attributes like
expertise, trustworthiness, attractiveness, familiarity, and likeability (Ohanian, 1991).

Similar research was conducted by Gupta, Kishore, and Verma (2015) to determine the
effect of celebrity endorsements on consumers' perceptions of advertisements. They did
 4

this by retesting the previously validated scale and evaluating its validity and reliability
using exploratory factor analysis (EFA), confirmatory factor analysis, and structural
equation modelling (SEM). The study's findings indicate that consumers' perceptions of
advertisements are significantly influenced by celebrity endorsements.

The study done by Ranjbarian, Shekarchizad, and Momeni (2010) aimed to examine the
impact of celebrity endorsers on consumers' attitudes towards commercials and brands.
Biswas et al. (2006) used three studies that focused on the product's technological
orientation, consumer knowledge, and congruency between the endorser and the product to
investigate the different effects of celebrity and expert endorsements on consumer risk
perception.

Research on the effect of cartoon endorsement on children's impulsive food purchases was
conducted by Tanvir and Arif (2012). This study's main goal is to determine whether
watching cartoons encourages children to make more impulsive purchases. For this
research study, the researcher employed a quantitative research approach. This study has
advanced our knowledge of how kids affect their parents' purchasing decisions.

Maddux and Rogers (1980) conducted a similar study on the effect of source expertness,
physical attractiveness, and supporting arguments on persuasion; findings demonstrated a
positive relationship between expertise and persuasion when expertise was paired with
physical attractiveness.

Kahle and Homer (1985) conducted a study on the physical attractiveness of celebrity
endorsers in order to observe the change in attitude and purchase intention of customers
influenced by the celebrity source endorser. Supporting social adaptation theory is used to
interpret the research results. This study draws the conclusion that participants who see an
attractive endorser like the product more than participants who see an unattractive source.

The main goal of Kamins's (1990) research was to evaluate the attractiveness component
of the "match-up" theory of celebrity choosing. The research's conclusions imply that a
spokeswoman's qualities and the kind of goods she or he is promoting interact.
Pornpitakpan (2004) conducted a similar study to examine the impact of celebrity
attractiveness, trustworthiness, and expertise on purchase intention with regard to
Singaporean respondents. The study found that the more familiar an athlete is to the
consumer, the more likely it is that the consumer will view the athlete as a reliable source.
 5

To the best of the researcher's knowledge, very little research has been done to assess the
impact of celebrity endorsement on consumer purchasing behaviour with regard to FMCG
purchases in the Nepalese context. The FMCG industry is a large one, but there is still a
dearth of research in Nepal to support the growth of this sector. We believe the research's
findings contribute to closing this gap in the literature.

1.6 Conceptual Framework

Figure 1
Conceptual Framework

Independent Variable
Dependent Variable
• Trustworthiness
• Expertise Consumer Buying
• Attractiveness Behavior

1.7 Research Methodology

Research methodology is the set of principles and procedures used for conducting research.
It involves the collection, organization, analysis, and interpretation of data to answer
questions or test hypotheses. The methodology used in research can range from quantitative
(surveys, experiments, etc.) to qualitative (interviews, focus groups, participant
observation, etc.), or a combination of both. Depending on the research goal, the
methodology used will vary. For the fulfillment of the above stated purpose of the study,
we used the following research methodology.

1.7.1 Research Design

The research will be based on descriptive research design. Descriptive research design is
the simplest research design which allows researcher to study and describe the distribution
of one or more variables without casual or hypothesis. This type of research is used to gain
an understanding of underlying motives, desires, and attitudes. The goal of descriptive
 6

research is to collect information about a phenomenon in its natural environment without

influencing the behavior or outcome of the study.

1.7.2 Population and Sample

The population for the study will contain the people of different wards of Biratnagar. Due
to time limit and other factors the population of entire Biratnagar will not be included. The
sample size of 100 respondent will be taken that will represent the entire population.
Customers of both genders constituted the population of the study.

1.7.3 Natural and Sources of Data

Both primary and secondary source will be used for data collection. Primary source for data
collection includes: questionnaires, surveys, interviews, focus Groups, observations,
document Analysis, etc. But in this report questionnaire methods are used.
First of all, the questions are made roughly and are rechecked and unnecessary questions
are removed. After that, the final questionnaire is prepared which is named as structured
questionnaire. Initially the question contains the introductory part including basic details of
respondent and then the questions are related to the topics. The questions are designed in
simple forms which are easily answered by the respondent.

