Basically the most researchers have embraced in collection of results the five-point likert scale,

and in some researches we have seen there were seven-point likert scale was used in collecting of
data (Ashmawy, 2014).
In the middle of the each respondents, the 13-15 years, age group were lie down (6) 3.0%, and in
the age group of among 16-18 years, lie down (142) 71%, and in age of 19 years and they were
(52) 26.0%.
The sample size is taken from the different school children's of Nowshera ,Mardan, Sawabi and
Peshawar. The sample size contains gender only Male and the sample is collected from the
children having age from 13-15, 16-18 and 19 years students. This sample size is very much
considerable for the research.
And that table show the No of family members of the respondent. In which up to five member of
the cumulative percent is 88.9 and more than five the cumulative percent is 11.1.
For processing and analysis of statistical tools we used SPSS software. SPSS is
the statistical package for social science software. In SPSS researcher applied the frequencies,
descriptive statistic, reliability test, and regression and correlation. SPSS is the latest software
version. This software is used for the calculation of statistical test to find out the results and
analysis. In this we applied test reliability to check out the reliability of the variables' questions
and also the questionnaire.
Reliability is found out through Cronbach's alpha. If the result of Cronbach's alpha is
above than .7 so the questions are reliable.
The frequencies statistics are used to find out the response rate of the respondents on
the demographic basis. The regression analysis is applied to check out the influence Celebrity
impact on teenagers buying behavior. The correlation is use for the calculation of checking the
relation between variables.
The data collection is done on the individual basis. But the teaching staff of the schools helped
lot in data collection. The teaching staff of the schools really appreciates the research activity.
From this, it is clear that the Table shows that there is the significant influence of celebrity
impact on teenagers buying behavior (dependent variable). This table shows further in

descriptive statistics about that from the maximum of 5.0 there is 2.0617 mean of the T.V Star
and while the maximum 5.0 there is 2.1250 mean of Athletes celebrity impact on teen agers and
while from the maximum 5.0 there is 2.3433 mean of the spokesperson and from the maximum
of 5.00 there is 1.9000 mean of teenagers buying behavior response correspondingly.
The above declared Table shows that 200 questionnaires was distributed and The reliability
statistics Cronbach's alpha is .792 that indicates that it have a relatively respectable and best core
reliability. This shows high reliability of variable's questions.
For the analysis of data we have used SPSS software version 17.0 to accomplish
the reliability and validity test for the measures to analyses the data collected through
questionnaire.
Agreeing to the results of the correlations in impact of celebrity there is a significant relationship
between teenagers buying behavior, with the significant value of 0.01 and the r value of 0.448.
The table shows the regression analysis of the Celebrity impact on Teenagers buying behavior.
This test applied to check out the influence of Celebrity impact on teenagers buying behavior.
The table shows the t-value of few variables. This table shows that T.V Star has significant
relation with the dependent variable Teenagers buying behavior. This means that T.V Star
explained 16.2% of dependent variable. The Athlete Celebrity has significant correlation with the
dependent variable. The Athlete Celebrity explains 43.2% of dependent variable. The Spokes
Person has significant relation with the dependent variable which means that Spokes Person
explained 16.5% of dependent variable.
The table shows that the R value is .620. The value of suggest that independent variable has
62.0% correlated with the dependent variable teenagers buying behavior. The R2 value is .384
which means that the independent variable explained 37.5% of dependent variable. The standard
error of the estimate is .42435.

The table shows that f-value is 40.796 which is greater than mean value 7.346 and the p-value is
0.000 which shows that the statistical model is significant even at 99%.

The results shows that all variables show association with each other this means
that each variable have contributions toward Teenagers buying behavior. The association
between variable shows the importance of that variable.
Our findings from this study suggest several interesting implications for advertising
researchers and practitioners. Although previous research on adolescents has explained how this
group relies on various socialization agents in developing such consumer behaviors as attitudes
toward advertising, Celebrity and self-views, the present study may shed some more light on the
actual intentions or behaviors of this important and growing target market.
Celebrity advertisement is enjoyable and attractive for consumer and they create
brand awareness and identification and result of previous show that maximum customer liked the
television commercials and attracted. (Fam, 2008).
Celebrity perceived a lot of appreciation from consumer and noticed that consumer
entertained and enjoy the commercials. Some people unlike the celebrity because of image in the
market and society because of emotions but mostly promotional advertisement done through
celebrity and maximum people influenced.
Celebrity endorsement play big role in attraction people noticed the styles, physical
attractiveness through the advertisement become more attractive and effective. (Hakimi et al.,
2011).

Youngsters are the target consumer of the marketers they watch they mostly
celebrity advertisement. Athlete play important role in attraction of youth, these youth not only
purchase once time the product they become loyal customer because of the athlete attractiveness.
That is important for advertiser that they know youth have more interest in athletes then they
utilize the promotional strategy in effective way and want deliver the message to understand the
youth and influence towards product.

It is all too easy for advertising to be accused of irresponsible influence upon

children. For the advertiser to understand make these type of advertisement which is beneficial
for children and as for society and so therefore the commercials to be informative. Our society is
extremely materialistic so for advertiser need to provide useful information, interesting features,
and attractive packaging to the customers. Within that context, therefore, it can be viewed as
socially responsible.
Advertiser aimed to attract the customer through sounds, color, packaging; they use
many strategies for the attraction of customer. Advertisers advertise the product but they need to
also care about social responsibility then they get easily attraction of the people and the customer
become loyal of the product. If there are concerns about the influence of advertising upon
children, and the social responsibility of marketers, the investigation of childrens interaction
with advertising must approach the issue holistically to account for childrens participation in the
domestic economy of the family.
In today powerful mass media, children are effected by watching dramas,
programs, cartoons so these media play big role in effecting the children because children can be
seen their lifestyle, dressing, language and their behavior. So most of the studies conclude that 80
percent of children spend their time in watching cartoons and cartoon is most favorite channel of
children. 65 percent students spend 1 to 3 hour in watching cartoons on television. So it can be
said that cartoon is most favorite hobby of the children. Children interest increase in watching
cartoons language, story, music and advertiser deliver the message through these commercials
and programs.
According to the researcher it is also focus to create informative and qualitative advertisement.
Advertiser need to care about the ethics, culture, morals of the society not t destroy them for the
purpose of commercialization. The advertiser needs to research the market and advertise which
culturally acceptable and to provide information, quality and promote the product. The
researchers also noticed that the young have more interest in watching that advertisement which
has negative impact on consumer. Advertisement is for awareness, creating value of brand, and
for influencing the customer.

Marketers need to initially target the market then to know that which type
advertisement is accepted and to create value and differentiate the product and need to
understand the advertisement have been able that consumer look and influenced towards the
product.
The focus of the study was to determine the impact of Celebrity advertisements on
Teenagers. Teenagers can easily be influenced by the packaging design, animations, celebrities
and sound effects which are used in the advertisement of the product by advertising agencies. In
todays media oriented society almost every child is bombarded with television advertisements.
The Teenagers are much aware about the brands and their product because of the television
commercials, and now they can easily differ the brands and products when they go to super
markets or malls. It is clear that if advertisements are created efficiently they can become an
effective media to convey the message among the teenagers. Daily exposure to television
advertisements has a remarkable impact upon attitude, food intake, purchases and actions of
Teenagers.
They have significant buying power and are an increasing influence on household
purchasing patterns. The majority of marketers can reach teenagers through social media because
they spend a lot of time on line. Teenagers are also highly influenced by mass media; TV, radio,
magazine advertising and product placement. Some basic guidelines for marketing to teenagers
are to be authentic, honest, and to create a buzz about the companys products or services.
Teenagers are the future customers for most products and services. If companies offer good
quality products, fair prices and build a trust with teens they will have customers for life.

