A STUDY ON IMPACT OF ADVERTISEMENT THROUGH CELEBRITY ENDORSEMENT - WITH SPECIAL REFERENCE TO POLLACHI TALUK

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1 A STUDY ON IMPACT OF ADVERTISEMENT THROUGH CELEBRITY ENDORSEMENT - WITH SPECIAL REFERENCE TO POLLACHI TALUK Dr. K. SUBRAMANIAM 1 M.KRISHNAVENI 2 1 Research Guide & Associate Professor, Post Graduate and Research Department of Commerce, Kamalam College of Arts and Science, Anthiyur 2 Research Student, Post Graduate and Research Department of Commerce, Kamalam College of Arts ABSTRACT and Science, Anthiyur Advertising turns on diverts the attention of the public or buyers to a product or service attempting by the seller or manufacture. Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness. The main objectives of the study is to analyze whether the buying ability of the consumer is affected by celebrity advertisement. Convenience sampling was also used to determine the sample size for the respondents. Pollachi Taluk is the study area. A total of 10 respondents are taken as sample for this study. The study makes use of statistical techniques such as simple percentage analysis, Chi- square test, Anova and T-Test in analyzing the data for finding the result. The important point is to be revealed that celebrity advertising is the connection between the endorser and the product they endorse. It can be concluded that the use of celebrity will have influence to some extent only and their endorsement is required only for certain products. Keywords: Celebrities, advertisement, consumer, attractiveness INTRODUCTION The term advertisement originated from a Latin term advertire which means to turn to. The dictionary meaning of the term is to give public notice or to announce publicly. The real advertising is effective communication between marketer and consumer. The effectiveness of advertising depends upon to what extent the advertising message is received and accepted by the targeted audience. Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK icmrrjournal@gmail.com

2 Advertising is that activity by which visual or oral messages are addressed to the general public. Its purpose is to inform or influence them in order to increases the sales of the advertiser. It is done with a view to sell the goods or service, offered by the advertiser. It may also draw the readers or viewers to act favourably towards the idea or institutions featured. It is paid for by a seller (sponsor). The seller or the advertiser has to pay for the space through which the message (advertisement) appears. The aim is to persuade people to buy more. Advertisement creates desire for new products. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. The success of advertising greatly depends upon effective advertising programme. An effective advertisement naturally necessitates mass production. There by reduces unit cost by lowering the price of goods in favour of consumers. The American Marketing Association has defined advertising as any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor. Littlefield defines it as, advertising is mass communication of information intended to persuade buyers as to maximize profits. In India advertising as a potent and recognized means of promotion was accepted only two decades ago. This delay is obviously attributable to late industrialization in our country. But today India also has emerged as an industrial nation which is quite evident from the nature of advertisements that appear with regularity in local as well as national papers. There are different types of advertising media available to the advertisers like print media, radio, television and now World Wide Web internet to. Advertising gives information about the price and quality of the commodity. It guides a consumer to choose the product. STATEMENT OF THE PROBLEM Advertising aims at selling something, a product, a service or an idea. The real aim of advertising is effective communication between marketer and consumer. The effectiveness of advertising depends upon to what extent the advertising message is received and accepted by the targeted audience. Advertising media plays an important role to provide the effective communication between the marketer and the consumer. Celebrity advertisement as advertising media used to be considered as the best media as compared to others. It attracts more viewers and it acts as a phenomenon for easy brand remembrance. And it helps in creating widespread awareness in the society. Sometimes, it determines what product to be chosen from the wide range of products. There are several types of advertisements. However, big companies and popular brands go for celebrities to advertise their products or services. This raises several questions like, why companies go for celebrity advertisements. Are they really effective? What the viewers feel about celebrity advertisements? The present study makes an attempt to 31 icmrrjournal@gmail.com

