Volume : I, Issue : IX, June - 2012

Celebrity Endorsement in India An Effective Tool of Sales Promotion

Piyush Shah, Dr. N C Pahariya

Abstract :

The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. There are a lot of factors, which influence consumer buyer behavior. This study aimed at to understand the "influence of celeity endorsee on consumer buying behavior and marketing."With reference to Indian market.” In influencing consumer preferences to buy the products of a particular business firm the businessmen have been using the celeities from film and Television industry, sports personalities over a long time, however in recent years it has proliferated .Today no business firms think of popularizing its product among the consumers without such advertisements. Despite this practice being costly and at the same time risky still business firms prefer this mode of advertisement. Being a culturally diverse and socially versatile Indian society is heavily influenced by the bollywood stars and cricketers who are idealized in shaping the preference of Indian consumers, be young male or female or old persons .The present research paper examines the perception of the Indian Consumers in arriving at their decisions of purchases based on the celeity endorsement.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Piyush Shah, Dr. N C Pahariya Celebrity Endorsement in India An Effective Tool of Sales Promotion Indian Journal of Applied Research, Vol.I, Issue.IX June 2012

Number of Downloads : 838

References :