This document provides a research report on the impact of celebrity endorsement on consumer buying behavior. It begins with an introduction and background on the topic. The objectives are to explore consumer perceptions of celebrity endorsed brands and the influence on buying intentions. The methodology section outlines the research design, sample, variables, and plan for data analysis. Key terms are defined such as celebrity endorsement, purchase intention, and consumer buying behavior. The literature review supports the idea that celebrity endorsements increase brand awareness and recall, and consumers aspire to emulate their favorite celebrities. The report aims to understand how celebrity endorsements impact Pakistani consumers' brand and purchase decisions.
Survey Questionnaire on celebrity endorsementSanober Khan
This document contains a survey about consumer attitudes towards celebrity endorsements. It lists 17 statements about buying products endorsed by celebrities and asks respondents to indicate their level of agreement on a 5-point scale from strongly disagree to strongly agree. It collects demographic information like gender, age, education level, and marital status. The purpose is to understand how celebrities influence consumer purchasing behaviors.
The document appears to be a questionnaire assessing perceptions of celebrity endorsements. It is divided into multiple parts. Part A collects demographic information about respondents. Part B consists of statements for respondents to agree or disagree with related to the impact of celebrities in advertisements and endorsements. Part C asks respondents to rate celebrity endorsers on traits like trustworthiness, attractiveness, and expertise. Part D inquires about the overall impact of celebrity endorsements.
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON THE PURCHASING DECISION OF THE CO...khushboojain1992
This document summarizes a study on the impact of celebrity endorsement on consumer purchasing decisions. It includes objectives to understand how gender, celebrity endorsements, quality, price and other factors influence purchases. A questionnaire with dichotomous questions was developed to collect data on these topics from consumers. Some example questions include how frequently consumers watch advertisements, if they associate celebrities with product quality, and if scandals would change their brand loyalty. The study aims to analyze the data and determine if celebrity endorsements significantly impact consumers and advertising. Hypotheses include that gender and personality alone do not influence consumers, and that a combination of brand and personality is also not a significant factor.
Final questionnaire on celebrity endorser for thums upjadav vishal
This document is a questionnaire seeking responses to understand consumer perceptions of celebrity endorsements for the soft drink brand Thums Up in India. It contains 13 multiple choice and rating scale questions about topics like favorite celebrity endorsers of Thums Up, the impact of celebrity endorsements on purchase decisions, important qualities for a Thums Up celebrity endorser, and perceptions of current endorser Salman Khan's effectiveness. The questionnaire is part of research for a college project and responses will be kept confidential.
Impact of celebrity brand endorsement on the buying behaviour of customerRoneet Kumar
This document is a project report on a study about the impact of celebrity brand endorsements on customer buying behavior in the beverage industry. It includes sections on industry analysis, theoretical aspects of the study, major Indian soft drink companies, research methodology, data analysis, findings, and conclusions. The report provides an overview of the Indian advertisement industry and soft drink market. It discusses celebrity endorsements as a marketing strategy and examines how they can influence consumer decisions to purchase particular beverage brands.
This document contains a questionnaire about customer brand loyalty and purchasing decisions. It asks respondents questions about which brand attributes are most important to them, what influences their decisions to purchase certain brands over others, and how much brand name, quality, price, features, family/peer opinions, and advertisements impact their choices. It also collects demographic information about respondents like their name, address, education, occupation, age, and monthly income.
Survey Questionnaire on celebrity endorsementSanober Khan
This document contains a survey about consumer attitudes towards celebrity endorsements. It lists 17 statements about buying products endorsed by celebrities and asks respondents to indicate their level of agreement on a 5-point scale from strongly disagree to strongly agree. It collects demographic information like gender, age, education level, and marital status. The purpose is to understand how celebrities influence consumer purchasing behaviors.
The document appears to be a questionnaire assessing perceptions of celebrity endorsements. It is divided into multiple parts. Part A collects demographic information about respondents. Part B consists of statements for respondents to agree or disagree with related to the impact of celebrities in advertisements and endorsements. Part C asks respondents to rate celebrity endorsers on traits like trustworthiness, attractiveness, and expertise. Part D inquires about the overall impact of celebrity endorsements.
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON THE PURCHASING DECISION OF THE CO...khushboojain1992
This document summarizes a study on the impact of celebrity endorsement on consumer purchasing decisions. It includes objectives to understand how gender, celebrity endorsements, quality, price and other factors influence purchases. A questionnaire with dichotomous questions was developed to collect data on these topics from consumers. Some example questions include how frequently consumers watch advertisements, if they associate celebrities with product quality, and if scandals would change their brand loyalty. The study aims to analyze the data and determine if celebrity endorsements significantly impact consumers and advertising. Hypotheses include that gender and personality alone do not influence consumers, and that a combination of brand and personality is also not a significant factor.
Final questionnaire on celebrity endorser for thums upjadav vishal
This document is a questionnaire seeking responses to understand consumer perceptions of celebrity endorsements for the soft drink brand Thums Up in India. It contains 13 multiple choice and rating scale questions about topics like favorite celebrity endorsers of Thums Up, the impact of celebrity endorsements on purchase decisions, important qualities for a Thums Up celebrity endorser, and perceptions of current endorser Salman Khan's effectiveness. The questionnaire is part of research for a college project and responses will be kept confidential.
Impact of celebrity brand endorsement on the buying behaviour of customerRoneet Kumar
This document is a project report on a study about the impact of celebrity brand endorsements on customer buying behavior in the beverage industry. It includes sections on industry analysis, theoretical aspects of the study, major Indian soft drink companies, research methodology, data analysis, findings, and conclusions. The report provides an overview of the Indian advertisement industry and soft drink market. It discusses celebrity endorsements as a marketing strategy and examines how they can influence consumer decisions to purchase particular beverage brands.
This document contains a questionnaire about customer brand loyalty and purchasing decisions. It asks respondents questions about which brand attributes are most important to them, what influences their decisions to purchase certain brands over others, and how much brand name, quality, price, features, family/peer opinions, and advertisements impact their choices. It also collects demographic information about respondents like their name, address, education, occupation, age, and monthly income.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document analyzes the impact of celebrity endorsements on consumer behavior. It discusses how celebrity endorsements can be an effective marketing strategy by influencing consumers. The document outlines its objectives to study celebrity endorsements as a brand-building tool and how they affect consumer purchasing. It also aims to determine what type of celebrity is most effective and why marketers use celebrity endorsements. The document presents models for how celebrity endorsements work and factors that influence consumer behavior. It analyzes survey results that show consumers are swayed by celebrity endorsements and have preferences on gender and age of celebrity endorsers. The conclusion is that celebrity endorsements help convey brand image and leave lasting impressions on consumers.
Brand building involves activities to nurture a brand into a profitable stream for the company after launch. Advertising helps build brands by contributing to how consumers perceive the brand. A company's brand provides a competitive advantage and is a strategic asset. Brand equity refers to the value added to a commodity by associating it with tangible and intangible benefits in consumers' minds. Power brands generate large profits and strategic opportunities because they have a distinctive product, deliver on their brand promise, and have a strong personality and widespread presence. Building brand equity requires distinguishing the product, aligning advertising with what is delivered, and creating emotional bonds and relationships with customers.