1.7.4 Tools/ Techniques for Analysis of Data

For the analysis of the collected data, simple statistical tools like percentage, ratios and
average were used to analyze data. The data collected were converted into meaningful
findings through the use of these statistical tools. For convenience in data presentation pie-
chart, tables and bar diagrams was used. Microsoft excel has been used to further analyze
and process the collected data.

1.8 Limitation of the Study

The project report will have the following limitations:

• Due to limited time period, only limited number of people is questioned.

• It may also not be reliable if the participants don’t respond honestly.
• Simple statistical tools have been used to describe and interpret the data.
• Only few variables have been considered in the entire study.
• Research is limited to within Biratnagar.
 7

CHAPTER II

DATA ANALYSIS AND PRESENTATION

Presentation of data and analysis is one of the most important parts to be done compulsorily
in report writing. This should be done in compatible form with the stated objectives. The
detail of them is done serially in the following topics.

2.1 Respondent Profile

Today almost everyone has a TV in their house and a social media account. So they are
easily exposed to the endorsements done by the celebrities about the fast moving consumer
goods (FMCG). These people, who are from Biratnagar, Nepal, are both male and female
and range in age from 18 to 50. They represent a range of educational and socioeconomic
backgrounds, from high school graduates to college graduates, and different occupational
backgrounds, including working professionals, students, and stay-at-home moms. This
category includes those who regularly purchase FMCG goods, which include personal care
products, packaged foods, beverages, and toiletries. These are people who are exposed to a
variety of media platforms, such as print, social media, and television, and who are aware
of well-known national and international celebrities who promote products. Their opinions
on celebrity endorsements range from neutral to unfavourable, with some people having
positive sentiments. This profile makes sure that the research gathers opinions from people
who are open to taking part in surveys, interviews, or focus groups. This information is
crucial for figuring out how consumer purchasing patterns in Biratnagar's FMCG market
are impacted by celebrity endorsements.

For conducting this study individuals of different gender, age, income are taken. It is
summarized in the table below:
 8

2.1.1 Gender Classification of Respondents

Table 1
Gender of Respondent
S.N. Gender Frequency Percentage

1. Male 65 65%

2. Female 35 35%

3. Others 0 0

Total 100 100%

Note: Gender of Respondents obtained from Survey, 2024 Sourced from Appendix-2

Table 1 illustrates the gender distribution of the survey respondents. Out of a total of 100
participants, the majority, comprising 65 individuals or 65 %, identified as male. The
remaining 35 respondents, representing 35%, identified as female. This breakdown
provides valuable insight into the composition of the gender of the surveyed population. It
indicates a higher representation of males compared to females within the sample group.

Figure 2
Pie chart showing Gender of Respondent

35

male
female
other

65

Note: Figure Sourced from Table 1

 9

2.1.2 Age Group Classification of Respondent

Table 2
Age of Respondents
S.N. Age group Number of respondents Percentage

1. 20-25 75 75%
2. 25-30 12 12%
3. 30-35 8 8%
4. 35 above 5 5%

Total 100 100%

Note: Age of Respondents obtained from Survey, 2024 Sourced from Appendix-2

Table 2 shows the age profile of the respondents. The largest age group represented is 20-
25 years old, making up 75% of the total respondents. The second largest group was those
aged between 25-30 , accounting for 12% of the participants. The 30-35 age group
comprised 8% of the total, while the smallest group was the 35 above year olds, which
makes up 5% of the respondents. This shows that the survey or study has primarily captured
the experiences of young adults in the 20-25 age range. The age profile of the respondents
provides valuable insights into the demographic makeup of the population being examined
in this survey or study.

Figure 3
Pie chart showing age of respondents

5
8

12 20-25
25-30
30-35
35 above

75

Note: Figure Sourced from Table 2

 10

2.1.3 Occupation Classification of Respondents

Table 3
Occupation of Respondents
S.N. Occupation Number of respondents Percentage

1. Student 61 61%

2. Employed 30 30%

3. Businessman 7 7%

4. Other 2 2%

Total 100 100%

Note: Occupation of Respondents obtained from Survey, 2024 Sourced from Appendix-2

The above table 3 shows the occupations of 100 respondents who participated in survey.
The largest group consists of 61 students, comprising 61% of the total. The second largest
group was 30 employed individuals, making up 30% of the respondents. There were 7
businessmen, accounting for 7% of the total and there were 2 respondents working in the
other sector, representing 2% of the total. This suggests the sample is mainly composed of
students, with a substantial employed population as well, and smaller representations of
businessmen and other sector workers.

