Celebrity Endorsement of Cosmetics: A Study of Consumer’s Perception and Buying Preferences

Dr. Deepa Ingavale

Volume : VI, Issue : II, February - 2016

Celebrity Endorsement of Cosmetics: A Study of Consumer’s Perception and Buying Preferences

Dr. Deepa Ingavale

Abstract :

Celeity endorsement has been established as one of the most popular tools of advertising in recent time. Marketers use celeity to advertise the product to influence the purchase decision of consumers in order to increase their sales and market share. As it has been observed that celeity element in the promotion of the product makes it more attractive and noticeable. Objective of this article is to examine the perceptions of young consumers towards celeity endorsement, to observe the difference between male and female consumers in purchase of cosmetics endorsed by the celeity. For the present study the primary data is collected by using questionnaire. The data is analysed by using statistical techniques and hypotheses are tested with the use of Z test and Chi–square test.