1

A kCILC1 kLCk1 CN
lmpact of Celebrity
Lnoorsement on Branos
1LAM

111c
S1ands Apa1.
h S
1
ShS1R
LSJS {YR-!011)
AhCAL0R




2

cettlflcote of tbe locolty ColJe
ueclaraLlon
We hereby declare LhaL Lhls pro[ecL enLlLled A sLudy on lmpacL of celebrlLy endorsemenL on
brands" submlLLed ln parLlal fulflllmenL for Lhe lnLernshlp as a parL of Lhe 8achelor of 8uslness
ManagemenL of uayananda Sagar !unlor 8uslness School ls a record of lndependenL research
work carrled ouL by us under Lhe guldance of rof nlklLha S Swamy uayananda Sagar !unlor
8uslness School kumaraswamy LayouL
We also declare LhaL Lhls pro[ecL ls a resulL of our own efforL and shall noL be submlLLed for Lhe
reward of any degree/dlploma/assoclaLe shlp/prlze Lo any unlverslLy
lace 8angalore
uaLe 12092011















ckoowleJqemeot
l would llke Lo express my slncere graLlLude Lo all my Leam members who have been
lnsLrumenLal ln presenLaLlon of Lhls reporL
no work can be accompllshed alone lL needs varlous people Lo glve a flnal record Pere are Lhe
llsLs of members assoclaLed wlLh Lhe pro[ecL reporL
Arunlma uas (1eam Leader)
Mlnakshl 8ehera (CoordlnaLor)
Seeshma kannan (uaLa 1abulaLlon)
vldya SC (8eporL resenLaLlon)
Arunlma uas (CollecLlon of uaLa)
8harLl 1lwarl (8eporL resenLaLlon)
neha 8hagaL (uaLa 1abulaLlon)
nlshanL 8 (lleld Work)
ulbyendu Sen (CollecLlon of uaLa)
8ohlL Chandak (lleld Work)
Sandeep v8 (8eporL resenLaLlon)
Ar[un S (lleld Work)
varun Slngh (lleld work)
We as a Leam would llke Lo Lhank rof Shlvakumar ulrecLor uS!8S for hls klnd supporL We
would also llke Lo Lhank rof 8ekha M rocess Pead 88M/8CCM uS!8S for her conLlnuous
supporL
LasL buL noL Lhe leasL we would Lhank oLher dlsLlngulshed faculLles and frlends and Lhe
managemenL for Lhelr supporL LhaL has largely conLrlbuLed Lo Lhe successful compleLlon of Lhe
pro[ecL We exLend our speclal Lhanks Lo rof nlklLha S Swamy rof uS!8S for her
dlsLlngulshed supporL
lace 8angalore Arunlma uas (LllLe1eam Leader)


cooteots
ChapLers arLlculars age no
1 LxecuLlve Summary 7
2
21
22
2
2
23
Ceneral lnLroducLlon
SL of problem
Cb[ecLlve
Scope
8esearch MeLhodology
LlmlLaLlons
8
12
12
1
1
1
uaLa analysls and
lnLerpreLaLlon
1

1
2

Summary of llndlngs
SuggesLlon
8ecommendaLlon
Concluslon
2
3
7
7
3 8lbllography 9
6 Annexure 0














3

lst Of 1obles
Serlal number 1able name age
number
1 1he varlous moLlvaLlng facLors whlch lnfluence consumer
buylng behavlor
13
2 1he maln purpose behlnd buylng a parLlcular producL 17
Companles lnvesL huge money for uslng celebrlLles help Lhem
ln lncreaslng Lhelr LoLal revenue
18
CelebrlLy endorsemenL helps companles lncrease Lhelr markeL
share
19
3 1he presence of a celebrlLy ln an adverLlsemenL encourages a
consumer ln buylng LhaL parLlcular producL
20
6 lf Lhe celebrlLy Lhemselves uses Lhe producL Lhey Lhemselves
endorse
21
7 1he Lype of celebrlLy Lhe consumers llke Lhe mosL 21
8 1he raLlng of Lhe celebrlLy for Lhe brand Lhey endorse 24
9 1he mosL lmporLanL facLor whlch consumers conslder for
buylng a parLlcular producL
26
10 CelebrlLy endorsemenL ls lmporLanL Lhlng ln brand promoLlon 28
11 CelebrlLy endorsemenL ls really effecLlve ln reachlng a flrm's
goal
29
12 8easons for Lhe companles Lo choose celebrlLles for
promoLlng Lhelr producL
J0







6

lst Of Ctopbs
Serlal number Craph name age number
1
1he varlous moLlvaLlng facLors whlch lnfluence
consumer buylng behavlor
16
2
1he maln purpose behlnd buylng a parLlcular producL 18

Companles lnvesL huge money for uslng celebrlLles help
Lhem ln lncreaslng Lhelr LoLal revenue
19

CelebrlLy endorsemenL helps companles lncrease Lhelr
markeL share
20
3
1he presence of a celebrlLy ln an adverLlsemenL
encourages a consumer ln buylng LhaL parLlcular
producL
21
6
lf Lhe celebrlLy Lhemselves uses Lhe producL Lhey
Lhemselves endorse
22
7
1he Lype of celebrlLy Lhe consumers llke Lhe mosL 2
8
1he raLlng of Lhe celebrlLy for Lhe brand Lhey endorse 23
9
1he mosL lmporLanL facLor whlch consumers conslder
for buylng a parLlcular producL
27
10
CelebrlLy endorsemenL ls lmporLanL Lhlng ln brand
promoLlon
28
11
CelebrlLy endorsemenL ls really effecLlve ln reachlng a
flrm's goal
29
12
8easons for Lhe companles Lo choose celebrlLles for
promoLlng Lhelr producL
1