3 study, Impact of Advertisement through Celebrity Endorsement with special reference to Pollachi Taluk. OBJECTIVES OF THE STUDY The study is carried on with the following objectives. To study the socio economic profile of the respondents. To measure the impact of advertisements endorsed by celebrities. To analyze whether the buying ability of the consumer is affected by celebrity advertisement. To know the consumers opinion, attitude and satisfaction towards the advertisements endorsed by celebrities. To find out whether celebrity endorsement constitutes for brand recall and brand awareness. SCOPE OF THE STUDY In the competitive business environment advertising takes a vital role. Customers are gaining more importance from that. Businesses are also enjoying competitive strength with the loyal customers. Advertising is inevitable for the marketers because the reach is high. In India celebrities are having greater influence in customers buying decisions. This study focuses on the viewers opinion about the celebrity endorsed products. The study has been made to know the impact of celebrity endorsement with special reference to Pollachi Taluk. RESEARCH METHODOLOGY SAMPLING The sample size selected for this research is 10 respondents drawn from Pollachi Taluk. The research was conducted by administering questionnaire which investigated the impact of advertisement through celebrity endorsement. Total of 17 questionnaires were distributed, out of which response from 162 respondents were received. From these 162 questionnaires, 12 questionnaires were discarded due to incomplete data. Finally, 10 questionnaires were used for the study. Convenience sampling technique is adopted in this study. DATA COLLECTION METHODS The present study is mainly based on the both primary and secondary data. A questionnaire was designed to collect the primary data from the customers in Pollachi Taluk. The Questionnaire contains a series of questions arranged in a proper order. The questionnaire has been divided into four parts, Socio Economic Profile, Brand Preference, Endorsing Celebrity and Customer Satisfaction. The questionnaire was designed to collect data about the impact of advertisement through celebrity 32 icmrrjournal@gmail.com

4 endorsement. The secondary data has been collected from different sources of literature like journals, articles from scholarly journals and books, magazines, newspapers, textbooks and internet etc., STUDY AREA Pollachi is a town and a Taluk headquarters in Coimbatore district, Tamil Nadu state, India. Located about 40 km to the south of Coimbatore, it is the second largest town in the district after Coimbatore. Pollachi is a very popular market place, with large markets for jiggery and vegetables and is considered to be South India s biggest cattle market. FRAMEWORK OF ANALYSIS The purpose of using each of tools and how the data are prepared for such an analysis are explained in the chapter on research methodology. The data were analysed making use of statistical tools which included Simple Percentage Chi-square Test T-Test Anova LIMITATIONS OF THE STUDY Only 10 respondents were taken for the study. The study was conducted in Pollachi Taluk, it may / may not applicable to other areas. Consumers attitude being dynamic, there is every possibility that the findings of today may become invalid tomorrow. The result and conclusions of the study is solely based on the information provided by the consumers. REVIEW OF LITERATURE Hari Sundar et al. (2009), in their paper articulated the influence of Celebrity Endorsement in decision making and purchasing the product. The study was based on primary data collected from 10 respondents through questionnaire. The collected data were analysed by using statistical software SPSS. The tool chi - square test was employed for studying the hypothesis. The result indicates that the factors influencing purchase decisions and brand are related. Dr.Vipul Jain (2011), in his article constructed the main objective of the study which focuses on examining the perception of these Indian consumers about the celebrity endorsement process and the subsequent impact on their purchase decision. The primary data collected through questionnaire and the secondary data were collected from the Internet and articles. The collected data have been analyzed 33 icmrrjournal@gmail.com

