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IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ
OBJECTIVES TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS. TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.
RESEARCH METHODOLOGY Research design -Descriptive & analytical research. SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore. VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.
RESEARCH METHODOLOGY Tools for data collection ,[object Object]
Secondary data is collected through journals, magazines & articles.
TOOLS FOR DATA ANALYSIS
Percentage analysis ,mean , mode & standard deviation. ,[object Object]
RESULT There is a strong impact of celebrity endorsement on consumer buying decision of FMCG product. Factors of celebrity endorsements that affect consumer buying decision are as follows in the order of preference ,[object Object]
Familiarity
Similarity

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Ppt on impact of celebrity endorsement on consumer buying decision

  • 1. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING DECISION IN FMCG SECTOR SUBMITTED TO SUBMITTED BYSAPNA BHAVE MONIKA BHARDWAJ
  • 2. OBJECTIVES TO IDENTIFY THE FACTORS OF CELEBRITY ENDORSEMENTS THAT INFLUENCES THE BUYING DECISION OF CUSTOMERS. TO FIND OUT PROS & CONS OF CELEBRITY ENDORSEMENT.
  • 3. RESEARCH METHODOLOGY Research design -Descriptive & analytical research. SAMPLE DESIGN -Sampling is convenience sampling , sample size is 150,city chosen is Indore. VARIABLES USED -Expertise ,Trustworthiness Likeability ,similarity , familiarity , Match up between celebrity & product.
  • 4.
  • 5. Secondary data is collected through journals, magazines & articles.
  • 6. TOOLS FOR DATA ANALYSIS
  • 7.
  • 8.
  • 14.
  • 15. DISCUSSIONDISADVANTAGES OF CELEBRITY ENDORSEMENT Vampire effect Negative image of celebrity Multiple endorsement Inconsistency in the professional popularity Celebrities endorsing one brand & using another.
  • 16. CONCLUSION Most of the celebrity endorsement have favorable impact. There is a positive relationship between different celebrity attributes & buying decision of customers of FMCG product. Choice of celebrity. Flexible approach. A celebrity is an means to an end ,& not an end in himself/herself.