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

Abstract

This research paper is concentrate on the impact ofadvertising on the consumer’s buying behaviors through persuasions, celebrity and price change. Celebrity is the one of the majorfocus in this paper. These factor change and raise the consumer perception toward that particularproduct and service. Success ofthe 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 ofthe product that create in the mind ofthe customer through advertiser. Primary data ofthe research is gathered through questionnaires, organization, individual and expert opinions and secondary data is gathered through books internet magazine andpublished materials. This research was conducted in January 2014. A sample of200 respondents was taken which contain students, employees and students. The research suggested that a creative and innovative and well presented advertisement has always a huge affect on the consumer intention or buying behavior. At the same time some ofthe otherfactors that also impact on buying behaviorsuch as quality, image andprice. Likewise celebrity is highly matter but the study show all thefactor has positive impact on his place on the consumer behavior to prove theirloyalty.