Figure 4
Pie Chart Showing Occupation of Respondent

7 2

Student

30 Employed
Businessman
61 Other

Note: Figure Sourced from Table 3

 11

2.1.4 Income Classification of Respondents

Table 4
Income of Respondents
S.N. Income Number of respondents Percentage

1. Less than 10000 51 51%

2. 10000-20000 22 22%

3. 20000-30000 7 7%

4. Above 30000 20 20%

Total 100 100%

Note: Income of Respondents obtained from Survey, 2024 Sourced from Appendix-2

The above table 4 shows the Income of 100 respondents who participated in survey. The
largest group of income is less than 10000 which shows majority of the students are doing
part time job, comprising 51% of the total. The second largest group of income was between
10000-20000, making up 22% of the respondents. There was income between 20000-30000
businessmen, accounting for 7% of the total respondents and there was income between
above 30000, representing 20% of the total. This suggests the sample is mainly composed
of students, with having a part time job due to which earnings are less and similarly other
respondents are earning quite well as 20% have above 30000 incomes.

Figure 5
Pie chart showing income of Respondents

20

Less than 10000

7 10000-20000
51
20000-30000
Above 30000

22

Note: Figure Sourced from Table 4

 12

2.2 Data Presentation and Analysis

2.2.1 Agreement of Respondents on whether products endorsed by celebrities are
more trustworthy than those not endorsed
Table 5
Agreement of Respondents
Satisfaction level Response Percentage
Strongly disagree 10 10%
Disagree 25 25%
Neutral 27 27%
Agree 25 25%
Strongly agree 13 13%
Total 100 100%

Note: Agreement on Trust obtained from Survey, 2024 Sourced from Appendix-2

The above table 5 shows the Agreement of 100 respondents who participated in survey on
whether products endorsed by celebrities are more trustworthy than those not endorsed. So
the majority of the vote came in favour of neutral which tells they aren’t sure or don’t want
to comment which is 27%. 25% respondents disagreed while 25% agreed and 13%
respondents strongly agree and 10% strongly disagree.
Figure 6
Pie chart showing Agreement of Respondents if products endorsed by celebrities are
more trustworthy than those not endorsed
Strongly agree Strongly disagree
13% 10%

Strongly disagree
Disagree Disagree
Agree 25%
Neutral
25%
Agree
Strongly agree

Neutral
27%
Note: Figure Sourced from Table 5
 13

2.2.2 Agreement of Respondents on whether celebrities genuinely use the products

they endorse
Table 6
Agreement of Respondents on Genuineness of Celebrity
Satisfaction level Response Percentage
Strongly disagree 27 27%
Disagree 39 39%
Neutral 8 8%
Agree 13 13%
Strongly agree 13 13%
Total 100 100%

Note: Agreement on Genuineness obtained from Survey, 2024 Sourced from Appendix-2

The above table 6 shows the Agreement of 100 respondents who participated in survey on
whether celebrities genuinely use the products they endorse. So, most of the responses came
against the favor of celebrities as 27% respondents strongly disagree and 25% disagree on
this. Similarly, 8% are neutral and 13%-13% agree and strongly agree on this. This shows
that respondents don’t believe that they use the products that they endorse.

Figure 7
Pie chart showing Agreement of Respondents on Genuineness
Strongly agree
13%
Strongly disagree
27%

Agree
Strongly disagree
13%
Disagree
Neutral
Agree
Neutral
8% Strongly agree

Disagree
39%

Note: Figure Sourced from Table 6

 14

2.2.3 Agreement of Respondents on whether trustworthiness of a celebrity influence

decision to purchase a product
Table 7
Agreement on Influence of Trust on Purchase Decision
Satisfaction level Response Percentage
Strongly disagree 5 5%
Disagree 23 23%
Neutral 25 25%
Agree 33 33%
Strongly agree 14 14%
Total 100 100%

Note: Agreement on Influence of Trust on Purchase Decision obtained from Survey, 2024
Sourced from Appendix-2

The above table 7 shows the Agreement of 100 respondents who participated in survey on
whether trustworthiness of a celebrity influence decision to purchase a product. So majority
of the respondents agree on this which accounts for 33%. Similarly 25% aren’t sure and are
neutral. 23% of the respondents disagree which shows the trustworthiness of a celebrity
doesn’t influence their purchase decision. 5% respondents have strongly disagreed and 14%
have strongly agreed.
Figure 8
Pie Chart showing Agreement Influence of Trust on Purchase Decision
Strongly agree Strongly disagree
14% 5%