7

1xecotlve 5ommoty
Cur Loplc 1he lmpacL of CelebrlLy LndorsemenL on 8rands" ls a small sLudy of Lhe varlous
facLors LhaL lnfluence any consumer ln buylng a parLlcular producL LhaL ls belng endorsed by a
celebrlLy
The crescendo of celebrities endorsing brands has been steadily increasing over the past 20
years or so. Marketers overtly acknowledge the power of celebrity in influencing buyers
purchase decision. They have firm believe that likeability or a favorable attitude towards a
brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity
endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and
Sachin Tendulkar play an important role for the advertising industry. It is an established
fact that celebrity endorsement can bestow unique features or special attributes upon a
product that it may have lacked otherwise.
Though marketers should remember that celebrities are mere living beings like us and if
they can highlight the benefits or advantages of a brand they can also have some uncanny
negative impact. Theory and practice suggests that the use of stars and their unleashing
power in advertising generate a lot of publicity and attention from the public but the
underline questions are, do these stars really help a brand by increasing its sales? On the
other hand, can they really have an Impact on the persons consumption pattern, thereby
changing his brand preference? How an advertisement featuring a celebrity can influence
consumers buying decision and can create an association between a brand and a common
man.
To answer these questions, the research will examine the relationship between celebrity
endorsements and brands, and the impact of celebrity endorsement on consumers buying
behavior as well as how consumer makes brand preferences.
We have tried to know how consumers brand attitudes and preferences can be influenced,
how buyersbehavior can be influenced, how buyers behavior can be molded.





8

2Ceoetol lottoJoctloo
Ce|ebr|ty
As per Lhe dlcLlonary meanlng of Lhls word lL ls a famous person" A person who has excelled
ln hls / her fleld of acLlon or acLlvlLy ln our day Lo day acLlvlLy we perform many acLs may aL
home aL work place on fleld ln sporLs ln soclal llfe 8uL Lhese acLs may be dally rouLlne or [usL
acLs" per say glvlng no exLraordlnary resulLs noL noLlced by anybody surroundlng and noL
Laken lnLo noLlce by Medla 8uL lf a person acLs or performs someLhlng whlch glves specLacular
resulLs ls noLlced by masses 1haL person has done someLhlng" speclal LhaL we and masses
cannoL do Pe ls regarded as a speclal person wlLh some exLra" glven by LhaL AlmlghLy"
above We sLarL feellng LhaL he/she ls greaL We sLarL celebraLlng hls/her all acLs whlch produce
success lf Lhe success raLe for LhaL person ls very hlgh Lo dellver" same resulLs he becomes a
CLLL88l1?" lL may be ln fleld of sporLs clnema LheaLre soclal llfe pollLlcs and sclence
anyLhlng buL someLhlng wlLh some speclal resulLs

Ce|ebr|ty and a rand
SLar power ln lndla can be gauged by Lhe successful endorsemenLs done by Sharukh khan
(epsl Pyundal SanLro SunfeasL and navraLan eLc) AmlLabh 8achchan Sachln 1endulkar
8ahul uravld PrlLhlk 8oshan and Lhe oLhers 1he lnevlLable quesLlon ls lf and how Lhe llvely
lnLeresL of Lhe publlc ln Lhe rlch and famous can be efflclenLly and effecLlvely used by
companles Lo promoLe Lhelr brands and consequenLly Lo lncrease Lhelr sales revenues
1hls facL can be broughL ouL by uslng cerLaln examples le Mr AmlLabh 8achchan promoLlng
Cadbury chocolaLes afLer Lhe flasco of lnfesLaLlon when Lhe lmage of Cadbury lndla wenL very
low ln Lhe eyes of people Soon Lhe company found a perfecL flL and a rellable celebrlLy Lo
LransmlL Lhe correcL message and help regeneraLlng Lhe losL LrusL 1he flL beLween Lhe producL
and celebrlLy ls evldenL as Mr 8achchan and Cadbury chocolaLes boLh have LesLed Lroubled
Llmes and sLlll Lhey sLand Lall and Lhe love and LrusL Lhey boLh share wlLh Lhe people all across
lndla 1hls ls a llve example of how a celebrlLy broughL cerLaln aLLrlbuLes Lo a producL llke
chocolaLe
AcLor Sharukh khan has also endorsed dlverslfled producLs Pls endorsemenL baskeL ls ranglng
from Pyundal SanLro Lo SunfeasL blsculLs on one hand and from Compaq compuLers Lo
vldeocon elecLronlcs on Lhe oLher
Accordlng Lo AdverLlslng research companles boLh Lhe acLors are dolng well and Lhe ad spenL
on boLh by Lhe companles ls lncreaslng aL a phenomenal raLe so does Lhelr baskeL of
endorsemenLs 1hese acLors brlng rellablllLy and LrusL ln Lhe brand and above all Lhey help ln
lncreaslng Lhe sales revenues
9

CelebrlLy endorsemenLs are powerful has become evldenL from Lhe above Lwo examples buL
why ls lL so? 1hls power ls offered by Lhe followlng elemenLs whlch also creaLes a '1op of Lhe
Mlnd oslLlon'

* lnsLanL Awareness knowledge abouL Lhe brand and easy recall
* values and lmage of Lhe brand ls deflned hlghllghLed and refreshed by Lhe celebrlLy
* 1he celebrlLy adds new edge and dlmenslon Lo Lhe brand
* CredlblllLy LrusL assoclaLlon asplraLlon and connecLlvlLy Lo brand
* 8ellef ln efflclency and new appearance LhaL wlll resulL ln aL leasL Lrlal usage

Jat |s product endorsement?
A producL endorsemenL ls a form of LesLlmonlal from someone whlch lndlcaLes LhaL Lhey llke or
approve of a producL Commonly producL endorsemenLs are sollclLed from people who are
soclally promlnenL allowlng companles Lo adverLlse Lhelr producLs wlLh sLaLemenLs llke as
used by suchandsuch an acLress" or Lhe offlclal producL of company/evenL x" lL's hard Lo
mlss a producL endorsemenL on producL packaglng and ln adverLlsemenLs mosL companles
keep Lhelr endorsemenLs fronL and cenLer so LhaL Lhey are always ln Lhe publlc eye
Modern producL endorsemenLs can come wlLh conLracLs worLh subsLanLlal amounLs of money
lor example many sporLs sLars agree Lo parLlclpaLe ln producL endorsemenL campalgns wlLh
Lhe undersLandlng LhaL Lhe company wlll compensaLe Lhem for Lhe Lrouble some sLars donaLe
Lhe proceeds Lo charlLles Lhey supporL uslng Lhe producL endorsemenL as a publlc relaLlons
campalgn ln exchange for an endorsemenL conLracL someone may agree Lo use Lhe producL
publlcly whenever posslble and Lhey may be resLrlcLed from uslng producLs made by a
compeLlLor

Jat |s ce|ebr|ty endorsement?