5 through chi-square test. This study implies that celebrity endorsement has an impact on sales only to a little extent and that celebrities should not always be used to endorse Brands of various products. Usman Ghani and Tatara Kakhel (2011) examined the perceptions of youth towards the use of celebrities in advertisement. The primary data through questionnaire, collected from 10 respondents. The data have been analyzed through Chi - Square test and One Sample T-test by using SPSS. The result indicates that the purchase decision has been found to be influenced by other factors like quality and price of the product. Annadurai Pughazhenthi & Deene Dhasarath Sudharani Ravindran (2012), in their study considered few aspects that focuses on the influence of consumer's gender, age and family income on their buying behaviour on celebrity endorsed advertisement. The primary data of questionnaire, sample size for this study was 200 respondents. The data have been analysed through ANOVA and T- test. The findings of this study indicated that the consumers have an overall positive attitude towards celebrity endorsements, and it increases the awareness of the product and it makes the brand product more memorable. Dr. Parul Geol (2013) in his study mainly focused to examine the impact of Celebrity from different industries (film stars, sports persons, politicians, etc.,) on possibility of buying a product. The primary data through questionnaire collected from 200 respondents. The data have been analysed through ANOVA. The finding of the study implies that Celebrity endorsements and their buying decisions are influenced by factors like value of money, quality and price of the product. Dr.Sushil Kumar Rai and Ashish Kumar Sharma (2013), intended to find out whether a celebrity acts as a bridge strengthening this bond and tries to discover if negative issues like celebrity controversies really influences consumer buying behaviour or not. The primary data collected through questionnaire consisted of a five point Likert scale. The data have been analysed through ANOVA and Chi - square test. The findings of the study implies without any doubt the loyalty of customers towards their idols and emphasize the idea that celebrities are here to stay in Indian advertising world and nobody dare to ignore their major influence on consumer behaviour. ANALYSIS AND INTERPRETATIONS I. SOCIAL PROFILE The socio - economic profile of sample respondents, namely, age, gender, marital status, educational qualification, family members, area of residence and occupation are presented in the following table icmrrjournal@gmail.com

6 TABLE NO: 1 DEMOGRAPHIC PROFILE S. Determinants of Respondents ( N=10) Percentage (%) 1 AGE (Years) Upto to to 0 Above GENDER Male Female MARITAL STATUS Married Unmarried EDUCATIONAL QUALIFICATION Up to SSLC Diploma / HSC UG PG M.Phil., / Ph.D., NO. OF FAMILY MEMBERS Up to 2 3 to 4 Above AREA OF RESIDENCE Urban Rural OCCUPATION Government Employee Private Employee Business Professionals Students House Wife icmrrjournal@gmail.com

7 Thus, it could be inferred that most of the respondents are in the age group of 21 to 30 years. Most of the respondents belong to female category. Majority of the respondents are unmarried. Most of the respondents covered in this study are Post Graduates. Majority of the respondents are with 3 to 4 members in the family. The number of respondents in rural area is higher than those who reside in urban area and most of the respondents belong to private employees. II. BRAND PREFERENCE Based on this study one can able to determine the knowledge of respondents regarding the brand preference for inducing medium to purchase a product, purpose of watching celebrity endorsement, factors affecting the purchase decision, favourite celebrity of respondents, brand wise attraction, brand success on celebrity endorsement and remembrance of a brand due to celebrity endorsement. TABLE NO: 2 BRAND PREFERENCE S. Determinants of Respondents ( N=10) Percentage (%) MEDIAS Television Radio Magazine/Newspaper Internet PURPOSE OF WATCHING Product Features Product Quality To see the Celebrity All the above PURCHASE DECISION Quality Advertisement Endorsing Celebrity Price icmrrjournal@gmail.com

8 FAVOURITE CELEBRITY 4 Kids Aged Adult 38 2 BRAND ATTRACTION Price Trustworthiness Celebrity Endorsement BRAND SUCCESS May be CELEBRITY REMEMBRANCE May be It could be seen from the table that, Television acts as an inducing media for most of the respondents. Most of the respondents 42% (i.e., 63 respondents), likes to know about the product features, quality and watch the celebrity through advertisement. Quality plays a vital role than the celebrity who has endorsed that product. Most of the respondents like to watch the kids featuring in advertisement. Majority of the respondents are attracted through price of a brand. Majority of the remaining respondents i.e., 73 (49%) neither accepted nor rejected the idea that the brand success depends on celebrity advertisement. 0% of the respondents accept that they are able to remember and recollect a brand due to celebrities in advertisement. III. ENDORSEMENT VIEW Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the respondents icmrrjournal@gmail.com

9 TABLE NO: 3 ENDORSEMENT VIEW S. Determinants of Respondents ( N=10) Percentage (%) PURPOSE Positive impact on the Brand Understanding of the Product Attractive face of the Celebrity Curiosity about the Product BRAND IMPORTANCE Celebrity Product Both PROLONGED PERIOD OF 3 CELEBRITY PROMOTION ADHERENCE TO CELEBRITY SOCIAL AWARENESS CELEBRITY ENDORSED PRODUCTS 6 ARE OF GOOD QUALITY May be icmrrjournal@gmail.com