Disagree
23%
Strongly disagree
Disagree
Neutral
Agree
Agree
33% Strongly agree

Neutral
25%

Note: Figure Sourced from Table 7

 15

2.2.4 Agreement of Respondents on whether celebrity should have knowledge and

experience about the products that they are endorsing
Table 8
Agreement on Importance to Prior Knowledge to Celebrity of Product
Satisfaction level Response Percentage
Strongly disagree 4 4%
Disagree 11 11%
Neutral 10 10%
Agree 33 33%
Strongly agree 42 42%
Total 100 100%

Note: Agreement on Importance to Prior Knowledge to Celebrity of Product obtained from

Survey, 2024 Sourced from Appendix-2

The above table 8 shows the Agreement of 100 respondents who participated in survey on
whether celebrity should have knowledge and experience about the products that they are
endorsing. So the respondents have agreed that celebrities should have knowledge about
the endorsing products. 42% have strongly agreed and 33% have agreed on this while 4%
and 11% strongly disagree and disagree simultaneously. 10% are neutral.

Figure 9
Pie chart showing Agreement on Importance to Prior Knowledge to Celebrity of Product
Strongly disagree
4% Disagree
11%

Neutral Strongly disagree

Strongly agree
10%
42% Disagree
Neutral
Agree
Strongly agree

Agree
33%

Note: Figure Sourced from Table 8

 16

2.2.5 Agreement of Respondents on whether celebrity’s expertise in that particular

field when purchasing a product, they endorse
Table 9
Agreement on whether Celebrity needs to be Expert
Satisfaction level Response Percentage
Strongly disagree 9 9%
Disagree 24 24%
Neutral 19 19%
Agree 35 35%
Strongly agree 13 13%
Total 100 100%

Note: Agreement on whether Celebrity needs to be Expert obtained from Survey, 2024
Sourced from Appendix-2

The above table 9 shows the Agreement of 100 respondents who participated in survey on
whether celebrity’s expertise in that particular field when purchasing a product they
endorse. 35% of the respondents agreed which tells they have knowledge whether
celebrities have expertise on the particular field or not that they are endorsing. 24% of the
respondents disagree which shows they don’t give too much importance on that fact. 19%
are neutral so they have no comments on this. Similarly, 9% and 13% strongly agree and
disagree simultaneously.
Figure 10
Pie chart showing Agreement on whether Celebrity needs to be Expert
Strongly agree Strongly disagree
13% 9%

Strongly disagree
Disagree
24% Disagree
Neutral

Agree Agree
35% Strongly agree

Neutral
19%

Note: Figure Sourced from Table 9

 17

2.2.6 Agreement of Respondents on whether they buy the products if a celebrity

claims it has benefitted them personally
Table 10
Agreement on Influence of Benefit Claim by Celebrity on Purchase Decision
Satisfaction level Response Percentage
Strongly disagree 1 1%
Disagree 31 31%
Neutral 25 25%
Agree 33 33%
Strongly agree 10 10%
Total 100 100%

Note: Agreement on Influence of Benefit Claim by Celebrity on Purchase Decision

obtained from Survey, 2024 Sourced from Appendix-2

The above table 10 shows the Agreement of 100 respondents who participated in survey
on whether they buy the products if a celebrity claims it has benefitted them personally.
Majority of the respondents agree on this which accounts for 33% which tends to show
they buy the products the products if a celebrity claims it has benefitted them personally.
31% have disagree on this which shows they don’t believe the celebrity claims. 25% have
no comments on this question. Similarly, 1% and 10% strongly disagree and agree
simultaneously.
Figure 11
Pie-Chart showing Agreement on Influence of Benefit Claim by Celebrity on Purchase
Strongly agree Strongly disagree
10% 1%
Disagree
31% Strongly disagree
Disagree
Agree Neutral
33% Agree
Strongly agree

Neutral
25%

Note: Figure Sourced from Table 10

 18

2.2.7 Agreement of Respondents on whether an endorsement from an attractive

celebrity make the product seem more appealing
Table 11
Agreement on Increase in Demand of Product Endorsed
Satisfaction level Response Percentage
Strongly disagree 8 8%
Disagree 24 24%
Neutral 26 26%
Agree 36 36%
Strongly agree 8 8%
Total 100 100%