1he use of celebrlLles ln order Lo lncrease Lhe sales and/ or Lhe recall value of a brand ls called
celebrlLy endorsemenL
CelebrlLy endorsemenL noL only has developed ln recenL years lL ls belng used from Lhe pasL for
promoLlng Lhe producL 1hls Lype of markeLlng sLraLegy ls used Lo promoLe Lhe producL and has
proved ln lLself a boon ln adverLlslng world
lL ls malnly used Lo lnfluence Lhe consumer who comes across Lhese adverLlsemenLs as lL ls
accessed ln Lhe consumers mlnd for many days even afLer Lhe adverLlsemenL CelebrlLy
10

endorsemenL has noL always helped ln promoLlng Lhe producL buL lL has been developed
conslderably over Lhe years
1he laLe '80s saw Lhe beglnnlng of celebrlLy endorsemenLs ln adverLlslng ln lndla Plndl fllm and
1v sLars as well as sporLspersons began encroachlng on a LerrlLory LhaL was unLll Lhen Lhe
excluslve domaln of models 1here was a spurL of adverLlslng feaLurlng sLars llke 1abassum
(resLlge pressure cookers) !alal Agha (an arag) kapll uev (almollve Shavlng Cream) and
Sunll Cavaskar (ulnesh SulLlngs) Cf course probably Lhe flrsL ad Lo cash ln on sLar power ln a
sLraLeglc longLerm mlsslon sLaLemenL klnd of way was for Lux soap a brand whlch has
perhaps as a resulL of Lhls been among Lhe Lop Lhree ln Lhe counLry for much of lLs llfeLlme
ueLergenLs on Lhe oLher hand ran Lhe whole gamuL from LallLa[l Lhe anLlLhesls of celebrlLy
Lo Shekhar Suman sLepplng lnLo Lhe llves of ordlnary housewlves(8lonneL Aprll 200)

LndorsemenLs by celebrlLles have sLarLed slnce a long Llme 1he very facL LhaL Lhelr use has
conLlnued for so long ls proof enough of lLs lmmense advanLages buL Lhey have several
dlsadvanLages Loo When lL comes Lo celebrlLy endorsemenL Lhe flrsL brand LhaL comes Lo Lhe
lndlan mlnd ls LhaL of Lux Lhe 8eauLy 8ar of Lhe SLars Slnce lLs lncepLlon Lux Lhe brand has grown
poslLlonlng lLself Lhus Powever recenLly Lux has Lrled Lo change lLs poslLlonlng from belng a
woman's soap Lo belng soap for men as well SLlcklng Lo lLs sLraLegy of uslng celebrlLles Lo appeal Lo
lLs LargeL audlence Lhls Llme around lL has used Shah 8ukh khan Lo endorse Lux 8uL Lhls Llme Lhe
response has been confuslng 1hls paper aLLempLs Lo flnd ouL lf Lhls sLraLegy of Lux has been
successful or noL










11

1|s I|gure kepresents te re|at|on between A Lndorser 1e roduct romoted











12

21 5totemeot of tbe ltoblem
A slgn of a celebrlLy ls LhaL hls name ls ofLen worLh more Lhan hls servlces"
uanlel ! 8oorsLln

A company who wlsh Lo earn by selllng Lhelr producLs wanLs celebs Lo endorse Lhelr producLs
and ralse Lhelr sales bar and on Lhe oLher slde people belleve on Lhelr LhoughLs and purchase
LhaL as lL ls endorse by Lhelr favorlLes lor example Sachln 1endulkar who ls role models for
every upcomlng crlckeLer promoLes boosL an energy drlnk and people buy lL as lL ls promoLed
or used Lhe legend Sachln 8uL lL has llmlLaLlon on boLh sldes llke lf Lhe Sachln endorse boosL
wlll charge for lLs adds whlch adds Lo Lhe cosL of boosL So lL helps company Lo lncrease Lhelr
sales buL cosLs Lhe people

So concludlng on Loplc l would say CelebrlLy 8rand LndorsemenL ls LffecLlve AdverLlslng for Lhe
flrm buL noL for people who follows lL


22 C8!LC1lvLS Cl 1PL 8LSLA8CP
1be molo objectlve of tbls teseotcb ls to cteote owoteoess oo tbe foctots tbot lofloeoces o
coosomet lo boyloq o pottlcolot ptoJoct
1o koow bow o celebtlty lofloeoces tbelt boyloq bebovlot
1o koow coosomets ottltoJe towotJs tbe ptoJoct tbot ote eoJotseJ by o celebtlty
1o koow tbe teosoo wby tbe coosomet ptefets o ptoJoct tbot ls eoJotseJ by o celebtlty
1o koow tbe owoteoess level teqotJloq votloos btooJs
1o koow tbe foctots tbot lofloeoces ooy fltm to locteose tbelt soles volome ot motket
sbote tbtooqb tbe ptoJoct eoJotseJ by o celebtlty



