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IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR<br />SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ<br />

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OBJECTIVES<br />TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS.<br />TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.<br />

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RESEARCH METHODOLOGY<br />Research design -Descriptive & analytical research.<br />SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore.<br />VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.<br />

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RESEARCH METHODOLOGY<br />Tools for data collection <br /><ul><li>Primary data is collected through Questionnaire.

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Secondary data is collected through journals, magazines & articles.

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TOOLS FOR DATA ANALYSIS

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Percentage analysis ,mean , mode & standard deviation. </li></li></ul><li>PERCENTAGE ANALYSISWe have analyzed each factor on the basis of percentage of response given by respondents for a particular option.MEANIt is the measure of central tendency.MODEIt the size of item with maximum frequency.STANDARD DEVIATIONIt is the measure of variability or diversity from the mean.<br />

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RESULT<br />There is a strong impact of celebrity endorsement on consumer buying decision of FMCG product.<br />Factors of celebrity endorsements that affect consumer buying decision are as follows in the order of preference<br /><ul><li>Expertise

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Familiarity

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Similarity

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Likeability

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Match-up between brand & celebrity

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Trustworthiness

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We also found out different advantages & disadvantages of celebrity endorsement. </li></li></ul><li>DISCUSSIONADVANTAGES OF CELEBRITY ENDORSEMENT<br />Establishment of credibility<br />Mitigating the tarnished image<br />Rejuvenating the stagnant brand<br />Ensured attention<br />Brand promotion<br />Better recall<br />

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DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT<br />Vampire effect<br />Negative image of celebrity<br />Multiple endorsement<br />Inconsistency in the professional popularity<br />Celebrities endorsing one brand & using another. <br />

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CONCLUSION<br />Most of the celebrity endorsement have favorable impact.<br />There is a positive relationship between different celebrity attributes & buying decision of customers of FMCG product.<br />Choice of celebrity.<br />Flexible approach.<br />A celebrity is an means to an end ,& not an end in himself/herself.<br />

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THANK YOU<br />