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Effect of Celebrity Endorsement on Consumer Buying Behavior

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najwa paracha

on 23 February 2014

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Transcript of Effect of Celebrity Endorsement on Consumer Buying Behavior

Which brand of beauty soap do you use?
Data Analysis
Research Problem
METHODOLOGY
Research Method
Qualitative research method

Research Dimension
Descriptive Research

Time Orientation
Cross Sectional

Data Collection
Primary

Sample Size
100 people

Data Reliability

Najwa Paracha
BS 33 2764
Sunday, February 23, 2014
Vol XCIII, No. 311
Introduction
Why?
Background

Aim
To understand the perception of common people on celebrity endorsement and its impact on consumer buying behavior.

Objectives
To understand the perception of common people on celebrity endorsement
To analyze the effectiveness of celebrity endorsement
To analyze the impacts of celebrity endorsement
To identify if celebrity endorsement really influences customer’s purchase intention for beauty soaps

Effect of Celebrity Endorsement on Consumer Buying Behavior of Beauty Soaps
To determine if the impact of celebrity endorsement has sufficient influence on consumer buying behavior, especially in beauty soap industry.
BEAUTIFUL AND ATTRACTIVE CELEBRITY ENDORSERS CAN TRIGGER PURCHASE OF THEIR ENDORSED BEAUTY PRODUCTS.
CELEBRITY ENDORSEMENTS INCREASE MY AWARENESS AND ACCEPTANCE OF THEIR ENDORSED BEAUTY PRODUCT BRANDS.
CELEBRITY ENDORSEMENTS HELP ME TO RECALL THEIR ENDORSED BEAUTY SOAP BRAND BEFORE SHOPPING
CELEBRITY ENDORSEMENTS CAN HELP ME MAKE THE BUYING DECISION.
BEAUTY SOAP BRAND WITH CELEBRITY ENDORSEMENT IS MORE FAVORABLE.
CELEBRITY ENDORSEMENTS INCREASE THE VALUE OF THEIR ENDORSED BEAUTY SOAP BRAND.
I BUY THE BEAUTY PRODUCTS WHICH ARE ENDORSED BY CELEBRITIES.
I AM WILLING TO PAY HIGHER PRICE FOR BEAUTY PRODUCTS WHICH ARE ENDORSED BY CELEBRITIES.
CONCLUSION
People are very well aware about celebrity endorsement.

Qualities of the endorser plays a crucial role, as it gives a meaning to the product in focus.

People choose their beauty soap brand because of factors other than celebrity endorsement. Although, it does create brand awareness, acceptance and recall.

Celebrity endorsement does not help consumers in making the buying decision.

To conclude, celebrity endorsement (alone) does not have any significant impact on consumer buying behavior of beauty soaps.
RECOMMENDATIONS
Marketers should carry out this marketing scheme.

Pay close attention to the celebrity being linked to the brand.

In an attempt to cover the marketing budget, do not increase prices as customers are not willing to pay more just because of there is a celebrity endorsing the product.

One can do so, when bringing new changes and upgrades in the product.
To understand the perception of common people on celebrity endorsement
To understand the perception of common people on celebrity endorsement
Full transcript