Note: Agreement on Increase in Demand of Product Endorsed obtained from Survey, 2024
Sourced from Appendix-2

The above table 11 shows the Agreement of 100 respondents who participated in survey
on whether an endorsement from an attractive celebrity make the product seem more
appealing. So, majority of the respondents have agreed on this which is 36%. It tells that
respondents are influenced by the attractiveness of the celebrities and it triggers them more
buy more products. Similarly, 26 % are neutral on this and 24% have disagreement which
tells they aren’t influenced by attractiveness of the celebrities. 8% and 8% have strong
agreement and disagreement simultaneously.
Figure 12
Pie-Chart Showing Agreement on Increase in Demand of Product Endorsed
Strongly agree Strongly disagree
8% 8%

Disagree Strongly disagree

24% Disagree
Agree Neutral
35%
Agree
Strongly agree

Neutral
25%
Note: Figure Sourced from Table 11
 19

2.2.8 Agreement of Respondents on whether a product endorsed by a stylish

celebrity to be more fashionable or trendy
Table 12
Agreement on whether a Product Endorsed by a Stylish Celebrity to be more Fashionable
Satisfaction level Response Percentage
Strongly disagree 8 8%
Disagree 14 14%
Neutral 18 18%
Agree 46 46%
Strongly agree 14 14%
Total 100 100%

Note: Agreement on whether a product endorsed by a stylish celebrity to be more

fashionable obtained from Survey, 2024 Sourced from Appendix-2

The above table 12 shows the Agreement of 100 respondents who participated in survey
on whether a product endorsed by a stylish celebrity to be more fashionable or trendy.
Nearly half of the respondents which is 46% have on this that stylish celebrity can make
the product trendy. 18% are neutral. Similarly, 14% have disagreed so they don’t believe.
8% and 14% have strongly disagreement and agreement on this question.

Figure 13
Pie-chart Showing Agreement on whether a product endorsed by a stylish celebrity to be
more fashionable
Strongly agree Strongly disagree
14% 8%
Disagree
14%
Strongly disagree
Disagree
Neutral
Agree
Neutral
Strongly agree
18%
Agree
46%

Note: Figure Sourced from Table 12

 20

2.2.9 Agreement of Respondents on whether the physical appearance of a celebrity

in an advertisement influence your perception of a product
Table 13
Agreement on Influence of Physical Presence of Celebrity
Satisfaction level Response Percentage
Strongly disagree 4 4%
Disagree 21 21%
Neutral 23 23%
Agree 37 37%
Strongly agree 15 15%
Total 100 100%

Note: Agreement on Influence of Physical Presence of Celebrity obtained from Survey,

2024 Sourced from Appendix-2

The above table 13 shows the Agreement of 100 respondents who participated in survey
on whether the physical appearance of a celebrity in an advertisement influence your
perception of a product. 37% have agreed that the physical appearance of a celebrity matters
in influencing the perception of a product. So, looking good on advertisements can surely
increase the sales. 23% of the respondents are neutral. Whereas 21% have disagreed and
4% have strongly disagreed. 15% have strongly agreed that physical appearance matters.

Figure 14
Pie-Chart Showing Agreement on Influence of Physical Presence of Celebrity
Strongly agree Strongly disagree
15% 4%
Disagree
21%
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Agree
37% Neutral
23%

Note: Figure Sourced from Table 13

 21

2.3 Findings and Discussion

2.3.1 Findings

• 27% of respondents were neutral about whether endorsed products are more
trustworthy, indicating a lack of strong trust in celebrity endorsements. Meanwhile,
25% agreed and 25% disagreed, revealing a divided opinion on the influence of
celebrity endorsements on product trustworthiness.
• A significant 39% of respondents disagreed with the idea that celebrities genuinely
use the products they endorse, with 27% strongly disagreeing. This skepticism
among consumers in Biratnagar indicates a prevalent doubt regarding the
authenticity of celebrity endorsements.
• 33% of respondents believed that a celebrity's trustworthiness influenced their
purchase decisions, indicating its significance for many consumers. Meanwhile,
25% were neutral, suggesting some lacked opinion or awareness on this aspect.
Additionally, 23% disagreed, indicating a portion of consumers who didn't consider
celebrity trustworthiness important in their buying decisions.
• A majority of respondents in Biratnagar emphasized the importance of celebrities
having knowledge and experience about the products they endorsed, with 33%
agreeing and 42% strongly agreeing. This highlighted the belief that endorsements
were more impactful when celebrities demonstrated genuine familiarity with the
products.
• A notable portion of respondents, accounting for 35%, agreed that celebrity
expertise in the particular field related to the endorsed product influences their
purchasing behavior. This suggests that consumers in Biratnagar value
endorsements from celebrities who possess relevant expertise and credibility in the
endorsed field.
• 33% of respondents in Biratnagar indicated that they would have considered
purchasing a product endorsed by a celebrity who claimed personal benefit,
suggesting the influence of celebrity testimonials. Conversely, 31% disagreed,
indicating skepticism or indifference toward such endorsements.
• 36% of respondents in Biratnagar believed that an attractive celebrity made
endorsed products more appealing, indicating the influence of celebrity
attractiveness. Meanwhile, 26% remained neutral on this aspect, showing
uncertainty or lack of strong opinion.
 22

