CONSUMER

STUDY ON IMPACT OF CELEBRITY

ENDORSEMENT ON THE PURCHASING DECISION OF THE

CONSUMER

Prepared by:

NEETU KHATRISUJYOTHI

BHANDARYVAIBHAV ROKADE

YASH SETHYOGESH JAGE

Under the esteemed guidance of Prof .Sameer Virani

CONTENTSMETHODOLOGY

OBJECTIVES,HYPOTHESIS,ANALYSIS

CONCLUSION

BIBLIOGRAPHY

•Sample size 100•Scales :Nominial ,Likert

•SURVEY-questionnaire

Analysis

• Objective: To understand the impact of celebrity endorsement on the various age group's buying decision

Hypothesis: There is no significant difference in the impact of celebrity endorsement on the buying decision, between group 1(aged 12-20yrs),2(aged 20-35) 3(35 and above)

Age

Groups

Test:One way anovaConclusion:• As p = 0.033 < 0.05. •Therefore significant difference between the groups • reject our null hypothesis

Conclusion:• atleast one is different from the other groups • the null hypothesis is rejected and we conclude• significant difference between group 1 and 3

Analysis

• Objective: To understand the impact of celebrity endorsement on buying decision of the people of different area

Hypothesis: There is no significant difference in the impact of celebrity endorsement on the buying decision, between group 1(western ),2(central) 3(harbour)

Area

Test:One way anovaConclusion: •As p = 0. 542 > 0.05.• no significant difference between the groups •accept our null hypothesis

Analysis

• Objective: To understand the buying behaviour of consumer before and after the celebrity endorsement

• Hypothesis: There is no significant difference in the preference of the product/brand before a celebrity endorses it and after the celebrity has changed to a competitor product/brand

BEFORE & AFTER CELEB ENDORSMENT

Test:Paired –T testConclusion: •p = 0.000 < 0.05. •reject our null Hypothesis•Significant difference • there is a change in the preference of the product when the celebrity endorses competitors product.

Analysis

• Objective: To understand the buying behaviour of consumer before and after the celebrity endorsement when the price of product is considered

• Hypothesis: There is no significant difference in the preference before the increase in the price of a product due to celebrity endorsement and after the reduction of the price of a product due to no celebrity endorsement

BEFORE AND AFTER PRICE

Test :Paired –T testConclusion: p = 0. 283 > 0.05. we accept our null Hypothesis No significant diffrence before and after conclude that increase in the price of the product due to celebrity endorsement or reduction in the price of the product due to no celebrity endorsement does not change the preference of the buyer

Analysis

• Objective: To understand the brand association of the consumers with product with logo, jingle and celebrity endorsement.

• Hypothesis:There is no significant difference between the of association of the brand with jingle, logo and celebrity endorsing it

Celeb Association

Logo Association

Jingle Association

Test: Chi-square test

Conclusion: •ASSOCIATION WITH CELEBRITY ENDORSMENT 0.482>0.05 null hypothesis accepted ,

•ASSOCIATION WITH LOGO 0.426>0.05 null hypothesis accepted and

•ASSOCIATION WITH JINGLE 0.494>0.05 null hypothesis accepted• No significant association between the brand value and logo,jingle and celebrity endorsement

Conclusions

• The association of brand value with celebrity endorsment was not significant along with jingle and logo

• When the impact of celebrity endorsement on consumers belonging to different age group and area tested was observed no significant difference found.

• when the impact on consumers, before and after the celebrity has changed his endorsement was observed significant differenece was found which indicates people do prefer brands according to their choice of celebrity

• But no significant difference in the impact was found when the price factor due to celebrity was included

Bibliography

• www.ibm.com• www.laeard.com• Research Methodology by Kothari• Economic times

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