1. INSTITUTE FOR EXCELLENCE IN HIGHER EDUCATION
(NAAC RE-Accredited “A” Grade Institute)
Partial Fulfillment of Degree of Bachelor of Commerce Management
Honours
A Project Report On
“Impact Of Advertisement By Celebrities.”
Research Guide Teacher Guide
Dr. S. S. Vijayvargiya Mrs. Anita Deshbhratar
(HOD, Commerce Department) (Commerce Department)
Submitted By
Radhika singh
B. COM (Management HONOURS) Section-A
Roll no-: 213037

2. CERTIFICATE
This is to certify that Miss Radhika singh of B. COM (2nd
Year)-213037 has
successfully completed her research report on “Impact of advertisement by
celebrities.” For the degree of Bachelors in Commerce under my able guidance
and supervision.
The work done by her is satisfactory and as per the prescribed guidelines by the
institute.
(Signature)
Guided by: Date of submission:
Smt. Anita Deshbhratar 13-4-2015
(Signature)
Name of Director:
Dr. Meera Pingle Stamp of the Institute with date

3. DECLARATION
I Radhika singh student of B.COM Management (Hons.) second year 213037
hereby, declare that this project work entitled “Impact of advertisement by
celebrities” is a result of my own research work and has not been previously
submitted to any other university for any other examination.
I hereby further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.
Date: 13-4-2015 Radhika singh
213037
Place:

4. ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and college. I would like to
extend my sincere gratitude to all of them.
I am highly indebted to Smt. Anita Deshbhratar for her guidance and constant
supervision as well as for providing necessary information regarding the
assignment and also for her support in completing the assignment successfully.
I would like to express my gratitude towards my family and friends for their kind
co-operation and encouragement which helped me in successful completion of
this assignment.
(Signature)
Radhika singh
Roll no. -213037

5. PREFACE
Advertising is the blood of any organisation; its activity cannot be
underestimated for company who wishes to remain in global
competitive environment.
In a competitive market place where businesses compete for
customers,advertising is seen as a key differentiator and increasingly
has become a key element of business strategy. This research paper
examined theimpact of advertising by celebrities. Regarding the topic
the research topic consists of some chapters when arranged in
coherent manner. In order to test the validity of hypothesis, Chi-square
Test has been applied. The research has been conducted with a final
interpretation, suggestions and conclusion.

6. INDEX
Sr. No. Particulars Page No.
1. INTRODUCTION
2. LITERATURE REVIEW
3. OBJECTIVES OF
RESEARCH
4. HYPOTHESIS OF
RESEARCH
5. RESEARCH
METHODOLOGY
6. COLLECTION OF THE
DATA
7. DATA ANALYSIS AND
INTERPRETATION
8. FINDINGS,
SUGGESTIONS AND
CONCLUSION
9. BIBLIOGRAPHY
10. ANNEXURES

7. LIST OF TABLES AND GRAPHS
Sr. No. PARTICULARS PAGE NO.
7.1.1 Change in preference for the
product, if the celebrity that
consumer likes endorsing a product
changes.
7.1.2 Kindof product,consumerslike
to see endorsedby celebrities.
7.1.3 Opinionof consumerson,does
celebrity advertisements
motivatesthemtopurchase.
7.1.4 Would consumers stop referring
the product if the advertisement
done by the celebrity gets
involved in some scandal?
7.1.5 Doesconsumer’sfavorite
celebritygive apositiveimage to
the endorsedbrand?
7.1.6 Effecton consumer’spurchasing
decision,if theirfavorite
celebrityendorsesaproduct,
whichtheydon’tlike.
7.1.7 Celebritypersonality,whom
consumersfindaffectingtheir
buyingdecisions.
7.1.8 Reasonsaccordingto consumers,
for the companieschoosing
celebrity advertisements for
promotingtheirproduct.
7.1.9 Consumersassociatingcelebrity
directly withthe qualityand
performance of the product.
7.1.10 Durationfor whichconsumers
associate a particularcelebrityto
a brand.
7.1.11 Opinionof consumerson,does
celebrity advertisements helps
theminmakingtheirshopping
beneficial.
7.1.12 Doesnegative publicityabout
consumer’spreferredcelebrity
influencestheirpurchasing
decision.
7.1.13 What appealsthe consumers
aboutadvertisements?
7.1.14 Doesconsumerstrustblindlythe

8. claimsthat are made by the
celebritiesfortheirproducts?
7.1.15 Brand advertisements by
celebritiesleadtoincrease in
product’sprice.
7.1.16 Consumer’s experience after
using celebrity endorsed
product.
7.1.17 Sectorsaccordingto consumers,
celebrity advertisements are
more influential.
7.1.18 Factors accordingto consumers,
whichmake the celebrity
endorsedproduct’s
advertisementmore influential.
7.1.19 Means of advertisingwhich
persuadesconsumersthe most.
7.1.20 Opinionof consumerson,does
theyrememberbrandsonly
because theyare endorsedby
celebrities.