1

2J 5cOl Ol 1n k5kcn
1he research of Lhe lmpacL of CelebrlLy LndorsemenL on 8rands" wlll help ln acqulrlng a
beLLer lnslghL and undersLandlng Lhe Lrlvlal aspecLs of branded producLs and lLs awareness
Consumer awareness abouL a producL ls very lmporLanL for LhaL of a company and Lhls sLudy
wlll glve a brlef plcLure of a consumers buylng behavlor
1he company can focus lLs sLraLegles or Lhe producL on a whole on Lhe sLudy and Lhe area
whlch are of ma[or concern for Lhe consumers 1he company can Lhus be able Lo serve Lhe
cusLomers well and examlne all facLors LhaL lnfluences a brand LhaL ls belng endorsed by a
celebrlLy
24 keseotcb metboJoloqy
1be teseotcb metboJoloqy ls tbe cote of ooy teseotcb os tbe wbole of tbe teseotcb ls lolJ boseJ
oo lt neoce o ptopet ploo of collectloo of Joto most be cbeckeJ oot
1 8esearch deslgn used
uescrlpLlve meLhod
2 MeLhod of daLa represenLaLlon
Analysls and uaLa lnLerpreLaLlon bar graphs ple charLs
MeLhod of uaLa collecLlonprlmary daLa and secondary daLa
We collecLed prlmary daLa Lhrough survey uslng CuesLlonnalre We had 120 sample
slzes ouL of whlch only 100 responses came 1here were 12 numbers of quesLlons and
sample was spllL on Lhe basls of age group and lncome
Secondary daLa was collecLed from magazlnes lnLerneL buslness [ournals eLc
4 Area of locaLlon of sampllng
a) kumaraswamy layouL
b) 8anashankarl
c) ! nagar
d) !ayanagar
3 Sample slze (100)


1

23 LlmlLaLlons of Lhe research
Lvery coln has Lwo sldes and so Lhus Lhls descrlpLlve research sLudy 1he sLudy helps ln
undersLandlng varlous aspecLs buL Lhere are cerLaln llmlLaLlons whlch are Lo be Laken lnLo
accounL
1he followlng are Lhe llmlLaLlons of Lhe sLudy conducLed
1he meLhod used for collecLlng Lhe daLa ls Llme consumlng
1he sample slze and area of Lhe sampllng ls llmlLed and rlgld le Lhe survey ls llmlLed Lo
cerLaln areas of 8angalore (karnaLaka)1hus Lhe behavlor of only a parLlcular group ls
deLermlned
1he daLa collecLed from Lhe sLudy may be amblguous ln some cases
1he lnformaLlon obLalned from Lhe consumers based on Lhe quesLlonnalre ls assumed
Lo be facLual
1he response of Lhe consumers may be blased


Juoto ooolysls ooJ lotetptetotloo
1hls pro[ecL reporL glves you a brlef overvlew of how Lo analyze survey resulLs
Analyzlng survey LhaL ls an lmporLanL and exlLlng work ln Lhe survey process lL ls Lhe Llme LhaL
you may reveal lmporLanL facLs abouL your cusLomer uncover Lrends LhaL you mlghL noL
oLherwlse have known uolng lndepLh daLa comparlson you can begln Lo ldenLlfy relaLlonshlps
beLween varlous daLa LhaL wlll help you undersLand more abouL your respondenLs and gulde
you Lowards beLLer declslons
Cur daLa analysls servlce ls hlghly flexlble enabllng organlzaLlons Lo choose Lhe breadLh and
depLh of Lhe analysls and lnLerpreLaLlon Lhey requlre







13

J1 uoto kepteseototloo
; |f you w|s to buy a part|cu|ar product ten wat w||| be te mot|vat|ng
factors for tat?
1ab|e no
Mot|vat|ng
Iactors
Iewer r|ces Var|ous
d|scounts and
offers
Latest 1rends Ce|ebr|ty
Lndors|ng te
roduct
No Cf
kesponses
32 S0

1ab|e no kepresents te var|ous mot|vat|ng factors w|c |nf|uence consumer
buy|ng beav|or











16

rap

rap kepresents tat out of 00 S0 consumer are |nf|uenced by |atest
trends 32 are |nf|uenced by d|scounts offers of te consumer |s
|nf|uenced by fewer pr|ce and rest are |nf|uenced by ce|ebr|ty endorsement











lewer rlces varlous
ulscounLs and
Cffers
LaLesL 1rends CelebrlLy
Lndorslng Lhe
producL
0
10
20
0
0
30
60
Mot|vat|ng Iactors
MoLlvaLlng lacLors
17

;2 Jat |s te purpose be|nd buy|ng te fo||ow|ng product
a) Motor Car b) C|ot|ng c) Iood roducts
Luxury
2 Cost
3 rand Name
Ce|ebr|ty Lndors|ng te roduct

1ab|e 2
kesponses Motor Ve|c|e C|ot|ng Iood roducts
2 3 2 3 2 3
No Cf kesponses 2 2S 2 2 6 8

1ab|e 2 kepresents te ma|n purpose consumers prefer be|nd buy|ng a

part|cu|ar product









18

rap 2



rap 2 kepresents tat out of 00
Ior motor ve|c|e consumers buy |t for |uxury 2 buy |t for cost 2S buy
|t for brand names and buy |t for te ce|ebr|ty endors|ng te product
Ior c|ot|ng 2 buy |t for |uxury 2 buy |t for te cost buy |t for te
brand name and 6 buy |t for te ce|ebr|ty endors|ng te product
Ior food products buy |t for |uxury buy |t for cost 8 buy |t for te
brand name and buy |t for te ce|ebr|ty endors|ng te product


0
10
20
0
0
30
60
70
80
90
100
MoLor vehlcle CloLhlng lood roducLs
CelebrlLy Lndorslng Lhe roducL
8rand name
CosL
Luxury
roducts
19

;3 Do you t|nk compan|es |nvest|ng uge money for ce|ebr|t|es e|p tem |n
|ncreas|ng te|r tota| revenue?