1.1. INTRODUCTION
1.1.1. Celebrity

Erdogan (1999) concludes that celebrities are those people who have well known by
the large number of people. They have special uniqueness and features like magnetism, unusual
standard of living or special skills that are nor commonly experiential in common people. That it
can be said that in society they are different from the common people. Among the model forms
of celebrities, actors (e.g. Saif Ali khan, Shan, Salman Khan, Amitabh Bachan etc), models (e.g.
Pareeniti Chopra, Ali Zafar, Bipasha Basu, Kareena Kapoor etc), Sports-men (e.g. Yousuf
Pathan, Shahid Afridi, Sachin Tendulker, etc.)

1.1.2. Celebrity endorsements

A person who enjoys public recognition from a large share of a certain

group of people and uses this recognition on behalf of a consumer good by appearing with it in
advertisements is known as a celebrity. (McCraken 1989).

According to McCracken (1989), a celebrity endorser is defined

as any individual who enjoys public recognition and who uses this recognition on behalf of a
consumer good by appearing with it in an advertisement. The issue of celebrity endorsement in
advertising has received significant attention in the literature. Many studies show strong support
for the use of celebrity endorsements, arguing that celebrities help make brands recognizable and
create a positive brand attitude (Petty, Cacioppo, & Schumann, 1983), enhance the likelihood of
purchase (Friedman & Friedman, 1979), foster brand loyalty, and positively impact word-ofmouth (Bush, Martin, & Bush, 2004). Hoffner and Cantor (1991) also point out that people
emulate the appearance and behavior of the media celebrities that they admire.
Most studies on celebrity endorsers have explored how the credibility of the source
affects the success of the message. A highly credible source is more persuasive than a less
credible source in influencing audience attitudes and behavioral intentions (Sternthal, Phillips, &
Dholakia, 1978). Ohanian (1990) has synthesized the previous literature on this subject and
proposed three distinct dimensions of celebrity endorser credibility: expertise, trustworthiness,
and attractiveness.
Scholars have shown that using famous celebrities to endorse products is generally more
effective than using non-celebrities to generate positive responses from consumers (Atkin &
Block, 1983; Freiden, 1984; Kamins, 1989).
Moreover, these credible endorsers can produce more favorable attitudes toward the
advertisement (Goldsmith, Lafferty, & Newell, 2000; Lafferty, Goldsmith, & Newell, 2002) and
intent to purchase the product (Lafferty & Goldsmith, 1999; Ohanian, 1991).

In today's world children commercialization phenomena grow with the increasing rate. It
means the grooming of children consumer hood and treatment of childhood as the marketing
opportunity. Marketers are considering children not only as existing consumers but also as future
consumers. They are the most multi-culturally diverse group of consumers. The teenager
population is growing at twice the rate of the overall population. Teenagers are consumers in a
way and have their own purchasing power, therefore represent an important demographic
segment to marketers. Since they influence their parents' buying behavior and decision making,
they represent the future adult consumers.

The Teenagers are the backbone of any society in terms of them being the future
generation. Celebrity, T.v star, spokesperson remains the most effective medium for reaching
todays customers and it also is most efficient for introducing people to brands. Advertising
through Celebrity, T.v star, spokesperson appeals to the literate as well as the illiterate and this is
one feature of Celebrities that makes it unique and different from other mediums. (swati bisht,
2013).
A celebrity endorsement is a channel of brand communication in which a celebrity acts as the
brands spokesperson and certifies the brands claim and position by extending his/her
personality, popularity, stature in the society or expertise in the field to the brand (Roll,2012).
The use of celebrity endorsers has increased exponentially and has now become common
practice among marketers.
According to market research firm Millward Brown, at least one celebrity appears in more than
20% of advertising in the World; in Pakistan, at least one celebrity appears 28% of
advertisements (Crutchfield, 2014).
The paper aims at figuring out the factors that tend to evoke the consumers attention towards
adapting to a product based on the influence created by the advertisements.
The research tries to analyze the factors that prove significant in playing a crucial
role in persuading the consumers mind towards yielding to a product.
Celebrity endorsement if used effectively makes the brand stand out, brand recall and facilitates
instant awareness.
Celebrity Endorsement is a way to get the brand noticed amidst the rush that is
there in the market place. There is a huge Impact of Celebrity Endorsements among the
consumers through TV commercials in Asians, as Indians like the celebrities a lot and there is a
huge fan following. A consumer that observes messages for two different firms products, one
products message containing a celebrity endorsed and the other not believes the celebrity
endorsed product will have more purchases and so be of higher value. (Lalitha Balakrishnan and
C.Shalini Kumar,2010.
Bollywood celebrities and other sports personalities to endorse their brands. Marketers
spend enormous amount of money on celebrity endorsement contracts based on the belief that
celebrities are effective spokespersons for their products or brands (Katayal, 2007).

For example, Cadbury used Amitabh Bachchan to promote the brand when it went
through a bad phase in India. Soon the ad recreated peoples love for the brand and increased
Cadburys sale. (Joshi and Ahluwalia, 2008).
Aamir Khan is used by Titan to communicate the message that Titan watches are as
trustworthy as the actor is for his films. This celebrity endorsement has also been quite effective
in influencing consumers buying decision. Similarly, various endorsements by Sharukh Khan,
Sachin Tendulkar and others have been found to be successful in affecting consumers buying
decision. (Joshi and Ahluwalia, 2008).
Every day, the customer encounter with the new tools and technique in advertisement that
influence and on the other hand viewers try to avoid or neglect or switch over such
advertisements. But the ads with the popular celebrity are hard to avoid and unnoticed. Celebrity
endorsement in India is a comparatively new marketing communication technique that aims to
achieve favourable impact on brand image by stimulating the buyers purchase decision. The
unleashing power of the celebrities, television stars, movie actors, and famous sports persons are
widely used in magazine advertisements, radio spots, and television and website commercials to
endorse products. In such development, the impact of celebrity endorsement on the customers
purchasing behaviour is quite evident to take a new direction. Globally, the celebrity
endorsement practice has come a long way since the Queen Victoria endorsed first Cadburys
Cocoa in the 19th century. In India, the trend of Celebrity endorsements in advertising started in
the latter part of the '80s (Katyal, 2007) One of the first advertisements featuring celebrity in
India was when Farokh Engineer became the first Indian cricketer to endorse a brand called Bryl
cream (Kulkarni and Gaulakar, 2005).
Therefore, there is a race among the marketers to hire the most admired celebrity like
Shahrukh Khan, Aamir Khan, Amitabh Bachchan, Kareena kapoor and many others by paying
huge pay packages to appear with the brand. It is an established fact that celebrity endorsement
can attribute unique or special attributes upon a product that it may have lacked otherwise.
Industry veterans say that the celebrity endorsements, appearances and performances are well set
on its way to become an Rs 10000 crore business now (Adex India,2010).
Celebrity endorsement is a strategy, which although not a new one, is being adopted by
numerous business to create an impact on consumer mind, aid in recall, and finally, enhance

sales of their respective products and services. Many have profitably attained high brand equity
by utilizing 'Celebrity Power'. The use of a celebrity is one of the most successful ways of
gaining the consumer's attention. The Celebrity Endorsement strategy is a win-win situation for
both the marketing firm hiring the celebrity and the celebrity himself/herself. Use of celebrities
in advertising has been identified as a ubiquitous feature of modern marketing ( Sharma
Ashish,2013).
In this modern age, people tend to ignore all commercials and advertisements while
flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a
celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on
the overall brand is of great significance. In this process, the companies hire celebrities from a
particular field to feature in its advertisement campaigns. The promotional features and images
of the product are matched with the celebrity image, which tends to persuade a consumer to fixup his choice from a variety of brands. Although this sounds pretty simple, but the design of such
campaigns and the subsequent success in achieving the desired result calls for an in-depth
understanding of the product, the brand objective, choice of a celebrity , associating the celebrity
with the brand, and a framework for measuring the effectiveness(McCracken's,1989).