9. CHAPTER-1
INTRODUCTION

10. INTRODUCTION
Celebrities are people who enjoy public recognition by a large share of a certain
group of people. They are the most influential icons those people admire and are
attracted towards. The term ‘celebrity’ refers to an individual who is known to the
public for his or her achievements in areas other than that of the product class
endorsed. Every brand attempts to steal at least a fraction of a person’s time to
inform him or her of the amazing and different attributes of the product at hand.
The challenge of the marketer is to find a hook that will hold the subject’s
attention. In helping to achieve this, use of celebrity endorsers is a widely used
marketing strategy.

11. 1.1 ABOUT THE TOPIC
“Advertisements that use celebrity endorsers enjoy high popularity among
brand managers. Each year, companies spend vast amounts of money to
convince celebrities to endorsetheir products and brands for instance; Nike
spent about $339 million on advertisements and their dissemination in
advertising campaigns in 2004. In India, approximately 45% of all televised
commercial feature celebrities; in US, approximately 25% of all advertising
campaigns employ the celebrity endorsers. This communication strategy
benefits from the widespread belief that celebrities positively influence the
image of the advertised brands, such that a key outcome is a favorable
effect on brand image” (Erfgen, 2011).
The latter part of the ’80s saw the burgeoning of a new brand in India-
brands started being endorsed by celebrities. Hindi film and TV stars as well
as sportspersons wereroped in to endorse prominentbrands. Probably, the
firstad to cash in on star power in a strategic, long term, mission statement
kind of way was LUX soap. This brand has, perhaps as a result of this, been
among the top three in the country for much of its lifetime.
India is one country, which has always adored the stars of the celluloid
world. Therefore it makes tremendous sense for a brand to procure a
celebrity for its endorsement. In India there is an exponential potential for
a celebrity endorsement to be perceived as genuinely relevant, thereby
motivating consumers to go in for the product. This would especially prove
true if the endorser and the category are a natural lifestyle fit like
sportspersons and footwear, Kapil-Sachin and Boost or film stars and
beauty products.

12. In the Indian context, it would not be presumptuous to state that celebrity
advertisements can aggrandize the overall brand. We have numerous
examples explifying this claim. A standard example here is Coke, which, till
recently, didn’t use stars at all internationally. In fact, India was a first for
them. The result was a ubiquitously appealing Mr.Aamir Khan cheekily
stating “Thanda matlab Coca-Cola”. The recall value for Nakshatra
advertising is only due to the sensuous Mrs.Aishwarya Rai Bachchan. The
Parker pen brand, which by itself commands equity, used Mr.Amitabh
Bachchan to revitalize the brand in India. According to Pooja Jain, Director,
Luxor Writing Instruments Ltd (LWIL), post Mr.Bachchan, Parker’s sales
have increased by about 30%.

13. 1.2 SIGNIFICANCE OF THE RESEARCH TOPIC
Now a day’s lots of advertisements are endorsed by the celebrities. Even
celebrities are endorsing multibrands. It has created a great confusion in
the mind of the customers regarding the purchase of the product. So there
is a need to study the impact of celebrity’s advertisements on the
consumers. This study will also help us to know whether the impact is
positive or negative.

14. CHAPTER-2
LITERATURE REVIEW

15. IMPORTANCE OF LITERATURE REVIEW
The review of literature is important due to the following reasons:
1. One of the early steps in planning a research work is to review research
done previously in the particular area of interest and relevant area
quantitative and qualitative analysis of this research usually gives the
researcher an indication of the direction.
2. It is very important for invigilator to be up-to-date in his information about
the literature, related to his own problem already done by others. It is
considered the most important pre-requisite to actual planning and
conducting the study.
3. It avoids the replication of the study of findings to take an advantage from
similar or related literature as regards, to methodology, techniques of data
collection, procedure adopted and conclusions drawn. He can justify his
own endeavor in the field.
4. It provides a source of problem of study; an analogy may be drawn for
identifying and selecting researcher’s own problem of research. The
researcher formulates his hypothesis on the basis of review of literature. It
also provides the rationale for the study. The results and findings of the
study can also be discussed at length.

16. LITERATURE REVIEW
S. Sivesan (2013)
The research was done to investigate the impact of celebrity advertisement
on the brand equity in the cosmetic industry in Sri Lanka. Customer’s
mindset about the brand is affected by the celebrity advertisement and its
dimension. The research is concentrated on the Jaffon Peninsula People.
The research deals with the facts that the use of celebrity advertisements in
marketing enjoys high popularity, largely because they have positive impact
on brand image. Various factors like trust worthiness, credibility,
attractiveness, and celebrity match up are studied in the research.
Dr.Bimal Anjum, Sukhwinder Kaur Dhanda and Sumeet Nagra
(2011)
This study was conducted to assess the impact of celebrity advertisements
on the purchasing behavior of the customers. 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 the 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.
Ms.Jyoti Kasana and Mr.Naveen Chaoudhary (2014)
This research focuses on the various factors involved in celebrity
advertisement like price vs. Profit, Multiple brand endorsement vs. multiple
celebrity advertisements as well as factors impacting a brand while being
viewed by a consumer. Apart from selecting a celebrity it is also important
to measure effectiveness of that celebrity. Various examples of celebrities
have been mentioned giving a proof that celebrity advertisements have
positive impact on brand and sales.

