IMPACT OF ADVERTSING ON CONSUMER BUYING BEAVIOR THROUGH CELEBRITY ENDORSMENT, PERUSIVENESS AND PRICE ELASTICITY

Abstract

This research paper is concentrate on the impact of advertising on the consumer’s buying behaviors through persuasions, celebrity and price change. Celebrity is the one of the major focus in this paper. These factor change and raise the consumer perception toward that particular product and service. Success of the advertisement is highly deepened on the advertiser message, the person who deliver the message (celebrity), how he deliver the message (persuasiveness) and factor he choose his or her message such as price, claim information etc. buying behavior is highly affected by the image or position of the product that create in the mind of the customer through advertiser. Primary data of the research is gathered through questionnaires, organization, individual and expert opinions and secondary data is gathered through books internet magazine and published materials. This research was conducted in January 2014.