1) The document discusses the impact of celebrity endorsements on consumer buying behavior. It aims to understand how celebrity endorsements influence customers' purchasing decisions.
2) A questionnaire was administered to 100 respondents in urban areas to collect data on celebrity preferences, factors influencing purchases of celebrity-endorsed products, and how endorsements affect brand recall and loyalty.
3) Statistical analysis found significant differences in the levels of attraction, purchasing influences, and brand recall between age groups. However, involvement in a celebrity scandal was found to not significantly impact continued purchases of an endorsed brand.
Impact of celebrity endorsement on brand imagebrandsynapse
This document discusses the impact of celebrity endorsements on brand image. It defines celebrity endorsement and explains how celebrities can help promote brands through increasing awareness, trust and differentiation. The document presents a 20-point model for selecting effective celebrity endorsers that are familiar, relevant, provide esteem and differentiation for the brand. It also notes that celebrity endorsements work best as part of an overall branding strategy, and can backfire if the celebrity is a poor fit for the brand image. When done correctly, high-profile examples show celebrity endorsements can significantly boost brand awareness and sales.
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...Rahul Gulaganji
The document is a questionnaire about health drink preferences for children. It contains 12 questions asking about which health drinks parents prefer for their children, how often the drinks are given, what influences purchase decisions, and what changes parents want to see. Questions cover topics like brand and flavor preferences, purchase motivations, perceived effects on children, and expectations for improvements. The goal is to understand parent and child perspectives on popular children's health drink brands.
This document discusses brand extensions, including definitions of brand, line extensions, and category extensions. It outlines the advantages of brand extensions such as leveraging brand equity, reducing costs, and providing feedback benefits to the parent brand. Potential disadvantages include confusing consumers, retailer resistance if the extension fails, and diluting the parent brand image. The document provides guidelines for when extensions are appropriate and how consumers evaluate extensions, including having awareness and positive associations about the parent brand that transfer to the extension. It also lists factors that can lead to product failures such as an insufficient market or inaccurate research.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document contains a 21 question questionnaire about cosmetic product usage and purchasing habits. It asks respondents for their demographic information and then asks multiple choice and rating scale questions about factors that influence their cosmetic brand choices like advertising, celebrity endorsements, and price. Questions also cover purchasing behaviors like frequency, locations, product types, information gathering, and spending amounts. Motivations, perceptions, and beliefs about cosmetic products are explored as well.
The document appears to be a survey about consumer attitudes and behaviors regarding branded products. It contains 16 multiple choice or rating scale questions regarding how often respondents purchase branded products, what branded products mean to them, what motivates them to purchase branded products, and how influential branding and recommendations are in their purchasing decisions. The survey was created by Faisal Ahmed Khan, a student at HKBK B School, to understand perceptions of branding.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
Consumer Behaviour ads on internal influencesSujitha Nuthi
This document provides an overview of key concepts related to consumer behavior, including:
1. It describes influences on consumer behavior such as internal influences like perception, learning, memory, motives, personality and emotions as well as external influences like culture, social groups and marketing activities.
2. It summarizes models of consumer behavior and discusses concepts like needs, experiences, lifestyle, self-concept and the consumer decision process.
3. It provides examples to illustrate concepts like brand personality, motivation, learning, memory, attitudes and how advertising can influence perception and attitudes.
The document is a survey questionnaire for a study on the influence of advertisements on teenagers' buying behavior. It contains questions in three sections: background information of respondents, perceptions on advertisements, and personal experiences purchasing products after seeing advertisements. The background section collects demographic data on respondents like gender, age, education level, and monthly allowance. The perceptions section asks questions about beliefs in advertising, influence of ads on shopping trends, and media attention. The personal experience section inquires about recent purchases influenced by ads and satisfaction with those purchases. The survey aims to understand teenagers' views and behaviors regarding advertisements.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Branding is the process of giving products and services the power of a brand through creating a mental brand structure. There are different branding strategies like brand extension to introduce new products using an established brand name. The objectives of branding include differentiating products, assisting in promotion, increasing prestige and status, maintaining quality, and legally protecting the firm. Brand equity is the added value provided to products and services and is reflected in how consumers think of, feel about, and act towards a brand in terms of prices, market share and profits. Models like the Brand Asset Valuator and Brand Resonance Model measure brand equity through factors like brand differentiation, relevance, esteem, and brand awareness.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
English Biscuit Manufacturers Peek Freans Marketing ReportSanober Khan
The document discusses English Biscuit Manufacturers (EBM), a leading biscuit manufacturer in Pakistan. It provides background on EBM, including its vision, mission, policies and product lines. The document also analyzes EBM's market targeting of its Sooper brand using concepts like the Boston Consulting Group matrix, Ansoff matrix and a PEST analysis.
Miss Pigeon Pharmacy is an online and brick-and-mortar pharmacy that aims to sell prescription medications at lower prices than competitors by operating efficiently and eliminating unnecessary customer services. The pharmacy provides delivery services across Karachi for medications and other healthcare products. It aims to help patients get medications quickly and help pharmacies reach more customers through its pharmacy delivery platform.
The document contains samples of questionnaires to assess different aspects of branding: brand perception, brand preference, brand image, and brand loyalty. The questionnaires include multiple choice and open-ended questions about the respondent's attitudes toward brands, factors influencing purchase decisions, assessment of a particular brand's image and performance, and areas for potential improvement.
This document analyzes the impact of celebrity endorsements on consumer behavior. It discusses how celebrity endorsements can be an effective marketing strategy by influencing consumers. The document outlines its objectives to study celebrity endorsements as a brand-building tool and how they affect consumer purchasing. It also aims to determine what type of celebrity is most effective and why marketers use celebrity endorsements. The document presents models for how celebrity endorsements work and factors that influence consumer behavior. It analyzes survey results that show consumers are swayed by celebrity endorsements and have preferences on gender and age of celebrity endorsers. The conclusion is that celebrity endorsements help convey brand image and leave lasting impressions on consumers.
Brand building involves activities to nurture a brand into a profitable stream for the company after launch. Advertising helps build brands by contributing to how consumers perceive the brand. A company's brand provides a competitive advantage and is a strategic asset. Brand equity refers to the value added to a commodity by associating it with tangible and intangible benefits in consumers' minds. Power brands generate large profits and strategic opportunities because they have a distinctive product, deliver on their brand promise, and have a strong personality and widespread presence. Building brand equity requires distinguishing the product, aligning advertising with what is delivered, and creating emotional bonds and relationships with customers.
1) The document discusses the impact of celebrity endorsements on consumer buying behavior. It aims to understand how celebrity endorsements influence customers' purchasing decisions.
2) A questionnaire was administered to 100 respondents in urban areas to collect data on celebrity preferences, factors influencing purchases of celebrity-endorsed products, and how endorsements affect brand recall and loyalty.
3) Statistical analysis found significant differences in the levels of attraction, purchasing influences, and brand recall between age groups. However, involvement in a celebrity scandal was found to not significantly impact continued purchases of an endorsed brand.