17. Debiprasad Mukherjee (2009)
The research is based on the impact o0f celebrity advertisement on the
effective brand management and it also studies the factors that are
responsible for the success or failure of the endorsement. If the celebrity
advertisement strategy is correct then the product becomes highly
successful in the market. Various factors have been studied by the
researcher which have maximum impact on successful advertisement in
which celebrity selection, celebrity brand match and over dependency on
celebrity are important.
Reginald Esangbedo (2011)
Purpose of this research was to determine the persuasiveness of celebrity
advertisement on the consumer’s purchasing decisions with regard to
digital media players. Research studies that celebrity advertisements are
most effective when they are congruent with product being endorsed. This
study gives marketers a better idea of what tactics to employ when
marketing digital media players to young adults.

18. RESEARCH GAP
From referring the previous works on similar topic, we found that none of the
research was conducted in reference to Bhopal and they didn’t focus on what
kind of impact-positive or negative did the celebrity advertisements have among
male and female.

19. CHAPTER-3
OBJECTIVES OF
RESEARCH

20. OBJECTIVES OF OUR RESEARCH
 To analyze the impact of celebrity advertisements on consumers.
 To analyze the impact of non-celebrity advertisements on
consumers.
 To compare preference of consumers between celebrity and non-
celebrity advertised products.

21. CHAPTER-4
HYPOTHESIS OF
RESEARCH

22. 4.1 CONCEPT OF HYPOTHESIS
A hypothesis may be defined as a proposition or a set of proposition set forth as
an explanation for the occurrence of some specified group of phenomena either
asserted merely as a provisional conjecture to guide some investigation or
accepted as highly probable in the light of established facts. Quite often a
research hypothesis is a predictive statement, capable of being tested by scientific
methods, that relates an independent variable to some dependent variable.
TYPES OF HYPOTHESIS
NULL HYPOTHESIS
In the null hypothesis, the researcher makes a statement that no relationship
exits. The hypothesis, “There is no significant difference between the academic
achievement of high school athletes and that of non athletes.” Is an example of
null hypothesis. Since null hypothesis can be tested statistically, they are often
termed as statistical hypothesis. They are also called the testing hypothesis when
declarative hypothesis are tested statistically by converting them into null form. It
states that even where it seems to hold good it is due to mere chance. It is for the
researcher to reject the null hypothesis by showing that the outcome mentioned
in the declarative hypothesis does occur and the quantum of it is such that it
cannot be easily dismissed as having occurred by chance.
ALTERNATIVE HYPOTHESIS
In statistical hypothesis testing, the alternative hypothesis and the null hypothesis
are the two rival hypothesis which are compared by a statistical hypothesis test.
The alternative hypothesis, denoted by Ha, is the hypothesis that sample
observations are influenced by some non-random cause.

23. HYPOTHESIS OF OUR RESEARCH
NULL HYPOTHESIS- There is no significant relationship between celebrity
advertisements and its impact on consumers.
ALTERNATIVE HYPOTHESIS-there is significant relationship between celebrity
advertisements and its impact on consumers.

24. CHAPTER-5
RESEARCH
METHODOLOGY

25. RESEARCH METHODOLOGY
Research methodology involves the systematic procedures by which the
researcher starts fromthe initial identification of the problem to its final
conclusions.

26. 5.1TYPE OF RESEARCH
DISCRIPTIVE RESEARCH
In this type of research, the researcher will potray or describe the features or the
characteristics of individual, economy, etc. The important aspect of this type of
the study is that researcher has no control over the variables under the
investigation; he can only describe things as they exist and discover the causes.
ANALYTICAL RESEARCH
It is also known as critical researcher. Here the researcher has to use facts or
information already available and analyze these to make a critical evaluation of
the material in order to draw certain conclusions.

27. 5.2 RESEARCH DESIGN
DESCRIPTIVE RESEARCH DESIGN
In the descriptive researcher design, the researcher will have no discretion over
the variables, under the description. It pertains to past and present.
EXPLANATORY RESEARCH DESIGN
It is also known as analytical or causal research design. In this type of research
design, the researcher will try to establish cause and effect relatonship between
variables. It is also known as diagnostic research design.

28. 5.3 SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure the researcher would adopt in
selecting items for the sample. Sample design may as well lay down the number
of items to be included in the sample i.e., the size of the sample. Sample design is
determined beforedata is collected. There are many sampledesigns from which a
researcher can choose. Some designs are relatively more precise and easier to
apply than others. Researcher must select/prepare a sample design which should
be reliable and appropriate for his research study.

