Impact of celebrity endorsement on consumer buying behaviour

Abstract

These days many organizations decide to utilize famous people as endorsers for their advertising. The purpose behind this thesis is to better understand the impact of celebrities on consumer buying behavior. Celebrity endorsement is considered as one of the finest strategy which is used by the companies to encourage the promotion of the products thus as a result it increase sale and market share. This research may find out that whether celebrity endorsement truly create an urge for the consumer to make a purchase decision (Daneshvary & Schwer, 2000). While many researchers examines the celebrity endorsement influence`s on consumer buying behavior. Relationship of celebrity endorsement with the brand can result in the thrilling recall and acknowledgment. Celebrity endorsement is a global strategy for promotiong the brands. Celebrities are usually categorized by their distinctiveness; they can belong to any section of the life i.e. they can be Tv star and sportsman, fashion model, leaders, singers etc. Marketers opt to select the celebrity that best equal their production for this they considered their believability and honesty to attract the customers (Goldsmith, Laffertey, & J.Newell, 2000), this may help them to create a good image and a good reputation in the market. (Ohanian, 1990) source credibility model including trustworthiness, expertise and attractiveness (Maddux, James, & Roger, 1980) is used in order to explore the effects of celebrity endorsement on consumer buying behavior. Generally it is found that attractiveness of the celebrity considered as an important source for the females and it is noted over here that females and males buying behavior is different while males are considered trustworthiness and expertise as an important factor. A study of 150 respondents was utilized in order to attain a further reliable result, a quantitative research is carried out to explore the topic. Quantitative research is better in light of the fact that in this a questionnaire is to be made and spread among individuals. With the help of questionairre we get the result early and this assistance in getting precise result. the results are generated with the help of spss 17.0, using the tools like Anova, co-efficient, Regression and ttest. On the bases of this the result shows whether hypothesis is accepted or rejected. Celebrities expertise proves to be a more influential to the consumer buying behavior.