PROBLEM STATEMENT
Purpose of this research to quantify that Celebrity, T.V Star, Spokesperson impact
on Teenager buying behavior or not?
We read about this topic but some researchers tell that Celebrity, T.V Star,
Spokesperson have impact on children and some disagree about this. But almost researchers
agreed that Celebrity, T.V Star, Spokesperson have impact on children buying behavior.

Research Question
What is the impact of Celebrity, T.V Star, Spokesperson on Teenager buying
behavior?

Objectives of Research
The main objective is to identify the children buying behavior in term of
influencing by the Celebrity features and the product features. This is also emphasized on the
children commercialization and the pester power of the children. Also suggests the importance of
Celebrity advertisement which by the firms to some extent in Pakistan.

Significance of the Study

This type of research needs for every organization who want to maximize their
sales. On the basis of the research outcomes then they easily take decision. When they noticed
that the television advertisement strong impact then they advertised through t.v commercials.
This study in Pakistani context very necessary different country has different circumstances. And
different company used different celebrity and used many types of advertisement for the
attraction of customer.

CHAPTER 2
LITERATURE REVIEW
2.1. Literature Review
Celebrity endorsement today is the ultimate and ideal promotional strategy for
marketers as the consumers get attracted towards those brands that reflect their inner lives,
values, beliefs and most importantly their desires. Consumers want to improve their self image
by opting for those brands which have relevant meanings to their self-concept.( P. McDonald,
2010)
Celebrities like movie actors, television stars, and famous athletes are widely used
in television advertisements to influence consumers' brand choice behavior. Advertisers try to
establish a link between their brands and a desirable image or lifestyle of a celebrity.( G.J. Tellis.
1998.)
Jawaid, Rajput and Naqvi (2013) Stated that impact of celebrity endorsement on
impulsive buying behaviour of youngsters in Pakistan. Statistics were composed of non-

probability convenience sampling technique and questionnaire research method was applied.
Sample size of 150 young people (male and female) of Islamabad city was taken. Results show
that star support has significance impact on impulsive buying style. Hence celebrity endorsement
promotes attitudes of adolescents impulsive buying behavior.
Singh and Aggarwal (2012) assessed the influence of celebrities on children
buying behaviour. His study mainly targeted children between 5-17 years of age. 800
respondents were taken randomly from 70 cities of Punjab and Chandigarh. It was a comparative
study of three groups of children in the age groups of 5-8 years; 9-13 years; and 14-17 years
belonging to urban and rural areas. The results indicated that children of all age groups were
careful about the celebrity endorsements in advertising but were strongly influenced by the
presence of celebrities in the advertisements as they like their presence and mostly try to buy the
products which were promoted by them.
Advertisers often Pick out celebrities which are generally physically attractive
allowing them to obtain benefit both with the status and physical appeal regarding various other
celebrities (Singer, 1983).
According to Horgan Sheena (2005)
- Children at 3 years can recognize corporate labels
-Children as young as 6 years make consumer choices
-By 6 to 10 years can draw brands
-By 12 years have developed consumer preferences and use information from advertisements to
develop these
-& at15 years actually purchased brands.
In many situations, a positive attitude towards celebrity-endorsed product can
promote consumers intentions to purchase the product. Celebrity endorsers positively influence
consumers attitudes towards endorsed products and thus enhance the consumers purchase
intentions as consumers may consider what they would buy without considering all product
information (Amos and Strutton 2008).
Celebrity endorsers can influence consumers purchase intentions even if they do
not consider thoroughly the cues regarding products (Lafferty and Goldsmith, 1999). According
to Martin and Bush, (2000) noted that Teenager influence each others when they adopt
particular life styles, building loyal buying model that continue with them all over their mature

life and have comparatively greater payments power. Lee and Burns (1993) conclude that
Product-related attributes refer to a products physical composition or a services requirement
that determines the nature and level of product performance style, quality, comfort, size/fit and
price significantly affect consumer behavior in apparel purchase.
Numerous studies have been done across the world to demonstrate pester power is
a major decision maker. Pester Power is a term used to define a childs influence over the parent
in the buying process (Turner et al, 2006). Endorsement by a celebrity has a meaningful
influence on young peoples evaluation of ads and products(Y. J. Xu 2008, 9).
Celebrity is an omnipresent feature of society - Kurzman et.al (2007).
Consumers form associations between reference groups and the most reliable form of reference
group is Celebrity Endorsers. - Escalas and Bettman (2005). When consumer views an
advertisement about the brand and develops likeness for the brand and then eventually willing to
purchase it (Goldsmith & Lafferty, 2002). The power of the celebrities lies in these influences
that they exert on consumers. (Choi & Rifon,2007).
Friedman & Friedman(1979) explains The term celebrity refers to an individual
who is known to the public, such as actors, sport figures, entertainers and others of the like for
his or her achievement in areas other than that of the product class endorsed. Copper (1984)
explained that the general belief among advertisers is that advertising messages delivered by
celebrities provide a higher degree of appeal, attention and possibly message recall than those
delivered by noncelebrities. Marketers also claim that celebrities affect the credibility of the
claims made, increase the memorability of the message, and may provide a positive effect that
could be generalized to the brand. (Ohanian 1991) The use of (by corresponding standards)
attractive people is common practice in television and print advertising, with physically
attractive communicators having proved to be more successful in influencing customers
attitudes and beliefs than unattractive spokespersons.
Menon (1998) examined the effectiveness of advertisement endorsed by celebrities and
normal person. Celebrity appearance, knowledge, liking, and credibility of the celebrity were
also highly correlated with advertising believability. At the same time, liking for the celebrity and
advertising believability were both correlated with purchase intentions.

Laferty and Goldsmith (1999) finds that Endorser credibility is one of the most
frequently used methods in advertising to influence consumers attitudes and purchase
intentions. Corporate credibility, or the reputation of the firm, is another source of credibility
identified in marketing that can influence these cognitions. They examined these two sources of
credibility to assess their impact on attitude-toward-the-ad, attitude-toward-the-brand, and
purchase intentions (high versus low corporate credibility and high versus low endorser
credibility).
The effectiveness of using a celebrity to endorse a firm's product can generally be
improved by matching the image of the celebrity with the personality of the product and the
actual or desired self concept of the target market. (Dinesh Kumar Gupta, 2007)
McCracken (1989) defined celebrity endorser as any individual who enjoys public
recognition and who uses this recognition on behalf of a consumer good by appearing with it in
an advertisement.
(OMahony and Meenaghan, 1998) Advertisement is a process that intents to help the
prospective consumers remember the products or services and advertisement with celebrity
enhance the consumers recall possibilities even further.
Celebrities are people who enjoy public recognition by a large share of a certain group
of people whereas attributes like attractiveness, extraordinary lifestyle are just examples and
specific common characteristics cannot be observed though it can be said that within a
corresponding social group, celebrities generally differ from the social norm and enjoy a high
degree of public awareness (Schlecht, 2003).
A celebrity who represents a brand or company over an extended period of time often
in print and TV ads as well as in personal appearances is usually called a company's
spokesperson (Schiffman and Kanuk, 1997).
The reason for using celebrities as spokespersons goes back to their huge potential
influences. Compared to other types of endorsers, famous people achieve a higher degree of
attention and recall. They increase awareness of a company's advertising, create positive feelings
towards brands and are perceived by consumers as more entertaining (Solomon, 2002).
There is strong evidence to suggest that celebrity advertising delivers a premium in
terms of impact. In an analysis of 248 celebrity print advertisements studied by Gallup &

