EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER BASED

BRAND EQUITY: TOOTHPASTE INDUSTRY

ATTRACTIVENES

EXPERTISE

TRUSTWORTHINESS

BRAND TRUST

CELEBRITYENDORSEMENT

CONSUMER BASEDBRAND EQUITY

BRAND LOYALTY

PRECEIVED QUALITY

BRAND ASSOCIATION

THEORTICAL FRAME WORK

RESEARCH METHODOLOGY

Primary Data Collection Method

Random Sampling

Questionnaire

SAMPLE SIZE:100 LOCATION : MALL INTERCEPT

•To understand the consumer based brand equity with demographic aspect considering age and sex of the respondents.

•To address the attractiveness and trustworthiness of a toothpaste brand with respect to celebrity endorsement .

•To identify the relationship between celebrity endorsement and brand equity.

OBJECTIVES OF STUDY

Random Sampling Geographical Dimensions Psycographical Factors Demographical Factors Brand Switching=Brand Loyalty

LIMITATIONS OF STUDY

FINDINGS AND INTERPRETATION

Male; 68

Female; 32

DEMOGRAPHIC FINDINGS

GENDER

10-19 yrs; 28

20-39 yrs; 57

40 yrs and

above; 15

AGE CATEGORY

Qualit

y

Adve

rtise

men

t

Celeb

rity

endo

rsem

ent

Price

Prod

uct

com

pany

Purp

ose

0

20

40

60

80

40 and abv20-39 yrs10-19 yrs

RANKING ELEMENTS OF PREFERENCE

Ho: There is no significant difference given to perception of quality of toothpaste brands with respect to gender.

  Ha: There is a significant difference given to

perception of quality of toothpaste brands with respect to gender.

BRAND QUALITYINDEPENDENT SAMPLE T TEST

Yes No0

10

20

30

40

50

60

FemaleMale

BRAND TRUST

HYPOTHESIS Ho: There is no significant difference in the

age groups towards celebrity endorsement making the toothpaste product more trustworthy.

Ha: There is a significant difference in at least a single age group towards celebrity endorsement making the toothpaste product more trustworthy

ONE WAY ANNOVA

Ho: There is no significant difference in the personality of the celebrity towards brand personality

Ha: There is a significant difference in the personality of the celebrity towards brand personality

BRAND ASSOCIATION

CHI SQUARE: TEST FOR INDEPENDENCE

HYPOTHESIS  Ho: There is no significant difference in

creating an impact towards celebrity switching to competitors on purchase of toothpaste.

  Ha: There is a significant difference in

creating an impact towards celebrity switching to competitors on purchase of toothpaste.

BRAND SWITCHING/BRAND LOYALTY

CHI SQUARE: TEST FOR INDEPENDENCE

Yes No0

10

20

30

40

50

60

70

FemaleMale

NEGATIVE IMAGE OF CELEBRITY

HYPOTHESIS Ho: There is no significant difference in the

negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.

Ha: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age.

TWO WAY ANNOVA

Null Hypothesis

Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.

Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.

Null Hypothesis

Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age. Alternate HypothesisHa: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age.

CELEBRITY EFFECT ON TOOTHPASTE SECTOR UNDER VARIOUS CIRCUMSTANCES

Promoting a new productpromoting a new brandReinforcing the brand image Changing the brand imageOthers

Image of celebrity matching the brand

Age of celebrity and target customer

Use of product by celebrity himself

Celebrity should possess white and strong teeth

Expertize of celebrityin dental care

Others

REQUIREMENTS IN A CELEBRITY

CONCLUSION….

THANK YOU!!!!