Volume : VIII, Issue : II, February - 2018

Impact of Celebrity Endorsement On Rural Consumers: A Case Study of Shimoga District

Mrs. Deepa L. , Dr. Giridhar K. V.

Abstract :

 

Companies spend huge amounts of money every year on celeity endorsement activity based on the belief that celeities are most effective spokesperson for their products. Majority of Indian consumers follow their favorite celeities as their role models in their day today routine of their life. They believe that celeities can influence the buying decision of their target customers as they have special places in the heart of consumer. The study is conducted to find out the impact of celeity on rural consumers of Shimoga district of Karnataka State. In order to analyze the objective of the study the data was collected using convenience sampling from 150 respondents belonging to the randomly selected areas of Shimoga district. The secondary data was collected through different sources such as books, journals, periodicals, and internet etc. Null hypothesis was framed and analytical techniques are the statistical tools that are used for analyzing the collected data. The frequency tables were used to represent the collected data. One sample t–test was used to test the hypothesis and ANOVA was used to calculate the significance level of impact of celeity endorsement on rural consumers. The SPSS version 19.0 is also used as statistical software to analyze the collected data. The study clearly shows that celeity endorsement function will help create awareness of the ands endorsed among rural consumers which in turn boost up the sales of endorsed ands as majority of rural people like to see their favorites celeities in the advertisements.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Mrs. Deepa L., Dr.Giridhar K.V., Impact of Celebrity Endorsement On Rural Consumers: A Case Study of Shimoga District, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-2 | February-2018

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