Robinson, Inc., over the period 1982-93, celebrity advertisements show about a 34% higher level
of awareness than non celebrity advertisements. Awareness was measured in terms of recall of
the advertised brand the day after the advertising exposure. The advertisers hope that this
awareness coupled with the attractive and likeable qualities of the celebrity endorser are
transferred to the brand, which is being promoted, and they may develop and polish brand/brand
image (Mooij, 1994; Dickenson, 1996).
Today, around 20% of all commercials screened in United States (Bradley, 1996) and
Great Britain (Erdogan et al, 2001) include some sort of celebrity endorsements and 10% of
advertising expenditure goes towards celebrity endorsers (Bradley, 1996). In India, celebrity
endorsement is worth more than Rs. 250 crore. Charges per advertisement for stars like Amitabh
Bachchan and Shahrukh Khan range anywhere between Rs. 7.5 crore to Rs. 2.5 crore
respectively (CNN-IBN, 2007). A lot of research has been conducted on the use of celebrities as
an effective technique for marketing a firm's products and services. However, scant information
is available on the effect of celebrity attributes on Indian consumer behaviour, leaving important
unresolved issues.
Multinational organizations attachment of celebrities with their brands is additional
effort exerted in ads, in order to gain more popularity of the product and its easy recognition for
the purpose of purchase motivation. Intense attachment with celebrities attracts the people and
motivates them to follow the celebrity (McCuthceon, Lange and Houran, 2002).
Celebrities are considered to bring attention towards advertisement due to their
likeability and attractiveness (Erdogan, 2001). Celebrity in advertisement is chosen not only
based on popularity but also accessing the several dimension of celebrity for the best match with
product they are endorsing, how suitable Junaid Jamshed will be in Ad of toilet cleansers, or a
male for endorsing women fairness creams? In the same way endorsers physical attractiveness is
also a big count for great social acceptance. So with brand attributes celebrity attributes are of
the same importance for success of the product.
Erdogan (1999) focused that persuasive and convincing technique of celebrity is based
on attributes attached with celebrity, which make endorsement more effective.

Most of studies it is supported that celebrity endorsers have positive influence on

purchase intentions. Several studies support that similar ethnic group celebrities are effective on
purchase intention. As Indian stars are becoming more famous due to mass media and
Bollywood quality films in Pakistan. As the popularity of Indian celebrities increases, it leads a
sort of attachment with Indian celebrities like Shahrukh Khan, Salaman Khan, Katrina Kaif etc.
On the basis of celebrity cultural similarity and intense attachments with celebrity and number of
successful brand endorsement done by Indian celebrities in Pakistan media. The following
section discusses various dimensions of celebrity, their country origin and effect on consumer
purchase intention.(White et al,2009).
Consumer has generally a consideration that celebrities are trustworthy source of
communicating information (Goldsmith et al., 2000).
Marketers use celebrities to increase sales as well as to create the brand equity. There has been
great impact on sales of the products those being endorsed by celebrities. The study concludes
that the companies using the strategy of celebrity endorsement have more credibility, brand
awareness and it enhances the image of the product (Dr. Bimal Anjum, Sukhwinder Kaur
Dhanda, and Sumeet Nagra 2 October 2012).
Advertisers go for celebrity endorsement because of its greater benefits and immense
possible influence. There are certain potential advantages of celebrity endorsement, celebrities
endorsed advertisements draw more attention as compared to those of non-celebrity ones, helps
the company in re-positioning its product/brand and finally empowers the company when its
new in the market or plans to go global. However celebrity endorsement doesnt hold sole key to
success. It also presents the company with potential hazards. These might include,
overshadowing, overexposure, and controversy (Erdogan 1999).
According to Friedman and Friedman (1979), a famous spokesperson is very effective
and influential as he usually represents good taste, prestige and self-image. However many
research studies firstly examine the common ideologies and emotional relationships between
brands and the celebrity endorsee to reveal the effectiveness of this type of promotion (Ashley
lye, W. s. 2005).

Celebrity endorsement helps in making a product visible or any new brand a visible brand
by affecting consumers pre purchase attitude using of celebrities like sports, athletes or actors
can raise the profile of a company. It can help with consumers awareness with a brand, endorse
the effects of particular product or ingredient or drive sales of a long-standing product that needs
a boost. Dean (1999).
The credibility, attractiveness and match up are the main criterias for selecting the
celebrities.(Mohammad and Al Zoubi, 2011).
The celebrity endorsement can have an impact on the consumers recall evaluations,
attention and purchase intentions. At the same time it needs to be taken into consideration that
although consumers might have a favourable disposition towards celebrities, this does not
necessarily always translates into purchase intentions (OMahony and Meenaghan, 1998).
Celebrity endorsement has its own effective apportion in advertising that increases the
customer consciousness towards the product. The crux of celebrity advertising lies in the
effectiveness with which they are endorsing the product. Many respondents feel that just the
presence of a celebrity in an advertisement alone will not impact the sale of a product by a big
way whereas few have responded that they bought products just because a celebrity endorsed the
product. Consumers are on the lookout for an experience which is more cognitive than physical
(Pughazhendi et al., 2012).
The purchase attitude is influenced by the celebrityendorsement factors, product
evaluation and brand recognition (Pughazhendi et al., 2011).
Impact of Celebrity Endorsement on Buying Behaviour of Customers the focus was laid
on the risks and returns involved in using celebrity endorsements to influence the purchase
behaviour of the consumers. The outcome of the research was that, it substantiated the fact that
celebrity endorsements do have an impact in the Indian scenario. The critical analysis of the
research convinced that the consumers seek variety of aspects like credibility, likeability, fit

between the brand and the celebrity. The research also concluded that from the viewpoint of the
celebrity, it is not only the financial gains that matters but also the impact that the endorsement
might do to their image. The research findings also laid stress on the fact that the association of
the celebrity with any type of controversy or ill- behaviour did have a negative impact on the
endorsement.(Byrne el al., 2003).
The use of famous persons in promotions is traced back to nineteenth century and these
general promotional practices have revealed a large quantity of intellectual as well as realistic
considerations. Mainly academic analysis of celebrity support encompasses the sphere of
spokesperson credibility and charismatic representatives, and recommends that famous persons
exercise their impact on customers through apparent traits (Ahmed 2012; Ohanian 1990, 1991).
Atkins and Block (1983) studied that celebrity advertising is influential because celebrities are
viewed as dynamic, with both attractive and likable qualities. Furthermore, their fame is thought
to attract attention to the product or service.
Daneshvary and Schwer (2000) studied that how consumers have a connection towards
the celebrity endorsement/endorser, if a company wants a consumer to associate to an endorsed
product it is important to choose an endorser who uses the product and where that use is a
reflection of professional expertise.
M. Gayathri Devi and Dr. C. Ramanigopal (2010) stated that Celebrity endorsement has
a positive or a negative impact on the consumer buying behaviour. These days customers are
becoming more demanding .Their expectations are continuously rising while marketers are
continuing their efforts to meet them (Alsmadi, Sami, 2006).
Celebrities are generally viewed by consumers as credible sources of information about
the product or firm they endorse (Goldsmith et al. 2000).
Erdogan (1999, p. 298) defines celebrity endorsers expertise as the extent to which a
communicator is perceived to be a source of valid assertions. The literature investigating source

credibility in settings involving persuasive communication generally indicates that a receivers

perception of the sources expertise positively influences source effectiveness (Ohanian 1990).
Celebrity endorsement literature has indicated that attractiveness is an important indicator
of effectiveness (Chao et al. 2005).
Joseph (1982) studied endorsers attractiveness beyond the level of personality traits.
Specifically, he examined the impact of endorser attractiveness on opinion change, product
evaluation, and other measures of effectiveness. The study concluded that attractive endorsers
have a more positive impact on the products they endorse than less attractive endorsers.
Celebrity effectiveness does vary across different product types. Friedman and Friedman (1979)
concluded that the better the celebrity/product fit, as perceived by consumers, the higher the level
of endorsement effectiveness.
Celebrity endorsers, such as film stars and athletes, are beneficial to advertising message
strategy and are most effective in influencing the attitudes of this market because they are
respected by and are highly identifiable with young people (Atkin and Block 1983, Wolburg and
Pokrywczynski 2001).
Alternatively to using celebrity endorsers, companies can create endorsers themselves
using not so well known individuals. This gives them great control over the process since they
have developed the public characters of the endorsers for specific brands and/or products. The
association between the created spokesperson and the brand is also stronger since it is unique
which can be a great advantage compared to celebrity endorsers.(Tom,1992).
TV is the most dominant medium that marketers use to promote their products. Companies
have the most efficient and effective way to attract their customers and that is the advertising of
their products through television. Every company wants help of advertising agencies to create the
awareness of their product among the people that what is the usage of a particular product and
how much that product is important in our life. Now a days most of the advertising agencies are