29. 5.3.1 TYPE OF SAMPLE DESIGN USED IN THE RESEARCH
SIMPLE RANDOM SAMPLING
Simple random sampling is a type of probability sampling technique. With the
simple random sample, there is an equal chance of selecting each unit from the
population being studied while creating your sample.

30. 5.3.2 TECHNIQUE OF SAMPLING
A sample is a miniature picture of the entire group from which it has been taken.
In other words it can be called as a small representation of a large whole. The
entire group fromwhich the sample has been taken is known as the population. A
population may consist of persons, objects, attributes, qualities, behaviour of
people, answers to various items of atest, cities, families and as such.

31. 5.3.3 SAMPLE UNIT
In our research, 60 respondents were used for data collection. Out of which 30
respondents were male and another 30 respondents were female. All the
respondents lied under the age group of 15-45. Most of the respondents were
students and were also non-working.

32. CHAPTER-6
COLLECTION OF THE
DATA

33. COLLECTION OF DATA
The task of data collection begins after a research problem has been defined and
research design/plan chalked out.While deciding about the method of data
collection to be used for the study, the researcher should keep in mind two types
of data viz., primary and secondary. The primary data are those which are
collected afresh and for the first time, and thus happen to be original in
character.The secondary data, on the other hand,are those which have already
been collected by someone else and which have already been passed through the
statistical process. The researcher would have to decide which sort of data he
would be using for his study and accordingly he will have to select one or the
other method of data collection.

34. 6.1 METHODS OF DATA COLLECTION
PRIMARY SOURCES
The data which are obtained for the first time by the investigator himself for his
purposeare called primary data. According to HoraceSecrist, “By primary data we
mean those data which are original, that is, those in which little or no grouping
has been made, the instance being recorded or itemized as encountered. They
are essentially raw materials”.
SECONDARY SOURCES
The data which have already been collected by some other
institution/investigator/person for their purpose and the present investigator
uses them are called secondary data. In this case, the investigator does not collect
the data but use the data collected for other purposes. According to M. M. Blair,
“Secondary data are those already in existence and which have been collected for
some other purpose than answering the questions at hand.

35. TOOLS OF DATA COLLECTION
PRIMARY SOURCES-
INFORMATION THROUGH QUESTIONNAIRE
In this method a questionnaire consisting of a list of questions pertaining to the
investigation is prepared and printed in advance. The questionnaires contain
blank spaces for answers. If necessary they are also given an assurance that the
answers will be kept confidential. The method is adopted by research workers,
private investigators, non-official agencies, etc. The questionnaire was a
structured questionnaire and both open-ended and closed-ended questions were
used.
SECONDARY SOURCES-
PUBLISHED SOURCES
Research reports and papers of other scholars on similar topics have been
referred in this research, to get better ideas for the research and to be able to
look at the research problem from different angles.
INTERNET
For conducting this research, the use of internet have also been made. So as to
gather more and more information for the research.

36. CHAPTER-7
DATA ANALYSIS AND
INTERPRETATION

37. DATA ANALYSIS AND INTERPRETATION
Following graphs are used in the research-
 BAR GRAPHS
A bar graph is a chart that uses bars to show comparisons between
categories of data. The bars can be either horizontal or vertical. Bar graphs
with vertical bars are called vertical bar graphs. A bar graph will have two
axis. One axis will describe the types of categories being compared, and the
other will have numeric values that represent the values of the data.

38. 7.1 GRAPHICAL ANALYSIS OF THE DATA
7.1.1 Change in preference for the product, if the celebrity that
consumer likes endorsing a product changes.
RESPONSE YES NO SOMETIMES NONE OF
THE
ABOVE
FREQUENCY 8 22 30 0
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
13.33 36.66 50 0
INTERPRETATION
Half of the respondents think that sometimes their references for
the product changes, if the celebrity they like endorsing a product
changes.
0
5
10
15
20
25
30
35
YES NO SOMETIMES NONE OF THE
ABOVE
RESPONSE
FREQUENCY

39. 7.1.2 Kind of product, consumers like to see endorsed by
celebrities.
RESPONSE BRANDED NON-
BRANDED
BOTH NONE
FREQUENCY 28 8 22 2
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
46.66 13.33 36.66 3.33
INTERPRETATION
Most of the respondents would like to see branded products
being endorsed by the celebrities.
0
5
10
15
20
25
30
RESPONSE
FREQUENCY

40. 7.1.3 Opinion of consumers on, does celebrity advertisements
motivates them to purchase.
RESPONSE STRONGLY
AGREE
STRONGLY
DISAGREE
NEUTRAL NO
FREQUENCY 12 6 38 4
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
20 10 63.33 6.66
INTERPRETATION
Most of the respondents have neutral belief regarding celebrity
advertisements motivating them to purchase.
0
5
10
15
20
25
30
35
40
STRONGLY
AGREE
STRONGLY
DISAGREE
NEUTRAL NO
RESPONSE
FREQUENCY

