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Impact of Celebrity Endorsement on Consumer Behaviour

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Impact of Celebrity Endorsement on Consumer Behaviour
A DISSERTATION PROJECT REPORT ON

Impact of Celebrity Endorsement on Consumer Behaviour

By

Rajesh Kumar Singh
Roll No.29084 (Batch 2009-11)

Under the Guidance of Ms. Debjani Bhattacharya (Faculty of IT) Month & Year of Submission - February 2011
NIILM-CMS | Rajesh Singh, Roll No-29084 1

CERTIFICATE OF AUTHENTICITY

February 21, 2011.

This is to certify that Dissertation report on “Impact of Celebrity Endorsement On Consumer Behaviour” prepared by Rajesh Kumar Singh, Roll No.29084 Of PGDM 20092011 Batch is his original work under my guidance and supervision.

Signature of the Faculty (Ms. Debjani Bhattacharya)

Signature of the Student (Rajesh Kumar Singh)

NIILM-CMS | Rajesh Singh, Roll No-29084

2

ACKNOWLEDGEMENT
It takes immense pleasure for me to express my sincere gratitude to all the helping hands who have guided me in the completion of this project. It was a great learning experience for me to work on my project. I am deeply indebted to my faculty guide Ms. Debjani Bhattacharya who has supported me immensely throughout the project through discussions and by always showing me the right course to pursue. The information and suggestions provided by him proved to be most valuable. Last but not the least; my effort will remain incomplete if I do not express my indebtedness to my teachers & friends whose assistance and support are instrumental in the successful completion of this project.

Rajesh Kumar Singh Roll No- 29084

NIILM-CMS | Rajesh Singh, Roll No-29084

3

CONTENTS
Research Methodology………………………………………………………………………………....05 Introduction…………………………………………………………………………………………….07 Defining the Meaning & Scope of the Topic…………………………………………………………..08 Impact of Celebrity Endorsement……………………………………………………………………...11 Effectiveness of Celebrity Endorsers…………………………………………………………………..16 Decision Making Process & Purchase Decision……………………………………………………….17 Relation of BRAND, CELEBRITIES & CONSUMERS……………………………………………...18 Positive


Bibliography: REFERENCE: Philip A. Stroke(2009), "Impact of Celebrity Endorsement", Journal of Consumer Research, Vol. 14 March, Pg.471-82. Shimp (2007), "Celebrities as spokesperson", Journal of Retailing, Vol. 76 No. 2, Pg.175-91. Friedmen et al. (1976), ―The power of brand‖, Journal of Business, Vol. 23, Pg.71-80. WEBSITE: www.marketingmania.in/india.html http://en.wiki.wikipedia.com/indian_industry www.marketingmanagement.in/india.html www.hindustantimes.com http://www.businessweek.com./html www.Google.com www.monkeysurvey.com www.indiatimes.com NIILM-CMS | Rajesh Singh, Roll No-29084 55
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