targeting children through the ads of chocolates, toys, ice creams & etc because they know that
children plays an important role in the decision of buying process of their family (Kamal and
Syed, 2014).
Children also get influenced by watching commercials in school exhibitions and on
internet (Kunkel and Dowrick, 2004).
Television plays an important role in the process of purchasing advertised products due to
children. TV advertisement can also create wrong perceptions among children about the
nutritional values of foods and how to maintain good health because more than 80% of
advertisements are related to food products (Harris and Brownell, 2010).
Most of the advertising agencies are showing the childrens favorite cartoon character or stars in
their advertisement now a day because they know that children are easily influenced by this.
(Nithya and Virmani, 2015).
Television commercials are also influencing the teenagers who are between the 13-19
years of age. Increased exposure to television programs or advertisement put teenagers at higher
risks of adopting unhealthy lifestyle habits (Kunkel and Linn, 2004).
Young children are more influenced by the TV advertisements as compared to other age
groups. And they generally believe in what advertisements have to say about the products. If the
advertisements are not very complex, and it says something new then, likelihood of attracting
childrens attention would increase (Kunkel and Linn, 2004). Youth and children often try to
adopt role models, or characters presented in the commercials because they are exposed as smart,
powerful and attractive in appearance and extravagant lifestyles.
Celebrity endorsement is an effective method of creating value and identification for
a brand. Because of this reason celebrities are frequently used in television advertising to
persuade children to try foods (Borzekowski and Robinson, 2001).

TV commercials, including celebrity endorsement, play a dominant role in shaping

children's product preference. Indeed, TV advertising first catch the attention of the children,
then create interest in their minds about the product seen through the advertisement, then develop
a desire to have that product, then children acquire the product by buying it or forcing their
parents to buy it. Celebrities in these become the role models for the children in this age whether
financially, professionally or with respect to image (Kamal and Syed, 2014).
TV advertisements are still the most popular media to reach children. TV
advertisements have positive influence on the food preference of children.Children make them
able to understand the complex messages through the advertisements (Abideen and Salaria,
2009).

Singh and Aggarwal (2012) assessed the influence of celebrities on children buying behaviour.
His study mainly targeted children between 5-14 years of age. 800 respondents were taken
randomly from 70 cities of Punjab and Chandigarh. It was a comparative study of three groups of
children in the age groups of 5-8 years; 9-11 years; and 12-14 years belonging to urban and rural
areas. The results indicated that children of all age groups were careful about the celebrity
endorsements in advertising but were strongly influenced by the presence of celebrities in the
advertisements as they like their presence and mostly try to buy the products which were
promoted by them.
Jawaid, Rajput and Naqvi (2013) Study was performed to come across impact of
celebrity endorsement on impulsive buying behaviour of youngsters in Pakistan. Statistics were
composed of non-probability convenience sampling technique and survey research method was
applied. Sample size of 150 young people (male and female) of Islamabad city was taken.
Results show that star support has significance impact on impulsive buying style. It also spots
impact of icon endorsement on impulsive buying manners of youth in Pakistan have strong
relation with each other. Hence celebrity endorsement was done in ad; it promotes attitudes of
adolescents impulsive buying.

Apple was able to expand its market share among teenagers;iPhone adaptation hit 40%
and iPad 31% recently in the U.S. (Campbell, 2012).
When advertising to teens, there are many strategies a marketer can utilize such as
continuously updating advertisements, using catchy music and comedy to attract them (Gill,
2012).
Today, companies spend massive amount of their earnings in advertising in different
media such as television, radio, magazine and etc. And television is one of the common media
for this reason. Advertising is the nonpersonal message containing the information frequently
paid for and credible in nature about products, services or ideas by recognized sponsors through
the various media (Datta, 2008).
Nielsen Media Research (1998) shows that a children watches television more than
21 hours in a week. Doston and hyatt concluded in 2005 that the three factors that impact on a
childrens buying behavior. These factors are parents, colleagues and media. Children are also
influenced by their class fellows and playmates (Gunter and furnham 1998) .
Television advertisement is a big source the attract the childrens towards the
products. In U.S.A the companies who produce the products give the budget 75% to the Tv
advertisement and the businessman who run the restaurant keep 95% budget to tv advertisement
(research service Washington Dc, USDA, 199,173-180).
Children like advertisements and are more easily attracted toward those which
consists of child models, celebrities, animals and cartoon characters.(Ross et al. 1984; Blosser
and Roberts, 1985; Rolandelli, 1989; Collins, 1990; Maher et al. 2006).
Sargent et al. (1997) made a survey of 1265 youths of rural New Hampshire and
Vermont aged between 10 to 19 years old, and they found that smoking is caused by watching
advertising which contain use of smoking. Children are attracted towards advertisements that
make them happy make them please and feel good (Collin, 1990, Maher et al. 2006).

When a product and its trademark are presented on the TV in the form of a short
cartoon with an exciting storyline, it is not easy for children to be critical or even to identify the
purpose of the amusing cartoon (Bjurstrom, 2000).
In between Ding Dong, King Kong, Tiger and several other confectionary items (Hilal
and Candy Land playing vital roles) were seen using animated advertisements which ultimately
convinced many in the field that it is a brilliant tool when it comes to attracting kids. The major
turnaround was visualized when Procter & Gamble along with Saatchi & Saatchi created
invincible character of Commander Safeguard. The success was well received and advertising
gurus started trying their hands over animated advertisements and now a war between several
characters can easily be envisaged.
Advertising is the core idea that is presented in non-personal ways to create purchase
intention. For example, it is define as sharing of information about products in a non-personal
way usually paid by a sponsor through different media (Datta, 2008).
Advertising is done to create likeness, attraction and influence buying behavior in
positive way. Attitude-towards-the ads, is an interesting theory of advertising often used to
understand the buying behavior. Effective advertisement influences the attitude towards brand
and finally leads to purchase intention (Goldsmith & Lafferty, 2002).
Advertisement through celebrity of a product or service is run with the aim to create
interest among target viewers because creating interest is the priority of advertisers (Rowley,
1998; Broeckelmann, 2010).
According to business and brand strategist Martin Roll, the three essentials of celebrity
endorsements are the attractiveness of the celebrity endorser; the credibility of the celebrity
endorser; and meaning transfer between the celebrity endorser and the brand.

Roll explains that a celebrity endorser should have qualities that the target audience for
the endorsed product find attractive. These qualities could be in relation to physical appearance,
intellectual capabilities, athletic competence or lifestyle, among other things (Roll).
Anthropologist and corporate consultant Grant McCracken created a three-stage model to
help explain meaning transfer as it relates to celebrity endorsement deals. In his model, the first
stage is where audiences associate a set of meanings with a famous person. The second stage is
where the set of meanings move from the famous person to the product or brand via
endorsement. In the third and final stage, the brands meaning is acquired by the consumers
when they purchase the product (Schlecht).
Makgosa Rina (2010) investigated how vicarious role models such as television celebrities and
entertainers influence purchase intentions of teenagers.
Animated programs and cartoons are playing a vital role in enhancing the profit of
companies manufacturing toys as cartoons are source of advertisement for corporate companies.
It can be said that cartoon are generally half-hour commercials for profit oriented companies.
The last decade has seen an astronomical change in the genre of animated programs broadcasted
on television. We are in the midst of toon-boom (Kellogg, 1992).
Television has a strong impact on all of its viewers including all age groups. Now a
day, in social communication, the impact of cartoons has gained a new status. Today, animation
is used to convey the messages to target audience, e.g. in marketing and learning (Ginmann,
2003).
T.V has a great part to play in influencing behavior. According to Shirley (1999).
The advertisements that are screened on T.V. have greatly influenced the way teenagers
behave. Because of the persuasive attractive language, the teenagers are stimulated to try new
things/ products that they do not know. Advertisers do a lot of research before their adverts are
out. They try to make them very attractive in order to win the hearts of their targeted audiences.
(Shirley,1999).