41. 7.1.4 Would consumers stop referring the product if the
advertisement done by the celebrity gets involved in some
scandal?
RESPONSE YES NO ALWAYS NEVER
FREQUENCY 18 20 8 14
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
30 33.33 13.33 23.33
INTERPRETATION
There is a huge impact on consumers choice if the celebrity is
involved in some scandal.
0
5
10
15
20
25
YES NO ALWAYS NEVER
RESPONSE
FREQUENCY

42. 7.1.5 Does consumer’s favorite celebrity give a positive image to
the endorsed brand?
RESPONSE YES NO CAN’T SAY NEVER
FREQUENCY 38 12 10 0
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
63.33 20 16.66 0
INTERPRETATION
Most of the respondents think that there is a positive image given
to the brand because of consumers favorite celebrity.
0
5
10
15
20
25
30
35
40
YES NO CAN’T SAY NEVER
RESPONSE
FREQUENCY

43. 7.1.6 Effect on consumer’s purchasing decision, if their favorite
celebrity endorses a product, which they don’t like.
RESPONSE CHANGE NO
CHANGE
MAY BE
FREQUENCY 8 38 14
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
13.33 63.33 23.33
INTERPRETATION
There is no change in consumers choice if their favorite celebrity
is endorsing a brand which they don’t like.
0
5
10
15
20
25
30
35
40
CHANGE NO CHANGE MAY BE
RESPONSE
FREQUENCY

44. 7.1.7 Celebrity personality, whom consumers find affecting their buying
decisions.
RESPONSE BOLLYWOOD
STARS
T.V.
STARS
SPORTS
STARS
COMMON
PEOPLE
FREQUENCY 26 6 8 20
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
43.33 10 13.33 33.33
INTERPRETATION
Most of the respondents like bollywood stars as celebrity
endorsers.
0
5
10
15
20
25
30
BOLLYWOOD
STARS
T.V. STARS SPORTS STARS COMMON
PEOPLE
RESPONSE
FREQUENCY

45. 7.1.8 Reasons according to consumers, for the companies
choosing celebrity advertisements for promoting their product.
RESPONSE EASY
RECOGINITION
OF THE
PRODUCT
CANNOT
GENERATE
NEW
IDEAS
TO BE
ABLE TO
INCREASE
SALES
AND
PROFIT
TO
COMPETE
STRONGLY
FREQUENCY 16 6 32 6
PERCENTAGE
OUT OF
TOTAL
RESPONDENT
26.66 10 53.33 10
INTERPRETATION
Most of the respondents think that companies use celebrity
advertisements to increase sales and profit.
0
5
10
15
20
25
30
35
EASY
RECOGINITION
OF THE
PRODUCT
CANNOT
GENERATE
NEW IDEAS
TO BE ABLE TO
INCREASE
SALES AND
PROFIT
TO COMPETE
STRONGLY
RESPONSE
FREQUENCY

46. 7.1.9 Consumers associating celebrity directly with the quality and
performance of the product.
RESPONSE YES EVERYTIME NO NEVER
FREQUENCY 14 2 36 8
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
23.33 3.33 60 13.33
INTERPRETATION
Most of the respondents don’t associate celebrity with quality and
performance of the product.
0
5
10
15
20
25
30
35
40
YES EVERYTIME NO NEVER
RESPONSE
FREQUENCY

47. 7.1.10 Duration for which consumers associate a particular celebrity to
a brand.
RESPONSE TEMPORARY PERMANENT NEVER CAN’T
SAY
FREQUENCY 34 12 6 8
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
56.6 20 10 13.33
INTERPRETATION
Most of the respondents associate temporarily a particular
celebrity to a brand.
0
5
10
15
20
25
30
35
40
TEMPORARY PERMANENT NEVER CAN’T SAY
RESPONSE
FREQUENCY

48. 7.1.11 Opinion of consumers on, does celebrity advertisements
helps them in making their shopping beneficial.
RESPONSE AGREE DISAGREE NEUTRAL CAN’T SAY
FREQUENCY 2 10 32 16
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
3.33 16.66 53.33 26.66
INTERPRETATION
Most of the respondents have neutral belief regarding celebrity
advertisements helping them in making their shopping beneficial.
0
5
10
15
20
25
30
35
AGREE DISAGREE NEUTRAL CAN’T SAY
RESPONSE
FREQUENCY

49. 7.1.12 Does negative publicity about consumer’s preferred
celebrity influences their purchasing decision.
RESPONSE DOESN’T
INFLUENCE
NEUTRAL INFLUENCES
HEAVILY
MAY BE
FREQUENCY 26 16 12 6
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
43.33 26.66 20 10
INTERPRETATION
Most of the respondents don’t get influenced by the negative
publicity of their preferred celebrity.
0
5
10
15
20
25
30
DOESN’T
INFLUENCE
NEUTRAL INFLUENCES
HEAVILY
MAY BE
RESPONSE
FREQUENCY