1ab|e 3
kesponses es No Can't Say
No of kesponses 68 S

1ab|e 3 kepresents weter compan|es |nvest uge money for us|ng ce|ebr|t|es
e|p tem |n |ncreas|ng te|r tota| revenue

rap 3

rap 3 kepresents tat out of 00 68 says yes S says no and are
not ab|e to say weter compan|es |nvest uge amount of money for us|ng
ce|ebr|t|es e|p tem |n |ncreas|ng te|r tota| revenue


0
10
20
0
0
30
60
70
80
?es no CanL Say
kesponses
8esponses
20

; Does te ce|ebr|ty e|ps |n |ncreas|ng te market sare of te company?
1ab|e
kesponses es No Can't Say
No of keponses S 2S 6

1ab|e kepresents weter ce|ebr|ty endorsement e|ps compan|es |ncrease
te|r market sare

rap


rap kepresents tat out of 00 S says yes 2S says no and 6 says
can't say weter peop|e tey t|nks tat ce|ebr|ty endorsement e|ps a
company |n |ncreas|ng te|r market sare


0
10
20
0
0
30
60
70
?es no CanL Say
kesponses
8esponses
21

;S Do you t|nk presence of a ce|ebr|ty |n an advert|sement encourages you to
buy te part|cu|ar product?

1ab|e S

1ab|e S kepresents weter te presence of a ce|ebr|ty |n an advert|sement
encourages a consumer |n buy|ng tat part|cu|ar product
rap S


rap S kepresents tat out of 00 S6 says yes 2 says no and says
can't say weter te presence of a ce|ebr|ty |n an advert|sement encourages a
consumer |n buy|ng tat part|cu|ar product

0
10
20
0
0
30
60
?es no CanL Say
kesposes
8esposes
kesponses es No Can't Say
No of kesponses S6 2
22

; 6 Jat do you t|nk do ce|ebr|ty temse|ves uses te product tey
temse|ves endorse?
1ab|e 6

kesponses es No Can't Say
No of kesponses 8 63

1ab|e 6 kepresents |f te ce|ebr|ty temse|ves uses te product tey
temse|ves endorse

rap 6


rap 6 kepresents tat out of 00 8 says yes 63 says no and says
can't say weter te ce|ebr|ty temse|ves uses te product tey temse|ves
endorse

0
10
20
0
0
30
60
70
?es no CanL Say
kesponses
8esponses
2

; Cn a persona| note wat k|nd of ce|ebr|ty you ||ke te most?

1ab|e

1ype Cf
Ce|ebr|ty
Cr|cketer o||t|c|an I||m Star Iamous
ersona||t|es
No of
kesponses
20 8 2S

1ab|e kepresents te type of ce|ebr|ty te consumers ||ke te most

rap



rap kepresents tat out of 00 20 prefers cr|cketers 8 prefers
po||t|c|an prefers f||m stars and 2S prefers famous persona||t|es
0
3
10
13
20
23
0
3
0
3
30
CrlckeLer ollLlclan lllm SLars lamous
ersonallLles
1ype Cf Ce|ebr|ty
1ype Cf CelebrlLy
2

;8 now do you rate te fo||ow|ng ce|ebr|t|es as a brand endorser
a) Sa kuk kan b) Sac|n 1endu|kar c) Am|r kan

Lxce||ent
2 Average
3 oor
Can't kate


1ab|e 8
rand Lndorsers Sa kuk kan Sac|n 1endu|kar Am|r kan
2 3 2 3 2 3
No Cf kesponses S0 3 2 3 3 S3 30 3

1ab|e 8 kepresents te rat|ng of te above ment|oned ce|ebr|ty for te brand
tey endorse










23

rap 8


rap 8 kepresents tat out of 00
Ior Sa kuk kan S0 says exece||ent 3 says average says poor and
2 says can't rate
Ior Sac|n 1endu|kar says exce||ent 3 says average 3 says poor and
says can't rate
Ior Am|r kan S3 says exce||ent 30 says average 3 says poor and
says can't rate



0
20
0
60
80
100
120
10
160
LxcellenL Average oor CanL Say
Amlr khan
Sachln 1endulkar
Shah 8ukh khan
Ce|ebr|ty kat|ng
26

; Jat |s most |mportant for you?
r|ce of te product
2 ;ua||ty of te roduct
3 Va|ue of Money
Ce|ebr|ty Lndorsement

1ab|e
Iactors r|ce ;ua||ty Va|ue for
Money
Ce|ebr|ty
Lndorsement
No of
kesponses
S 3 33 S

1ab|e kepresents te most |mportant factor w|c consumers cons|der for a
part|cu|ar product










27

rap


rap kepresents tat out of 00 S prefers pr|ce of te product 3
prefers qua||ty of te product 33 prefers va|ue for money and S prefers
ce|ebr|ty endorsement









0
3
10
13
20
23
0
3
0
8easons
rlce of Lhe producL
CuallLy of Lhe producL
value for money
CelebrlLy endorsemenL
kesponses
28


;0 Do you t|nk ce|ebr|ty endorsement |s an |mportant t|ng |n brand
promot|on?

1ab|e 0
kesponses es No Can't Say
No Cf kesponses SS 2 8

1ab|e 0 kepresents weter ce|ebr|ty endorsement |s |mportant t|ng |n
brand promot|on

rap 0


rap 0 kepresents tat out of 00 SS says yes 2 says no and 8 says
can't say weter ce|ebr|ty endorsement |s an |mportant t|ng |n brand
promot|on
0
10
20
0
0
30
60
?es no CanL Say
kesposes
8esposes
29

; Do you t|nk Ce|ebr|ty Lndorsement |s rea||y effect|ve |n reac|ng |ts goa|?