Impact of celebrity endorsement on brand imagebrandsynapse
This document discusses the impact of celebrity endorsements on brand image. It defines celebrity endorsement and explains how celebrities can help promote brands through increasing awareness, trust and differentiation. The document presents a 20-point model for selecting effective celebrity endorsers that are familiar, relevant, provide esteem and differentiation for the brand. It also notes that celebrity endorsements work best as part of an overall branding strategy, and can backfire if the celebrity is a poor fit for the brand image. When done correctly, high-profile examples show celebrity endorsements can significantly boost brand awareness and sales.
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...Rahul Gulaganji
The document is a questionnaire about health drink preferences for children. It contains 12 questions asking about which health drinks parents prefer for their children, how often the drinks are given, what influences purchase decisions, and what changes parents want to see. Questions cover topics like brand and flavor preferences, purchase motivations, perceived effects on children, and expectations for improvements. The goal is to understand parent and child perspectives on popular children's health drink brands.
This document discusses brand extensions, including definitions of brand, line extensions, and category extensions. It outlines the advantages of brand extensions such as leveraging brand equity, reducing costs, and providing feedback benefits to the parent brand. Potential disadvantages include confusing consumers, retailer resistance if the extension fails, and diluting the parent brand image. The document provides guidelines for when extensions are appropriate and how consumers evaluate extensions, including having awareness and positive associations about the parent brand that transfer to the extension. It also lists factors that can lead to product failures such as an insufficient market or inaccurate research.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
This document contains a 21 question questionnaire about cosmetic product usage and purchasing habits. It asks respondents for their demographic information and then asks multiple choice and rating scale questions about factors that influence their cosmetic brand choices like advertising, celebrity endorsements, and price. Questions also cover purchasing behaviors like frequency, locations, product types, information gathering, and spending amounts. Motivations, perceptions, and beliefs about cosmetic products are explored as well.
The document appears to be a survey about consumer attitudes and behaviors regarding branded products. It contains 16 multiple choice or rating scale questions regarding how often respondents purchase branded products, what branded products mean to them, what motivates them to purchase branded products, and how influential branding and recommendations are in their purchasing decisions. The survey was created by Faisal Ahmed Khan, a student at HKBK B School, to understand perceptions of branding.
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
Consumer Behaviour ads on internal influencesSujitha Nuthi
This document provides an overview of key concepts related to consumer behavior, including:
1. It describes influences on consumer behavior such as internal influences like perception, learning, memory, motives, personality and emotions as well as external influences like culture, social groups and marketing activities.
2. It summarizes models of consumer behavior and discusses concepts like needs, experiences, lifestyle, self-concept and the consumer decision process.
3. It provides examples to illustrate concepts like brand personality, motivation, learning, memory, attitudes and how advertising can influence perception and attitudes.
The document is a survey questionnaire for a study on the influence of advertisements on teenagers' buying behavior. It contains questions in three sections: background information of respondents, perceptions on advertisements, and personal experiences purchasing products after seeing advertisements. The background section collects demographic data on respondents like gender, age, education level, and monthly allowance. The perceptions section asks questions about beliefs in advertising, influence of ads on shopping trends, and media attention. The personal experience section inquires about recent purchases influenced by ads and satisfaction with those purchases. The survey aims to understand teenagers' views and behaviors regarding advertisements.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Branding is the process of giving products and services the power of a brand through creating a mental brand structure. There are different branding strategies like brand extension to introduce new products using an established brand name. The objectives of branding include differentiating products, assisting in promotion, increasing prestige and status, maintaining quality, and legally protecting the firm. Brand equity is the added value provided to products and services and is reflected in how consumers think of, feel about, and act towards a brand in terms of prices, market share and profits. Models like the Brand Asset Valuator and Brand Resonance Model measure brand equity through factors like brand differentiation, relevance, esteem, and brand awareness.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
English Biscuit Manufacturers Peek Freans Marketing ReportSanober Khan
The document discusses English Biscuit Manufacturers (EBM), a leading biscuit manufacturer in Pakistan. It provides background on EBM, including its vision, mission, policies and product lines. The document also analyzes EBM's market targeting of its Sooper brand using concepts like the Boston Consulting Group matrix, Ansoff matrix and a PEST analysis.
Miss Pigeon Pharmacy is an online and brick-and-mortar pharmacy that aims to sell prescription medications at lower prices than competitors by operating efficiently and eliminating unnecessary customer services. The pharmacy provides delivery services across Karachi for medications and other healthcare products. It aims to help patients get medications quickly and help pharmacies reach more customers through its pharmacy delivery platform.
celebrity endorsments impact on buying decision of consumerSujyothi Bhandary
This study analyzed the impact of celebrity endorsements on consumer purchasing decisions. Several hypotheses were tested:
1) There was a significant difference in celebrity endorsement impact between age groups 12-20, 20-35, and 35+. Younger consumers were most influenced.
2) No significant difference was found between geographic areas.
3) Consumers significantly changed their brand preference when a celebrity switched endorsements to a competitor.
4) Price changes due to celebrity endorsements did not significantly impact preferences.
5) No significant associations were found between brand value and logos, jingles, or celebrity endorsements.
This document summarizes a research methodology that examined the influence of celebrity brand endorsements on consumer preferences. The study involved a questionnaire distributed to 100 respondents in Mumbai to understand how factors like celebrity type, advertisement medium, age, and gender related to brand recognition and purchase decisions. Statistical tests like chi-square and factorial design were used to analyze the data and determine if relationships between variables were statistically significant. The conclusions were that celebrity endorsements did not significantly impact consumer preferences on their own but the combination of endorsement type and advertisement medium did create a significant difference in brand recognition.
This document provides a summary of the US market for electronic medical record (EMR) technologies. It discusses key definitions, the need for EMRs, functional requirements, advantages, the market size and adoption trends, major vendors, regulations, and President Bush's vision for increased EMR usage. The presentation concludes with Cognizant's vision to become a top global health IT services provider by building EMR expertise, partnering with vendors and academic institutions, and potentially developing their own EHR capabilities.
Project report on consumer behaviour of AirtelAshish Dubey
This document provides background information on Bharti Airtel Limited, which was incorporated in 1995 to promote investments in telecommunications services. It operates telecom services across India through its subsidiaries. Bharti Airtel is India's largest private sector telecom provider with over 50 million customers. Airtel provides a range of telecom services including cellular, basic, internet, and long distance services. The government of India recognizes telecommunications infrastructure as key to rapid economic and social development. The Indian telecom market has undergone major transformation in the past couple decades.
The effectiveness of celebrities as product endorsersmoonchick1288
The document analyzes the effectiveness of celebrities as product endorsers. It discusses factors like credibility, attractiveness, expertise and familiarity that influence consumer purchasing behavior. The study examines how well matched the celebrity needs to be to the product. A survey was conducted of 100 students to determine which factors, credibility, expertise, attractiveness or familiarity played the biggest role in endorsement effectiveness. Results showed consumers were more likely to purchase perfectly matched endorsements and that credibility and expertise were the most important factors, especially for male respondents. Familiarity was most important for female respondents.
