A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON HOUSEWIVES BUYING BEHAVIOR WHILE PURCHASING TETRA MILK PACK IN KARACHI

Abstract

The purpose of the study is to ascertain the impact of celebrity endorsement on the housewives buying behavior while purchasing tetra milk pack in Karachi. In this study we are focusing on the buying behavior of household ladies. Our study is qualitative in nature. The responses were collected using electronic and manual survey. Frequency table, pie charts and bar charts were used to reveal the survey findings. To prove the hypothesis factors were use sample one t-test. Hence we conclude that all these factors under study act as a stimulus that the celebrity endorsement does not change housewives purchase intension while purchasing tetra milk in Karachi. Advertising tools has enabled even such brands to perform well in the market when their core-product is not upto the mark, and does not fullfil the standards such as taste, texture, preservance and nutrient contents. Our target industry have such emperical evidence which proves the principle marketing tool define its meaning of "the best product will sell best".