• A significant majority of respondents, comprising 46%, agreed that a product

endorsed by a stylish celebrity becomes trendier. This suggests that for a
considerable portion of consumers in Biratnagar, the stylishness of the endorsing
celebrity contributes to the perceived trendiness of the endorsed products.
• 37% of respondents in Biratnagar agreed that the physical appearance of a celebrity
influences the perception of endorsed products, indicating the importance of
celebrity attractiveness. Additionally, 23% remained neutral, suggesting
uncertainty or lack of strong opinion on this aspect.

2.3.2 Discussion
The study suggests a higher representation of males compared to females within the
surveyed population with 65% identified as male, while 35% identified as female. The
survey primarily captured the experiences of young adults in the 20-25 age range, with
small representation from older respondents aged above 35 and above. The largest group
being students (61%) suggests that the sample is mainly composed of students, with a
substantial employed population as well. All 100 respondents were aware of Celebrity
endorsement and its effects caused in our day-to-day life to buy FMCG products, indicating
a high level of awareness among the surveyed population. The majority of the respondents
being students so 51% of them had income less than 10000 as they were doing some kind
of part time job. Mixed responses have come from the respondents regarding the
trustworthiness, expertise and attractiveness of a celebrity as a factor in the buying behavior
of consumers from Biratnagar.
 23

CHAPTER III
SUMMARY AND CONCLUSION
3.1 Summary
This report investigates the impact of celebrity endorsements on consumer buying behavior
for fast-moving consumer goods (FMCG) in Biratnagar, Nepal. The increasing use of
celebrities to endorse products makes it important to understand how effective this
marketing tactic is in influencing consumer purchasing decisions. The key objectives were
to determine the impact of celebrity trustworthiness, expertise, and attractiveness on the
buying behavior of FMCG consumers in Biratnagar. The research methodology involved a
descriptive research design using a survey questionnaire administered to 100 respondents
across different demographics in Biratnagar.

The study provides the context and background on celebrity endorsements and their
prevalence in advertising and marketing, especially in the FMCG industry. It outlines the
problem statement, objectives, significance, literature review, and research methodology
employed.

The study presents the data analysis and findings from the survey. It first summarizes the
respondent profiles covering their gender, age, occupation, and income classifications. This
is followed by detailed data on the respondents' agreement levels regarding various aspects
of celebrity endorsements, such as whether celebrity-endorsed products are more
trustworthy, if celebrities genuinely use the endorsed products, the influence of celebrity
trustworthiness on purchase decisions, the importance of celebrities having
knowledge/expertise about endorsed products, considering celebrity expertise when
making purchases, buying products if celebrities claim personal benefits, influence of
celebrity attractiveness on product appeal, perceptions of stylish celebrity endorsements
making products trendier, and the impact of celebrity physical appearance in ads on product
perception.

The findings reveal mixed perceptions, with some respondents expressing trust in celebrity
endorsements while others remained skeptical. However, most agreed on the importance
of celebrities having relevant knowledge, expertise, and a genuine connection to the
endorsed products for the endorsements to be effective and impactful on their purchase
decisions.
 24

3.2 Conclusion
The extensive research on “Impact of celebrity endorsement on consumer buying behavior
of fast-moving consumer goods in Biratnagar” offers a comprehensive understanding of
the key factors that influence buying behavior of consumers. Consumer views and attitudes
on celebrity endorsements in the fast-moving consumer goods (FMCG) industry are
intricately interconnected, according to study on the effect of celebrity endorsement on
purchasing behavior in Biratnagar. It is apparent that although certain consumers
demonstrate confidence in things that celebrities recommend, a considerable proportion of
them maintain doubts regarding the legitimacy of such endorsements. This criticism
emphasizes how crucial it is for celebrity endorsements to be transparent and credible in
order to build consumer trust. Regarding the impact of celebrity trustworthiness on
customer behavior, perspectives also differ; some consumers view it as a major factor,
while others are neutral or indifferent. This variability highlights the necessity of
endorsement methods that are specifically designed to cater to the tastes of various
customer categories.