10 7 REASONS Easy Recognition Lack of new ideas Increase Sales & Profit Compete Strongly CATEGORY Bollywood Actors TV Actors Tamil Actors/Kollywood Sportsmen It can be seen from the above table shows that, 60 (40%) respondents say that the attractive face of the celebrity is the main reason for using celebrity endorsement. Majority 68% of the respondents (101 respondents) give importance to product. Majority of the 101 respondents are disagreeing about this thought. 60% of the respondents are of the view that the same celebrity can endorse the same product for a long period. 93 (62%) respondents believe that the celebrity advertisement creates the social awareness. 84 respondents goods endorsed by celebrity may or may not be of good quality. 69 respondents feel that choosing the celebrity is the reason for increasing sales and profit and respondents, 36% preferred to watch Tamil Actors in advertisement. IV. CUSTOMER S SATISFACTION Customer s satisfaction is the number of respondents or percentage of total respondents, whose reported experience with a celebrity endorsement, its products, or its services (ratings) exceeds specified satisfaction goals icmrrjournal@gmail.com

11 TABLE NO: 4 - CUSTOMER S SATISFACTION S. Determinants of Respondents ( N=10) Percentage (%) 1 EFFECT OF CELEBRITY STOPPING THE ENDORSEMENT EFFECT OF CELEBRITY DENING THE APPROVAL EFFECT OF CELEBRITY INVOLVING IN PROBLEM AWARENESS INTEREST DESIRE SATISFACTION icmrrjournal@gmail.com

12 The above table reveals that, 83% of the respondents say that they would continue to buy a product even if the celebrity stopped the endorsement. 66% of the respondents disagree to stop buying that product. 61% of the respondents are denying that this cause will not affect them to buy a product. 91% of the respondents have opined that they are having awareness about the quality of product. 113 (7%) of the respondents have an interest about celebrity endorsement Most of the respondents have a desire about the product. 63% of the respondents stated that they have satisfaction about the product endorsed by a celebrity. V. FACTORS ASSOCIATED WITH LEVEL OF CELEBRITY ADVERTISEMENT IMPACT Celebrity advertisement impact of respondents has been measured by giving scores to celebrity advertisement impact related questions. Twelve celebrity advertisement impact associated questions have been included for this purpose in questionnaire. It broadly covers respondent s celebrity advertisement impacts about (i) Purchase of Celebrity Endorsed products and (ii) Celebrity Image or Appeals are related questions. The answers to the questions have been rated on a five point scale. The scores allotted to the answers of each question ranges from one to five. Thus the maximum score in respondents would get is 60. The scores obtained by the respondents have been converted into an index called Celebrity Advertisement Impact Index. The celebrity advertisement impact index thus calculated ranges from 1 to 6 and overall mean of celebrity advertisement impact index amounts to Of the 10 respondents, the celebrity advertisement impact index of 70 (46.67%) respondents is above this average and celebrity advertisement impact index of 80 (3.33%) respondents are below this average. Based on the celebrity advertisement impact index, the respondents have been divided into five groups of Strongly Agree, Agree, Neutral, Disagree and Strongly Disagree in the level of celebrity advertisement impact. In order to classify the respondents into three such groups, quartiles have been made use of. Accordingly those respondents who are with celebrity advertisement impact up to 2.04 are termed as with Low Celebrity Advertisement Impact those with celebrity advertisement impact index ranging between 2.0 and are termed as respondents with Medium Celebrity Advertisement Impact and those respondents with celebrity advertisement impact index ranging above are termed as respondents with High Celebrity Advertisement Impact. Of the 10 respondents, 29 (19.33%) respondents are with low impact of celebrity advertisement, 99 (66.00%) respondents are with medium impact of celebrity advertisement and 22 (14.67%) respondents are with high impact of celebrity advertisement. Null Hypothesis have been framed and tested to ascertain the factor that significantly influence the level of celebrity advertisement impact by making use of Chi square Test icmrrjournal@gmail.com