1ab|e

kesponses es No Can't Say
No of kesponses 6 6 20

1ab|e kepresents weter ce|ebr|ty endorsement |s rea||y effect|ve |n
reac|ng |ts goa|

rap

rap kepresents out of 00 6 says yes 6 says no and 20 says
can't say weter ce|ebr|ty endorsement |s rea||y effect|ve |n reac|ng |ts goa|



0
10
20
0
0
30
60
70
?es no CanL say
kesponses
8esponses
0

;2 Accord|ng to you wat can be te reason for te compan|es to coose
ce|ebr|t|es for promot|ng te|r products?
No New Ideas
2 Lasy kecogn|t|on of roduct
3 1o |ncrease Sa|es rof|t
1o fo||ow Compet|t|on

1ab|e 2
keasons 2 3
No of
kesponses
8 S0 3

1ab|e 2 kepresents te reasons for te compan|es to coose ce|ebr|t|es for
promot|ng te|r product











1

rap 2

rap 2 kepresents tat out 00 8 says no new |deas S0 says easy
recogn|t|on of te product 3 says to |ncrease sa|es and prof|t and says to
fo||ow compet|t|on










0
10
20
0
0
30
60
no new ldeas Lasy 8ecognlLlon of
roducL
1o lncrease Sales
roflL
1o follow
CompeLlLlon
keasons
8easons
2

45ommoty Of lloJloqs
ln Lhe survey of Lhe lmpacL of CelebrlLy LndorsemenL on 8rands" 1he quesLlonnalre was
dlsLrlbuLed among 120 people ouL of whom only 100 were collecLed 1he flndlngs can be
asserLed from Lhe Lables and graphs
O 8epresenLs Lhe varlous moLlvaLlng facLors whlch lnfluence consumer buylng behavlor
8epresenLs LhaL ouL of 100 30 consumer are lnfluenced by laLesL Lrends 2 are
lnfluenced by dlscounLs offers 1 of Lhe consumer ls lnfluenced by fewer prlce and
resL are lnfluenced by celebrlLy endorsemenL
O 2 8epresenLs Lhe maln purpose consumers prefer behlnd buylng a parLlcular producL
8epresenLs LhaL ouL of 100
lor moLor vehlcle 7 consumers buy lL for luxury 2 buy lL for cosL 23 buy lL for
brand names and buy lL for Lhe celebrlLy endorslng Lhe producL
lor cloLhlng 21 buy lL for luxury 2 buy lL for Lhe cosL 9 buy lL for Lhe brand name
and 6 buy lL for Lhe celebrlLy endorslng Lhe producL
lor food producLs 7 buy lL for luxury 11 buy lL for cosL 8 buy lL for Lhe brand name
and 7 buy lL for Lhe celebrlLy endorslng Lhe producL
O 3 8epresenLs wheLher companles lnvesL huge money for uslng celebrlLles help Lhem ln
lncreaslng Lhelr LoLal revenue
Companles lnvesL huge amounL of money for uslng celebrlLles help Lhem ln lncreaslng
Lhelr LoLal revenue 8epresenLs LhaL ouL of 100 68 says yes 13 says no and 17 are
noL able Lo say wheLher
O 8epresenLs wheLher celebrlLy endorsemenL helps companles lncrease Lhelr markeL
share
8epresenLs LhaL ouL of 100 39 says yes 23 says no and 16 says can'L say wheLher
people Lhey Lhlnks LhaL celebrlLy endorsemenL helps a company ln lncreaslng Lhelr markeL
share



O S 8epresenLs wheLher Lhe presence of a celebrlLy ln an adverLlsemenL encourages a
consumer ln buylng LhaL parLlcular producL
8epresenLs LhaL ouL of 100 36 says yes 27 says no and 19 says can'L say wheLher
Lhe presence of a celebrlLy ln an adverLlsemenL encourages a consumer ln buylng LhaL
parLlcular producL
O 6 8epresenLs lf Lhe celebrlLy Lhemselves uses Lhe producL Lhey Lhemselves endorse
8epresenLs LhaL ouL of 100 18 says yes 6 says no and 19 says can'L say wheLher
Lhe celebrlLy Lhemselves uses Lhe producL Lhey Lhemselves endorse
O 8epresenLs Lhe Lype of celebrlLy Lhe consumers llke Lhe mosL
8epresenLs LhaL ouL of 100 20 prefers crlckeLers 83 prefers fllm sLars 7 prefers
pollLlclan and 23 prefers famous personallLles
O 8 8epresenLs Lhe raLlng of Lhe above menLloned celebrlLy for Lhe brand Lhey endorse
8epresenLs LhaL ouL of 100
lor Shah 8ukh khan 30 says execellenL 7 says average 11 says poor and 2 says
can'L raLe
lor Sachln 1endulkar 9 says excellenL 7 says average 1 says poor and 1 says
can'L raLe
lor Amlr khan 3 says excellenL 0 says average 1 says poor and says can'L
raLe
O 8epresenLs Lhe mosL lmporLanL facLor whlch consumers conslder for a parLlcular
producL
8epresenLs LhaL ouL of 100 13 prefers prlce of Lhe producL 7 prefers quallLy of
Lhe producL prefers value for money and 13 prefers celebrlLy endorsemenL
O 0 8epresenLs wheLher celebrlLy endorsemenL ls lmporLanL Lhlng ln brand promoLlon
8epresenLs LhaL ouL of 100 33 says yes 27 says no and 18 says can'L say wheLher
celebrlLy endorsemenL ls an lmporLanL Lhlng ln brand promoLlon





O 8epresenLs wheLher celebrlLy endorsemenL ls really effecLlve ln reachlng lLs goal
8epresenLs ouL of 100 6 says yes 16 says no and 20 says can'L say wheLher
celebrlLy endorsemenL ls really effecLlve ln reachlng lLs goal
O 2 8epresenLs Lhe reasons for Lhe companles Lo choose celebrlLles for promoLlng Lhelr
producL
8epresenLs LhaL ouL 100 8 says no new ldeas 30 says easy recognlLlon of Lhe
producL 1 says Lo lncrease sales and proflL and 11 says Lo follow compeLlLlon

















