IMPACT OF CELEBRITY ENDORSEMENT ON CHILDREN THROUGH TV ADVERTISEMENTS IN REWARI CITY (HARYANA)

Sunita

Volume : V, Issue : XII, December - 2015

IMPACT OF CELEBRITY ENDORSEMENT ON CHILDREN THROUGH TV ADVERTISEMENTS IN REWARI CITY (HARYANA)

Sunita

Abstract :

Now–a–days marketers use celeities to promote their products in order to increase sales, profit and product popularity. So, this study was carried out to know the impact of celeity endorsement on children’s attitude and buying behavior. Descriptive research design was used and 200 respondents were selected by Purposive sampling from Rewari city (Haryana). Chi square test is used to analyze the data. After conducted this study it was found that 8–12 years age group purchasing behavior is influenced by celeity endorsement as compared to 4–8 years age group. So, as children became older their purchasing influenced by celeity endorsement. Further, rural area respondents get largely affected by celeity endorsement whereas male and female responses don’t differ significantly so far as impact of celeity endorsement on their buying behavior is concerned.