A STUDY ON THE CONSUMER PREFERENCE TOWARDS CELEBRITY ENDORSEMENT WITH SPECIAL REFERENCE TO JEWELLERY PRODUCTS IN THE CITY OF CHENNAI AN EMPIRICAL ANALYSIS

A.KAVITHA

Volume : VI, Issue : II, February - 2016

A STUDY ON THE CONSUMER PREFERENCE TOWARDS CELEBRITY ENDORSEMENT WITH SPECIAL REFERENCE TO JEWELLERY PRODUCTS IN THE CITY OF CHENNAI AN EMPIRICAL ANALYSIS

A. Kavitha

Abstract :

Over the past five years, a convergence of social media and celeity culture has refashioned the red–carpet jewellery game. Not every jeweller interested in celeity exposure is in a position to shift operations to domestic to international markets but to attract and influence customers. The speed with which a piece of jewellery showcased on a celeity can sell is not the only thing that has changed in the two decades but the faith which the consumers have on their favourite stars. With the right celeity endorsement, consumer demand for a particular piece of jewellery can go from ‘might buy’ to ‘must buy!’ The power of the celeity endorsement can elevate the worth of virtually any piece of jewellery. Brand ambassadors are there in the hope that consumers have a respect for that celeity, and that respect will become associated with the products. Reasons for the failures of the ads featuring celeities included confusion about the product being endorsed, a dislike of the celeity and thus there is a positive aspect and negative aspect in celeity endorsement in jewellery. The main efforts taken in this study is to identify those factors which influence the consumers to get influenced towards a celeity endorsed advertisement with special reference to Jewellery products in the city of Chennai. The study concentrates on a Factor analysis (A data reduction technique) to identify the main factors which influence the consumers to prefer celeity endorsement.