3

5oqqestloos
1hls chapLer wlll explaln abouL Lhe dlscoverles of Lhe research and Lhe slgnlflcanL lnfluenLlal
facLors whlch are lndlcaLed ln Lhe prevlous chapLer have an lmpacL on celebrlLy endorslng Lhe
brands
Accordlng Lo 1able 1 and Craph 1 lL can be noLed LhaL consumers are more lnfluenced by Lhe
laLesL Lrends Lhan Lhe fewer prlce of Lhe producL or dlscounLs Lven celebrlLy endorslng Lhe
parLlcular producL hardly effecLs Lhelr buylng declslons 1herefore for any flrm Lo creaLe
awareness abouL Lhelr producL lL ls noL necessary Lo geL Lhelr producL endorsed by any
celebrlLy
Accordlng Lo 1able 2 and Craph 2 Loday Lhe moLor vehlcles are boughL malnly for luxury
Consumers whlle purchaslng a moLor vehlcle does noL look lnLo Lhe aspecLs of Lhe prlce of Lhe
vehlcle or Lhe vehlcle endorsed by any celebrlLy 1herefore consumers prefer more luxury cars
or Lhe brand name assoclaLed wlLh Lhe car
ln case of cloLhlng llne consumers malnly go for Lhe brand name raLher Lhan lLs cosL or any
celebrlLy endorslng lL 1hey look lnLo Lhe aspecL of comforLablllLy and quallLy of Lhe dress
maLerlal
ln case of food producLs mosL of Lhe consumers buy lL for Lhe quallLy (luxury) of Lhe producL
CosL of Lhe producL brand name or celebrlLy endorsemenL does noL affecL Lhelr buylng
declslon
Accordlng Lo 1able and Craph companles malnly uses celebrlLy Lo endorse Lhelr producL Lo
lncrease Lhelr LoLal revenue as celebrlLy Loday are Lhe mosL lnfluenclng people ln any fleld
1herefore uslng a celebrlLy for Lhelr producL endorsemenL has helped Lhem Lo creaLe Lhelr
brand lmage ln Lhe markeL
Accordlng Lo 1able and Craph celebrlLy endorsemenL deflnlLely helps any flrm ln lncreaslng
Lhelr markeL share WlLh Lhe popularlLy or fame of Lhe celebrlLy Lhe flrms are easlly able Lo
poslLlon Lhemselves ln Lhe markeL
Accordlng Lo 1able 3 and Craph 3 use of a celebrlLy ln any adverLlsemenL helps Lhe company Lo
galn popularlLy very easlly 1he celebrlLy presenLs Lhe ads ln such a way LhaL consumers
someLlmes become aggresslve Lo buy Lhe parLlcular producL

6

Accordlng Lo 1able 6 and Craph 6 Lhe celebrlLles hardly uses Lhe producL endorsed by Lhem
Whlch means LhaL Lhe celebrlLy [usL for Lhe sake of endorsemenL ls feaLured ln Lhe
adverLlsemenL for whlch he ls been pald lL ls noL necessary LhaL Lhe celebrlLy endorslng Lhe
parLlcular producL should use Lhe producL
Accordlng Lo 1able 7 and graph 7 consumers prefer fllm sLars more Lhan any oLher celebrlLy for
producL endorsemenL lllm sLars have been always assoclaLed wlLh brands and Lhelr promoLlon
1herefore organlzaLlons should look lnLo Lhe aspecL of chooslng Lhe celebrlLy accordlng Lo Lhe
producL le wheLher Lhe adverLlsemenL feaLurlng Lhe celebrlLy ls accordlng Lo Lhe brand or Lhe
Lype of producL
Accordlng Lo 1able 8 and Craph 8 Lhe consumers belleve Lhe celebrlLles assoclaLed wlLh Lhe
menLloned brands are perfecLly sulLed Lo lL
Accordlng Lo 1able 9 and Craph 9 consumers malnly go for Lhe money value of Lhe producL
more Lhan Lhe oLher facLors llke brand name or prlce of Lhe producL
Accordlng Lo 1able 10 and graph 10 celebrlLy endorsemenL ls deflnlLely Lhe mosL lmporLanL
Lhlng ln brand promoLlon 1he celebrlLy's fame wlLh Lhe brand name helps ln Lhe popularlLy of
Lhe producL more easlly
Accordlng Lo 1able 11 and Craph 11 Lhe maln moLlve of any buslness organlzaLlon ls Lo earn
proflL WlLh Lhe celebrlLy endorslng Lhelr producL lL becomes easy Lo earn proflL as Lhe
adverLlsemenL feaLurlng Lhe celebrlLles' helps ln earnlng more and galnlng more revenue
Accordlng Lo 1able 12 and Craph 12 As Lhe celebrlLles are Lhe known personallLles so when
Lhey are assoclaLed wlLh any parLlcular brand lLs helps ln easy recognlLlon of Lhe brand 1he
number of Llmes Lhe adverLlsemenL are LelecasLed ln Lhe Lelevlslon Lhe more Lhey are
remembered by Lhe people 1herefore celebrlLy endorsemenL helps any brand ln easy
recognlLlon ln Lhe markeL

7

kecommeoJotloo
lrom Lhe sLudy lL can be seen LhaL celebrlLy endorsemenL do have a greaL lmpacL on Lhe
brands lL ls recommended LhaL Lhe varlous elemenLs llke Lhe sub[ecL's educaLlon level or Lhe
endorsers gender and race should be consldered Lo glve more preclse analysls of Lhe
effecLlveness of Lhe endorser lL ls also valuable Lo maLch a celebrlLy wlLh Lhe producL properly
lnorder Lo bulld an appeal LhaL wlll aLLracL Lhe lnLeresL of Lhe cusLomer and resulL ln purchaslng
Lhe producL