The document analyzes consumer buying behavior of wrist watches in India. It discusses how watches have become a fashion accessory rather than just a timekeeping device. The study surveyed 80 people in and around Ranchi to understand factors influencing their purchase of wrist watches. Key findings were that males aged 19-25 years, especially students and professionals, were more likely to buy watches. Brand image, warranty period, aesthetic appeal and price were important considerations that varied based on age and occupation when purchasing a wrist watch.
Research Methodology on Effect of Celebrity EndorsementsKirk Coutinho
The document discusses celebrity endorsements and their effect on consumer purchasing habits. It finds that celebrity endorsements increase sales and attention from consumers. They help build brand equity and recall of advertisements. However, risks include celebrities becoming overexposed or overshadowing the brand. The study surveyed consumers, celebrities and advertising agencies. It found that celebrity endorsements have a strong positive impact on products and influence purchasing decisions before and after the endorsement. However, negative publicity about a celebrity does not significantly impact customer loyalty to the brand. In conclusion, celebrity endorsements are an effective marketing tool when selected properly based on popularity, script requirements and relatability to the target audience.
CELEBRITY BRAND ENDORSEMENTS AND ITS IMPACT ON BRAND EQUITY AND BRAND TRUSTW...Sudipto Hizli
This document discusses a study on the influence of celebrity endorsements on consumer buying intentions for toothpaste brands in India. It presents the objectives, theoretical framework, methodology, findings and conclusions of the study. The study found that celebrity endorsements do not significantly influence consumer-based brand equity or create impacts on brand loyalty. It concluded that companies should focus on building brand trust through quality and other means rather than stressing celebrity endorsements or switching celebrities frequently.
Bharti Airtel Limited, commonly known as Airtel, is the largest telecommunications company in India and operates in 20 countries across Asia and Africa. Airtel offers mobile, fixed line, broadband, and television services under the Airtel brand. Over the years, Airtel has focused on establishing an emotional connection with customers through impactful advertising campaigns featuring top celebrities and music by A.R. Rahman. Airtel's consistent brand messaging across media and emphasis on values rather than just products have helped make it one of the most recognized brands in India.
The Cognizant Green Brigadiers joined hands to promote a clean environment on-campus and outside in the year 2012. Here's a look at how they did just that.
Cognizant Community 2016: Mastering Digital: How to Navigate the Shift to the...Cognizant
For more than a decade, this unique event has provided busy executives with an opportunity to exchange ideas and insights both with each other and with acclaimed subject matter experts on the panoply of topics critical to advancing their business objectives today — and tomorrow.
Ten cs for effective communication annual compensation reviewsPacket One
Mangers must recognize their role and the value they add when communicating annual compensation packages to employees. There are 10 effective tips or "C's" for these conversations: 1) Schedule private meetings to discuss pay increases and maintain confidentiality, 2) Provide the context for increases such as merit-based awards, 3) Inform employees about the specific contributions that led to their increase, 4) Intimate the new annual salary amount, 5) Express confidence in employees and value for future contributions, 6) Thank employees for their work and commitment, 7) Listen to concerns and inform how issues may be addressed, 8) Take notes on key learnings to apply in future years, 9) It is the manager's responsibility to conclude the discussion
Group 1B analyzed Vodafone's marketing strategies. Vodafone is a UK-based telecommunications company and the world's largest mobile network. The group discussed how Vodafone uses celebrities like David Beckham in its promotions to communicate its brand values. Vodafone also sponsors teams like McLaren to increase its visibility. Through unique marketing mixes involving price, product, place and promotion, Vodafone builds strong customer relationships.
Ppt on impact of celebrity endorsement on consumer buying decisionmolisca
This document analyzes the impact of celebrity endorsements on consumer buying decisions in the fast-moving consumer goods (FMCG) sector. It outlines the objectives to identify influential factors and pros/cons of celebrity endorsements. The methodology included a survey of 150 consumers in Indore, India measuring factors like expertise, trustworthiness, and match between celebrity and product. The results showed celebrity endorsements have a strong impact, with expertise and familiarity being most influential. Both advantages like credibility and disadvantages like negative celebrity images were discussed. The conclusion is that celebrity endorsements generally have a favorable impact if the right celebrity is chosen flexibly as a means to promote the brand.
The company was founded in 1982 as a joint venture and was named Vodafone, deriving from its goal of establishing voice and data services over mobile networks. It has grown to be one of the largest mobile operators globally. In India, it began as a partnership between Hutchison Whampoa and Essar Group operating as Hutchison Essar. In 2007, Vodafone Group acquired a majority stake in the business, rebranding it as Vodafone Essar. The company now offers a range of prepaid and postpaid voice and data services across India, targeting various customer segments through differentiated products and pricing. It faces competition from other major mobile operators in India like Airtel but has
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In this age of intense competition, where capturing a position in the consumers’ mind space is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers’ attention. Celebrities can catalyze brand acceptance and provide the enormous momentum that brands require by endorsing the intrinsic value to the brand. Following are the main reasons because of which marketers prefer celebrity endorsers:
• Instant Brand Awareness and Recall.
• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
• Instant credibility
Consumers are exposed to thousands of advertisements in magazines, newspapers, websites, radio and television. Celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Every brand attempts to embezzle at least a fraction of a person’s time to inform him or her of the wonderful and different attributes of the brand. In this process, the companies employ celebrities from a particular field to feature in its advertisement campaigns.
The promotional features and images of the product are exactly matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a range of brands. Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and pleasant qualities and companies plan that these qualities are transferred to products via macro activities. Furthermore, because of their reputation, celebrities serve not only to create and maintain attention but also to achieve high recall rates for messages in today’s highly cluttered environments. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer. The study through survey analysis attempts to analyze effectiveness of celebrity endorsement in brand building. The study will be significant in exploring impact of celebrity endorsement on consumer behavior and purchase decisions
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Impact of Celebrity endorsement on Consumer Buying Behaviour
1. IMPACT OF CELEBRITY
ENDORSEMENT ON
CONSUMER’S BUYING
BEHAVIOR
Research Report
Sanober Khan 226-Bcom/15-S 11/5/17 Business Research Method
2. 1
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In the present world of competition there is a race of existence in
which those are having will to come forward succeed. Project is like a bridge
between theoretical and practical working. With this willing I joined this
project. First, I would like to thank the supreme power the Almighty
Allah who is obviously the one has always guided me to work on the one
has always guided me to work on the right path of life. Without his grace
this project could not become a reality. Next to him are my parents, whom I
am greatly indebted for me brought up with love and encouragement to
this stage.
I would like to take this opportunity to thankSIR MUNEER
ABBASImyteacher for the course of“BUSINESS RESEARCED
METHOD” atBENAZIR BHUTTO UNIVERSITY valuable support
and encouragement, which he has offered.
I would also like to sincerely thank all the respondents fortheir
precious time and useful insights on the research topic andwho have
patiently expressed their views to help me carry onwith my dissertation
Lastly, I would also like to thank my parents, friends and classmates
who helped me a lot in finalizing this project within the limited time frame.
Thanks a lot.