13 TABLE NO: DEMOGRAPHIC PROFILE AND LEVEL OF CELEBRITY ADVERTISEMENT IMPACT S. Variables D.f Calculated Table Value value Result 1 Age (Years) Significant 2 Gender Significant 3 Marital Status Significant 4 Educational Qualification Significant Family Members Significant 6 Area of Residence Significant 7 Occupation Significant 8 Medias Significant 9 Purpose of Watching Significant 10 Purchase Decision Significant 11 Most Favourite Celebrity Significant 12 Brand Attraction Significant 13 Brand Success Significant 14 Celebrity Remembrance Significant 1 Purpose Significant 16 Brand Importance Significant 17 Celebrity Promote for Long Period Significant 18 Adherence to Celebrity Significant 19 Social Awareness Significant 20 Celebrity Endorsed Are of good quality Significant 21 Reasons Significant 22 Category Significant 23 Celebrity stopped the Endorsement Significant 24 Celebrity Denied Approval Significant 2 Celebrity involved in Problem Significant 26 Awareness about the Product Significant 27 Interest about the Product Significant 28 Desire about the Product Significant 29 Satisfaction about the Product Significant 42 icmrrjournal@gmail.com

14 However, as the calculated value is greater than the table at five per cent level, the null hypothesis is rejected. Therefore it is concluded that there is a significant association between Brand Success, Purpose, Brand Importance, Adherence to Celebrity, Celebrity stopped the Endorsement, Celebrity Denied Approval, Celebrity involved in Problem, Satisfaction about the Product and level of celebrity endorsement impact. VI. ANOVA A statistical analysis tool that separates the total variability found within a data set into two components: random and systematic factors. The random factors do not have any statistical influence on the given data set, while the systematic factors do. The ANOVA test is used to determine the impact independent variables have on the dependent variable in a regression analysis. TABLE NO: 6 ANOVA TABLE SHOWING THE DIFFERENCE IN MEAN SCORES BETWEEN LEVEL OF CELEBRITY ADVERTISEMENT IMPACT & DEMOGRAPHIC PROFILE S. Variables Sum of Squares F Sig. Result 1 Age Significant 2 Gender Significant 3 Marital Status Significant 4 Educational Qualification Significant Number of members in the family Significant 6 Area of residence Significant 7 Occupation Significant The above table shows that the p value is less than 0.0. Therefore null hypothesis is rejected. So, there is a significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to number of members in the family, area of residence and occupation of the respondents. It is inferred that number of members in the family, area of residence and occupation of the respondents influence the level of celebrity advertisement impact. VII. T-TEST T test is used to compare two different set of mean values. It is generally performed on a small set of data. T test is generally applied to normal distribution which has a small set of values. This test compares the mean of two samples. T test uses means and standard deviations of two samples to make a comparison icmrrjournal@gmail.com

15 TABLE NO: 7 T TEST SHOWING THE DIFFERENCE IN THE MEAN SCORES BETWEEN LEVEL OF CELEBRITY ADVERTISEMENT IMPACT & DEMOGRAPHIC PROFILES S. Variables T Df Sig. (2-tailed) Result 1 Gender Significant 2 Marital Status Significant The above table depicts that the p value is more than 0.0. Therefore, null hypothesis is accepted. So there is no significant difference in the mean scores of gender and marital status of the respondents and level of celebrity advertisement impact. It is inferred that gender and marital status of the respondents does not influence the level of celebrity advertisement impact. SUMMARY OF FINDINGS The results of the study are brought out in the following paragraphs under this study four major headings are Socio-Economic Profile, Brand Preference, Endorsement View and Customer Satisfaction. SOCIO ECONOMIC PROFILE, AWARENESS & EFFECTS OF CELEBRITY ENDORSEMENT (i) Socio Economic Profile: The study has found that out of 10 respondents, a majority i.e., 94 (63%) respondents are in the age group that ranges from 21 to 30 years and most of the respondents i.e., 101 (67%) are female members. Also most of the respondents i.e., 107 (72%) have 3 to 4 members in their family. Majority of the respondents, namely 93 respondents (62%) are unmarried. And most of the respondents i.e., 82 (%) are highly educated with Post Graduate. The study constituted majority i.e., 100 (67%) respondents from rural area and the rest 0 (33%) from urban area and most respondents (37%) are salaried people. (ii) Brand Preference: This section brings out the results in relating to brand preference through celebrity advertisement. Majority of the respondents, namely, 111 respondents (74%) are of the view that television induced them to purchase a product. Among 10 respondents, most of the respondents i.e., 63(42%) likes to know about the product features and quality while watching the celebrity through advertisement. From this study it is clear that, Quality plays a vital role rather than the celebrity who 44 icmrrjournal@gmail.com