50. 7.1.13 What appeals the consumers about advertisements?
RESPONSE PICTURISATION SOUND
EFFECTS
ANIMATION ANY
OTHERS
FREQUENCY 34 6 6 14
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
56.66 10 10 23.33
INTERPRETATION
Picturisation appeals the consumers about advertisements.
0
5
10
15
20
25
30
35
40
RESPONSE
FREQUENCY

51. 7.1.14 Does consumers trust blindly the claims that are made by the
celebrities for their products?
RESPONSE YES NO SOMETIMES CAN’T SAY
FREQUENCY 2 40 12 6
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
3.33 66.67 20 10
INTERPRETATION
Consumers don’t trust blindly the claims that are made by the
celebrities for their products.
0
5
10
15
20
25
30
35
40
45
YES NO SOMETIMES CAN’T SAY
RESPONSE
FREQUENCY

52. 7.1.15 Brand advertisements by celebrities lead to increase in
product’s price.
RESPONSE YES NO SOMETIMES CAN’T SAY
FREQUENCY 36 8 8 8
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
60 13.33 13.33 13.33
INTERPRETATION
Most of the respondents think that brand advertisements by
celebrities lead to increase in product’s price.
0
5
10
15
20
25
30
35
40
YES NO SOMETIMES CAN’T SAY
RESPONSE
FREQUENCY

53. 7.1.16 Consumer’s experience after using celebrity endorsed
product.
RESPONSE HIGHLY
SATISFYIN
G
SATISFYIN
G
NEUTRA
L
DISSATISFIE
D
FREQUENCY 2 24 30 4
PERCENTAGE
OUT OF
TOTAL
RESPONDENT
S
3.33 40 50 6.66
INTERPRETATION
Most of the respondents have neutral experience after using
celebrity endorsed product.
0
5
10
15
20
25
30
35
HIGHLY
SATISFYING
SATISFYING NEUTRAL DISSATISFIED
RESPONSE
FREQUENCY

54. 7.1.17 Sectors according to consumers, celebrity advertisements
are more influential.
RESPONSE COSMETICS AUTOMOBILES ELECTRONICS CLOTHING
AND
ACCESORIES
FREQUENCY 32 0 6 22
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
53.33 0 10 36.66
INTERPRETATION
Most of the respondents think that celebrity advertisements are
more influential in cosmetics sector.
0
5
10
15
20
25
30
35
COSMETICS AUTOMOBILES ELECTRONICS CLOTHING
AND
ACCESORIES
RESPONSE
FREQUENCY

55. 7.1.18 Factors according to consumers, which make the celebrity
endorsed product’s advertisement more influential.
RESPONSE CELEBRITY’S
PRESENCE
CELEBRITY’S
CONVINCING
SKILLS
WHOLE IMPACT
OF
ADVERTISEMENT
WITH
CELEBRITY’S
PRESENCE
CELEBRITY’S
PRESENCE
WITH
EXCITING
OFFERS
FREQUENCY 16 8 28 8
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
26.66 13.33 46.66 13.33
INTERPRETATION
Most of the respondents think that whole impact of
advertisement with celebrity’s presence make the celebrity
endorsed product’s advertisement more influential.
0
5
10
15
20
25
30
RESPONSE
FREQUENCY

56. 7.1.19 Means of advertising which persuades consumers the
most.
RESPONSE TELEVISION PRINT
MEDIA
RADIO SOCIAL
MEDIA
FREQUENCY 38 4 4 14
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
63.33 6.66 6.66 23.33
INTERPRETATION
Television is the means of advertising which persuades consumers
the most.
0
5
10
15
20
25
30
35
40
TELEVISION PRINT MEDIA RADIO SOCIAL MEDIA
RESPONSE
FREQUENCY

57. 7.1.20 Opinion of consumers on, does they remember brands only
because they are endorsed by celebrities.
RESPONSE AGREE DISAGREE CAN’T
SAY
SOMETIMES
FREQUENCY 16 20 6 18
PERCENTAGE
OUT OF TOTAL
RESPONDENTS
26.66 33.33 10 30
INTERPRETATION
Most of the respondents disagree that they remember brands
only because they are endorsed by celebrities.
0
5
10
15
20
25
AGREE DISAGREE CAN’T SAY SOMETIMES
RESPONSE
FREQUENCY

58. 7.2 HYPOTHESIS TESTING
To test a hypothesis means to tell (on the basis of the data the researcher has
collected) whether or not the hypothesis seems to be valid. In the hypothesis
testing the main question is: whether to accept the null hypothesis or not to
accept the null hypothesis? Procedurefor hypothesis testing refers to all those
steps that we undertakefor making a choice between the two actions i.e.,
rejection and acceptance of a null hypothesis.

