Volume : V, Issue : IX, September - 2016

How celebrity endorsement affects the purchasing decision of consumers: An overview

Sarath M

Abstract :

 The study was aimed to understand the impact of advertisement on customer perception when it is endorsed by a celeity and a regular endorsement. The study has been conducted at Ernakulum, the central part of Kerala and also which is considered as the most urban part of the state. Since it is being considered as the developed part of the state, choosing the particular area gives more relevance to the study. People from an age group of 15 to 25 have been selected randomly to collect the data. The study also gives emphasis on the most influencing medium that persuades a customer to buy a product and also the role of celeity endorsement across various segments. Data has been collected from a sample size of 80 and a simple percentage calculation has done to analyze the data. In order to interpret the analyzed data pie–chart has been added

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Sarath M How celebrity endorsement affects the purchasing decision of consumers: An overview International Journal of Scientific Research,Volume : 5 | Issue : 9 |September 2016

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