16 has endorsed that product. Most of the respondents i.e., 102 (68%) like to watch kids in advertisement. Most of the respondents feel that (i.e., 41%) price of a brand attracts them much while choosing a product. And interestingly 49% said that brand success on celebrity endorsement is to be neither accepted nor rejected. Most of the respondents have opinioned that they could remember and recollect a brand through celebrities in advertisement. (iii) Endorsement View: Of the 10 respondents, majority 60 respondents (40%) feel that the attractive face of the celebrity is the purpose of using a celebrity endorsement. Most of the respondents i.e., 101 (68%) give importance to the brand of a product. And 67% disagree about the prolonged period of celebrity promotion. This study reveals that 60% of the respondents are of the view that same celebrity can endorse same product for a long period. 62% of the respondents believe that the celebrity advertisement creates the social awareness. Majority of the 84 respondents neither agree nor disagree celebrities endorsed products are of good quality. Among 10 respondents, most of the respondents i.e., 69 (46%) view that the reason for choosing celebrity for increasing sales and profits. At the outset, majority of respondents i.e., (36%) preferred Tamil actors. (iv) Customer Satisfaction: This category explains about the results in relation to customer satisfaction on advertisement through celebrity endorsement. Among 10 respondents, most of the respondents i.e., 124 (83%) will not stop buying a product while celebrity stopping the endorsement and 66% will not stop buying a product while celebrity denying the approval. Most of the respondents i.e., 92 (61%) will not stop buying a product while celebrity involving in some problem. Majority of the respondents, i.e., 91% are of the view that celebrity advertisement possesses awareness to the product. Interestingly, 7% are of the view that celebrity advertisement possesses interest to the product. 6% stated that celebrity advertisement possesses desire to the product. About 9 respondents opined that celebrity advertisement possesses satisfaction to the product. CELEBRITY ENDORSEMENT THAT DECIDES ADVERTISEMENT IMPACT This section reveals that celebrity endorsement that decides advertisement impact. From the selected twenty nine variables twenty one variables are associated with advertisement impact. To find out the association chi square test has been used for level of significance of %. Out of selected variables, the following are associated with the level of celebrity advertisement impact (i) Age (ii) Gender (iii) Marital Status (iv) Educational Qualification (v) Number of members in the family (vi) Area of Residence (vii) Occupation (viii) Inducing medium to purchase a product (ix) Watching purposes of celebrity endorsement (x) Factors affecting the purchasing decision (xi) Favourite Celebrity (xii) Attraction of Brand (xiii) Celebrity Remembrance (xiv) Prolonged period of 4 icmrrjournal@gmail.com

17 Celebrity Promotion (xv)effect of Celebrity Endorsement creates Social Awareness (xvi) Celebrity endorsed are of good quality (xvii) Reason for choosing celebrity (xviii) Preference of celebrities for Brand Endorsement (xix) Awareness about the product (xx) Interest about the product (xxi) Desire about the product From the selected 29 variables, eight variables are not associated with the level of celebrity advertisement impact at % level of significance. They are, (i) Brand Success (ii) Purpose of Celebrity Endorsement (iii) Importance of Brand (iv) Adherence to Celebrity (v) Effect of celebrity stopping the endorsement (vi) Effect of celebrity Denying the approval (vii) Effect of celebrity involves in a problem (viii) Satisfaction about the product SIGNIFICANCE (F- TEST) FOR LEVEL OF CELEBRITY ADVERTISEMENT IMPACT BASED ON DEMOGRAPHIC VARIABLES There is no significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to age of the respondents. There is no significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to gender of the respondents. There is no significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to marital status of the respondents. There is no significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to educational qualification of the respondents. There is a significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to number of members in the family of the respondents. There is a significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to area of residence of the respondents. There is a significant difference in the mean scores of the respondents based on level of celebrity advertisement impact with respect to occupation of the respondents. SIGNIFICANCE (T- TEST) FOR LEVEL OF CELEBRITY ADVERTISEMENT IMPACT BASED ON DEMOGRAPHIC VARIABLES There is no significant difference in the mean scores of the level of celebrity advertisement impact and gender of the respondents. There is no significant difference in the mean scores of the level of celebrity advertisement impact and marital status of the respondents icmrrjournal@gmail.com

18 SUGGESTIONS A few measures have been suggested to improve impact of advertisement to the respondents. SUGGESTIONS TO CUSTOMERS Celebrity endorsement creates only curiosity of product to a customer, but before they must be aware of features of the product they are ready to do so. Consumers should also verify the quality or price and other aspects of a product before buying it first for the sack of celebrity endorsement. Caution to the customers in choice of celebrity endorser is warranted given the potential risk of tarnishing the brand s image. SUGGESTIONS TO CELEBRITY ENDORSERS Celebrity should recommend based on the quality not for money. Celebrity can know the product details and then he/she should promote a product. It doesn t impel any goodwill. Only the real facts and no causes to be handled to the product while using. And the celebrity should be too aware of it wholly. Celebrities used to endorse only genuine products, health hazardous products need not be endorsed. Before endorsing a product the celebrities should satisfy themselves that they are not promoting a bad or injurious product. SUGGESTIONS TO THE COMPANIES The companies should choose a celebrity with an untainted public image, as otherwise it will affect the brand image of the company. The companies have to select a celebrity whose culture resonates well with that of the target customers. Otherwise, the customer may not have a positive attitude to the celebrity, leading to a low purchase intention. The company has to select a celebrity whose image has a close match with the product. If the celebrity s image does not match with the product, it will automatically affect the consumer s purchase intention. Companies should therefore look for a lesser-known person that fits into the message of the brand and appeals to the target audience. GENERAL SUGGESTIONS Celebrity endorsement is only a supportive measure of advertisement icmrrjournal@gmail.com

19 Celebrity endorsement is just a thing for an advertisement. But it is not an entire thing for all medium people. Celebrity endorsement is just a wand for the company to attract the consumers to increase the company s revenue. It also creates positive impact when the celebrities are endorsing it. Celebrity endorsement creates awareness to the product. Celebrity endorsements will be more effective when used consistently over time to increase the strength of the link between the celebrity and the endorsed brand. Celebrity endorsements will be more effective for less familiar brands. CONCLUSION Advertisement is bound to create a positive attitude among the consumers in the long run. It is therefore essentials that an advertisement aims to create faith and goodwill in the minds of consumers about the product featured by conforming to the core principles of believability, uniqueness, reputation and reasonable claims. The important point is to be revealed that celebrity advertising is the connection between the endorser and the product they endorse. It can be concluded that the use of celebrity will have influence to some extent only and their endorsement is required only for certain products. REFERENCE Hari Sundar et al., (2009), Influence of Celebrity Endorsement in Rural Markets, Management Insight, Vol.v,.2, December Issue. Dr.Vipul Jain, (2011) Celebrity Endorsement and its impact on sales: A Research analysis carried out in India, Global Journal of Management & Business Research, Vol. 11(4), March Issue, Pages Usman Ghani and Tatara Kakhel (2011), The Impact of Celebrity Endorsement on the Youth of Pakistan, International Conference on Business & Economics Research, Pages79-83, IPEDR Vol.16 (2011) (2011) IACSIT Press, Singapore. Annadurai Pughazhenthi & Deene Dhasarath Sudharani Ravindran,(2102), Influence of using Celebrity Endorsements on consumer buying behaviour, International Research Journals, Vol. 2(4), April Issue, Pages Dr. Parul Geol (2013), Consumers opinion about Celebrity Endorsements, International Monthly Refeered Journal of Research in Management & Technology, Vol.II, December Issue. Dr.Sushil kumar Rai and Ashish kumar Sharma (2013), Celebrity attributes and influence on consumer behavior, Pacific Business Review International, Vol., May Issue icmrrjournal@gmail.com