ON

“A STUDY ON CONSUMER PURCHASE DUE TO

CELEBRITY ENDORSEMENTS”
SYNOPSIS

Prepared for:

MS. MEGHA JAIN

Faculty Member

ICFAI National Collage (Surat)

Prepared by:

VATSAL K PASTAGIYA (8NBSU039)

MBA (2008-2010)

Third Semester
 MANAGEMENT THESIS - I

Contents

Θ Introduction…………………..……………………………………………….02

Θ Objective…………………………………………………………………………02

Θ Limitations………………………………………………………………………03

Θ Methodology……………………………………………………………………04

Θ Schedule………………………………………………………………………….06

Θ Bibliography……………………………………………………………………07

2
 MANAGEMENT THESIS - I

INTRODUCTION

There must an objective behind any research. Without objective there is no

meaning of research.

India is a country where people love to live in dreams. They worship celebrities.
Celebrities may be Cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film
Stars like Salman Khan, John Abraham. They treat them as God. Marketers use this very
preposition so as to influence their target customers who might be its potential ones. For
this they rope in these celebrities and give them whopping amount of money. They
believe that by doing this they can associate their products with their target customers.
This is called Celebrity Endorsement.

But do these celebrity endorsements acts as a source of brand-building and have

impact over the purchasing behavior of customers in case of FMCG? For this I decided
to conduct this research and objectives of my research are:

Θ Objective:

ϑ To identify the influence of celebrity endorsement on consumer buying

behavior

ϑ To study celebrity endorsement as a source of brand-building

ϑ To find which type of celebrity person is more effective

After going through various sources like magazines, newspapers, websites I found
that lot of research work has undertaken by researcher regarding impact of celebrity
endorsement. But there was a gap in the research regarding whether celebrity

3
 MANAGEMENT THESIS - I

endorsement act as a source of brand-building. So there is a need to discover this fact. So

I decided to work on this particular aspect.

LIMITATIONS OF THE STUDY

ϑ Personal Bias:

Some respondents may have had personal bias due to which they may not have
given the correct information and due to which the right conclusion may not be have
been derived at.

ϑ Area:

The area was limited only to Surat region. The result may have varied, if it was
conducted somewhere else.

ϑ Sample Size:

I the survey part I have decided the sample size of 100 people in Surat the limitation is
that it is not possible for me to cover the whole population but I will try to increase the
number of sample as per the need.

ϑ Time Limit:

The time limit taken for conducting the research was very less it could also be one of the
limitations of the study.

4
 MANAGEMENT THESIS - I

Research Methodology

Φ Market research defined as “the systematic and objective research for and
analyses of information relevant to the identification and solution of any problem
field of marketing.”

Φ “Marketing research is the systematic design, collection analysis and reporting of

data and finding relevant to specific market situation facing the company.

Θ Research Design:

A research design specifies the methods and procedures for conducting a

particular study. In this research I have use following research methods.

Θ Data Collection Method:

ϑ Primary Data:

I have collected data by interviewing customers for research and randomly

selected customers. I will use the structured questioners.

ϑ Secondary Data:

I will collect data from the available sources like internet, journals, newspaper,
published data etc.

ϑ Research Instrument:

5
 MANAGEMENT THESIS - I

In this survey the research instrument used was questionnaire method.

ϑ Contact Method:

The method adopted in my survey was personal interview.

Θ Field Work:
The information will be collected from consumers by personally asking them
questions and filling the questionnaire

In this survey the research instrument used was questionnaire method.

Θ Sampling plan:

ϑ Sampling units: Random sampling technique

ϑ Sampling size: 100 customers.

ϑ Field area : Surat city.

Θ Data Processing:
Daily data will beDefining
entered objective
into MS-Excel
of thesheets.
projectAfter the exhaustion of the
specified geo-graphical area this data will be analyzed using simple graphical and
tabulation techniques.

Θ Steps of Methodology: Data Collection

Data analyzing

Eliminate the Unwanted Data

Making of the Final Project

 MANAGEMENT THESIS - I

SCHEDULE

Date Activity

July 13th 2009 ( Monday) Commencement of Management Thesis

July 14th – 15th 2009 Orientation on Management Thesis

July 16th – 28th 2009 Workshop – 1 Title Finalization and Presentation of Research
outline

July 29th – 31st 2009 Approval of Title and Synopsis Evaluation

August 10th – September

07th 2009 Workshop -2 Literature Review & Research Design

September 09th – 18th

2009 Interim Evaluation

September 29th – October

23rd 2009 Workshop -3 Data Analysis & Findings of Study

7
 MANAGEMENT THESIS - I

November 03rd – 12th

2009 Final Evaluation

November 13th 2009 End of Management Thesis

BIBLIOGRAPHY

Θ Websites:

ϑ http://en.wiki.wikipedia.com/indian_industry

ϑ http://www.telegraphindia.com/1081007/jsp/opinion/story_9933
949.jsp

ϑ www.cscribd.com

ϑ www.managementparadise.com/consumerbehaviour_celebrity

endorsement_automobiles.htm

Θ Reference:

ϑ Advances in Consumer research – INC library

ϑ Journal of Business Research – INC library