One of the key findings of the research is the varied perception of trustworthiness and
authenticity associated with celebrity endorsements. While a notable portion of respondents
expressed trust in endorsed products, there remains a significant level of skepticism
regarding the sincerity of celebrity endorsements. This underscores the importance of
transparency and credibility in celebrity endorsements to establish and maintain consumer
trust.

Furthermore, consumer opinions diverge regarding the influence of celebrity

trustworthiness on purchasing decisions. While some consumers consider it a significant
factor, others exhibit neutrality or indifference towards this aspect of endorsements. This
highlights the necessity for FMCG brands to adopt targeted endorsement strategies that
resonate with different consumer segments based on their preferences and attitudes.

The research also emphasized the value consumers place on celebrity expertise and
personal testimonials. Endorsements are perceived as more impactful when celebrities
demonstrate genuine knowledge and experience with the endorsed products, indicating the
importance of authenticity in endorsements. Personal testimonials, in particular, hold sway
over a significant segment of consumers, influencing their purchase decisions and
underscoring the power of authentic storytelling in marketing.
 25

Moreover, the attractiveness and stylishness of endorsing celebrities emerged as influential

factors in shaping consumer perception and interest in endorsed products. While many
consumers find attractive and stylish celebrities to enhance the appeal and trendiness of
products, others remain neutral or uncertain about the influence of physical appearance on
product perception. This highlights the need for further exploration and understanding of
consumer preferences in this regard.

These findings carry significant implications for FMCG brands operating in Biratnagar's
market. It's essential for brands to carefully consider various factors such as
trustworthiness, expertise, personal testimonials, attractiveness, and stylishness when
crafting celebrity endorsement strategies. Authenticity and credibility should remain
central to these strategies, as they are crucial in building and maintaining consumer trust.

By understanding and leveraging consumer perceptions and attitudes towards celebrity

endorsements, brands can optimize their strategies to resonate with the target audience,
drive engagement, and ultimately increase sales. Continuous research and adaptation are
necessary to stay abreast of evolving consumer preferences and ensure the relevance and
effectiveness of celebrity endorsement strategies over time.

In conclusion, the research illuminates the complex interplay between celebrity

endorsements and consumer buying behavior in Biratnagar's FMCG market. It underscores
the importance of authenticity, credibility, and targeted communication strategies in
maximizing the impact of celebrity endorsements on consumer perceptions and purchasing
decisions.

3.3 Action Implications

The practical implications drawn from the research findings provide actionable insights for
FMCG brands operating in Biratnagar, guiding them in developing effective celebrity
endorsement strategies tailored to the local market dynamics and consumer preferences.

Given the skepticism surrounding celebrity endorsements, brands should prioritize

transparency and authenticity in their endorsement campaigns. This includes ensuring that
endorsing celebrities genuinely use and believe in the endorsed products, and
communicating this authenticity to consumers through transparent messaging and behind-
the-scenes content.
 26

Brands should carefully select endorsing celebrities based on factors such as

trustworthiness, expertise, and personal alignment with the brand values. Collaborating
with celebrities who are perceived as trustworthy, knowledgeable, and genuine can enhance
the credibility of endorsements and resonate more effectively with consumers in
Biratnagar.

The research highlights the influence of personal testimonials in shaping consumer

perceptions and purchase decisions. Brands should leverage personal testimonials from
endorsing celebrities to convey authentic experiences and benefits associated with the
endorsed products. This can foster stronger connections with consumers and drive purchase
intent.

Consumers value endorsements from celebrities who demonstrate genuine expertise and
knowledge about the endorsed products. Brands should highlight the expertise and
qualifications of endorsing celebrities in their marketing campaigns, emphasizing their
understanding of the products and their benefits. This can enhance consumer trust and
credibility in the endorsements.

While attractiveness and stylishness of endorsing celebrities can enhance product appeal
for many consumers, brands should carefully balance these factors with authenticity and
relevance. Selecting celebrities whose style aligns with the brand image and target audience
preferences can maximize the impact of endorsements on product perception and
trendiness.