Eleven to Sixteen years of age is the Reflective Stage and here the child understands the
persuasive intent of ads along with the specific ad tactics and appeals. He believes that the ads lie
and knows how to spot the specific instances of bias and deception. In a nutshell, he is skeptical
towards the claims made in the advertisement. Children have a predisposition to feel favorably
about an advertised product (Danielle Bargh et al. 2012).
Psychological factors include motivation, perception, learning, personality and attitude
(Schiffman et al., 2008).
According to Martin and Bush, (2000) noted that Teenager influence each others when
they adopt particular life styles, building loyal buying model that continue with them all over
their mature life and have comparatively greater payments power.

Advertising is almost everywhere in our daily life. Its forms and roles are both contested
and admired. Some
see advertising both as the mirror and the maker of culture. Even when advertisements contribute
new sounds and the symbols that shape feature, its words and images reflect the present and the
past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many
advertisers and agencies believe that advertising createsmagic in the market place.
(Russel&Lane,1996).
The television medium is the most attractive and important place to advertise.Most of the
young people
remain glued to the television and enjoy what they see. As awide range of products and services
are consumed
or used by children, many companies tend to target themas TVadvertisement andmostly
purchased those brands and products which are advertised more on television. (Wells,1995).

The teenagers are more attracted toward TV advertisements featuring celebrities,

children or while purchasing cosmetics, stationary, gifts and cards, by theTVadvertisements into
their decision to buy. (David, 2001).
Companies also face risks of the possibility of bad publicity arising involving the
celebrity endorser (White, Goddard & Wilbur, 2009).

the young people are known to be trendsetters among each other as well as the population at
large. Young people perceive a brand as cool if it is associated with advertising, peers, and
celebrities or role models (Martin & Bush,2000).
Advertisements can be defined as type associated with communicative and persuasive marketing
activity, the goal of which is actually to influence consumers' cognition, attitude, as well as
behavior on the products being advertised (Wen-Shin Huang, 2011).
Children like to watch the cartoons. It gives happiness and leisure to them. In today's
world the as the physical activities become limited and children spent most of their time in
watching cartoons on television. Carton watching affect the children priorities in buying the
products. Cartoon affects the liking and disliking of the children.(Hassan & Daniyal, 2013).
According to McCutcheon et al. (2002), consumers relationships with celebrities can be
classified into two types. Entertainment-oriented individuals enjoy learning about celebrities and
discussing the information with others casually, while intense-attachment based individuals think
continuously and associate parasocially with the celebrities.
Celebrities can be an influential reference group and therefore a powerful asset for
marketers. Celebrities can give testimonials about the benefits of using a product, endorse a
product, or act as a spokesperson for a brand for an extended period (Blackwell et al., 2006).

2.2. Research Gap

The other researchers if they want to work on the same topic so they increase the sample size to
get better results. They conduct research in other region rather than Nowshera, Mardan, Sawabi,
and Peshawar and they also check out the comparative study as well. The researcher also works
on the story, episodes and the movies impact on children and adult buying behavior. The future
researchers also expand the line of comparative studies in between adult and children. The future
research areas are that the researcher work on moderating variables such as communication
medium. The future studies may checkout the impact of cartoon advertisement on children as
taking violent behavior as moderating variable. The future researcher may check the comparative
study of cartoon advertising on TV and on Non TV network such as ground, park, events etc
(Hassan & Daniyal, 2013).

CHAPTER 3
THEORITICAL FRAMEWORK

3.1. Conceptual Framework

Independent variable
Dependent variable

The theoretical framework and hypothesis that, there is a positive, significant relationship in
Celebrity impact on Teenagers Buying behavior.
Celebrity have positive impact on Teenagers Buying Behavior.
The given conceptual frame work suggest that Celebrity are the independent factors while
dependent factor are the Teenagers buying behavior. The Celebruty characteristics are
functionality, style, credibility and trustworthiness.
Celebrity endorsement is a common marketing communication strategy for building
brand image. Advertisers believe that the use of a celebrity affects advertising effectiveness,
brand recall and recognition, as well as purchase intentions and follow-through (Spry et al.,
2011).

Marketers often choose celebrity endorsers who are attractive, credible, or who
haveexpertise while at the same time matching up with the desired brand image (Hakimi et
al.,2011).
Celebrities who are credible can persuade consumers to believe claims about a brand if
they have relevant knowledge, skills or experience and are perceived to be unbiased (Ohanian,
1990).
Children constitute a major customer market, with direct purchase power for food, drink
and sweets and indirect influence while shopping for big-ticket items. Today parents have
become more depending on kids choices. The marketers try to make ads which influence
children because they are not mature, their minds and abilities are not grown up as adults (Kamal
and Syed, 2014)
Children also get influenced by watching commercials in school exhibitions and on internet
(Kunkel and Dowrick, 2004).
Most of the time commercials are not good for those who are spending their lives in a
hand to mouth situation and they are not able to buy that product for which their children are
persuading (Rehman and Hyder, 2014).Sometimes this situation turns into the alarming or
critical situation because at that time children become aggressive and violent in order to fulfill
their demand of purchasing particular product towards which they are attracted through
commercials.
Children are easily get influenced by the commercials of snacks and ice-creams and
they identify that particular brand in market through packaging or by telling the cartoon character
or punch line of that advertisement to the shopkeeper (Willcox and Linn, 2004).
Most of the advertising agencies are showing the childrens favorite cartoon character or stars in
their advertisement now a day because they know that children are easily influenced by this.
(Nithya and Virmani, 2015).
Children may not be the active buyers but they have a voice that influences the purchase
of products. Children notice music, jingles, food item color and over all packaging of the brands
through advertisements. The insight into childrens awareness of advertisements has been gained.
The young children who are between the ages of 7-11 years understand the message of TV
advertising (Kunkel and Linn, 2004).

Television commercials are also influencing the teenagers who are between the 13-19
years of age. Increased exposure to television programs or advertisement put teenagers at higher
risks of adopting unhealthy lifestyle habits (Kunkel and Linn, 2004).
Celebrity endorsement is an effective method of creating value and identification for a
brand. Because of this reason celebrities are frequently used in television advertising to persuade
children to try foods (Borzekowski and Robinson, 2001).
The effect of TV on Teenager exerts an enormous, almost a normative influence, over the
lives of adolescents. It influences, particularly teenagers, the ways in which individuals and
groups dress, talk, behave, and think. Teenagers do not fully understand the impact that
advertising has on them. Websters dictionary uses words like vigorous, lively, immature,
and impetuous to describe youth. Advertisers are well aware of these qualities when they
concoct strategies to reach the youth market.( Krik, 2010) .
Young adults are major sport consumers (Bennett and Henson 2003) and as such,
college or university students are a highly coveted target market for sport marketers (Tingchi
Liu, Yu-Ying and Minghua 2007).
Celebrity endorsers, such as film stars and athletes, are beneficial to advertising message
strategy and are most effective in influencing the attitudes of this market because they are
respected by and are highly identifiable with young people (Atkin and Block 1983; Wolburg and
Pokrywczynski 2001).

CHAPTER 4
METHODOLOGY
4.1. Design, sample and data collection procedure
To complete the most important areas of this study, we have used
the survey research design. This was to facilitate huge data to be collected. The
respondents were carefully chosen from Pakistan by the convenience sampling
technique. This practice raced up data collection and allowed the investigators
involve only that respondents who were accessible and willing to participate in

the study. Obtainable a total of 200 questionnaires were used in the concluding
analysis.
This statistics consist of information about age, gender, and
educational level of the respondents. From that statistics the Greatest (100 %) of
them were males. And again, the maximum at (58.5 %) of them were within the
ages of 16-18 years, and moreover, the (26 %) of them were 19 years and while
(15.5 %) of them were above the age of 13-15 years.