8

cooclosloo
1he survey carrled ouL by Lhe members of LLl1L brlngs ouL Lhe deLall LhaL Lhe frequency of
response wlLh regard Lo celebrlLy endorsemenL ls unmaLched and may be concluded LhaL
people [udge Lhe producLs wlLh regard Lo quallLy and quanLlLy 1he adverLlsemenL alLhough
glves en[oymenL yeL lL lacks Lo have lnfluence on celebrlLy endorslng Lhe producL
A brlef assessmenL of Lhe currenL markeL slLuaLlon lndlcaLes LhaL celebrlLy endorsemenL
adverLlslng sLraLegy can under Lhe rlghL clrcumsLances lndeed [usLlfy Lhe hlgh cosLs assoclaLed
wlLh Lhls form of adverLlslng 1he use of celebrlLy for endorsemenLs creaLe a very favorable
lmpacL on Lhe consumer and lL creaLes a connecL whlch forces a consumer Lo purchase a
producL Powever as several fallures show lL ls essenLlal for adverLlsers Lo be aware of Lhe
complex processes underlylng celebrlLy endorsemenL
lL has been proved from Lhe sLudy LhaL celebrlLy endorsemenLs are a powerful and useful Lool
LhaL magnlfles Lhe effecL of a campalgn buL Lhe word of cauLlon Lo be followed serlously
celebrlLles alone do noL guaranLee success nor does a greaL adverLlslng campalgn or Lhe besL
posslble producL lL ls Lhe comblnaLlon of several facLors and elemenLs LhaL work LogeLher for
Lhe success of a brand and lLs accepLance ln Lhe mlnds of consumers as well as for lLs markeL
offerlng

Modern day consumers are well educaLed and smarL Lhey know celebrlLles are belng pald for
Lhese endorsemenLs and Lhls knowledge makes consumers raLher more cynlcal abouL Lhe
producL and celebrlLy endorsemenLs Ma[orlLy of Lhe consumlng populaLlon also knows whaL ls
adverLlslng and how lL acLually works and Lhls knowledge of consumer makes Lhe Lask of
celebrlLy endorsemenL all Lhe more dlfflculL and challenglng for Lhe adverLlslng companles and
Lhe sponsors lndlan companles boLh adverLlslng and producL offerlng companles have Lo make
an efforL Lo overcome Lhls evermounLlng challenge
1herefore lL can be concluded LhaL celebrlLles have been qulLe successful ln lndla ln
communlcaLlng rlghL messages and lnfluenclng Lhelr purchaslng behavlor 1hus celebrlLy
endorsemenLs ln lndla have produced poslLlve lmpacL on consumers buylng behavlor by
lncreaslng publlc aLLenLlon and sales volume of Lhe endorsed brands


9

8lblloqtopby
1 Coogle search for CelebrlLy LndorsemenLs
2 Wlklpedla of CelebrlLy LndorsemenLs
WebslLes wwwchllllbreezecom/arLlcles/Ce|ebr|tyendorsement
wwwce|ebr|tyendorsementdealscom wwwce|ebr|tyendorsementadscom
hLLps//s|tesgooglecom/s|te/porLalofadvert|s|ng/ce|ebr|tyendorsement 8osloess cooomlcs
Jvettlsloq ltomotloo
MonLhly magazlnes lndla Loday 1he 8uslness LnLerprlse 8uslness 1oday 1he AdverLlslng
Age
3 !ournals of markeLlng !ournal of AdverLlslng and MarkeLlng !ournal of lndlan MarkeLlng

0

6 Annexure
":estionnaire

Section A:
1name
_________________ (opLlonal)

2 lncome
__________________


Cender
Male lemale

A g e
119 200 00 030 30and Above

3 CccupaLlon
Servlce 8uslness

Pousewlfe SLudenL

CLhers (lease Speclfy) _________________



1


Section B:

1lf you wlsh Lo buy a parLlcular producL Lhen whaL wlll be Lhe
moLlvaLlng facLor for LhaL?

a) lewer prlces
b) varlous dlscounLs and offers
c) LaLesL Lrends
c) CelebrlLy endorslng Lhe producL

2 WhaL ls Lhe purpose behlnd buylng Lhe followlng producL

a) MoLor vehlcle?
1 Luxury (quallLy)
2 CosL
8rand name
CelebrlLy

b) CloLhlng
1 SLaLus (luxury)
2 CosL
8rand name
CelebrlLy

c) lood roducLs
1 CuallLy (luxury)
2 CosL
8rand name
CelebrlLy


2

uo you Lhlnk companles lnvesLlng huge money for uslng celebrlLles
help Lhem ln lncreaslng Lhelr LoLal revenue?
1 ?es
2 no
Can'L say

uoes Lhe celebrlLy helps ln lncreaslng Lhe markeL share of Lhe
company's brand?

1 usually Lrue
2 usually noL
Can'L say

3 uo you Lhlnk a presence of celebrlLy llke Shahrukh khan and PrlLhlk
8oshan ln an adverLlsemenL encourages you Lo buy Lhe parLlcular
producL?
1 ?es
2 no
Can'L say

6 WhaL do you Lhlnk do Lhe celebrlLy Lhemselves uses Lhe producL
Lhey Lhemselves endorse?
1 ?es
2 no
Can'L say

7 Cn a personal noLe whaL klnd of celebrlLy does you llke Lhe mosL?

1 CrlckeLer
2 ollLlclan
lllm sLar
lamous personallLles



8 Pow do you raLe Lhe followlng celebrlLles as a brand endorser

a) Shahrukh khan for nokla

1 LxcellenL
2 Average
oor
Can'L raLe

b) Sachln 1endulkar for 8oosL

1 LxcellenL
2 Average
oor
Can'L raLe

c) Amlr khan for 1lLan WaLches

1 LxcellenL
2 Average
oor
Can'L raLe


9 WhaL ls Lhe mosL lmporLanL for you?

1 rlce of Lhe producL
2 CuallLy of Lhe producL
value for money
CelebrlLy endorsemenL





10 uo you Lhlnk celebrlLy endorsemenL ls an lmporLanL Lhlng ln brand
promoLlon?
1 ?es
2 no
Can'L say

11 uo you Lhlnk celebrlLy endorsemenL ls really effecLlve ln reachlng lLs
goal?
1 ?es
2 no
Can'L say

12 Accordlng Lo you whaL can be Lhe reason for Lhe companles Lo
choose celebrlLles for promoLlng Lhelr producLs?
1 no new ldeas
2 Lasy recognlLlon of producL
1o lncrease sales and proflL
1o follow compeLlLlon



(1book oo fot yoot volooble tlme)







3





















6























7























8























9





30













31

32


3

33


36
















37