IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE DECISIONS: A STUDY AMONG YOUTH OF BAREILLY. Tarun Gupta* 1

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1 ISSN: IJMRR/ November 2014/ Volume 4/Issue 11/Article No-3/ Tarun Gupta et. al./ International Journal of Management Research & Review IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE DECISIONS: A STUDY AMONG YOUTH OF BAREILLY ABSTRACT Tarun Gupta* 1 1 Asst. Prof, Dept. of Management, Invertis University, Bareilly (U.P), India. We all act as customer some or the other point of time in our life. We use to get influence by many things while making a purchase decision for ourselves like, product quality, brand value, status in society etc, like this celebrity endorsement is one of the factor which influences customers to make purchase decision. Use of a Celebrity in promoting the products has gain quite a momentum as because companies feel this creates huge awareness level and customers get attracted towards the products at first instance, that is why companies are willing to spend huge amount in engaging celebrities with their products. This paper tries to get an idea that whether today s youth get influence by use such strategies of companies. Keywords: Celebrity Endorsement, Consumer Behavior, Purchase Decision, Brand Image. INTRODUCTION Today s market scenario has become quite wide in terms of purchasing power and this has also lead to increase in competition between/among firms. This change in the market has created a more wide and broader perspective for marketing, this field of marketing has become more dynamic and looking for various ways to attract customers toward their products or atleast encourage them for trial. This has also changed the way products are advertised and it has increased the demand of showing celebrities as endorsers of the products/services which company is selling, also the demographic profile of customers have changed drastically now customer is more aware and have more access to information, which has also lead to increase in competition among firms, and have focus has grown on to use a celebrity to endorse the products. Who is a Celebrity If we go with Dictionary meaning of Celebrity, it means a famous person. A celebrity is a person who has some good positive public figure and id well recognized by people for the act which they do, such as Film stars, sportspersons, television personalities, models etc. Need for Celebrity Endorsement Depending on the product position in product life cycle, the main intention of company is to get attention of the customers, as because celebrities add some glamour and extra attention towards the product. Following reasons can be counted as reasons for using celebrity in promotions *Corresponding Author

2 Quick Saliency Quick Connect Quick means for brand differentiation. Good Creditability LITERATURE REVIEW Debiprasad Mukherjee(2009) this paper is an effort analyze the impact of celebrity endorsement on brands. This paper aims at studying relation between brands and celebrity and also to know the impact on purchase decision. Amit Kumar(2011) came to a conclusion in his study that celebrity has gained quite popularity in India and it has become a multi dollar industry and gaining popularity. Jayant,Manohar,Anuradha(2011) found out that in India celebrities become major opinion leaders for customers and help in creating mass level awareness. P.Rengarajan,R.Sathya (2014) said that celebrity can increase point of impact if delivered in proper manner by matching proper attributes of celebrity and products. Supreet Kaur(2014) in her paper said that engaging a celebrity with a product is a expensive job but it make a huge impact in terms of making awareness among customers. OBJECTIVE OF STUDY To study the impact of endorsement by celebrities in purchase decisions of young customersage group between 18 to 23 HYPOTHESIS Endorsement by celebrities does not make any impact on purchase decisions of young customers. RESEARCH METHODOLOGY Study Area: The study has been conducted in Bareilly City of Uttar Pradesh. This city was selected because it has become education hub and due to this presence of youth has significantly increased in the city. Sample Size: Customer base of respondents was chosen as sample size and all respondents were between age group of 18 to 23 years and were pursuing their graduation. Period of Study: Study was conducted between June 2014 to September DATA REPRESENTATION No. of Percentage respondents Q1. How frequently you come across advertisements that feature celebrities? a.often b.some times c.rarely d.never 0 0 Copyright 2012 Published by IJMRR. All rights reserved 1042

3 Q2. What attracts you more: Celebrity endorsements or non celebrity endorsements? a.celebrity endorsed advertisements b.non celebrity endorsed advertisements Q3. Does the presence of celebrity helps you in recognizing brand? a.agree b.slightly agree c.not sure d.slightly disagree 7 7 e.disagree 4 4 Q4. How influential to a purchase decision do you think celebrity endorsements is? a.very influential b. Influential c.somewhat influential d.not at all influential Q5. Do you consider the expertise a celebrity may have as influential when making a purchase decision? a.highly Influential b.influential c.slightly Influential d.does not make difference Q6. Do you consider trustworthiness of a celebrity while making a purchase decision? a.highly Influential b.influential c.slightly Influential d.does not make difference Q7. Do you think sense of similarity between you and celebrity influences your purchase decision? a.highly Influential b.influential c.slightly Influential d.does not make difference "Q8. As a consumer do you consider the likeability of the celebrity as an influential factor when making a purchase decision?" a.highly Influential b.influential c.slightly Influential d.does not make difference Q9. Do you think that relevance of celebrity to the product is influential when making the purchase decision? a.highly Influential Copyright 2012 Published by IJMRR. All rights reserved 1043