4.2. Measures
Four items we have used in measuring of the constructs, Table will shows the
reliability statistics about all the constructs as in the shape of Cronbach's Alpha.
The goal of selecting students is because earlier studies confirmation that Celebrity have
maximum liker used by the people of age from 13 to 19 .
Although in the very starting part of the questionnaire, it have the multiple four items for the
measuring impact of celebrity and in the coming second part of the questionnaire have contain
four multiple choice question about the Teenagers Buying behavior, and in the third part, a Likert
scale have the four items to measuring the response of the consumers, while in the fourth part it
have the demographic information about the respondents. Using a five-point Likert scale;
(1=strongly disagree, 2=disagree, 3=Not strong view, 4=agree and 5=strongly agree).

Frequency of the respondents: Gender:

Gender
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Male

200

100.0

100.0

100.0

This table shows that the respondents have positive attitude towards it.

Frequency of the respondents: Age Group

Age
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

13-15

31

15.5

15.5

15.5

16-18

117

58.5

58.5

74.0

52

26.0

26.0

100.0

200

100.0

100.0

19
Total

The Liker Scale:

1. Strongly Disagree
2. Disagree
3. Neither Agree nor Disagree
4. Agree
5. Strongly Agree
Basically the most researchers have embraced in collection of results the five-point likert scale,
and in some researches we have seen there were seven-point likert scale was used in collecting of
data (Ashmawy, 2014).

Frequency of the respondents: Education

Education
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Less than Secondary High

School
Secondary/High School
Collage/ University

3.0

3.0

3.0

142

71.0

71.0

74.0

52

26.0

26.0

100.0

Total

200

100.0

100.0

In the middle of the each respondents, the 13-15 years, age group were lie down (6) 3.0%, and in
the age group of among 16-18 years, lie down (142) 71%, and in age of 19 years and they were
(52) 26.0%.
Frequency of the respondents: Family Members
No. of family members
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

10

5.0

5.0

5.0

26

13.0

13.1

18.1

47

23.5

23.6

41.7

62

31.0

31.2

72.9

32

16.0

16.1

88.9

More Than Five

11

5.5

5.5

94.5

7.00

3.0

3.0

97.5

8.00

.5

.5

98.0

9.00

1.0

1.0

99.0

10.00

1.0

1.0

100.0

199

99.5

100.0

.5

200

100.0

Total
Missing

System

Total

The sample size is taken from the different school children's of Nowshera ,Mardan, Sawabi and
Peshawar. The sample size contains gender only Male and the sample is collected from the
children having age from 13-15, 16-18 and 19 years students. This sample size is very much
considerable for the research.
And that table show the No of family members of the respondent. In which up to five member of
the cumulative percent is 88.9 and more than five the cumulative percent is 11.1.

4.3. Statistical Test:

For processing and analysis of statistical tools we used SPSS software. SPSS is
the statistical package for social science software. In SPSS researcher applied the frequencies,
descriptive statistic, reliability test, and regression and correlation. SPSS is the latest software
version. This software is used for the calculation of statistical test to find out the results and
analysis. In this we applied test reliability to check out the reliability of the variables' questions
and also the questionnaire.
Reliability is found out through Cronbach's alpha. If the result of Cronbach's alpha is
above than .7 so the questions are reliable.
The frequencies statistics are used to find out the response rate of the respondents on
the demographic basis. The regression analysis is applied to check out the influence Celebrity
impact on teenagers buying behavior. The correlation is use for the calculation of checking the
relation between variables.

4.4. Unit of Analysis:

The data collection is done on the individual basis. But the teaching staff of the
schools helped lot in data collection. The teaching staff of the schools really appreciates the
research activity.

Descriptive Statistics
N
TV stars increase brand
awareness
TV Stars Increase trial.
TV stars Attract fans to try
the brand.

Minimum

Maximum

Mean

Std. Deviation

200

1.00

5.00

2.0800

.73231

200

1.00

5.00

2.0550

.99343

200

1.00

5.00

2.0500

.90087

. Athletes enhance brand

image/purchase confidence.
. Athletes enlarge the youth
market.
Athletes Internationalize the
brand
Athletes renew brand image
. Athletes attract youth to
switch the brand

200

1.00

5.00

2.1350

.90602

200

1.00

5.00

2.1300

.89280

200

1.00

5.00

1.9800

.93486

200

1.00

5.00

2.2600

.90914

200

1.00

5.00

2.1200

.95927

200

1.00

5.00

2.3700

.92051

200

1.00

5.00

2.3550

1.06991

200

1.00

5.00

2.3050

.95211

200

1.00

5.00

2.0150

.78604

200

1.00

5.00

1.8750

.81406

200

1.00

5.00

1.8100

.83510

. My favorite spokesperson
provides a good model for
me to follow
. My favorite spokesperson
sets a positive example for
others to follow
My favorite spokesperson
exhibits the kind of work
ethic and behavior that I try
to imitate
The opinions of my favorite
celebrities (TV star, Athletes
and spokesperson) influence
me to say positive things
about products or brands to
other people.
The opinions of my favorite
celebrities (TV star, Athletes
and spokesperson) influence
me to encourage friends or
relatives to buy certain
products or brands
The opinions of my favorite
celebrities (TV star, Athletes
and spokesperson) influence
me to buy certain brands
Valid N (listwise)

200

Descriptive Statistics
N

Minimum

Maximum

Mean

Std. Deviation

TV Star

200

1.33

4.33

2.0617

.64805

Athlete Celebrity

200

1.20

4.20

2.1250

.56371

Spokes Person

200

1.00

5.00

2.3433

.74716

Teen age Buying Behavior

200

1.33

4.67

1.9000

.53676

Valid N (listwise)

200

From this, it is clear that the Table shows that there is the significant influence of celebrity
impact on teenagers buying behavior (dependent variable). This table shows further in
descriptive statistics about that from the maximum of 5.0 there is 2.0617 mean of the T.V Star
and while the maximum 5.0 there is 2.1250 mean of Athletes celebrity impact on teen agers and
while from the maximum 5.0 there is 2.3433 mean of the spokesperson and from the maximum
of 5.00 there is 1.9000 mean of teenagers buying behavior response correspondingly.

4.5. Inferential Statistics:

Reliability Analysis
Reliability Statistics
Cronbach's

N of Items

Alpha
.792

14

Interpretation
The above declared Table shows that 200 questionnaires was distributed and The reliability
statistics Cronbach's alpha is .792 that indicates that it have a relatively respectable and best core
reliability. This shows high reliability of variable's questions.

CHAPTER 5
DATA ANALYSIS
5.1. Measurement model
For the analysis of data we have used SPSS software version 17.0 to accomplish
the reliability and validity test for the measures to analyses the data collected through
questionnaire.

Correlations
TV Star

Athlete Celebrity

Spokes Person

Teen age Buying

Behavior

Pearson Correlation
TV Star

**

200

Pearson Correlation
Athlete Celebrity

.448

.000

.000

**

200

200

200

**

.583**

.000

.000

.474

.000

200

200

200

200

**

**

.412**

.257

.474

Sig. (2-tailed)

.000

.000

200

200

200

200

**

**

**

Pearson Correlation
Teen age Buying Behavior

.000

.257

Sig. (2-tailed)
Pearson Correlation

Spokes Person

.398**

.448

Sig. (2-tailed)
N

**

.398

.000

.583

.412

Sig. (2-tailed)

.000

.000

.000

200

200

200

**. Correlation is significant at the 0.01 level (2-tailed).

5.2. Correlation
Agreeing to the results of the correlations in impact of celebrity there is a significant relationship
between teenagers buying behavior, with the significant value of 0.01 and the r value of 0.448.

5.3. Regression
Coefficientsa
Model

Unstandardized Coefficients

Standardized

Sig.