SANOBER ADIL KHAN
3. 2
Abstract:
The purpose of this study is to explore the impact of celebrity endorsement on consumer’s buying
intentions. This study concentrated on discovering the thoughts of Pakistani customers about
celebrity endorsement by analyzing the different characteristics of the celebrity endorsement with
respect to consumer’s buying intentions. In this study, I reviewed the former literature present on
the topic of celebrity endorsement. That gives clear perception of different important prospects
regarding this topic. The general belief among advertisers is that advertising messages delivered by
celebrities provide a higher degree of appeal, attention and possibly message recall than those
delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the
claims made, increase the memorability of the message ,and may provide a positive effect that
could be generalized to the brand Copper (1984).So considering these points this paper is an
attempt to know the impact of celebrity endorsed advertisements on consumers and on sales. This
study is also an attempt to know the reasons of using the celebrities in advertisements.
KEYWORDS: Celebrity endorsement, Purchase intentions, Consumer buying behavior, Celebrity
endorsement in Pakistan
4. 3
Table of content:
Chapter: 1
1. Introduction 4
1.1 Background 5
1.2. Research Problem 6
1.3. Research Question 6
1.4. Objectives of the Study 7
1.5. Significance 7
1.6. Limitations 7
1.7. Scope 8
1.8. Definition of key terms 8
Chapter: 2
2. Literature Review 10
Chapter: 3
3. Research Methodology
3.1. Research Design 11
3.2. Procedure 11
3.3. Population 11
3.4. Sample and Sampling Methods 11
3.5. Instrument selection 11
3.6. Variables 11
3.7. Hypothesis 12
3.8. Plan of Analysis 12
3.9 Software Employed 12
3.10 Research Schedule 12
Chapter: 4
4. Data Analysis 14
Chapter: 5
5. Conclusion & Recommendation 25
6. Bibliography: 26
5. 4
Chapter: 1
1 Introduction
Everyday consumers are exposed to thousands of voices and images in magazines, news papers
and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction of
a person’s time to inform him or her of the amazing and different attributes of the product at hand.
The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to
achieve this, use of celebrity endorsers is a widely-used marketing strategy. In this modern age,
people tend to ignore all commercials and advertisements while flipping through the magazines
and newspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed.
Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great
significance. In this process,
the companies hire celebrities from a
particular field to feature in its advertisement campaigns. The promotional features and images of
the product is matched with the celebrity image, which tends to persuade a consumer to fix up his
choice from a variety of brands. Companies invest large sums of money to align their brands and
themselves with endorsers. Such endorsers are dynamic with both attractive and likeable qualities
and companies plan that these qualities are transferred to products via marcom
activities. Furthermore, because of their fame, celebrities serve not only to create and maintain
attention but also to achieve high recall rates for marcom messages in today’s highly cluttered
environments.
Similarly, every product has an image. The consumer tries to consume a brand which has the
maximum fit with his/her own personality/image. The celebrity endorser fits in between these two
interactions, where he tries to bring the image of the product closer to the expectation of the
consumer, by transferring some of the cultural meanings residing in his image to the product.
The general belief among advertisers is that brand communication messages delivered by
celebrities and famous personalities generate a higher appeal, attention and recall than those
executed by non-celebrities. The quick message-reach and impact are all too essential in today’s
highly competitive environment.
Celebrities have also been in demand having succeeded in being effective by rising above the
clutter & grabbing the attention and focus of the consumer. They also succeed in creating an
aspiration in the minds of the consumer to acquire what their favorite celebrity endorses.
6. 5
1.1Background to the Research
In today’s world the celebrities are being treated as a role model. People are changing their living
style relatedwith their favorite celebrity. This thing creates a great impact on the buying behavior
of the persons. This attracts the customers and ultimately increases the company productivity.
Celebrities are not always creating any kind of effect on person’s mind in terms of buying. But
mostly it gives a great impact on perception of choosing any product. We are always thinking that
if our favorite celebrity is using them. Then we should use that to be like them (Khatri 2006).
From last 150 years advertising is changing in different phases from the classical to modern. Now a
day it’s the best strategy used by marketers to influence customers by showing celebrities with
their products, it includes different appeals lie, exciting, absurdity, sexual etc. Belch, G. and Belch,
M. (2008) acknowledged that the main aim of formulating such strategies is to get high brand
revelation, longing, concentration and curiosity.To do so, marketers attach famous personalities
with their products.
McCracken (1989) stated that these famous personalities had great influence on the consumer’s
buying behavior that’s why it becomes the most attractive tool of advertising now a day. The major
aim to do advertising and adopt this strategy is to influence customers towards the products
(Ohanian 1990).
According to Patrick Bishop (2000), a Marketing Expert, “When you get a celebrity to endorse
your company or sign licensing agreement, you benefit from customer awareness of the property,
which could include the perception of the quality, education value or a certain image. If a celebrity
is endorsing or the business is selling the product of a well-known person or entity, then people
assume they must be a good company to deal with.” Both entities represent nodes in a cognitive
network, whose connectivity can establish contingency between the two entities.
Marketers must understand what happens to the buying decision of the customer when the cultural
meanings of celebrities are disgraceful. This is because the customer purchasing and using the
product endorsed by the celebrity can obtain some of those meanings and use them in constructing
self-control.
This research is specifically on celebrity endorsement and the influences it has on consumer buying
behavior.
7. 6
1.2Statement of the problem:
It has identified that celebrity endorsement has significant role in developing a brand image in the
minds of consumer which ultimately influence their buying behavior and marketers greatly
emphasize on these strategies to capitalize, the study was conducted to measure the influence of
celebrity endorsed ads on the purchasing decision on consumer, consumers’ perception towards
endorser and product endorsed and how these perceptions influence their purchase decision.
1.3Research Question:The Research Questionnaire was borrowed from another article.
1)SD= Strongly Disagree 2)D= Disagree 3)N=Neutral
4)A=Agree 5)SA= Strongly Agree
s.no Item SD D N A SA
1. Do you buy a product which is endorsed by a celebrity?
2. Do you get attracted to buy a product/brand endorsed by a celebrity?
2. Do you think that ads having celebrities are more effective than those
which don’t?
3. Would you switch from you regular products to a new product endorsed by
your favorite actor/ actress?
4. Does the presence of a celebrity help you recognize a brand?
5. Are the claims made in advertisements having celebrities believable?
6. Celebrity endorsed ad grab an audience's attention more easily than a
standard ad.
7. Are you able to identify the product because of the celebrity associated with
it?
8. I don’t believe the celebrities also use those products which they
themselves endorse.
9. If a celebrity you disliked was endorsing a brand you often purchase from,
would this change your consumer interests?
10. I find product endorsed by celebrities are trustworthy.
Gender: Female Male
Age (In Years): 15-20 15-20 26-30 Above 30
Education Level:Matric Intermediate
Under GraduatePost Graduate
8. 7
11. I find product endorsed by celebrities are informative.
12. I find product endorsed by celebrities are interesting.
13. Celebrities help me more to remember a brand/product.
14. My favorite celebrity give a positive image to the endorsed brand.
15. I think that "negative publicity" about a celebrity endorser can influence my
decision of buying a brand?
