Influence of Celebrity Endorsement on Women Consumers Purchase Decision of Lifestyle Product - A Study with Reference to the City of Bangalore

Influence of Celebrity Endorsement on Women Consumers Purchase Decision of Lifestyle Product - A Study with Reference to the City of Bangalore

Companies have been using celebrities to promote their product and entice the consumers to buy eventually. Since decades this strategy is used by the marketers extensively to attract the consumers to buy the products. Many studies have been done in this area of marketing and most of them talk about celebrity endorsement as a consumer attention seeker. This research talks about the consumer perception about the celebrity in the advertisement and how far do the huge amount of money pumped into celebrity endorsement can be justified? The questionnaires were given to 300 women falling in the age group of 20-40 years residing in the city of Bangalore. By analyzing the data, it strongly came out that celebrity endorsers do not have any effect on the women consumers purchase decision of lifestyle products in the city of Bangalore. It was found that even if the celebrity advertisements get the attention of the women consumer, it may not necessarily convert the attention into purchase decision which depends on many other factors like quality, quantity, experience, price etc. and also one of the most important variables, it depends on the type of product. As a whole the crores of money invested celebrity endorsements cannot be justified in terms of the returns i.e. it may or may not bring a positive impact on the buying behavior of the consumers. In chapter one, the study presents an overview of marketing and consumer behavior. It explains the marketing trends and it is in this century. Then the concept of marketing gave way to the concept advertising and celebrity endorsements. It also talks about celebrity and consumer perception. Chapter two discusses about the various literature reviews relating to the current study. Many studies are citied both by foreign and Indian researchers pertaining to the present study. However, all the possible studies relating to celebrity endorsements are cited. Journals, e-magazines and books were referred. Chapter three discusses about the Research design. The questionnaires were given to 300 women falling in the age group of 20-40 years residing in the city of Bangalore. The sampling technique used here is partially judgmental convenient sampling. Chapter four discusses the analysis and interpretation of the data collected for the research with the help of different statistical and analytical tool. Chi square, F-test and Anova are the statistical tools used for this study Chapter five talk about the findings, suggestions and conclusions for the study. Scope for further study is also given in this chapter.

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