Coefficients
B

Std. Error

(Constant)

.471

.135

TV Star

.134

.052

Athlete Celebrity

.411

Spokes Person

.119

Beta
3.496

.001

.162

2.582

.011

.066

.432

6.264

.000

.046

.165

2.593

.010

200

a. Dependent Variable: Teen age Buying Behavior

Interpretation

The table shows the regression analysis of the Celebrity impact on Teenagers buying behavior.
This test applied to check out the influence of Celebrity impact on teenagers buying behavior.
The table shows the t-value of few variables. This table shows that T.V Star has significant
relation with the dependent variable Teenagers buying behavior. This means that T.V Star
explained 16.2% of dependent variable. The Athlete Celebrity has significant correlation with the
dependent variable. The Athlete Celebrity explains 43.2% of dependent variable. The Spokes
Person has significant relation with the dependent variable which means that Spokes Person
explained 16.5% of dependent variable.

5.5. Independence of Residuals-Durbin Watson Statistic

Furthermore the Durbin-Watson Statistic is used to test for the occurrence of serial correlation between
the residuals. So the value of the Durbin-Watson statistic ranges from 0 to 4. As a general rule of
thumb, the residuals are uncorrelated is the Durbin-Watson statistic is approximately 2. A value close
to 0 indicates strong positive correlation, while a value of 4 indicates strong negative correlation.

Model Summary b
Mode

Adjusted R

Std. Error

Square

Square

of the
Estimate

.620a

.384

.375

.42435

Change Statistics

DurbinWatson

R Square

Change

Change

.384

40.796

df1

df2

Sig. F
Change

196

.000

a. Predictors: (Constant), Spokes Person, TV Star, Athlete Celebrity

b. Dependent Variable: Teen age Buying Behavior

Interpretation
The table shows that the R value is .620. The value of suggest that independent variable has
62.0% correlated with the dependent variable teenagers buying behavior. The R2 value is .384

2.087

which means that the independent variable explained 37.5% of dependent variable. The standard
error of the estimate is .42435.

Residuals Statistics a
Minimum
Predicted Value

Maximum

Mean

Std. Deviation

1.3862

2.9938

1.9000

.33279

200

-1.30224

2.13004

.00000

.42114

200

Std. Predicted Value

-1.544

3.287

.000

1.000

200

Std. Residual

-3.069

5.020

.000

.992

200

Residual

a. Dependent Variable: Teen age Buying Behavior

ANOVAa
Model

Sum of Squares

df

Mean Square

Regression

22.039

7.346

Residual

35.294

196

.180

Total

57.333

199

F
40.796

Sig.
.000b

a. Dependent Variable: Teen age Buying Behavior

b. Predictors: (Constant), Spokes Person, TV Star, Athlete Celebrity

Interpretation
The table shows that f-value is 40.796 which is greater than mean value 7.346 and the p-value is
0.000 which shows that the statistical model is significant even at 99%.

CHAPTER 6
DISCUSSION AND CONCLUSION

6.1. DISCUSSION
The results shows that all variables show association with each other this means
that each variable have contributions toward Teenagers buying behavior. The association
between variable shows the importance of that variable.
Our findings from this study suggest several interesting implications for advertising
researchers and practitioners. Although previous research on adolescents has explained how this
group relies on various socialization agents in developing such consumer behaviors as attitudes
toward advertising, Celebrity and self-views, the present study may shed some more light on the
actual intentions or behaviors of this important and growing target market.
In essence, the celebrities were able to transfer their entertainment value to the brand
they were endorsing. This finding is consistent with that of a previous study that the most liked
attribute of television commercials in Hong Kong was entertaining (Fam, 2008).
In other words, celebrities in advertising are perceived as a form of entertainment and
material for social conversations. Unlike other age groups, the current study shows that
adolescents are predominantly attracted by celebrity endorsers that are entertaining and attractive
(Hakimi et al., 2011; Kahle and Homer, 1985; Till and Busler, 1998) rather than those who are
expertise (Ohanian, 1990, 1991) or trustworthy (Hakimi et al., 2011; Ohanian, 1991).
The importance of the celebritys popularity and physical attractiveness seem to
suggest that familiarity and source attractiveness are what make celebrities effective endorsers
(Hakimi et al., 2011).
These adolescents perceived that advertisements using celebrity endorsement
influence consumers brand awareness, brand perceptions, and consumption intentions. These
beliefs were presumably based primarily on personal experience and observation. Interviewees
discussed about the use of celebrity endorsements to change the perceived target market. The

finding was consistent with a study that interviewees acknowledge a celebritys role in
repositioning a brand to fit a new target market (Tantiseneepong et al., 2012).
CONCLUSION
Teenagers represent an enormous market for advertisers. Athlete role models are
perceived as important influencers to teens. These influencers are not only important in helping
spread positive wordof- mouth about a product or brand, but also for enhancing brand loyalty. It
is extremely important that advertising managers understand the impact of these celebrity
athletes and consider utilizing these influencers in their messages.
It is all too easy for advertising to be accused of irresponsible influence upon
children, yet if the issue is investigated it emerges as an inconsistent position. It is difficult to
take seriously that advertising is irresponsible for promoting materialism among children. Our
society is intrinsically materialist, and advertising is therefore consistent with its context. Within
the context of a materialistic society advertising provides a useful function for children by
providing information about brands and their symbolic and social meaning. Within that context,
therefore, it can be viewed as socially responsible. It is another question altogether whether
materialism is a responsible philosophy to encourage, yet that belongs to another debate.
As the definition of advertising aimed at children is an unsound method of
categorization in many instances, the idea of advertising received by children becomes more
useful. If there are concerns about the influence of advertising upon children, and the social
responsibility of marketers, the investigation of childrens interaction with advertising must
approach the issue holistically to account for childrens participation in the domestic economy of
the family.
In the current era of powerful media, the children also affected by their most
favorite program on television i.e. cartoons. To conclude the recent study, we can say that there is
a strong impact of Cartoon Network on school going kids which can be seen on their life style,
dressing, aggressive and violent behavior and their language. We found from our study that most
of the kids i.e. 80 percent often spend their time in watching cartoons and more over Cartoon
Network is the most favorite cartoon channel of 84 percents children. Most of the students i.e.
65.2 percent spend daily 1 to 3 hours in watching cartoons on television in their leisure time. So

it can be said in view of above mentioned facts that cartoon watching is the most favorite hobby
of the children.
According to the researcher it is also the duty of the media houses and advertising agencies to
create advertisements which are informative and rich in quality content. Advertising ethics and
laws should be honoured and advertisements should uphold the morals of the society instead of
distorting them for the purpose of commercialization. The researcher also feels that the teenagers
bear the maximum brunt of negative advertising and thus it has never been more essential to
create awareness as well as limit the negative exposure of media in children between the ages of
13-19 years.
Marketers need to understand that advertisement have been able to change the way
how consumers look upon the products and brands thereby building an association which goes to
an extent of giving rural consumers an expression of getting identified with the product.
The focus of the study was to determine the impact of Celebrity advertisements on
Teenagers. Teenagers can easily be influenced by the packaging design, animations, celebrities
and sound effects which are used in the advertisement of the product by advertising agencies. In
todays media oriented society almost every child is bombarded with television advertisements.
The Teenagers are much aware about the brands and their product because of the television
commercials, and now they can easily differ the brands and products when they go to super
markets or malls. It is clear that if advertisements are created efficiently they can become an
effective media to convey the message among the teenagers. Daily exposure to television
advertisements has a remarkable impact upon attitude, food intake, purchases and actions of
Teenagers.
They have significant buying power and are an increasing influence on household
purchasing patterns. The majority of marketers can reach teenagers through social media because
they spend a lot of time on line. Teenagers are also highly influenced by mass media; TV, radio,
magazine advertising and product placement. Some basic guidelines for marketing to teenagers
are to be authentic, honest, and to create a buzz about the companys products or services.

Teenagers are the future customers for most products and services. If companies offer good
quality products, fair prices and build a trust with teens they will have customers for life.

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