14. I will stop buying a brand if my favorite celebrity endorsing it gets involved
in scandal
15. I buy a product just because the celebrities are using it.
16. I think celebrity endorsement is an important factor when I make my
decision
17. I would buy a brand if my favorite celebrity is endorsing it.
1.4Objective of the study:
The research objectives of this research are as follows:
• To explore the consumers’ perception towards brands and celebrity endorsement.
• To identify the influence of celebrity endorsement on consumer buying behavior.
• To measure the impact of advertisements endorsed by celebrities.
1.5Significance of the study:
The study explained the impact of celebrity endorsementin the mind of customer that how a
consumer perceivecelebrity endorsed advertisement and which is the majorelement that influence
them to prefer their choices frombrands to brands in the market. Thisstudy is concise on the
common need of a person and it issignificantly valuable for marketers, researchers, studentsand
advertisers. It can be further used for study andresearch purpose.
1.6Limitation of the study:
This research has the following limitations:
• The research is concise to study consumer’s perception towards products.
• The area of research is restricted to Karachi and the sample size was 100 – Male and
Femalesof different age and preferences.
• The major constraint for this research was time.
9. 8
1.7Scope of the study:
The study is conducted in Benazir Bhutto Shaheed University from students ofdifferent age group.
This study has examined that how celebrityis effective for endorsing the products and
howcompanies can make their brand much more powerful intheir customer’s mind through this
communication tool.
1.8DEFINITION OF KEY TERMS:
Celebrity endorsement
Khatri (2006) studied that the celebrity endorsement is the Promotion strategy to attract the
customers. By analyzing the current market, now it’s become the need of the marketers to use the
different famous personalities to relate with their brands to create unique identity of the brand and
to do famous his company’s brand orproduct, which results high expenditure for the company to
use that strategy, however nowadays it is used to be apowerful strategic tool to get maximum
profit. It also shows that this can carry risk, because there is no surenessthat the celebrity can come
up with the sales generation of the firm. But it creates a buzz and gives popularity tothe company
and the brand. This can increase the expectation of the customers in terms of real star by delivering
the company promise. There are certain perspectives occur where the real persons can work better
than the celebrities’ endorsement, but not always.
Purchase Intension:
The willingness of a customer to buy a certain product or a certain service is known as purchase
intention. Purchase intention is a dependent variable that depends on several external and internal
factors. Some of the factors are as follows:
Stimulus/Trigger: The cue that triggers a buyer towards considering a product or a brand to be
included in their consideration set. This might be the attributes of a product or simply its packaging
Outcome expectation: The outcome expected out of the use of a product or a service
Aspirational Value: The product might satiate some aspirations of a buyer. For ex. A luxury car
Recommendation: Recommendation by a trust worthy or reliable source
Emotional association: Being emotionally associated with a product or a brand owing to the
brand’s perceived personality
Other factors can be perception about the product, associated risks and costs.
10. 9
Consumer Buying behavior
Buying behavior is a process by which a people search for the product/services they need or want,
make decisionto buy the required and most suitable one from different alternatives, use and the
dispose it. For makingmarketing decision buying process model is playing a very important role for
any one. It makes marketers tothink about each step of this process rather than just purchase
decision because if marketers just consider thepurchase decision, it may be too late for a business
to influence the choice of customers. According to this modelthe customer pass through all stages
for purchasing every goods or services. However, in more regularpurchases, customer often skips
some the stages
Celebrity Endorsement in Pakistan:
In Pakistan, very little number of peoples’ behavior is influenced because of the factor that a
particular brand’s advertisement has a celebrity in it.
But when a sample is asked about the last recall advertisement 8 out 10 were of celebrity endorsed
advertisements. Recall rate is high when someone sees a celebrity in an advertisement whether it’s
a Print Ad or Television Commercial.
Chapter: 2
11. 10
2.1 Literature Review
Celebrity endorsement is a form of publication by portraying a well-recognized sports or
entertainment celebrity to be a brand ambassador for a company or firm, and by using their social
status to promote a service or product (Udo, Nwulu, & Stella, 2015)
Celebrities are perceived to hold qualities such as attractiveness, expertise, trustworthiness and
likeability, which advertiser's hope will be transferred to the brand or product consequently
creating positive images for that product or brand (Muda et al., 2012).Many consumers idolize
celebrities and strive to imitate their lives with the clothes they wear and products they consume
(Aureliano-Silva et al., 2015). Celebrities create meaning for the consumer through their
interactions with products in advertising (Muda et al., 2012; Aureliano-Silva et al., 2015)
According to findings of the research, celebrity endorsed advertisement is not only utilized to
create brand awareness and brand recognition but they help the company to capture target
audience. Celebrity do not take the advertisement effective but other factors like product
performance, quality and brand image, personality and trustworthiness of celebrities make the
mind of consumer to choose the particular product of his/her choice. Moreover these elements play
a major role in making an advertisement successful and in influencing the purchasing behavior of
the consumer.(Khan, 2016)
Mr. Javeed Ahmed Khan said that Celebrity endorsement enhances the product information and
creates awareness amongconsumers. It helps them to recall the brands of the endorsed products.
A Taiwanese study shows that consumers show greater recall of products that have been endorsed
by celebrities – regardless of whether they are actual fans or not. The human brain recognizes
celebrities similarly to how it recognizes people we actually know. The effect is that, if consumers
happen to be fans, they place a higher value on products that celebrities are endorsing – it is as if
they are receiving advice from a valued friend(http://www.guided-selling.org/impact-of-celebrity-
endorsement-on-consumer-buying-behavior/)
Advertising that features a celebrity creates attention and generates awareness of the product. Your
company can gain new customers from the celebrity's fan base. For instance, a well-loved local
guitarist could draw attention to your musical instruments shop. Fans who have faith in the
personality are most likely to purchase your products or, at least, have a greater intention to buy.
The advertising also gains the attention of consumers with a casual interest in the celebrity.
12. 11
A celebrity’s reputation is tied to that of the company after appearing in the company’s advertising.
If a respected celebrity appears in advertising for an imperfect brand, the views of the brand could
improve or the celebrity’s reputation could worsen. Also, if the celebrity’s reputation suffers, the
formerly positive views of the brand could suffer too.Celebrity endorsements can affect sales
positively or negatively. Consumers are likely to purchase the product if they feel that the celebrity
is likable, sincere and appropriate for the item. However, the reverse is also true. Sales could
diminish if the celebrity does not appeal to the target market, is not credible or gains negative
publicity. In some cases, consumers are indifferent and there is no noticeable change in sales. A
local football player endorsing your veterinary practice might not draw much interest, unless he is
known for loving animals. (http://smallbusiness.chron.com/effect-celebrities-advertisements-
56821.html)
Celebrity endorsements need to be approached carefully, manipulated thoroughly and utilized
effectively in order to reap the full benefits. When looking for a celebrity to represent a brand, it's
important to know what the expectations of having that celebrity endorsement areDifferent
celebrities will accomplish different things for a brand as an endorser. Instinct would have us
choose the celebrity with the most fans because more fans mean more customers. While this
strategy works in some situations, it's not necessarily the best plan of action. There has to be some
sort of collaboration or connection between celebrity and brand. A brand's ambassador or endorser
shouldn't be some random celebrity.Take advantage of existing connections and fan bases, too.