59. 7.2.1 UTILITY OF CHI-SQUARE TEST
The chi-square test is used to determine whether there is a significant difference
between the expected frequencies and the observed frequencies in one or more
categories. Does the number of individuals or objects that fall in each category
differ significantly from the number expected? Is this difference between the
expected and observed due to sampling variation, or is it a real difference?
YATES CORRECTION
F. Yates has suggested a correction for continuity in x2
value calculated in
connection with a (2x2) table, particularly when any cell’s frequency is less than 5.
The rule for correction is to adjust the observed frequency in each cell of a (2x2)
table in such a way as to reduce the deviation of the observed from the expected
frequency for that cell by 0.5, but this adjustment is made in all the cells without
disturbing the marginal totals. The formula is
x2
=[|Of-Ef|-0.5]2
/Ef

60. 7.2.2 APPLICATION OF CHI-SQUARE
In this research,
A-MALE a-FEMALE
B-POSITIVE b-NEGATIVE
THEREFORE,
AB- MALE WHO THINK THEREIS A POSITIVEIMPACTOF CELEBRITY
ADVERTISEMENTS ONCONSUMERS.
aB- FEMALE WHO THINK THEREIS A POSITIVEIMPACT OF CELEBRITY
ADVERTISEMENTS ONCONSUMERS.
Ab- MALE WHO THINK THEREIS A NEGATIVEIMPACT OF CELEBRITY
ADVERTISEMENTS ONCONSUMERS.
ab- FEMALEWHO THINK THERE IS A NEGATIVEIMPACT OF CELEBRITY
ADVERTISEMENTS ONCONSUMERS.
Here, AB-22
aB-26
Ab-8
ab-4

61. AB aB B
Ab ab b
A a N
22 26 48
8 4 12
30 30 60
As here the frequency of one class is less than 5 so,Yates
correction will be applied.
Degree of freedom =(Row-1)(Column-1)
=(2-1)(2-1)
=1
As level of significance is not mentioned we will take it as 5%.
Chi-square test is used for hypothesis testing.
Table value of chi-square is 3.841.
Here,Ef(AB)=AxB/N=24
Ef(Ab)=Axb/N=6
Ef(aB)=axB/N=24
Ef(ab)=axb/N=6

62. GROUP ALPHABETICAL
REPRESENTATION
OF EF Of-Ef (Of-
Ef)2
(Of-
Ef)2
/Ef
(|Of-
Ef|-
0.5)2
(|Of-
Ef|-
0.5)2
/
EF
AB MALE WHO THINK
THERE IS A POSITIVE
IMPACTOF
CELEBRITY
ADVERTISEMENTS ON
CONSUMERS.
22 24 -2 4 0.166
6
2.25 0.0937
Ab MALE WHO THINK
THERE IS A NEGATIVE
IMPACTOF
CELEBRITY
ADVERTISEMENTS ON
CONSUMERS.
8 6 2 4 0.666
6
2.25 0.375
aB FEMALE WHO THINK
THERE IS A POSITIVE
IMPACTOF
CELEBRITY
ADVERTISEMENTS ON
CONSUMERS.
26 24 -2 4 0.166
6
2.25 0.0937
ab FEMALE WHO THINK
THERE IS A NEGATIVE
IMPACTOF
CELEBRITY
ADVERTISEMENTS ON
CONSUMERS.
4 6 2 4 0.666
6
2.25 0.375
x2
=1.66
52
Correcte
d
x2
=0.93
74

63. As, we can see that corrected chi-square < table value of chi-
square or 0.9374 < 3.841.
Conclusion
As we can see that there is no significant relationship between
celebrity advertisements and its impact on consumers. Therefore
the null hypothesis is accepted and alternative hypothesis is
rejected.

64. CHAPTER-8
FINDINGS,
SUGGESTIONS, AND
CONCLUSIONS

65. FINDINGS
It has been found out that 73.33% of male think that there is a positive
impact of celebrity advertisements on consumers. And 86.66% of female
think there is a positive impact of celebrity advertisements on consumers.
On the other hand 26.66% of male think that there is a negative impact of
celebrity advertisements on consumers. And 13.33% of female think there
is a negative impact of celebrity advertisements on consumers.

66. SUGGESTIONS
It has been found out that most of the respondents whether male or
female think that there is a positive impact of celebrity advertisements on
consumers. So the companies should make good use of the celebrity
advertisements to capture the consumer’s attention and try to grab the
largest market share.

67. CONCLUSIONS
As we have observed that not only there is a positive impact of celebrity
advertisements on consumers but also it is a good way to capture the
consumer’s attention. Another advantage of using celebrity advertisements
is that consumers remember the brands for a longer period of time but the
companies must be careful while using celebrity advertisements as negative
publicity of the celebrity influences the consumer’s choice heavily.
And so the companies should take wise decisions while using celebrity
advertisements for their product.

