Impact of Celebrity Endorsement on Consumer Behaviour

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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

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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

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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 Impacts of Celebrity Endorsement on the Brand …………………………………………….19 Negative Impacts of Celebrity Endorsement on the Brand…………………………………………….20 Nine Uses of Celebrity Endorsement ………………………………………………………………….22 Brand Image Formation & Brand Preference ………………………………………………………....24 The Process of Celebrity Endorsement………………………………………………………………...25 Importance of Celebrity Management…………………………………………………………………26 Risks Associated With Celebrity Endorsement………………………………………………………..27 Selection of Celebrity………………………………………………………………………………….28 Celebrity Endorsement: The Issues Involved………………………………………………………….30 Framework to Make Effective Celebrity Endorsement Program………………………………………32 Why Celebrity Endorsement Fails? ……………………………………………………………………37 Advantages of a Celebrity Endorsing a Brand…………………………………………………………39 Disadvantages of a Celebrity Endorsing a Brand……………………………………………………...40 Research, Analysis & Findings………………………………………………………………………...42 Conclusion……………………………………………………………………………………………..54 BIBLIOGRAPHY……………………………………………………………………………………...55

NIILM-CMS | Rajesh Singh, Roll No-29084

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RESEARCH METHODOLOGY
Research Problems: Impact of Celebrity Endorsement on Consumer Behaviour Research Methodology: Exploratory method

SAMPLING PLAN Sample Methods - Random Simple Sampling Sample size – 100 Primary data -Questionnaire SAMPLE While deciding about the sample of research, it is required from the researcher‘s point to pay attention to these under mentioned points: a) Sample Units: A decision has to be taken concerning a sampling unit before selecting a sample, sampling unit may be a geographical one such as state, district, village Etc. so in this research sampling Unit is Delhi-NCR area. b) Source of data: Data required for the study was collected through primary sources i.e. Market Survey. And the market area is: Delhi-NCR. c) Sampling size: This refers to the no. of items to be selected from the universe to constitute a sample. This is a major problem before the researcher. The size...
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