Celebrities serve as channels between buyer and seller. If your brand is seeking an audience that
happens to follow a certain celebrity, then it should have that particular celebrity endorse its
products. Endorsements are most effective when the celebrity's audience already overlaps with the
brand's desired audience. In the marketing world, a celebrity is only as valuable as his or her public
image, and if that image becomes tarnished in any way, it's usually bad for business. Just as a
celebrity has the power to attract individuals to a brand, he or she has the power to deter
individuals all the same. ( By Alex Cotraviwat May 27 2015)
Chapter: 3
13. 12
Research Methodology
3.1 RESEARCH DESIGN:
The research is qualitative and hypothesis testing in nature. Primary and secondarydata sources
have been collected.
3.2 PROCEDURE:
Questionnaire were used as an instrument to collect a data and data is collected by two ways:
Personal survey in Benazir Bhutto Shaheed University Lyari Karachi.
And some random samples from different places of Karachi.
3.3 POPULATION:
The population of this study is mostly Karachi people
3.4 SAMPLE AND SAMPLING METHODS:
100 are the sample size for this research to examine the impact of celebrity endorsement on buying
behavior. Convenient technique is used.
3.5 INSTRUMENT SELECTION:
We borrowed the questionnaire from the research study on the topic of impact of celebrity
endorsement on buying behavior
A questionnaire will be given to the sample population in order to identify the buying pattern of
consumer’s on the basis of given variables. Each variable is measure by asking the questions and
use interval scale ranging from:
1. Strongly Disagree 2. Disagree 3.Neutral 4.Agree 5.Strongly Agree
3.6 VARIABLES:
The Dependent variable is the buying behavior and independent variable is the celebrity
endorsement. We operationalize the celebrity in its three main attributes namely, attractiveness,
credibility and meaning transfer. And we see their impact on the buying behavior.
3.7 HYPOTHESIS:
H0: There is no impact of celebrity endorsement on consumer’s buying behavior.
H1: There is an impact of celebrity endorsement on consumer’sbuying behavior.
14. 13
3.8 PLAN OF ANALYSIS:
To analyze the research outcome the results of descriptive analysis of all dependent and
independent variables are decide.
3.9 SOFTWARE EMPLOYED: To make analysis of data it will use SPSS software in which we
will make analysis in to two parts where part one will lead descriptive statistics that will be use to
describe and summarize data and include measures of central tendency (average) and dispersion
(the spread of data or close each other is to the measure of central tendency).
3.10 RESEARCH SCHEDULE:
s.n
o
Task name
Duration
Start Finish Predecessor
FEB 2017 MARCH 2017 APRIL 2017 MAY 2017
5
1
0
1
5
2
0
2
5
2
8
5
1
0
1
5
2
0
2
5
3
1
5
1
0
1
5
2
0
3
0
5
1
0
1
5
2
0
2
5
3
0
1 Proposal 12 day
4 feb-
17
16 feb
17
2 Literature review 8 Day 02 mar 10 mar
3 Primary data 15 day 22 mar 12 apr 1
4 Data analysis 15day 17 apr 02 may 4
5
Recommendation &
conclusion
8 day
04
may
12 may
15. 14
Chapter: 4
Data Analysis
FREQUENCIES:
Statistics
Age Gender Education Status
N
Valid 100 100 100 100
Missing 0 0 0 0
Mean 2.2000 1.4800 3.0700 1.2000
Median 2.0000 1.0000 3.0000 1.0000
Mode 2.00 1.00 3.00 1.00
Sum 220.00 148.00 307.00 120.00
TABLE 4.1:
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Female 52 52.0 52.0 52.0
Male 48 48.0 48.0 100.0
Total 100 100.0 100.0
GRAPHICAL REPRESENTATION:
4.1 INTERPRETATION:
16. 15
The questionnaires were distributed to 100 respondents.52% responses were collected from female
respondents,48% responses from male respondents. The sample size was sufficient for the study of
this research from different perspectives
TABLE 4.2:
Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
15-20 26 26.0 26.0 26.0
21-25 37 37.0 37.0 63.0
26-30 28 28.0 28.0 91.0
Above 30 9 9.0 9.0 100.0
Total 100 100.0 100.0
GRAPHICAL REPRESENTATION:
4.2 INTERPRETATION:
Out of 100 respondents 26 respondents were between15-20, 37 respondents were below 21-25, 28
respondents were between 26-30 and 9respondentswere above 30. The questionnaires were
distributed to people with heterogeneous ages which are considerably reliable for the study
TABLE 4.3:
Education
17. 16
Frequency Percent Valid Percent Cumulative
Percent
Valid
Matric 6 6.0 6.0 6.0
Intermediate 4 4.0 4.0 10.0
Under Graduate 67 67.0 67.0 77.0
Post Graduate 23 23.0 23.0 100.0
Total 100 100.0 100.0
GRAPHICAL REPRESENTATION:
4.3 INTERPRETATION:
Out of 100% respondents the education level of 6% respondents was matric, 4% respondents was
Intermediate, 67% respondents was under graduated and 9% respondents was post graduated.
TABLE 4.4:
Status
Frequency Percent Valid Percent Cumulative
Percent
Valid Single 80 80.0 80.0 80.0
18. 17
Married 20 20.0 20.0 100.0
Total 100 100.0 100.0
GRAPHICAL REPRESENTATION:
4.4 INTERPRETATION:
Out of 100% respondents 80% respondents were single and20% respondents were married.
19. 18
FREQUENCIES OF QUESTIONS:
Q1)Do you get attracted to buy a product/brand endorsed by a celebrity?
The pie chart shows that 12% of respondents were Strongly Disagree, 27%
were Disagree, 8% were Neutral, 31% were Agree and remaining 22%
were Strongly Agree. So, here the result cannot be concluded.
Q2
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 11 11.0 11.0 11.0
Disagree 19 19.0 19.0 30.0
Neutral 14 14.0 14.0 44.0
Agree 36 36.0 36.0 80.0
Strongly Agree 20 20.0 20.0 100.0
Total 100 100.0 100.0
Q2) Do you think that ads having celebrities are more effective than those
which don’t?
The pie chart shows that 11% of respondents were Strongly Disagree, 19%
were Disagree, 14% were Neutral, 31% were Agree and remaining 20%
were Strongly Agree. Here mostly respondents agreeing with the
statement.
Q3
Q1
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 12 12.0 12.0 12.0
Disagree 27 27.0 27.0 39.0
Neutral 8 8.0 8.0 47.0
Agree 31 31.0 31.0 78.0
Strongly Agree 22 22.0 22.0 100.0
Total 100 100.0 100.0
20. 19
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 11 11.0 11.0 11.0
Disagree 28 28.0 28.0 39.0
Neutral 25 25.0 25.0 64.0
Agree 13 13.0 13.0 77.0
Strongly Agree 23 23.0 23.0 100.0
Total 100 100.0 100.0
Q3) Would you switch from you regular products to a new product
endorsed by your favorite actor/ actress?
