IMPACT OF CELEBRITY ADVERTISING IN THE BUYING BEHAVIOR OF THE COLLEGE STUDENTS IN KOTTYAM DISTRICT KERALA

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1 Volume 3, Issue 6 (June, 2014) Online ISSN Published by: Abhinav Publication Abhinav International Monthly Refereed Journal of Research in IMPACT OF CELEBRITY ADVERTISING IN THE BUYING BEHAVIOR OF THE COLLEGE STUDENTS IN KOTTYAM DISTRICT KERALA Ligi Jolly Lecturer, Assumption College, Changanaserry, Kerala, India ligifanna@gmail.com ABSTRACT In today s tough competitive world, the advertiser uses different types of advertising method to attract the consumers towards their products. And one of those types of advertising is the celebrity advertising. Celebrity endorsement is a great brand awareness creation tool for new brands. Endorsement by celebrities helps to position and re-position existing brands. This type of sales promotion is mainly used to attract the youth. The youth are the ones who are easily attracted to beauty and imitating their celebrity to walk into popularity. The importance of the study is to determine the effects of celebrities on the materialistic nature of students; particularly focusing on celebrity appearance in advertising. The studyon influence of celebrity advertisement on students buying behavior is undertaken to know the impact of celebrity advertising in the buying behavior of the college students, and also to discover whether the celebrity advertisement acts as a source of brand building. Keywords: Celebrity; Celebrity Endorsement; Celebrity Advertisement INTRODUCTION Celebrity advertising is the use of a public figure s likeness for the purpose of selling a product or services. Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisement for a certain brand.accordingly marcoms (marketing communication) activities back up other elements in the marketing mix is known to the public (actor, sports figure, entertainer etc.) for his or her achievements in area other than that of the product class endorsed. This is true for classic form of celebrities, like actor (eg. Amitabh Bachchan, Shahrukh Khan, Aamir Khan etc), models (Mallaika Arora, Lisa Ray, Aishwaraya Rai Bachchan etc), sports figure (Sachin Tendulkar Zaheer Khan, Sourav Ganguly etc), entertainers (Cyrus Broacha, Oprah Winfrey, Conan O Brien) and pop stars (Madonna, David Bowie) but also for less obvious groups like businessmen (Donald Trump, Bill Gates) or politicians. Furthermore celebrities appear in public by attending special celebrity events (Award ceremonies, inaugurations, or world premieres of movies). In addition they are present in news, fashion magazines and tabloids which provide second source of information on events. Last but not least, celebrities act as spokes people in advertising to promote products and services, which is referred to celebrity advertisement. SCOPE OF THE STUDY The study is conducted in three colleges of Changancherry Taluk of Kottayam district in Kerala i.e. Assumption college, SB college and NSS college and the sample size is 75 (i.e. 25 students from each colleges). Available online on 6

2 OBJECTIVES OF THE STUDY 1. To identify the influence of celebrity advertisement on student s buying behavior. 2. To know whether the celebrity advertisement leads to brand building among students 3. To find out which type of celebrity personal is more effective 4. To identify various factors influencing student s buying behavior RESEARCH METHODOLOGY The data is collected through primary and secondary sources. Primary data is collected from the respondents using structured questionnaires and secondary data is from different source i.e. magazine, articles, website etc. The sampling technique used for study is convenience sampling. Percentage is used as the tool of analysis. RESEARCH ANALYSIS The Most Preferred Media By The College Students Table 1. The Most Preferred Media MEDIA NO. OF RESPONDENTS PERCENTAGE TV POSTER NEWSPAPER JOURNAL RADIO 0 0 DISPLAY 0 0 Factors Motivating the Students to Purchase a Product Table 2. Factors Motivating To Purchase A Product FACTORS NO OF RESPONDENTS PERCENTAGE PRICE CELEBRITY ADVERTISEMENT VALUE QUALITY Perception of Students about the Quality of Products Endorsed By Celebrities Table 3. Perception of Students about the Quality of Products Endorsed By Celebrities YES NO % NO RESPONSE VOL. 3, ISSUE 6 (June 2014) 7

3 Type of Celebrity Persuading Students Buying Decision Table 4. Celebrity Persuading In Purchasing The Product FILIM STARS CRICKETERS MODELS Perception of Students Regarding the Impact of Celebrity on Brand Promotion Table 5. Perception of Students Regarding the Impact of Celebrity on Brand Promotion YES NO Factors Persuading Students to Purchase Different Products Table 6.1. Auto Mobile BRAND NAME LUXURY SELF ESTEEM CEELBRITY Table 6.2. Clothing BRAND NAME STATUS CELEBRITY Table 6.3. Food Products BRAND NAME CELEBRITY ATTRACTIVE PACKAGE 9 12 QUALITY VOL. 3, ISSUE 6 (June 2014) 8