68. BIBLIOGRAPHY
Sr.no. Book’s Name Author’s Name Publisher,s
Name
1 Advanced
Research
Methodology
Dr. Mohit Puri Navchetan
Publishers
2 Research
Methodology
C. M.
Chaudhary
Srikala
Publishers
3 Research
Methodology
C. R. Kothari New Age
Publishers
4 Research
Methodology
Dipak Kumar Sanjog
Publishers

69. ANNEXURES

70. INSTITUTE FOR EXCELLENCE IN HIGHER EDUCATION, BHOPAL
DECLARATION –WE HEREBY DECLARE THAT THE INFORMATION DISCLOSED BY RESPONDENTS SHALL BE
KEPT CONFIDENTIAL.
IMPACT OF ADVERTISEMENT BY CELEBRITIES.
ResearchGuide: Mrs. ANITA DESHBHRATAR Researcher: RADHIKA SINGH
MOLSHREE KUSRE
SWARNIKA HARNE
VAISHNAVIGAUTAM
1) Your gender?
A) Male
B) Female
2) In youropinionwhatwill be the impactonconsumersbythe advertisementdone bycelebrities
on some sensitive products?
A) Positive impact
B) Negative impact
3) If the celebrityyoulikeendorsingaproductchanges,doesyourreference forthe product
change?
A) Yes
B) No
C) Sometimes
D) None of the above
4) What Kindof brand wouldyoulike tosee endorsedbycelebrities?
A) Branded
B) Non-Branded
C) Both
D) None
5) Do you believe thatcelebrityendorsementonadvertisementmotivateyoutopurchase?
A) StronglyAgree
B) Stronglydisagree
C) Neutral
D) No

71. 6) Will youstopreferringtoa product if the advertisementdone bythe celebritygetsinvolvedin
some scandal?
A) Yes
B) No
C) Always
D) Never
7) Doesyour favorite celebritygiveapositive imagetothe endorsedbrand?
A) Yes
B) No
C) Can’tsay
D) Never
8) If your favorite celebrityisendorsingabrandyou don’tlike .Whateffectwillithasonpurchase
of thatbrand?
A) Change
B) No change
C) May be
9) What do youthink isthe mostcredible source of celebrityendorsement?
A) Trustworthiness
B) Expertise
C) Attractiveness
D) None
10) Out of the followingcelebritypersonawhomdoyoufindwouldaffectyourbuyingdecision?
A)BollywoodStars
B) T.V Stars
C) SportsStars
D) Commonpeople
11) Indicate youropinionforthe statementthatdetermine the purchase of celebrityendorsed
products.Where SA denote StronglyAgree,A denote Agree,N denoteNeutral ,SDdenote
Stronglydisagree.
A) I buya productbasedon attractivenessof the celebrity
B) I rememberabrand justbecause the celebritiesare endorsingit
C) I buya productjustbecause the celebritiesare usingit
D) I thinkcelebrityendorsementisanimportantfactorwhenI make my decisions
12) What do youthinkisthe reasonforthe companies tochoose celebritiesendorsementfor
promotingtheirproduct?

72. A) Easy recognitionof product
B) Cannotgenerate newideas
C) To be able toincrease salesandprofit
D) To compete strongly
13) Do youassociate the celebritydirectlywiththe qualityandperformance of the product?
A) Yes
B) Everytime
C) No
D) Never
14) For howlongdo youassociate a particularcelebritytoa brand?
A) Temporary
B) Permanent
C) Never
D) Can’tsay
15) How muchdo you thinkthatthe celebrityendorsementhelpsinmakingyourshopping
beneficial?
A) Agree
B) Disagree
C) Neutral
D) Can’tsay
16) Rate if negative publicityaboutyourpreferredcelebrityinfluencesyourpurchasingdecisions?
A) Doesn’t influence
B) Neutral
C) Influences heavily
D) May be
17) Whichof the followingappealsyouaboutadvertisement?
A) Picturisation
B) Soundeffects
C) Animation
D) Anyothers
18) Do youtrust blindlythe claimsthatare made by celebritiesfortheirproduct?
A) Yes
B) No
C) Sometimes
D) Can’tsay

73. 19) Do youthinkthat brand endorsementbycelebrityleadstoincrease inproductsprice?
A) Yes
B) No
C) Sometimes
D) Can’tsay
20) What kind of experience doyouhave afterusingcelebrityendorsedproduct?
A) Highlysatisfaction
B) Satisfying
C) Neutral
D) Dissatisfied
21) In whichsectordo youthinkthat celebrity advertisements are more influential?
A) Cosmetics
B) Automobiles
C) Electronics
D) Clothingand Accessories
22) Accordingto youwhichof the factor make the celebrityendorsedproductsadvertisement
influential?
A) Celebrity’spresence
B) Celebrity’sconvincingskill
C) Whole impactof advertisementwithcelebritypresence
D) Celebritypresence withexcitingoffers
23) Whichmeansof advertisingpersuadesyouthe most?
A) Television
B) PrintMedia
C) Radio
D) Social Media
24) Do yourememberthe brandsjustbecause theyare endorsedbythe celebrities?
A) Agree
B) Disagree
C) Can’tsay
D) Sometimes
25) How far celebrityadvertisingismore attractive thannoncelebrityadvertising?

74. 26) Is celebrityattractivenessgoingtohave a directimpacton the product?
27) How far celebrity advertisements have animpactonthe purchase decision?
Name: Age:
Occupation: