IMPACT OF CELEBRITY ENDORSEMENT AND THE INFLUENCE OF RETAIL OUTLETS DURING PURCHASE OF CONSUMER GOODS IN COIMBATORE CITY

DR.SHUNMUGASUNDARAM; RAMYA.S

Volume : V, Issue : III, March - 2016

IMPACT OF CELEBRITY ENDORSEMENT AND THE INFLUENCE OF RETAIL OUTLETS DURING PURCHASE OF CONSUMER GOODS IN COIMBATORE CITY

Dr. Shunmugasundaram, Ramya. S

Abstract :

India is one of the largest emerging markets, with a population of over one billion. It is one of the largest economies in the world in terms of purchasing power. Retailing in India is at a nascent stage of its evolution, but within a small period of time certain trends are clearly emerging which are in line with the global experiences. The organized sector accounts for a mere 5 per cent indicating a huge potential market opportunity that is lying in the waiting for the consumer–savvy organized retailer. Purchasing power of Indian urban consumer is growing and anded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery are slowly becoming lifestyle products that are widely accepted by the urban Indian consumer. Organized retailing is witnessing a wave of players entering the industry. Advertising is mass communication and is transmitted through the mass media, i.e., radio, television, magazines and newspapers. Advertising has an identified sponsor. It has objectives, issues, message development and is characterized by media selection and evaluation of advertising effectiveness Any individual who enjoys public recognition and uses his/ her recognition on behalf of a consumer good by appe� with it in an advertisement is termed as celeity endorsement. The objectives are to study the demographic profile and shopping perception of the consumers in the study area, to analyze the influence of physical and social surroundings of the retail outlets and to examine the celeity endorsed advertisement impact during purchase of consumer goods and to suggest measures for policy implications. The research design here used is descriptive research. The researcher has interviewed 1200 respondents for data collection. Maximum of the respondents describe reliability of the advertisements before they decide to make purchase of consumer goods and maximum of the respondents are satisfied towards the display of consumer products in the retail outlets. The study concludes that each determinant have its own impact, however, the other determinant have a significant influence that helps in the promotion of products and achievement of the market share by the promoters in the retail market.