4 Table 6.4. Beauty products CELEBRITY 3 4 QUALITY BRAND NAME PRICE 6 8 Perception of Students Regarding the Use of Products by Celebrities That They Endorse Table 7. Celebrity uses products that they endorse YES NO Role of Celebrity Ads Encourages In Buying a Product or Service Rating Of Top 5 Celebrity Endorsers Table 8. Celebrity ads encourage in buying a product or service YES NO Table 9. Ratings of the Top Celebrity Endorser STARS NO. OF RESPONDENTS PERCENTAGE SHARUK KHAN M S DHONY JOHN ABRAHAM DEEPIKA PADUKONE 9 12 AISWARYA RAI Perception of Students Regarding the Use of Celebrities in Advertisements Table 10. Reasons for using celebrity ads by companies REASONS NO. OF RESPONDENTS PERCENTAGE EASY RECOGNITION LACK OF ATTARACTIVE IDEAS ACCELERATING REVENNUE COMPETE STRONGLY VOL. 3, ISSUE 6 (June 2014) 9

5 Students Preference for Ads Table 11. Ads Preferred To Watch By Students WITH CELEBRITY WITH OUT CELEBRITY 3 4 Reason for the Use of Products Advertised By the Celebrity FINDINGS OF THE STUDY Table 12. Reason for the use of celebrity endorsed products STATUS TO IMITATE TRUST PREFFERED MEDIA: The most preferred media by students is television. Television is the mostly used by the manufacturers since the effect of the advertisement stays long lasting. MOTIVATING FACTORS: Essentially, when it comes to purchase of the durable products or nondurable products, certain factors influence or motivate the respondents for the purchases. In that the most motivating factor chosen by 52% of the respondents are the quality of the product,18% of the respondents is influenced by the celebrity and rest by other factors INFLUENCE OF CELEBRITY ADVERTISMENT: The presence of a celebrity in an advertisement is likely to be influential in the purchase of a product. To this extent, a favorable celebrity s presence and convincing testimonial given by such a celebrity may persuade the respondent to purchase the product, i.e. 1% of respondents have chosen celebrity ads for automobiles, 45.33% of respondents have chosen celebrity ads for cloth, 7% of respondents have chosen celebrity ads for food products, and 3% of respondents have chosen celebrity ads for beauty products. PERFER TO WATCH THE CELEBRITY ADS: 72% of respondents prefer to watch celebrity ads rather than without celebrity. Since respondents of this category are easily attracted to color and beauty. TOP RATED CELEBRITY ENDORSER: The respondents have chosen AishwariyaRaiBachchan as the top rated celebrity endorser. The reason for the pick is the still vibrant youngness after being a mother. Her attitude for advertising each product is different, where she guarantees herself for the product which makes it worthwhile to try the product. E.g. L Oreal CELEBRITY ADVERTISMENT LEADS TO BRAND PROMOTION: 68% of the respondents have agreed that the celebrity ads lead to brand promotion. If it s the top rate actress or actor advertising a product, that product gets a special place in the consumer s mind. This may lead to firm s profit maximization. CELEBRITY USING THE PRODUCTS: 50.67% of respondents don t believe in celebrities using the products they advertise for. But the reason they buy those product is because of the quality, and the status to have it, and the trust towards the product. And the rest 49.33% believe in celebrity using the product because of the guarantee provided with the product and also because of the non - celebrity people along them for advertising the product. VOL. 3, ISSUE 6 (June 2014) 10

6 REASONS FOR USING THE PRODUCT ADVERTISED BY CELEBRITY: 53.33% of respondents use the product for status symbol, 25.33% of respondents use the product to imitate the celebrity, and the rest uses the product because of the trust they carry towards the products. PERCEPTION OF STUDENTS REGARDING THE USE OF CELEBRITIES IN ADVERTISMENTS: 44% of respondents say the reason for using the celebrity is for easy recognition of the product, 33.33% of respondents say it is to increases the sales and profit, 2.67% of respondents say because the company can t generate new ideas. CONCLUSION The world of today is changing fast, India is no exception. Especially after the opening up of the economy, the pace of change that India and its people are experiencing in their soci-cultural is so different. In the 19 th century people used to demand the products on the basis of price, quality, and durability. But for the college students now television and advertisement together present a powerful impact and also has become an integral part of the modern society. It is the most convenient route to reach not only adult but also the young people, since they can be easily manipulated by advertisement promises, that it will do something special for them and transform their life just has a celebrity life. Student at this age are more serious about the celebrity s beauty, reliability and honesty and their buying behavior depends upon their favorite celebrity advertisement. So the manufacturer should give the entire fact about their products through this type of advertisement. And should also provide products with quality since, the celebrity advertisement are just an initial influence and factor to purchase a product. REFERENCES 1. Dr.Radha. P T Oomen S Nair, Marketing Management,Prasanna publishers,chennai, Journal of research in international Business Management (ISSN: ) Vol. 2(4) pp April Larry Z Leslie, Celebrity In the 21 st century, OkorieNelson,The Role of Celebrity Avertising on brand loyality and patronage,lambert Academic publishing Naresh K Malhothra,SatyaBhushanDash,Marketing Research-An applied Orientation, Pearson Education Raphael stadtler,celebrity Scandal and their impact on Brand image, A study among young consumers, S.H.H Kazmi,Marketing Management: Text and cases, Excel Books VSRD International journal of Business & Management Research, Vol. 1(4), 2011, World Review of Business Research Vol. No. 2 May 2011 pp VOL. 3, ISSUE 6 (June 2014) 11

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