4 b.influential c.slightly Influential d.does not make difference Q 10. Do you think that negative publicity or act done any celebrity whom you follow will effect your purchase decision a.yes b.no c.sometimes d.never 6 6 Q11. Overall you will be affected with the celebrity in mind while purchasing products of your liking? a.yes b.no c.sometimes d.never. 7 7 Q12.Which medium you consider best for using celebrity as endorser? a.television b.newspaper or Print media c.internet d.radio 2 2 Q13. Do you consider products endorsed by celebrity are of good quality? a.yes b.no c.can t say Q14. Do you think that celebrity themselves use products that they endorse? a.yes b.no c.can t say INTERPRETATION 1. 56% respondents said that they sometimes come across with advertisements having a celebrity in it % respondents replied that they usually get attracted towards advertisements having a celebrity % respondents agreed that presence of a celebrity helps in recognition of the brand % respondents replied that presence of celebrity have little influence in purchase decision % respondents feel that the expertise of the celebrity have slight influence in making a purchase decision. Copyright 2012 Published by IJMRR. All rights reserved 1044

5 6. 34% respondents felt that trustworthiness or creditability of a celebrity have slight influence on purchase decision % respondents replied that similarity in personality of celebrity and ourself have slight influence in purchase decision % respondents said that, it influences their purchase decision if celebrity is in the advertisement, whom they like or follow % feel that match between product and celebrity have slight influence in making purchase decision % respondents feel that any negative act done by celebrity will affect the purchase decision of respondents % feel that a celebrity will have a impact while making a purchase decision of respondents % feel that television is the best medium to use celebrity % respondents felt that all products might not be of good quality which are endorsed by celebrity % respondents were not able to give clear picture, that whether a celebrity themselves use the product which he/she endorses. Based on the above interpretation we can say that hypothesis of the study is rejected, respondents do have influence of celebrity on their purchase decision. LIMITATION OF THE STUDY AND FUTURE SCOPE This study was conducted only in Bareilly city and that too only on youth, and sample size was only, further this study can be done on following factors/attributes 1. The study can be conducted on some middle aged people with increase in sample size. 2. Other factors on celebrity and purchaser such as income, education qualification etc can be included. 3. A comparison between/among cities will be better prospect for this study. 4. As rural literacy and income is increasing, study of celebrity impact on rural people can formulate a interesting study. CONCLUSION Customers have a intense relation with the products or brands they use and celebrities are carefully drafted to promote the products than it make a long term impact in the market.from the above study it can be concluded that, celebrity endorsement is one of the effective tool of promoting products to the customers, it can be said that customers do get attracted towards advertisements having a celebrity and also it helps in creation mass awareness towards the brand or product, so companies should very carefully try to match the attributes of the products with the celebrity they are willing to use. Copyright 2012 Published by IJMRR. All rights reserved 1045

6 REFERENCES Aggarwal M. Examining celebrity expertise and advertising effectiveness in India. South Asian Journal of Management. Garud U. An Impact of product advertisment and celebrity endorsement on consumer buying behaviour and building brand image - a study among professional students. SIT journal of management, Gupta DK. Impact of celebrity endorsement on comsumer buying beheviour and brand buidling, Jain V. How Celebrities are used in Indian television commercials. Vikalpa, Kaur S. Impact of celebrity endorsement on consumer buying behaviour. International Journal of Research in Commerce, IT and Management, Kumar A. Celebrity endorsement and impact on consumer buying beheviour, Patel PC. Impact of celebrity endorsement on brand awareness. IFCAI Journal of Management, Pedhiwal PG. Impact of Celebrity Endorsement on overall brand. Indian Streams Reseach Journal, Sonwalkar J. Celebrity impact-a model of celebrity endorsement. Journal of Marketing and Communication, Sundar H. Effectiveness of celebrity endorsement and brand recognition. Journal of Business and Management, Copyright 2012 Published by IJMRR. All rights reserved 1046