The pie chart shows that 11% of respondents were Strongly disagree,
28% were Disagree, 25% were Neutral, 13% were Agree and
remaining 23% were Strongly Agree. Here respondents with disagree
opinion are higher in number.
Q4
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 11 11.0 11.0 11.0
Disagree 20 20.0 20.0 31.0
Neutral 23 23.0 23.0 54.0
Agree 30 30.0 30.0 84.0
Strongly Agree 16 16.0 16.0 100.0
Total 100 100.0 100.0
Q4) Does the presence of a celebrity help you recognize a brand?
21. 20
The pie chart shows that 11% of respondents were Strongly disagree, 20% were Disagree, 23%
were Neutral, 30% were Agree and remaining 16% were Strongly Agree. Here respondents with
agree opinion are higher in number.
Q5
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 10 10.0 10.0 10.0
Disagree 34 34.0 34.0 44.0
Neutral 27 27.0 27.0 71.0
Agree 17 17.0 17.0 88.0
Strongly Agree 12 12.0 12.0 100.0
Total 100 100.0 100.0
Q5) Are the claims made in advertisements having celebrities
believable?
The pie chart shows that 10% of respondents were Strongly disagree,
34% were Disagree, 27% were Neutral, 17% were Agree and
remaining 12% were Strongly Agree. Here respondents with disagree
opinion are higher in number.
Q13
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 14 14.0 14.0 14.0
Disagree 18 18.0 18.0 32.0
Neutral 28 28.0 28.0 60.0
Agree 23 23.0 23.0 83.0
Strongly Agree 17 17.0 17.0 100.0
Total 100 100.0 100.0
Q13) I think that "negative publicity" about a celebrity endorser can
influence my decision of buying a brand?
The pie chart shows that 10% of respondents were Strongly disagree, 34%
were Disagree, 27% were Neutral, 17% were Agree and remaining 12%
were Strongly Agree. Here respondents with disagree opinion are higher
in number
22. 21
Q14
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 16 16.0 16.0 16.0
Disagree 29 29.0 29.0 45.0
Neutral 27 27.0 27.0 72.0
Agree 23 23.0 23.0 95.0
Strongly Agree 5 5.0 5.0 100.0
Total 100 100.0 100.0
Q14) I will stop buying a brand if my favorite celebrity endorsing it
gets involved in scandal
The pie chart shows that 16% of respondents were Strongly disagree,
29% were Disagree, 27% were Neutral, 23% were Agree and remaining
5% were Strongly Agree. Here respondents with disagree opinion are
higher in number.
And on second the
respondents were
neutral.
Q15) I buy a product just because the celebrities are using it.
The pie chart shows that 24% of respondents were Strongly disagree, 22% were Disagree, 22%
were Neutral, 20% were Agree and remaining 12% were Strongly Agree. Here respondents with
disagree opinion are higher in number. And on second the respondents were neutral.
Q15
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 24 24.0 24.0 24.0
Disagree 22 22.0 22.0 46.0
Neutral 22 22.0 22.0 68.0
Agree 20 20.0 20.0 88.0
Strongly Agree 12 12.0 12.0 100.0
Total 100 100.0 100.0
23. 22
Q16
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 20 20.0 20.0 20.0
Disagree 25 25.0 25.0 45.0
Neutral 23 23.0 23.0 68.0
Agree 18 18.0 18.0 86.0
Strongly Agree 14 14.0 14.0 100.0
Total 100 100.0 100.0
Q16) I think celebrity endorsement is an important factor when I make
my decision.
The pie chart shows that 20% of respondents were Strongly disagree,
25% were Disagree, 23% were Neutral, 18% were Agree and remaining
14% were Strongly Agree. Here respondents with disagree opinion are
higher in number. And on second the respondents were neutral.
Q17
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Disagree 19 19.0 19.0 19.0
Disagree 20 20.0 20.0 39.0
Neutral 21 21.0 21.0 60.0
Agree 30 30.0 30.0 90.0
Strongly Agree 10 10.0 10.0 100.0
Total 100 100.0 100.0
Q17) I would buy a brand if my favorite celebrity is endorsing it.
The pie chart shows that 19% of respondents were Strongly disagree, 20% were Disagree, 21%
were Neutral, 30% were Agree and remaining 10% were Strongly Agree. Here respondents with
agree opinion are higher in number.
4.5 RELIABILITY:
Scale: ALL VARIABLES
Case Processing Summary
24. 23
N %
Cases
Valid 100 100.0
Excludeda
0 .0
Total 100 100.0
a. Listwise deletion based on all variables in the
procedure.
Reliability Statistics
Cronbach's Alpha N of Items
.754 17
This data is reliable because reliability percentage is more than 60%.
4.6 CORRELATION:
Descriptive Statistics
Mean Std. Deviation N
Celebrity_Endorsement 35.7500 6.16830 100
Buying_Behavior 17.5400 4.86467 100
Correlationsb
Celebrity_Endor
sement
Buying_Behavio
r
Celebrity_Endorsement
Pearson Correlation 1 .532**
Sig. (2-tailed) .000
Buying_Behavior
Pearson Correlation .532**
1
Sig. (2-tailed) .000
**. Correlation is significant at the 0.01 level (2-tailed).
b. Listwise N=100
4.7 REGRESSION:
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1 CelebrityEndorsementb
. Enter
a. Dependent Variable: BuyingBehavior
b. All requested variables entered.
25. 24
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .532a
.283 .276 4.13896
a. Predictors: (Constant), CelebrityEndorsement
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 664.005 1 664.005 38.761 .000b
Residual 1678.835 98 17.131
Total 2342.840 99
a. Dependent Variable: BuyingBehavior
b. Predictors: (Constant), CelebrityEndorsement
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.530 2.446 1.034 .304
CelebrityEndorsement .420 .067 .532 6.226 .000
a. Dependent Variable: BuyingBehavior
26. 25
Chapter: 5
1. Conclusion & Recommendation
People don’t believe such ads because the celebrities these days are endorsing any product as long
as it pays a lot. People tendto lose faith in such products and in the long run the actor. The
popularity and the credibility of the actors play a veryimportant role in convincing people. Since,
actors these days endorse a lot of products people are losing their faith in them.Even though the
impact of celebrity endorsements focus on business growth, the brands without celebrities and
popular personalities have been equally received by the customers. The attractive advertising
campaign and product tag lines andcaptions have a major influence on the customers to avail these
products. Despite dependence on celebrity endorsements, fewbrands have embedded their image
on consumers' psyche as the most consistent source.
The customers buy the products on the basis of the product’s quality and the consistency of the
quality.So, what the marketers need to do is, find a way that is more suitable. Have advertisements
that are meaningful from thepoint of view of the consumers and do not add to the cost of the
product. Because the celebrities endorse more than oneproduct, brand recall for people becomes
difficult for the consumers.But, we can see that celebrity advertising is not going to go away any
time soon but the impact on the buying behavior ofpeople because of it is reducing
considerably.Taking a lesson from the above-mentioned brands, marketers can also have normal
people, who do not belong to theglamour industry, in their advertisements. The marketers need to
make ads that are more believable and use celebrities in theirads more carefully and after a lot of
thought
27. 26
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