PRESENTATION

ON
IMPACT OF CELEBRITY ENDORSED ADVERTISING ON CUSTOMERS BUYING BEHAVIOUR

NAME ROLL
NO.
Submitted to: Shweta
Mehta BHATT SHRADDHA D 006

SONI KEYUR M 103

VAGHELA PRUTHVISINH B 110

 Introduction of celebrity
endorsement
In this modern age, people tend to ignore
all commercials and advertisements while
flipping through the magazines and
newspapers or viewing TV.
The use of celebrities in order to increase
the sales and/ or the recall value of a
brand is called celebrity endorsement.
 In India today, the use of celebrity
advertising for companies has become
a trend and perceive winning formula of
corporate image building and product
marketing.
Personality that reflective of your brand
and promises to take it that extra mile
 Research Methodology
OBJECTIVES
To Understand the Concept celebrity
Endorsement
To identify the influence of celebrity
endorsement on consumers buying Behavior.
To Find which type of celebrity person is
more effective either Bollywood star or sport
star.
 To study who is more effective
endorsee male or female in the
Automobile Industry.
 DATA COLLECTION & SOURCES

Primary data (QUESTINAIR) as well as

Secondary Data (Books, Magazines,

Newspapers, Websites, Literature Review)

 LIMITATIONS
Most of data collected from Primary
sources
Authenticity of internet data may or may
not be there
Primary data collection may wrong
Celebrity and their price
 How GROWTH

"When you get a celebrity to endorse your

company or sign a licensing agreement, you
benefit from customers' awareness of the
property, [which] could include the perception of
quality, educational value or a certain image.

"Studies show that using celebrities can increase

consumers' awareness of the ad, capture [their]
attention and make ads more memorable
 "High-profile endorsements from
athletes and celebrities will set you
apart from your competitors, and you
can become a contender in the
playing field a celebrity
spokesperson can work for
companies of all sizes." .
BRAND, CELEBRITIES & CONSUMER
Selection of Celebrity
 Data collection
Where do you think is the most
effective place for the advertising?
117
120

100

80
63

60

40

18
20

58.50% 31.50% 9.00% 1 0.50% 1 0.50%

0
TV Newspaper Hoardings Billboard Other

respondents percentage
How frequently do you come across advertisement that
has feature celebrity?

100 94
91

90

80

70

60

50

40

30

20 15

10
47.00% 45.50% 7.50%

0
Often Sometimes Rarely 0Never 0.00%

Respondents percentage
I more prefer shop the brands when some famous celebrity
endorsing it

80
71

70

60 56

49
50

40

30 24

20

10
28.00% 35.50% 24.50% 12.00%
0
Strongly agree Agree Natural Disagree 0 disagree
Strongly 0.00%

respondents percentage
The presence of the celebrity helps you to recognize
brands

100 95

90

80

70 64

60

50

40
31

30

20
10
10
32.00% 47.50% 15.50% 5.00%
0
Strongly agree Agree Natural Disagree 0 disagree
Strongly 0.00%

respondents percentage
I consider the familiarity with the celebrity
influence my purchase decision.

70
64

60

51

50
43
40
40

30

20

10
2
25.50% 21.50% 32.00% 20.00% 1.00%
0
Strongly agree Agree Natural Disagree Strongly disagree

respondents percentage
 Male celebrity is more effecting my purchase when I
want to purchase any Automobile product.
70
70

61

60

50 47

40

30

21

20

10

35.00% 30.50% 23.50% 10.50% 1 0.50%

0
Strongly agree Agree Natural Disagree Strongly disagree

respondents percentage
In automobile advertisement sports star attracts me more .

70
70

60 55

49
50

40

30 26

20

10

35.00% 27.50% 24.50% 13.00%

0
Strongly agree Agree Natural Disagree 0 disagree
Strongly 0.00%

respondents percentage
 To identify the influence of celebrity
endorsement on consumers buying Behavior
 To Find which type of celebrity person is more
effective either Bollywood star or sport star

Yamaha FZ-S FI and FZ FI Ver 2.0 launched by John Abraham (Techspecsupdated) June 30, 2014.

Sales volume was around 15500 bikes in a month.

 TVS Motors launches Mahendra Singh Dhoni edition Star City.

"The below 125 cc segment is around 6 lakh units per month. We currently sell around 35,000 units in this

vertical. With the launch of this new model, we expect to sell around 45,000 units per month in the next 2-3

months," TVS Motor Company vice president Sales J S Srinivasan told reporters in Delhi.
 To study who is more effective endorsee
male or female in the Automobile Industry

Around 6000 unite at first month.

 Around 17500 unites on the first
month
 Findings
By this research we found that by the celebrity endorsed
advertisements we can change the consumers buying
behavior. Because rather than the automobile sector we
have taken one case of the Worm crises of the Dairy milk
chocolate there we find that the people has lost the trust
from the company but when the Amitab bachhan has
communicated them that the whole mistake was the
distribution channel and not the company people change
there behavior towards the brand of DM.
 According to research we found that the sport star is more

effective endorser for the brand endorsing because more than

80% people are thinking that and in reality also. Because now a

day people like sports person than the bollywood star.

We also found that in the automobile industry if you are taking

the male celebrity than it will gives you more return. Because

for example if you are taking a male in non gear vehicle then

both the people Men and women will prefer that vehicle but if

you are taking celebrity that the people thing that it is just for

the women so this reason is given by the people.

 Conclusion
Celebrity endorsements will be more effective when used

consistently over time to increase the strength of the link

between the celebrity and the endorsed brand.

Celebrity endorsers can be used to effectively reinforce

and/or create an image for a product or service.

Multiple endorsements do clutter the minds of the consumer.

When one endorser endorses many brands, then the recall

of the endorsement depends.

 If you want to take a celebrity for endorsing
your automobile brand then the sport star
will be more affective to influence the
customer.
The male celebrity will more affect the
people at the time of endorsing the brand of
the automobile product.
THANK
YOU