Brands should adopt targeted communication strategies that resonate with different
consumer segments based on their preferences and attitudes towards celebrity
endorsements. Tailoring messaging and content to address consumer concerns, highlight
relevant benefits, and showcase authentic experiences can enhance the effectiveness of
endorsement campaigns.

Consumer preferences and attitudes towards celebrity endorsements may evolve over time.
Brands should continuously monitor market trends, consumer feedback, and competitor
activities to stay agile and adapt their endorsement strategies accordingly. This ensures that
endorsement campaigns remain relevant and impactful in the dynamic FMCG market of
Biratnagar.
 27

By incorporating these practical implications into their marketing strategies, FMCG brands
in Biratnagar can optimize the effectiveness of celebrity endorsements, build stronger
connections with consumers, and drive growth in their market share.
 28

REFERENCE

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Biswas, D., Biswas, A., & Das, N. (2006). The role of consumer knowledge, perceived
………..congruency, and product technology orientation. Journal of Advertising, 35(2),
………..17-32.

Gupta, R., Kishore, N., & Verma, D. (2015). Impact of celebrity endorsement on
consumers’
…………ad perception: A study of Indian consumers. British Journal of Marketing, 3(8),
,……… 34-49.

Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of celebrity endorser: A social
………….adaptation perspective. Journal of Consumer Research, 12(5), 954-961.

Maddux, J.E., & Rogers, R.W. (1980). Effects of source expertness, physical attractiveness,
………….and supporting arguments on persuasion: A case of brains over beauty. Journal
…………..of Personality and Social Psychology, 39(2), 235-244.

Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on

consumers’
………….intention to purchase. Journal of Advertising Research, 31(1), 46-54.

Pornpitakpan, C. (2004). The effect of celebrity endorsers’ perceived credibility on product

………….purchase intention: The case of Singaporeans. Journal of International
Consumer Marketing, 16(2), 55-74.

Randhawa, A., & Khan, J. A. (2014). Impact of celebrity endorsement on consumer buying
behavior. International Journal of Business Management, 1(2), 170-189.

Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity endorser influence on
attitude toward advertisements and brands. European Journal of Social Sciences,
13(3), 399-407.

Schimmelpfennig, C. (2015). Endorsements beyond mainstream: An investigation of the

prevalence of typical celebrity endorsements and the potential of unconventional
endorsement strategies (Doctoral dissertation).
 29

APPENDIX 1
“Impact of Celebrity Endorsement on Consumer Buying Behaviour of Fast Moving
Consumer Goods in Biratnagar”

Dear Respondents,

I am a BBA student in my 7th Semester at "Mahendra Morang Adarsha Multiple Campus",

Biratnagar. As part of fulfilling my report, I have been tasked with conducting research on
“Impact of Celebrity Endorsement on Consumer Buying Behaviour of Fast Moving
Consumer Goods in Biratnagar”. Your participation in this study is invaluable, and your
honest responses to the following questionnaire will greatly contribute to its success. Please
be assured that all information provided will be kept confidential and used solely for
research purposes.

Instructions:

- Kindly fill out all the questions in the questionnaire below.

- Ensure your responses are truthful and reflective of your experiences with food delivery
services in Biratnagar.

- Your participation is voluntary, and you may withdraw at any time. - Your personal
information will remain strictly confidential.

Thank you for your time and contribution

Best Regards,

Abhay Kumar Karn

MMAMC,BRT

BBA,7th Semester

Questionnaire

Name:

Age:

Gender:

• Male
• Female
• Other
 30

Occupation

• Student
• Employed
• Business man
• Other

1. Do you agree product endorsed by celebrities are more trustworthy than those not
endorsed?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Stronly Agree

2. Do you agree that celebrities genuinely use the products they endorse?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

3. Does the trustworthiness of a celebrity influence your decision to purchase a product?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

4. Do you agree that a celebrity should have knowledge and experience about the products
that they are endorsing?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

5. Do you consider a celebrity's expertise in that particular field when purchasing a product
they endorse?
 31

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

6. Would you try to buy a product if a celebrity claims it has benefitted them personally?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

7. Does an endorsement from an attractive celebrity make the product seem more appealing
to you?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

8. Do you agree a product endorsed by a stylish celebrity to be more fashionable or trendy?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

9. Do you agree the physical appearance of a celebrity in an advertisement influence your

perception of a product?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
 32

APPENDIX 2
33
34
35